How To Write A Successful Fundraising Letter DDF Workshop October 15, 2009 “Just Write It”

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Presentation transcript:

How To Write A Successful Fundraising Letter DDF Workshop October 15, 2009 “Just Write It”

“Writing is easy. All you have to do is stare at a blank sheet of paper until drops of blood form on your forehead.” - Gene Fowler

Challenges “I’m not a writer” “I’m not a fundraiser” I’ve got 39 other things on my plate Donor fatigue Staying fresh The “airwaves” are crowded

A Crowded Marketplace 3,000+ messages a day More consistent More targeted More customized More visual More creative

Before You Start Writing Audience Who is my reader? Message What themes/points must be communicated? Emotional Impact How do I want the reader to feel at the end of the letter

“The Franciscan Approach” Write from the outside in…. Use “I” and “You,” but mostly “You” What does the DDF mean to them Be conversational Use their language Express gratitude

Anatomy of a letter Start with a bang! A short, high impact sentence Appeal to the heart Surprise them with creativity “The Church needs you.” “The Diocese has changed my life forever...”

Anatomy of a letter Connect DDF to their faith life Use specific examples Use statistics (but not too many) Broaden their horizons Pick a key issue

Anatomy of a letter The call to stewardship Scripture An expression of gratitude to God Our faith community

One size doesn’t fit all Choose an approach that best fits your people Building a donor base Direct ask Issue-driven Living in gratitude Testimonial

Working With Words Use simple, straightforward language Keep sentences short and punchy Make it an easy read Keep paragraphs less than 7 lines long Use bullet points rather than listing items within sentences Underline key words or phrases Keep it to one page NO TYPOS, MISSPELLINGS OR BAD GRAMMAR!!!!

You’re Not Alone The letter is part of a total package Brochure Pledge card Video Play off DDF Theme Sample letters are available as a guide Ask your peers what works for them

Final Thought “Good writing is clear thinking made visible.” - Bill Wheeler