Appeal Letter Tips
The Art Of The Appeal Letter
What's the best way to raise money? Face-to-face, of course.
What's the best way to raise money when you have 2,000 or 200,000 people
on your mailing list and not enough volunteers to make all those visits? The
solicitation letter.
Whether it's called an appeal letter, an annual letter, a membership letter or a
desperate cry for help, almost all organizations have to send solicitation
letters.
What is an appeal letter?
Like the Supreme Court said about pornography, a good appeal letter is hard to
define but you certainly know it when you see it. An appeal letter is not a
business letter or an essay. It must communicate your mission and compel the
reader to invest in that mission with a check.
And it has to accomplish all that
in about 500 words. The average reader will only spend two seconds reading an
appeal letter before deciding where to file it: on the desk or in the trash.
Writing a compelling and successful appeal letter is an art -- but lots of
organizations still seem to be writing in crayon. Here are some suggestions that
can move your masterpiece from the refrigerator door to the gallery wall.
Letter Writing Tips
Segment your list and write to the segment
Current members, large donors,
prospects, one-time visitors, students, museum professionals -- these are all
different segments and need different approaches in the appeal letter. Divide up
your list and write letters that will be compelling to each type of donor or
prospect.
Don't use letterhead that lists your board members. Use of board letterhead
detracts from the letter's message -- unless you've got big stars whose name
appeal will pull gifts.
Use storytelling
Open with an emotional or compelling story. Make it personal. A story about one
item or person is more interesting than a story about an entire institution or
1,000 people.
Address only one subject, generally what the generosity of donors has allowed
you to accomplish and why you need them to give again.
Keep it simple and direct
Remember Mrs. Harris in 5th-grade creative writing
class? She always told you to write to your reader. And writing at the 5th-grade
level isn't a bad idea. Erudite prose might be pretty, but it won't raise a dime
if it doesn't move your audience to write the check.
Don't give too much information. When the letter is "newsy," it distracts from
the purpose of the letter. Give news in a newsletter. Ask for money in a
solicitation letter. In fact, consider sending a newsletter about four weeks
prior to a solicitation.
Repeat. Repeat. Repeat
Choose a theme and repeat it several times. It might
seem that repetition would make the letter boring, but people don't read an
appeal letter from first word to last.
Create a sense of urgency, but not a crisis. Donors want to feel needed, but no
one likes to try to save a sinking ship. If there's a funding crisis, don't
mention it.
Ask recipients to give a specific amount, even if it's a range
Don't be afraid
to ask for more than they've given before. You can't get $100 from a $25 donor
unless you ask. Consider personalizing the letter to thank them for the exact
amount of their past gift and suggest a new -- and higher -- one.
Don't beg
Check your ask for signs of "begging," guilt for bothering the donor, or an
uncomfortable tone. Think of the ask as an opportunity for the donor to be part
of your exciting program. Don't "urge" -- suggest and involve!
Highlight or underline your most important points
The reader will
be skimming this. What do you want them to know? (Answer: That you are successful
now and their gift will make your organization even better.)
Use both sides of the paper
A one-page letter gives you very little room to
tell your story. A two-page letter, printed on both sides of one sheet, is
economical and gives you the freedom to state your case.
Add a P.S
The P.S. is the most often read part of a solicitation letter. "The
ask" (how much you want them to give) and a restatement of your appeal should be
in the P.S. A well written postscript can substantially boost the response to
your letter.
Read your letter as your donor will. Skim. Let your eyes fall on the highlighted
portions and the P.S. Those are the parts of the letter the average reader will
see. Is your case compelling in those sections? If not, time for a rewrite.
Use a matching response device
Create a response device that matches the look, tone and ask of the letter. A
response device is a remittance envelope or card that the donor returns with
their check. Since the response device is often filed away with bills for
payment later, it often gets separated from the letter. Make sure your message
is duplicated on the response, which will remind the donor why they filed it
away with the bills in the first place!
Use an insert
Create an insert that emphasizes or supplements the information contained in the
ask. This is a great place to use graphics and color. Many different kinds of
inserts can work, as long as it adds to the content of the letter. The idea of
the insert is to give the reader another perspective on your organization or
project.
A photo essay about the project mentioned in the letter or a note from a
well-known supporter are good examples of successful inserts. Be creative. Try
using different sizes, colors or textures of paper for the insert. Observe the
two rules of insert use: make sure it's appealing and connected to the letter;
and don't use your museum brochure.
Limit teaser copy
Limit -- but don't eliminate -- teaser copy on the envelope. "You've won $1
million!" We've all been taken in by that type of teaser copy at one time or
another. The teaser copy on an appeal envelope shouldn't be so crass. If you use
it, it should compel the reader to open the envelope. Envelope: "New wing
opening soon! Don't miss the opening!" Inside the letter: you'll miss the
special, donors-only opening if you don't make a contribution.
Mail your list regularly
Don't just send out one letter a year. If you're just starting out, write at
least two a year to each segment. March, May, September, November and December
are the best months to send general appeal letters, but your schedule may vary.
Always test
Test new letters against previously successful letters to find flaws and gems in
your approach. To test, divide your list randomly. Send a letter with a track
record to one portion, the new letter to the other. Send the new letter to at
least 25 percent of your list -- 50 percent is better. Compare the results. This
is the simplest way for small organizations to test appeal letters.
Summary
Solicitation letters are popular because they work. Some boards complain that
letters are expensive or not worth the effort, but they're the best way to build
a solid base of individual donors that will stay with you for years. Crafting a
good appeal letter is an art that takes perseverance and creativity.
Now, throw away those crayons and start writing a masterpiece!
About The Author
Jeane Vogel is a fund raising consultant in St. Louis. Her museum clients
include the Saint Louis Zoo, Laumeier Sculpture Park, Campbell House Museum and
Center for American Archeology. She also works with human services
organizations. Her firm, Fund Raising Innovations, specializes in developing
appeal letters, grant proposals and board development/strategic planning. Her
chapter, "Let's Get a Grant to Do That!" is featured in Secrets of Successful
Fundraising: The Best of the Non-Profit Pros.
Related Pages
How To Write Fundraising Letters - Sample donor query letter and tips on writing your own donation request.
Donation Letter Tips - Eight tips on writing a great donation letter - How to craft your appeal letter with a personal touch and increase your response rate.
Cardinal Rules of Fundraising Letters - Eight rules to follow when making a donation request - How to make sure your donation letter maximizes donations with a carefully crafted appeal.
Appeal Letter - Five tips on how to write a letter of appeal - Donation request writing advice plus sample donation letter you can copy.
Appeal Letter Secrets - Discover the secrets of how to make 'the ask' in your appeal letter - Where, how much, and how often you ask will greatly influence donation levels.
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