Does your fundraising copy pass the “you” test? (Tip #40)

Use the word “you” early and often in your letter copy.  It is a powerful way to connect with your donor. Use the word “I” to make your letter more personal and real.  Avoid using “we,” “our,” or “us,” as they give your letter a more institutional feel.

Bite-sized fundraising copy is best (Tip #39)

Don’t write long paragraphs.  It doesn’t matter how many paragraphs are in your letter, just don’t have more than 3-4 sentences in each paragraph.  It’s ok to break up a long paragraph into two or three smaller ones too. Breaking up your content into bite-sized paragraphs makes it easier to read and digest your information.

Focus on 1 person in need for best fundraising results (Tip #38)

Fundraising letters that talk of the plight of millions of starving people in need of help tend not to work as well as those that focus on the suffering of one person.  That’s because it’s hard for people to personalize such large and overwhelming issues.  It’s also hard to understand, as a donor, how my […]

Using the mail to sell monthly giving (Tip #36)

Offer a monthly giving option on your reply device.  Don’t expect to convert a significant portion of your file to monthly giving this way, but you’ll pick up a few monthly givers here and there.  Even that would be a success, since you’ll increase their giving frequency and likely increase their total annual giving as […]

Keep the main thing the main thing in your fundraising appeals (Tip #35)

Todd Duncan, a well-known sales and leadership trainer has a saying: keep the main thing the main thing – and the main thing is selling. That philosophy holds true for direct mail fundraising as well.  But the main thing there is raising money. You may be tempted to fill your mail package with several different […]