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