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How To Write A Successful Fundraising Letter
DDF WorkshopOctober 15, 2009
“Just Write It”
“Writing is easy. All you have to do is stare at a blank sheet of paper until drops of blood form on your forehead.”
- Gene Fowler
Challenges “I’m not a writer” “I’m not a fundraiser” I’ve got 39 other things on my
plate Donor fatigue Staying fresh The “airwaves” are crowded
A Crowded Marketplace
3,000+ messages a day
More consistent More targeted More customized More visual More creative
Before You Start Writing
Audience Who is my reader?
Message What themes/points must be
communicated?
Emotional Impact How do I want the reader to feel at the
end of the letter
“The Franciscan Approach”
Write from the outside in….
Use “I” and “You,” but mostly “You” What does the DDF mean to them Be conversational Use their language Express gratitude
Anatomy of a letter
Start with a bang! A short, high impact sentence Appeal to the heart Surprise them with creativity
“The Church needs you.”
“The Diocese has changed my life forever...”
Anatomy of a letter
Connect DDF to their faith life
Use specific examples
Use statistics (but not too many)
Broaden their horizons
Pick a key issue
Anatomy of a letter
The call to stewardship
Scripture
An expression of gratitude to God
Our faith community
One size doesn’t fit all
Choose an approach that best fits your people
Building a donor base Direct ask Issue-driven Living in gratitude Testimonial
Working With Words
Use simple, straightforward language Keep sentences short and punchy Make it an easy read
Keep paragraphs less than 7 lines long Use bullet points rather than listing items
within sentences Underline key words or phrases
Keep it to one page NO TYPOS, MISSPELLINGS OR BAD
GRAMMAR!!!!
You’re Not Alone
The letter is part of a total package Brochure Pledge card Video
Play off DDF Theme Sample letters are available as a
guide Ask your peers what works for them
Final Thought
“Good writing is clear thinking made visible.”
- Bill Wheeler
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