How to Write a Direct Mail Fundraising Letter (Four Tips for Fund Raising Success)

1. Address your reader as a friend, not as "Friend."

When was the last time you received a letter from someone dear to you, addressing you as "Dear Friend?" Never, right? The days of the Dear Friend letter are dead. I heard recently of a chairman of the board of a national charity who has given his charity millions of dollars and hundreds of hours of his time, yet he still receives fundraising appeals from this charity addressing him as "Dear Friend." Ouch.

2. Arrest attention with an opening that resonates with your donors.

Assume your reader is standing over a trash can with a stack of today's mail, reading the opening sentence of each letter before deciding its fate. You have only a few seconds to grab the reader's interest. So make it a zinger. Here are two openings for the same non-profit. Which one grabs your attention and makes you want to read on?

Opening 1: "I am writing to you to ask if you would like to support a low-income housing building project in your neighbourhood."

Opening 2: "If I invited you to walk over to your neighbour's house with a bundle of roof shingles under your arm as a gift, what would you do?"

3. Put flesh and bones on your need.

One truth in fundraising is that people give to people to help people. So always describe your need in terms of people, not programs, not ministry, not money.

INSTEAD OF SAYING . . . We operate three vans.

SAY . . . The three vans that we use for emergency medical relief play a vital role in saving lives throughout the year.

INSTEAD OF SAYING . . . Essential medicines in many countries are not affordable.

SAY . . . Phillip Mbago is dying from a treatable disease for no other reason than this-he can't afford his cure.

4. Ask for funds by painting a picture.

Don't just ask for a donation. Show your readers how their donations will make a difference. Instead of saying, "Send a gift today," say, "Your gift to Habitat for Humanity today means that another family will soon move into a simple, decent, affordable home-thanks to you."

© 2005 Sharpe Copy Inc. You may reprint this article online and in print provided the links remain live and the content remains unaltered (including the "About the author" message).

ABOUT THE AUTHOR
Alan Sharpe is a professional direct mail fundraising copywriter who helps nonprofits raise funds and retain donors using direct mail fundraising letters. Learn more about his creative direct mail writing services and sign up for free weekly tips like this at http://www.fundraisingletters.org.

8 Tips for Writing Headlines that Grab Attention (and Keep Prospects Reading!)

Effective headlines make all the difference in whether your prospect... Read More

Online Promotion Beats Traditional Ten-One

While traditional marketing can work for the book author or... Read More

How To Write Powerful Headlines

I want to tell you how I go about writing... Read More

10 Eye Popping, Jaw Dropping Ad Copy Secrets

1. Use a hand written letter on your ad copy... Read More

Can You Become a Freelance Copywriter in Los Angeles?

Is it out there? The chance to be a freelance... Read More

Designing for a Non-English Audience

Having worked as a digital publishing specialist at a large... Read More

Power Keys To Writing Power-Packed Marketing Copy

In order to maximize your sales efforts and fully seize... Read More

Its Time To Start That Swipe File

Just as great fiction is an art, so is great... Read More

Writing Effective Sales Copy

Whether you run a home-based business or Microsoft, one thing... Read More

Freelance Writing As A Career

Most people would love to make a living from freelance... Read More

Writing Suitable Copy for the Press

Summer is finally here and school is out, but learning... Read More

Professional Writing: Six Great Reasons to Hire a Writer

Most people can write. Some can even write well. But... Read More

The Lead: Sinking The Hook Into Your Prospect

You only have an instant to capture your prospect's attention.... Read More

How You Can Find Freelance Copy Editing Jobs

Even for those with the skills needed, finding copy editing... Read More

Copywriting Tricks: Nailing the Voice

Professional copywriters are well-familiar with what's commonly referred to as... Read More

How You Can Become A Freelance Business Plan Writer

As with any business, becoming a freelance business plan writer... Read More

10 Things You Should Expect From Your IT Copywriter

Anyone who's ever tried marketing IT products or... Read More

Its the Headline, Stupid! - Writing Powerful Headlines

"It's the headline, stupid," is the sign that hangs over... Read More

Some Important Tips On Proposals And Price

Here's a critically important copywriting technique I use when writing... Read More

Top 3 Rules for Writing Effective Copy

One thing all successful Internet marketers have in common is... Read More

Accelerate Your Freelance Copywriting Master Business Plan!

Ever wish for your own copywriting business?Ever wish you could... Read More

Deciding What Voice to Use in Copy

You have to choose a character or an angle that... Read More

Your Article Headlines will Make or Break Your Business

Most people with an online presence will have to regularly... Read More

Revealed: The $12,500 Copywriting Formula

Have you heard of Brian Keith Voiles? Probably not, but... Read More

Six Reasons You Don?t Need a Technical Writer (and Why They?re Dead Wrong!)

I know, I know. Times are tough. You have to... Read More