The Fundraising Letter P.S.: 100 and 1 Ways to Make Yours More Powerful.
Attract gifts and motivate donors by improving one of the most important sections of your donor appeal letters.
Your postscript is one of the most important parts of your fundraising letter. It usually stresses the point of your letter and asks for action. Some donors read it first. Some professional writers write it first.
According to direct mail consultant Allyn Kramer, there are five “hot spots” in your direct mail package where readers look first.
Here they are, in order:
- Outside envelope
- Brochure headline
- Inside address (who the letter is going to)
- Signature line (who the letter is from)
- Postscript
Since the P.S. is one part of your letter that you can be confident your donors will read, you need to write something there that will motivate your donor to send you a gift or take your desired action.
A donor reading a P.S. is a donor looking for information. And that’s your opportunity.
So don’t treat your postscript as an afterthought. Here are one hundred and one ideas to get you started on finishing your letter.
The Fundraising Letter P.S.: 100 and 1 Ways to Make Yours More Powerful is the 14th
Handbook in the Hands-On Fundraising Series, published by Andrew Spencer Publishing. It teaches you
how to attract gifts and motivate donors by improving one of the most important
sections of your donor appeal letters.
Over 100 examples, including how to . . .
- Show what a donation “buys"
- Show the benefits the donor receives from giving
- Invite donors to join your monthly giving program
- Stress where the money comes from—and goes
- Mention your front-end premium
- Mention your back-end premium
- Mention your deadline
- Suggest a larger gift
- Describe the benefits of membership
- Draw attention to an important enclosure
- Acknowledge your donor’s recent support
- Mention someone from your letter
- Surprise your reader
- Invite your donor to take action
- Show what happens if the donor fails to act
- Make your donor mad (at the problem you solve)
- Share a positive testimonial
- Ask a question
- Show your appreciation for the supporter
- State your goal
- Stress the urgency of your appeal
- Present a compelling statistic
- Invite your donor to an event
- Stress that gifts are tax-deductible
- Tell the donor what to do to make a donation
- Remind donors to renew their support
- Ask for designated gifts for special projects or programs
Peek inside the
Handbook here
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Words: 3,870
Pages: 15
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Cost: $10
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