31 Questions to Ask Yourself Before
You Ask Anyone for a Donation with
a Fundraising Letter.
Increase your chances of success by answering the
vital questions that leading fundraisers ask before
writing a single word.
T
he most important part of any direct mail fundraising appeal is what you do before you write a word of the package.
Poorly conceived appeals lead to poor results.
Letters written in haste usually waste money and hinder donations.
The secret to attracting new donors, renewing support, raising funds, building relationships and retaining loyal donors with direct mail is to
ask the right questions before you write a single line.
You need to know who you are writing to. Why you are writing them. And what you want them to do.
31 Questions to Ask Yourself Before You Ask Anyone for a Donation with a
Fundraising Letter, the ninth Handbook in the Hands-On Fundraising Series,
published by Andrew Spencer Publishing, shows you dozens of questions that you need to ask to increase your chances of securing
a gift and making your appeal letter a success.
Ask the questions the professionals ask.
- Who are you writing to? (6 questions)
- Why are you writing? (5 questions)
- What is the breakdown of your list? (4 questions)
- What do you want your readers to do? (3 questions)
- Who is signing the letter (the “signatory”)? (3 questions)
- What hot buttons do we want to push? (3 questions)
- What “make-a-difference” language can you use? (2 questions)
- What special challenges do you face? (3 questions)
- What proof can you offer? (2 questions)
If you fail to plan, you're planning to fail.
Here are some examples of the questions you need to answer before committing
precious funds to direct mail appeals.
Q 2. What are your readers passionate about?
What makes them furious? What makes them glad? In what way is the
topic you are writing about already important to your readers?
Q 10. Where does this appeal fit in your annual program?
Is this one in a series of annual mailings? Is this a special, unexpected
appeal? Is this your last appeal of the year—or the first?
Q 20. What is the connection between the signatory and you?
Is the person signing the letter a patient of your hospital, an alumnus of
your university, a member of your board, the conductor of your orchestra or a
volunteer? Is their connection with your organization strong enough to build a
compelling case for support and motivate your readers to make a donation?
Q 27. Are there competing or conflicting campaigns?
Is this appeal going out to donors or members who have already been
solicited recently (or soon will be)? Are there other fundraising campaigns
being conducted in your community, against which your appeal must compete?
Download this Handbook now. Start reading it—and profiting from its advice and examples—within minutes.
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