====== Effective Fundraising ======
Read this article on [[Fundraising Letters]]

===== Four Key Questions =====

  * Who are we talking to?
  * What is our story?
  * Why should they care?
  * What can they do?

The best fundraising letter campaigns are targeted to smaller groups of people who have some sort of interest or affiliation with your organization or the types of charitable services you provide.  A fundraising letter sent to a general category of people will fail to yield meaningful results.

===== Things To Consider =====

  * paper size
  * logo
  * personal hello
  * interesting opening line
  * develop readers' interest
  * choose format/font carefully; indent paragraphs, double-space between them
  * emphasize positive
  * include date for timely response
  * state specific amount of request
  * explain how readers should make out the checks
  * thank readers for being willing to help
  * end letter politely and sign it
  * don't forget the P.S.!
  * include return envelope

===== Elements Of An Effective Fundraising Letter =====

An effective fundraising letter:

  * is personal
  * is conversational
  * is addressed to a person by name
  * describes the case for support in human terms
  * is donor-centered (say "you" more than "we")
  * asks for the gift
  * educates donors
  * appeals to the heart

An effective fundraising letter:

  * is an appeal from one person to another
  * describes an opportunity for the recipient to meet personal needs by supporting a worthy charitable aim
  * invites recipient to take specific and immediate action

Make sure you know precisely to whom you're writing and why -- and be certain your letter makes that point just as clear to them as it is to you.  This "marketing concept":
  * embodies the purpose for which you're writing (to secure a gift of $200 or more)
  * identifies the person to whom you're writing (a donor who has previously given the org. a gift of $100, for example)
  * incorporates the benefits the person you're writing will receive as a result of responding: for example, great satisfation from knowing how much your organization can accomplish with $200, plus special recognition for giving such a generous gift.

===== Types Of Target Audience =====

It is important to understand your target audience.  Not all letters are meant for all recipients.  Examples:

  * acquisiton/prospect (never before supported us)
  * welcome package (new members/donors, welcoming them)
  * special appeal (previous donors appealing for additional gifts)
  * year-end appeal (to proven donors at year end)
  * high-dollar (to most generous donors, seeking large gifts)
  * upgrade appeal (inducing previous donors to increase support)
  * renewal (new/regular supporters to ask to renew annual gift)

others include:
  * monthly sustainer requests
  * upgrades
  * renewals
  * lapsed donor reactivations
  * planned giving
  * cultivation

===== Best Qualities Of An Effective Fundraising Letter =====

Best qualitites:
  - clarity
  - cohesiveness
  - authenticity
  - ease of response
  - appropriateness
  - engaging copy

===== Writing For "Sets Of Ears" =====

People do not all respond the same way.  Consider your letter carefully.  Imagine that four different people, of four very different personality types, are reading your letter.  The "four sets of ears" are these:

  - amiable
  - expressive (show 'em something they don't already know)
  - skeptical
  - bottom-liner

===== Specific Letter For Specific Purposes =====

"One size fits all" is definitely **not** a good idea for solicitation letters.  Instead, write specific letters for specific purposes.  Examples include:
  - children's Earn-a-Computer scholarship program
  - donations of computer equipment
  - recruiting new volunteers
  - children's Earn-a-Bicycle program
  - adult computer literacy program