Anatomy of a Profitable Fundraising Letter.
Discover 62 tricks, secrets and tactics used by successful fundraising pros.
By Alan Sharpe
One of the best ways to learn the craft of
creating, writing and designing successful fundraising letters is to look over the shoulders of professional fundraisers at work.
This handbook features a line-by-line analysis of a successful direct mail fundraising
package that Habitat for Humanity mailed to prospective donors (see
what it looks like).
The entire package was written by a professional direct mail fundraising
writer and designed by a firm that specializes in creating fundraising packages
for the world's top non-profit organizations.
Although this is an acquisition letter (mailed to strangers and designed to secure a first-time donation), it contains the elements of all successful fundraising letters.
If you use the mail to raise funds, this handbook will help you discover what to
do right—and what to avoid.
Anatomy of a Profitable Fundraising Letter is the
fourth Handbook in the Hands-On Fundraising Series, published by Andrew Spencer Publishing.
Read the letter through. Study the contents of the entire package (every part
of the package is illustrated; see what actually went in the mail and generated
such a terrific response). Then review Alan's
detailed, annotated comments (seven pages of them). You’ll learn over 60 practical,
effective tactics that you can employ with your next direct mail fundraising
appeal letter.
Topics covered
Mailing envelope
- eight tips for getting it right
- logo placement
- how to use teaser copy
- illustrations on envelopes
- addressing
- window or no window?
- postal indicia
Two-page letter
- 25 observations, recommendations and criticisms to help you produce
winning letters
- tips for having a professional letterhead
- how to use the headline with the envelope teaser
- the value of a powerful opening line
- how to build rapport quickly
- introducing the need for funds in the right way
- introducing the writer
- when and how to introduce the organization
- the role of facts and evidence in the appeal letter
- the human interest angle, and how to use it
- formatting tips
- features of a winning testimonial
- how to sum up
- how to ask for funds
- the sign off
- what color ink to sign the letter with
- who should sign the letter?
- the P.S. and what to say there
Buckslip, two-sided
- six tips about buckslips
- what the buckslip should accomplish
- what to put on a buckslip
- should you ask for funds?
- a few words about formatting for success
Freemium (a unique one!)
- learn four things to get right with your next freemium
- why include a freemium?
- why is this one excellent?
- how the freemium ties in with the ask and the rest of the package
- one thing this freemium got wrong
Reply coupon, two-sided
- 13 tips on writing and designing an effective reply device
- one-time gift or monthly gift—which should you ask for?
- how to capture email addresses
- a few tips on ask strings
Reply envelope
- four guidelines for effective return envelopes
- one simple phrase that saves your organization money when receiving
gifts
- two things that boost response with reply envelopes
- an interesting image to put on the back of the envelope to boost
response (worth testing)
See the contents of the direct mail package and the first nine pages of this
Handbook here.
Download this Handbook now. Start reading it within minutes.
Words: 2,504
Pages: 18
Illustrations: 12 images, one for every component of this profitable direct
mail fundraising package. See them
here.
Format: Adobe PDF (Portable Digital Format). Get the
Reader.
Cost: $10
Guarantee: If you are not completely satisfied with this handbook within 30 days of purchase, we will refund your full purchase price.
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