7 Essential Steps to Raising Money by Mail. by Sandra Sims & Sandy Rees

Transcription

1 7 Essential Steps to Raising Money by Mail by Sandra Sims & Sandy Rees

2 Copyright and Terms of Use Agreement Every effort has been made to accurately represent this product and its potential. Examples are not to be interpreted as a promise or guarantee of profits. The earning potential of the fundraising letters presented is dependent upon the person or persons using this material and the many circumstances surrounding a fundraising effort. As always, competent legal, tax, accounting and/or other professional advice should be sought. All materials contained in this book are copyrighted, and no part of this book or its accompanying materials (CD or electronic files) may, under any circumstances, be copied, changed in any format, sold, or used in any way other than what is outlined within this volume. This work may not be freely distributed or sold by any person other than the author or another authorized dealer. For reprint or quotation permissions, contact the publisher, Step by Step Fundraising Inc. through its website StepbyStepFundraising.com. Copyright 2008 ii

3 Table of Contents Copyright and Terms of Use Agreement... ii Table of Contents... iii Note from the Authors... vi Getting the Most Out of This Guide... vii Unit 1: The 7 Steps to Fundraising by Mail... 1 Step 1 Understand the Basics... 2 Direct mail Step 2 Plan for Success... 5 Identify your goals... 5 Choose a time to mail... 5 Choose a letter type and theme... 6 Three suggested themes for a letter... 6 Create a production schedule... 7 Estimate costs and potential revenue... 8 Step 3 Decide Who Should Receive Your Letter Starting and growing your mailing list Keep your data clean Database and donor-tracking software Step 4 Write a Compelling Letter Getting started Tell your story Making the ask Additional writing tips Step 5 Format the Letter and Package Formatting the letter Paper and design Letter length Personalization and salutations The direct mail package Step 6 Review and Revise Fundraising letter checklist Step 7 Follow Up iii

4 The thank you letter What to do with non-responses Measuring success Unit 2: Sample Phrases Sample Phrases for Letters Asking for Donations Opening sentences Sentence starters Sentence templates Ask statements For campaigns with matching funds For membership programs initial sign-up Yearly membership renewal For monthly giving programs Phrases for letters to previous donors Phrases for letters to volunteers Phrases for letters that encourage online giving Thank-you statements Closing P.S. statements Reply card statements Thank You Letters General First time donors Previous donors Donation from a volunteer Major donors Donation with matching gift Unit 3: Sample Letters Complete Direct Mail Package Homes for our Troops General Appeals Lisa Ross Birth Center Scout Day Camp Joshua Resource Center Iowa Citizens for Community Improvement iv

5 General Appeals with Great Storytelling Switzer Learning Center Cathedral Children's Home Good Mews Animal Aid St. Michael s Catholic Church Mission Trip Lost Sheep Ministries Letters Sent by Individuals Zach McFarland Friends Style Letter Humanitarian Travel American Cancer Society, Relay for Life American Liver Foundation, Run for Research Special Appeals Court Appointed Special Advocates (CASA) of Hartford County Christo Rey High School Sacramento Special Request for Historical Society Project Membership Letters Pride Rock Wildlife in Need Saving Little Hearts Jewish Day School Tennessee Clean Water Network Knox Heritage Thank you Letters Community School of the Arts Bread of the Mighty Food Bank Loudon County Habitat for Humanity Lisa Ross Birth Center Conclusion Additional resources v

6 Note from the Authors 7 Essential Steps to Raising Money by Mail Many people get nervous about asking for money, even when it s in a letter and not face-to-face. We might be hesitant because we want to make a good impression and not seem demanding or pushy. Yet we know that in order for our organization to thrive, donations are necessary. So how do you write a letter that will tell your story with heart and soul and bring in those much-needed dollars? The 7 Essential Steps to Raising Money by Mail provides a simple blueprint for anyone wishing to send a fundraising letter for a charitable organization. Here you ll find all the tools you need to plan, write, and execute a direct mail campaign. We ve provided you with many examples of various kinds of letters so you can see how other nonprofits have been successful in raising money through the mail. The writing samples were specifically chosen for their use of key persuasive writing strategies. No matter what type of organization the letter came from, take a look and you may discover ideas that are adaptable for your own work. We would like to thank all of the individuals and organizations who submitted letters for consideration to be included in this collection. Your contributions helped make this book a valuable resource that will assist many other organizations in raising money through the mail. It is our hope that armed with the step-by-step guide and samples provided in this book, your organization will create a compelling letter that gets positive results! Sandra Sims Sandy Rees vi

7 7 Essential Steps to Raising Money by Mail Getting the Most Out of This Guide Whether this is your first time sending a letter requesting donations or you're an old pro, there are resources in this book that will help you. This book is a unique combination of a step by step blueprint to plan a successful mailing effort and a handy reference that you can use with your ongoing projects. It's been organized into three Units: 1. The 7 steps to fundraising by mail - contains key concepts that will help you be more successful and avoid potential mistakes 2. Sample words, phrases and sentences examples that you can use or adapt to your own circumstances. 3. Example letters from a variety of nonprofits Resource Boxes Throughout the book you ll find boxes off to the side of the main text of the book. These emphasize key points or provide additional ideas for you to be more successful with your fundraising efforts. Many of these tips and tricks can really make a big difference in your results Key Concepts: Highlights essential direct mail strategies. Bright Idea: Success tips and examples to help you make the most of your fundraiser. Be Aware: Mistakes, traps and potentially troublesome areas to be aware of. vii

8 Unit 1: The 7 Steps to Fundraising by Mail Step 1 Understand the Basics Step 2 Plan for Success Step 3 Decide Who Should Receive The Mailing Step 4 Write a Compelling Letter Step 5 Format the Letter & Package Step 6 Review & Revise Step 7 Follow Up 1

9 Step 1 Understand the Basics Direct mail 101 Direct mail is the fundraising technique of sending a letter with a focused message to a targeted list of people, with the express purpose of eliciting a response in the form of a financial donation. It s commonly used by hundreds of thousands of nonprofits around the world to generate funds for general operations, for specific projects or campaigns. Fundraising letters can be sent to a large number of people or a select few. Results can vary greatly, depending on whom the letter is sent to, when it is sent, and what is asked for. A direct mail fundraising letter provides: A cost-effective way to introduce your cause to new people. A way to communicate with current donors. An opportunity for supporters to make a financial gift. The chance to renew relationships with donors who haven't given in awhile. While informing your supporters, introducing new prospects to your organization, and publicizing your efforts are useful, at the end of the day, you must ask people for a donation. Direct mail offers you a great vehicle with which to do just that. You want to send a letter that: Gets into the hands of the right people. Grabs the recipient's attention and gets the envelope opened. Compels the person to respond by sending a gift. People are busy. They will decide in a matter of seconds whether or not to open the envelope and in a few more seconds, they will decide whether or not to give. You need to provide solid information in the letter and present it in a remarkable way. If you've created interest, a prospect may go online to learn more about your organization. The end goal is for the prospect to send a check through the mail or make an online donation. Who donates by mail? Not everyone responds to a piece of mail requesting a donation. Ideally, you want to mail a fundraising letter to people who know and care about your cause, have the ability to give, and are willing to do so through the mail. It s very important to mail to the right list. (We ll address that later). Direct mail is known for bringing in lots of small- to medium-sized gifts and is not usually as effective in generating large gifts. Direct mail does not replace personal visits. Major donors could be offended by a generic Dear Friend letter. On the other hand, direct mail is a great tool to start or build relationships with donors. It gives you a chance to share information with people you can t visit face-to-face and an effective way to educate them about your programs. 2

10 What direct mail is not Direct mail should never be your only strategy for fundraising. It is one piece of a complete fundraising program. In other words, don t rely on direct mail to generate all the dollars you need to fund your mission. Instead, use it as a tool with which to bring new donors into your organization, upgrade existing donors, and identify potential major donors. Response rates It's important to have a realistic understanding of expected response rates before you get started planning a letter campaign. It will help you know whether or not mailing right now is appropriate for your group and if so will help you plan the most successful campaign possible. First, let s explore the two kinds of mailings: house and acquisition. House (or renewal) mailings are sent to your current donors and typically result in significant gifts. After you have mailed to your donors a few times, you will get a good feel for your organization s response rate. Some organizations have response rates in the 5-10% range while others have 25% or more. There is no way to predict how your donors will respond, except by looking at response rates from previous mailings. Acquisition mailings are intended to acquire new donors. Typically, letters are sent to names from a rented or borrowed cold list with the hope that individual recipients will make a donation. Response rates on acquisition mailings tend to be very low, usually less than 1%. Because of this low response rate, you will need to calculate the number of letters that need to be sent in order to reach your goals. In the next step we provide a calculation tool to help you find this number. Despite the low response rate, acquisition mailings are often an effective way to bring new donors into your organization. According to direct mail expert Mal Warwick, response rates for new acquisition mailings fall between.05% and 2.5%. Response rates increase to 6 to 15% for a second letter sent to those who did not respond the first time. 1 Of course, these figures are averages, and your organization may experience different results. Successful organizations can increase response rate by mailing to a highly-targeted audience. 1 Mal Warwick, Revolution in the Mailbox 2004, page

11 Five essential elements for a successful direct mail campaign While the letter itself is the most obvious part of a mailing, there are other aspects to raising funds by mail that you must consider. These five elements are critical to the success of a direct mail appeal. 1. The list. The list of people that will receive your mailing is the most essential element of your campaign. You can have the best letter in the world, but if you mail it to someone who doesn t make contributions through the mail or who is not the least bit interested in the cause, it won t result in donations. 2. The offer. Give your prospective donor the opportunity to help with something that they will want to be a part of. Asking for support for your annual fund won t score nearly as many points in the reader's heart and mind as asking for a gift that will go directly to the mission. 3. Timing. A great letter sent to the right list needs to be sent at the optimum time. Certain times of year are generally better than others. Many people, for example, make their charitable gifts during the last two months of the year. Mailings also need to be coordinated with other activities, such as major holidays or other activities both in your organization itself and the community at large. 4. Package. All of the pieces of the mailing including the outer envelope and its contents are generally referred to as a package. The envelope itself is the first thing that a potential donor sees so it has to make a good impression. Including a reply card and reply envelope is key to making it easy for recipients to respond to your offer. 5. The letter. Finally, you need a well-written, persuasive letter with plenty of heart. Most people give for emotional reasons and then seek facts to support their decision. Provide compelling stories about the people or situations that have been transformed by your work. Support your stories with photos, quotations or a few well-chosen statistics. We ll cover each of these five elements in further detail in this book. Is direct mail right for your group? How do you know if direct mail is right for you? Answering these questions can help you decide. Do you have money to spend on paper and postage? Do you or a volunteer have the skills to write a good letter? Do you have the manpower to fold and stuff letters (or can you pay someone else to?) Can you create a production schedule and stick to it? If you can answer Yes to these questions, then direct mail might be right for your organization. 4

12 Step 2 Plan for Success 7 Steps to Raising Money by Mail Before you can start on a trip, you need to know where you are going and how to get there. The same holds true for a direct mail campaign. To have a successful fundraising campaign, you must have a plan. Follow the simple steps in this chapter to create a roadmap for your direct mail campaign. Identify your goals What are you trying to accomplish with a letter campaign? Are you trying to acquire new donors? If so, decide how many new donors you would you like to see respond. Are you trying to raise money from previous givers? Or both? What is the total dollar amount that you trying to raise? The more specific you can be in setting these goals, the easier it will be to measure your progress toward reaching them. Next, decide how many times a year your organization will mail. One purpose for mailing to previous donors, volunteers and others on your current mailing list is to stay top-of-mind with them. Three or four mailings a year plus a couple of newsletters, an event invitation, and a holiday card make a terrific annual direct mail plan. Key Concept: with an acquisition mailing, your goal is to acquire new donors. You will see a return on your investment in the second and third gift you receive. Focus on the life-time value of building a relationship with the new supporter, rather than an immediate return, to realize the real benefits. Choose a time to mail Keep in mind that some months are better than others for mailing donation requests. Sending an appeal during prime direct mail months will result in increased response rates and larger than average gift size. Many organizations find that mailings that arrive between September and December work best because donors often wait until the end of the calendar year to make charitable contributions. Individual organizations may experience good results in what might otherwise be considered off months. If your appeal flows naturally with the obvious needs of running your organization, such as a back to school promotion in July, the campaign may perform well. When considering the best time to mail, think about other activities happening in your mailing area, such as United Way campaigns or special events. This is especially important for smaller communities. Time your mailing so that it does not compete with other fundraising activities within your own organization, such as dinners or golf tournaments. You don t want to confuse donors by sending fundraising letters asking for a donation at the same time that you are asking them to buy event tickets. 5

13 Choose a letter type and theme Are you asking donors to make a onetime gift? Are you asking them to become members of your organization? Or are you asking for something else? Again, being clear about your letter s purpose will increase the chances for success. For example, in the final section of this book you will find letters that specifically ask the reader to join a membership club. Other letters ask that they become monthly contributors. This is a more specific request than just asking for a one-time donation. Having a theme will strengthen your letter and build the case for the reader to make a donation. When you combine the type of letter (annual appeal, membership, project, etc.) with a theme the letter becomes even more powerful. Here are three ideas for a theme: Three suggested themes for a letter 1) Time of year Many theme ideas based on the time of year have been used in successful appeals. Organizations serving kids might center a fundraising letter around a back-to-school premise in August and September. A homeless shelter might mail a holidays are a lonely time appeal during November or December. A few other examples are: January Start the year off right join our giving club. February Winter is cold your gift will help feed the hungry. March Spring is here help us protect the beauty of the environment. April Easter is a time of rebirth help give single moms a second chance. May School is almost out help us prepare for summer programs. July/August Summer heat is in full force. Your gift ensures the elderly will be protected. October/Nov. Holidays are approaching help provide a happy holiday for all. December Help us make next year better for those living with cancer. Give today. 2) Project Another option is to choose a theme based on a specific project that your organization is working on or a particular programming area. When an appeal focuses on a specific project the donor can easily understand the impact their gift will have. Keep in mind that when you ask for donations for a specific project, all funds received will be considered restricted to that project. It s very important that you handle restricted donations Bright Idea: The Christo Rey High School in Sacramento chose the need for textbooks for their 2008 annual letter. (See pages 80, 82) with integrity and make sure they are used only for the purpose intended. If you don t, and donors find out, they will likely stop giving. 6

14 If you wish to raise general operation funds and not a restricted fund, give examples of what a donation will provide rather than specify something in particular. A phrase such as Your gift of $25, $35, $50 or more will help us make the holidays bright for kids in need is general enough to generate unrestricted funds. 3) Story Choose a theme based upon a story of one of your clients. Service agencies can show how the lives of their clients have been transformed by their services. Educational institutions can show how the power of education enriches the lives of the audience. We will talk further about storytelling in Step 4. Create a production schedule If you are printing and mailing a few dozen letters, you can easily do them yourself. If you plan to mail several hundred letters or more, you may need help to get the letters ready to mail. The assistance of volunteers will make preparing the mailing easier for the staff and offer them an easy way to participate in supporting your organization. Another option is to hire an outside company, sometimes called a mail house, to stuff, seal, and prepare your mailing. Printers can also sometimes offer this service, so the entire mailing is done by one provider. While there will be a fee for this service, for large mailings you may be able to save money because of ways that the printer or mail house can automate the mailing. Using an outside service can also free up your valuable time so you can be visiting with donors. To plan a production schedule, start with the date that you would like the letters to be in the hands of the reader. Then work backward to discover when you need to begin working on the campaign. For example, if you desired that potential donors would have the letter in hand by early to mid November, you might set up a schedule such as this: Date Task Resources needed Nov 1 Mail letters Trip to the post office Oct 30 Fold, stuff, seal, and stamp letters Volunteer labor, postage stamps, envelopes, all pieces of the package Oct 28 Mail-merge and print letters Data list, paper/letterhead for printing Oct 27 Final proof of letter People to review the letter for content, accuracy and style. Checklist on page Oct 26 Mailing list review Your database Oct 25 Format letter and reply card Microsoft Word or other word processing software Oct 20 Write letter and reply card Samples in Units 2 & 3 of this book Oct 15 Choose or create theme Knowledge of current funding needs, history of previous mailings, theme ideas in this book 7

15 Estimate costs and potential revenue Estimate the amount of money you expect to raise based on the number of pieces you are mailing. You won t be able to evaluate your success if you don t have actual numbers to compare. Costs For an accurate estimate of costs, include every possible expense of producing the mailing. Remember to include printing costs, envelopes, and any outside services. If you are printing your letters in your office or in house, you may not have printing or design costs. If you have so many letters to mail that you decide to outsource or use a mail house, make sure to include mailing labor as a cost. Discount postage rates are available through bulk mailing. Depending on where you mail, you may get significant reductions. You must have a bulk mail permit and mail a minimum of 200 pieces to take advantage of these savings. If you decide to outsource your mailing, check with your mail-house representative before you start working on your package. They can help you get the deepest postage discounts through automation. Use this sample as a guideline until you are comfortable developing your own worksheet. Projected Direct Mail Costs: Design cost: $ Printing cost: $ Postage cost: $ Mailing labor: $ Other cost: $ Total cost: $ 8

16 Projected revenue Try to accurately predict the revenue from your mailing. The more times you mail, the more history you accumulate and the more data you have to use in your prediction calculations. If this is your first time to mail a fundraising letter, you can use national averages as a guide to help you predict revenue. This worksheet will also help you to determine how many letters need to be sent in order to meet your goals. (Refer back to step 1 for more information on response rates.) How many pieces are you mailing Estimated percent response: (pieces mailed) x.05 = Multiply the number of pieces by 5% (.05). This will give you the estimated percent response, or the number of gifts you can expect to receive. Five percent is a conservative estimate for a first-time mailing. Estimated revenue (percent response) x $32 = Multiply the number of gifts you expect by $32. This will give you the estimated total amount of money you can expect to receive. Until you get some mailings under your belt and develop some history, use the national average of $32. 9

17 Step 3 Decide Who Should Receive Your Letter Before writing the letter, you must decide who will be reading it. It is absolutely vital that you put yourself in the reader s shoes before you put the first word on the page. Is the reader familiar with your cause? Do they know someone in your organization? Are they able to donate financially at the level you are requesting? How strong will their desire be to donate? To help answer these questions, consider the three types of mailing lists that organizations normally use: A cold list is purchased (or rented) and can come from a variety of sources, including: a) mailing list companies, b) community directories, c) shared lists from other organizations, d) new resident lists, e) some other outside source of contact information. These are people that your organization does not currently have a relationship with, so they are called cold prospects. They may have heard of your organization and/or cause from the media, friends or through other means. However, there is no way for you to know whether they are familiar with your group or not, and if so, to what extent. A personal list includes friends, family and close associates of the letter writer. Board members may write to their personal lists of contacts, when appropriate, to request a donation. Many organizations have found personal letters to be very effective in raising money and gathering new donors. A targeted list may include previous donors, strong donor prospects, volunteers, and other friends of the organization. Commonly called a house list, it s the list of names you maintain in-house. The closer a person is to your organization, the more receptive he or she may be to your message. Having a strong belief in your mission, knowing someone affiliated with your organization, or having volunteer experience with your group could increase the likelihood of a gift. No matter what kind of list you decide to use, make sure to seed your list with your own name--that is, include your own name and address in the mailing list. Then you will know when your fundraising letters arrive in recipients homes and what the package looks like when it does. Be Aware: When renting or purchasing a mailing list follow the terms and conditions specified. Most lists are seeded with names of people who watch to make sure that you are using the list as you are supposed to. They report back to the list manager anyone who is mailing multiple times or mailing inappropriate packages. 10

18 Starting and growing your mailing list Start with whatever list you have, no matter how many names are on it. Look for every opportunity to gather names and addresses for your list, always giving people the chance to opt in. In other words, get their permission before you place them on your list. This will increase the likelihood of them donating when they receive a letter from you. Many organizations have successfully grown their lists from a few names to a few thousand using a variety of techniques. Here are some ideas you can use. Start with those closest to your organization, like current volunteers, staff, and board of directors. Then think about past board members, volunteers who have not been active in awhile, and service recipients. Make sure they are all on your list. When you speak to civic clubs and other gatherings of people, tell your a audience that if they are interested in hearing more about the work your organization is doing they can sign up to be on your mailing list. Pass around a sign-up list or ask them to give you their business card. Ask similar organizations if you can use their lists for a one-time mailing Sometimes mailing to donors of comparable groups yields great results. Ask current donors or volunteers for the names of people they think might be interested in supporting your organization. Getting new donors through the relationship of someone who is already connected with your organization is very effective. Rent a list. A very common technique for acquiring new donors, list rental costs about 10 to 15 cents per name. When you rent a list, you can ethically use the list only once. But if someone sends you a gift, he or she becomes your donor and you can contact that person as often as you like afterward. Your success rates will depend on reaching the right people, so choose the right list. Make sure that the people you mail to are those who are most likely to be receptive to your message and respond with a gift. In other words, target your audience carefully to bring in the maximum amount of gifts possible. If you plan to rent a list, it s best to get a list of people who have given through the mail to similar organizations. This will give you the best chance of success. There are many reputable list management companies that will help you get a good list if you choose that option. Be Aware: In many cities there s an area that s considered more affluent than others. Some fundraisers think that if they mail to everyone in that area (or zip code), they ll get a lot of donations. This is a mistake. Just because people have money doesn t mean they give it to charity. If they do give to charitable organizations, they may not find your specific organization appealing. 11

19 Keep your data clean Make sure to update donor information whenever you can. When mail is returned to you, try to find out the new address and change it in your files. Pay attention to donors who get married, divorced, or pass away, so you can accurately reflect these changes in your data. It s embarrassing to send a letter to a donor who has died, not to mention insensitive to the family. Reviewing your entire database at least once per year, or even quarterly can help keep the list clean. You may wish to run a National Change of Address (NCOA) update which compares your list to the master list of people who have reported new addresses to the post office. This will tell you which people on your list have moved. You can probably find a local mail house to provide this service for you for a few hundred dollars. Be aware that in the United States, postal regulations require mass mailers to clean up their data when they use bulk mail permits. Make sure you are in the know about the latest postal regulations. Information can be found at the official postal service website at usps.gov. Additionally, a good mail house should be able to explain the regulations to you and help you comply. Database and donor-tracking software A variety of software programs exist that can help you track of those who donate to your group and their giving history. If you are just starting a donor database, you can use a spreadsheet to track names and addresses, but at some point you should consider acquiring donor-tracking software. The features and benefits are many, including the ability to generate a wide variety of reports to analyze the database. Idealware ( is a great resource for learning about the various donor-tracking software packages available. Most of these software programs assign each donor a unique number. It s a smart idea to include this record number on the reply piece in your direct mail appeal if you can. This will help you make sure that the right donor gets credit for a gift. Imagine if you have three donors named John Smith. When a gift comes in, you want to be sure you thank the right John Smith! Looking up the donor by record number instead of by name will help you make sure it s the correct person. If you are preparing letters in-house, you can use the mail-merge feature of your word- processing software to include the donor number on the reply card. If you are using a mail house, they should be able to do this for you as long as you provide them with the data. Key Concept: Accurate data input is important. Being consistent in data entry will make life easier when it s time to mail. It is wise to categorize each donor according to giving history and other notes so that detailed reports can be run for special mailings and other purposes. You may have some people on your list to which you don t need to mail appeals to, like members of the media, government officials, etc. Set them aside when doing direct mail appeals, but keep them on your list so that they can receive your newsletter and stay in the know about the organization. 12

20 Step 4 Write a Compelling Letter As you write the actual fundraising letter, you have one goal: move the reader to action. So make sure you do everything possible to achieve that goal. Make the letter easy for people to read. Make it easy for your reader to understand what you are requesting. And, make it easy for them to give. If the letter is not clear, with just one focused message, it is likely to confuse the reader. If they are not clear about what you are asking, they will likely set the letter aside or throw it away. People are busy and won t take the time to figure out what you want from them. While you will read the letter word for word repeatedly while you are drafting it, many of the recipients are more likely to skim it. They will first read the address block to see who the letter is addressed to and if the name is spelled correctly. Then they will read the opening sentence to see if it is something worthwhile or not. They may then skip down to the signature line and the P.S. Make these two components count! Getting started If you re like most people, writing is not an easy process. If you get stuck, follow this formula: 1. Grab the reader s attention with a compelling first line. Begin to tell a story in this sentence. 2. Continue by telling a short story that demonstrates the need met by your organization. 3. Briefly explain how your organization is uniquely positioned to respond to the need. 4. Transition into why you need your reader s help and the urgency of the need. 5. Make the Ask. 6. End the letter with a call to action. 7. Use the signature of the top-ranking staff person. 8. In a short P.S., repeat the Ask. 13

21 Tell your story The key to keeping a reader s attention is to make the letter compelling, and the best way to do that is to tell a story about the work you are doing. Share an anecdote about someone you ve helped and how you ve impacted their life. People want to read about the life-changing work you are doing, particularly if it s told in a story they can relate to. Pictures and stories communicate emotionally as well as factually. Most giving is emotionally based, so tap into this by telling a powerful story. There s nothing compelling about ABC Shelter needs money. But, start sharing the stories of the women in the shelter and watch what happens! Here are some tips for writing a convincing story that touches people s hearts: 1. Use a provocative first line to engage the reader in the story. Julie stood alone in the rain, wondering who to call next pulls the reader into the next line. 2. Paint images with your words by describing things related to the five senses. The more the reader feels like he or she is there, the better. 3. Don t try to tell every little detail. Include only the information that supports the main point and sharpens its impact. In fundraising letters, you want to keep the story concise so you won t overwhelm readers with the amount of text they have to read. 4. Keep the audience in mind as you write the story. Make sure it is interesting to your reader. 5. Relate the story to the work you are doing. 6. Use a photo or two that tie in directly to the story you are telling. Nonprofits are full of great stories. Just pay attention to what s going on around you. Ask coworkers, especially front-line staff, for stories. Develop a catalog of story ideas as you find them so that you ll have them ready in the future. It s common practice in fundraising letters to change the name of the person in a story to protect their privacy. It s also common practice to use a composite story that is actually made up of details from several stories. This is a good way to protect the privacy of the person in the story if the details might make it obvious who it is. Once you ve told a compelling story, it s time to ask for a gift. 14

22 Making the ask One of the biggest mistakes an organization can make in a fundraising letter is to not actually ask for a donation. Some letter writers may get shy and not feel comfortable with this, but if you re going to go to all the trouble and expense of mailing a letter, you must ask for a gift. Asking readers to send a donation is referred to as making the ask or in a fundraising letter, it s sometimes called the offer. It s what you re asking your donor to support. You should be able to calculate the amount needed by your organization to provide a single unit of service (one hot meal, one night s lodging, one hour of counseling, etc.). For example, an animal shelter might use an offer like this: For just $15, we can take care of a homeless dog or cat for one week. You want the offer to be as compelling and specific as possible so that readers are moved to reach for their checkbooks. Keep the ask real, simple, and clear Tie the offer to something tangible. Make sure that when you ask a donor for a gift, you tie it to something real. If you say, Your gift of $47 will provide food boxes to 16 families in need, the donor knows how their gift will be used. Key Concept: Odd numbers are more believable than even numbers. A local rescue mission might report that they can provide a meal to a homeless person for $1.87. Sounds very cheap and very realistic, doesn t it? Believability increases your organization s credibility, which is critical to building relationships with donors and prospects. You can also use a statement that suggests several amounts. Here's an example: Your gift of $25, $35, $50 or more will help us make sure that families in need have access to food this holiday season. To help create a sense of urgency, give a deadline for response, and reason for the deadline. Please send your gift before November 15, so that we can be ready to provide food boxes for our needy neighbors this Thanksgiving. Ask for only one thing in the letter. Don t ask your donor to make a gift toward your food box program and buy tickets to the upcoming gala. Confused donors won t respond to either request. Avoid sending a letter that describes how dire your financial circumstances are (even if they are). Donors want to hear about the work you re doing, not how your ship is sinking. They want to support a successful, well-run organization, not one that might be out of business soon. As mentioned earlier, not everyone will read the entire letter. In the PS line below the signature repeat the offer and/or refer back to something that was mentioned earlier in the letter. (Just be sure to keep it short, one PS that is no more than four lines long.) Also repeat the offer on the reply card. By repeating the offer in several places, it increases the chances that the reader will see it and be moved to action. 15

23 Additional writing tips Here are a few additional tips to keep in mind as you craft your letter: Always address a specific person or persons. Never use a generic term like Dear Friend. A donor who has given to your organization over the years may be offended by this, assuming that you can t remember his or her name by now. New prospects may also be similarly unimpressed. Write in the first person, using personal pronouns such as I, we, and most importantly, you and your. Write the letter as if you are speaking directly to the reader. Avoid jargon, clinical or technical terms. Use layman s terms that anyone would understand. Aim for an eighth-grade reading level for your letter. Let your passion for your cause shine through. Enthusiasm is contagious! Make it urgent. With so many appeals landing in a donor s mailbox, you need to give them a reason to care about your cause now. What s urgent about the problem your nonprofit is trying to solve? Make sure your reader understands why they should send you a gift today. If you need help with writing, recruit a volunteer to help. A retired teacher might be interested in helping write fundraising letters. Also consider an intern from a local college who is looking for ways to beef up their professional portfolio. Professional direct mail writers, some who specialize in nonprofit communications, are available for a fee. 16

24 Step 5 Format the Letter and Package Thus far we have primarily been concerned about the content of your letter. Now we will discuss formatting such as typography and spacing. Finally in this chapter we will also create the response device, a card that people will complete and send in with their contributions. Formatting the letter As mentioned earlier, a letter and all the contents of the package should be formatted for maximum readability. Don t give your reader ANY reason to stop reading and put the letter down. A 12-point Times New Roman is generally the best size and style of font because it s easiest for most people to read. Examples of bad type Be sure that the size of the font makes it easy to read. This sentence is written in 9-point and is too small to be read easily. Reverse text is white or light text on a dark background and is tough to read. Fancy fonts like this one are even more difficult to read. Please be easy on your readers eyes and don t use a script like this one. Examples of good type A serif font has trails hanging off the end of each letter that guide your eyes to the next one. Serif fonts, like Times New Roman, are very easy to read in print. This sentence is printed in 12 point size. A sans serif font, like Arial, has no trails and may be less easy to read in print. It is often used for headlines, such as the headline above this box. Formatting for emphasis Using italics is good for adding emphasis. However, as you can see by reading this paragraph, it must be used in moderation. Consecutive sentences with all italicized words are quite difficult to read. Use bold for points that you really want to emphasize. Underlining is also good for emphasizing points. Headlines can be used in the response card for emphasis. 17

25 Paper and design Use a high quality paper and print each letter. Don t print one, then copy the rest. Copies don t look nice and you can t personalize them. If you choose to be cheap, don t expect good results from the mailing. Use lots of white space so your reader s eye has a place to rest. A page that is chock-full of text can be intimidating, unwelcoming, and hard to read. Make sure to put the return address on the letter if you aren t using regular letterhead. Also include a phone number and website so your readers can find you. Letter length Be Aware: If you are using bulk mail in the US, current postal regulations require the date on the letter be the same as the mailing date. If you are unsure of what day the letters will actually go to the post office, just include the month and year. This way as long as you mail during that month, the letter will still be in compliance with postal requirements. Make the letter long enough to say what you need to say. Don t fall into the trap of trying to fit everything on one page. Obviously, letter with more than one page will cost you more to produce and send. However many organizations have found that two-pages are needed to communicate them message. If you would like to stick with one page, it perfectly okay to have use the front and back of a single sheet. Some organizations have even found that a four-page letter brings them a better response than a one- or two-page letter. Shorter is not always better. Personalization and salutations Put the date of the mailing at the top of the letter followed by the name and address of the person receiving the letter. Personalizing fundraising letters can increase the number of gifts you receive. Use the mail merge feature of your word processor to insert this data. Decide what salutation you want to use and be consistent. If your organization is an informal one, then informal salutations are appropriate, and it s okay to addresses recipients by first name. If you decide on formal salutations, make sure that you address women correctly (Miss, Mrs. or Ms.). You may also address those who are closest to your organization, such as volunteers and board members by first name and those on a cold list more formally. There is no right answer about which kind of salutation to use. It s a choice that each organization must make. 18

26 The direct mail package 7 Steps to Raising Money by Mail While you might think of raising funds by mail as just a one- or two-page letter, a successful appeal is a total package. Besides the letter itself, you need to consider and coordinate the other pieces that are printed and mailed along with it. A typical direct mail fundraising package consists of: an outer envelope a letter a response card a return envelope Each piece in the package has a specific purpose, and we ll discuss each one. Outer envelope Many direct mail letters are sent in the standard #10 size envelope (4 1/8 inches x 9 ½ inches). Larger sized envelopes such as a catalog size (6 inches x 9 inches) can be more attention getting and give additional space for text. Depending on weight and number of envelopes mailed (for bulk mailing) the larger envelope may be the same postage cost as the smaller envelope. This is another issue to check with the post office, printer and/or your mailing provider prior to planning the mailing. Key Concept: The envelope is the first impression you make on the recipient. Often you can add additional text elements besides the return address for no additional charge. Envelopes with clear windows are an option that will save time later. If you print the recipient s name and address at the top of the letter, you can fold the page(s) so that the name/address block shows through the window. This will eliminate the need for printing labels and matching them to the right letter, saving a lot of time and labor. If you don t have window envelopes and have lots of volunteers, consider addressing the envelopes by hand. This will help the piece get noticed in the mail. Think about it when was the last time you received a piece of mail that was hand-addressed? 19

27 Reply card A reply card is an important piece in the package because it gives the donor a way to indicate a giving level. In addition to making it easy for the donor, the reply card makes it easy for you to know that a check is in response to a specific mailing. We ll discuss some technical ways to format your response card for this purpose later on. In this example, the donor can choose from the amounts listed or write something else in the other line. Contact information will have to be completed by the sender on the lines provided. Bright Idea: If your budget is tight, consider using legal-size paper with the reply card on the bottom. This combines the letter and the reply card into one piece, making the mailmerge process simpler! Yes, I want to make sure that no one goes hungry this holiday season! Here s my gift of $25 $35 $50 other Make checks payable to XYZ Organization. Name: Address: City, State, Zip: In the next example, the organization has included an option for the donor to use a credit card or send a check. It s a good idea to get a phone number when you get credit card information in case you need to call and verify a number when you can t read it. The number 1436 above the donor s name is the record number identifying the donor. The donor s name and address have already been inserted onto the card using a mail merge. Yes, I want to make sure that no one goes hungry this holiday season! Here s my gift of $25 $35 $50 other Enclosed is my check made payable to XYZ Organization Please charge my credit card: Visa MasterCard Discover. Account number: Exp date: Phone number: 3-digit security code: 1436 John Smith 123 Main Street Any town, USA

28 If you d like to gather additional information from your donors, consider including a check box or two on the reply card. It s an easy way to give your donor the chance to communicate with you. You can include statements like: I m interested in volunteering. Please contact me. Here s my address. Please add me to your list. Please remove me from your mailing list. Please do not send the thank-you gift and apply my entire donation toward the cause. Reply envelopes Reply envelopes can be any size, from #9 (a size smaller than a standard business envelope) to a wallet-sized envelope. No matter what the size, just make sure that the envelope is preaddressed to your organization. You can include your logo if you like, but it isn t necessary. You don t need to put postage on the reply envelope. For small grassroots organizations, providing postage on the return envelope can appear extravagant and give the impression that you don t need the gift. You may also wish to create special envelopes for the mailing, to mark them to the attention of either a specific department, or for the campaign itself, such as: Cumberland College Attn: Development Office 123 Main Street Any town, USA River City Hospice Re: Christmas Tree Offering 123 Main Street Any town, USA The return envelopes are an area in which you can realize significant cost savings. These envelopes do not need to be printed in color. Black ink only will work just fine. Even though the cost of color printing has come down dramatically, some donors may think that you don t need their money if your materials look too elaborate. 21

29 Step 6 Review and Revise 7 Steps to Raising Money by Mail Before you call it finished, evaluate the letter and all of the package components for style, content and correctness. Look at the package from the perspective of the potential donor and ask yourself these questions: 1. Is the letter interesting and engaging? Does it hold your interest? 2. Do you understand the problem being described? 3. Do you get a clear sense of what action the organization wants you to take? 4. Do you feel compelled and motivated to take the action? 5. Does it look expensive? Or too cheap? Once a final draft is written, edit it for style, content, and technical issues. It s easy to skip this step if you re short on time, but it really is important! You don t want to mail a letter with spelling errors to your donors. Circulate your letter to several key people in your organization who can provide input about content. Ask someone outside your group to review the letter. An outside party will often provide fresh insight from the viewpoint of an average reader. Key Concept: Always ask other people to review your letter to catch mistakes. There s no substitute for a fresh set of eyes! While it is good to get input from a variety of sources sometimes this can cause internal disagreements. This can especially be true of smaller organizations where the board members, volunteers and small staff all want to have a say in what is included in the letter. Remind your stakeholders of the goals that were set out for the mailing, to gain new donors and/or raise funds. The letter should always focus on achieving these goals. If you find yourself in such a situation, remember that a final decision must be made so that the mailing can go out on time. Finally, it is wise, especially for large mailings, to hire a professional writer or editor to review the piece for style, grammar, spelling, and other editorial suggestions. Seeking the outside review of expert writers and authority sources can also help resolve any disputes among your group about what strategy is best for the mailing. Once all mail pieces are to the final version, it s time to print and mail. 22

30 Fundraising letter checklist Letter formatting & technical issues: Printed on letterhead or paper designed especially for the mailing Contact details for the organization (check for accuracy) Address Phone number Website address (if available) Customized with recipient s name and address at the top Salutation followed by name of recipient Easy to read font size (11 or 12 point) Easy to read font style such as Times New Roman Short paragraphs (two to six lines each) One blank line between each paragraph Closing (such as Sincerely,) Signature of person sending the letter (actual or scanned) Name and title of person sending the letter (should be a director or someone with authority) Letter content: Attention-getting opening line or paragraph Clear, focused message Personal pronouns (I, you) Appeals to the needs and interests of the reader Contains a call to action (Asks reader to make a donation) Postscript (P.S.) statement Proper grammar and spelling (Don't rely on spell-check software) Enclosures: Pre-addressed return envelope Response card includes: Call to action Donation levels Name, address, and phone number of donor (pre-printed or blank spaces) Method of payment (check, credit card or monthly bank draft) Return address (in case recipient loses the reply envelope) 23

31 Step 7 Follow Up After receiving a donation in response to your mailing it is important to acknowledge the gift. Done well, a thank you letter and successive follow ups can help build an ongoing relationship with supporters. The thank you letter Swift and personal acknowledgement of a donor s gift builds trust with that donor and lets them know that you are doing your job. Ideally, you should send a thank you letter within 48 hours of receiving a gift. There s nothing worse for a donor than waiting weeks or months for a gift acknowledgement. Showing sincere appreciation is critical to your future relationship with the donor. In fact, it s widely considered the first step in getting the next gift. Relate the thank you letter to the package you mailed. If you asked supporters to give $100 to provide after-school care to 10 at-risk children, then talk about the children and what they re learning after school. This lets donors know that you are organized and that the money was well-spent. Key Concept: While you may have used a digital signature in the donation request letter, a thank you letter or note is a time to be more personal. Have your president or executive director sign the letters, or ask a volunteer to sign them on his or her behalf. Use a blue pen so that donors can clearly tell it is a real signature. If you are sending a computer-generated letter to someone you know, tweak the text to make it more personalized. You might also add a hand-written note at the bottom of the letter. These personal touches are easy ways to show genuine appreciation. Additionally, you can strengthen your thank-you letter by following these tips: Use the word you in the first sentence. Reference the gift and how it will be used. Keep the letter short. Make sure there are no spelling or grammatical errors. Purposeful and well-thought out thank you letters let donors know that you are a good steward of the funds that they contribute to your organization. Best of all, it provides you with an additional way to communicate with them. Make sure you are getting the most from your thank you letter by packing it with sincere appreciation and meaningful information. If the thank you letter serves as a receipt, make it clear. If you have to, draw a line on the page below the thank you text and put a Gift Receipt that includes the actual gift information. Remember to make the information easy for your donor to read and understand. Consider offering a guided tour of your facility or program site (if appropriate) in the letter. You may never have anyone take you up on this, but they will remember that you offered. Among those who choose to visit you, it can also make the difference between an average gift and a major one. 24

32 What to do with non-responses 7 Steps to Raising Money by Mail You will often have people that will not respond to your fundraising letters. If you are using your house list, you can send a follow up mailing to those who didn t give. You can send a letter that follows the theme of the first letter and repeats the request for a gift. Other options are follow up telephone calls, personal visits and/or s. Organizations who follow up find that it increases the number of responses that they get. If you have rented a list, you cannot ethically use the names again. Measuring success Measuring the success on your investment in the mail is important. You need to know if it worked so you can make an educated decision whether or not to mail again. Your overall goal for direct mail should be to draw donors closer to your organization and to generate cash for your operating needs. By setting measurable goals, you have a method for measuring the success of each mailing. The key things you want to measure are response rate (the percentage of replies you received) average gift size net dollars raised with the mailing The easiest way to start measuring is to record the number of pieces that were mailed. Then as donations come in keep track of the number of gifts that are in response to this particular mailing. You might wish to create a special reply envelope that has an attention line in the address that designates the mailing (as described in the previous section.) Marking the response card in some fashion is another way of keeping track of which mailing a donor is responding to. You can simply use a highlighter and mark the edge of each reply envelope for a particular mailing. For example, if you mail an appeal in September and use a blue highlighter to mark the edge and then mark envelopes for October with green, you ll be able to tell which mailing a particular gift came from. Marking the response vehicles in some way will help you begin to track what works for your organization. A more sophisticated method of tracking an appeal is with a code printed on the reply card or the reply envelope. You can simply use a number (1 for the first appeal you mail, 2 for the second, and so on), a date or you can devise something more detailed. 25

33 Predicting responses Once you ve mailed a fundraising letter and you re anxiously awaiting the responses here s a way to estimate the number you might receive. Make note of the date that the first reply envelope comes in with a gift. Count the number of replies for the next thirteen days. Then double it. This technique will give you a ballpark idea of how many gifts will come in over the next couple of months. This is called a double date and many organizations have used it to successfully estimate their responses. Response rate You can easily compute the response rate following this formula: Total number of pieces mailed divided by the number of replies received x 100 = response rate. For example, if you mail 2100 letters and receive 125 responses, x 100 = 5.95% response Over time, you ll get a good idea of your typical response rate. Some organizations consistently get an 8 to 10% return while others get a 23 to 25% return. There is no valid number against which to benchmark except your own response rates from past mailings. Remember that acquisition mailings get much lower response rates than house mailings. Average gift size To determine your average gift size, add up the total amount of money received from the mailing, then divide by the number of replies you received. The result is your average gift size. Nationally, average gift size runs between $30 and $35. Again, once you ve mailed several times, you ll have a good idea of what your average gift size is. For example, if you receive 125 responses with a total of $5,000 in gifts, $5, = $40 average gift size Net return Net return is simply total revenue minus total expenses. Calculating the net return on a mailing lets you know if the investment was worth it or not. You ll start to get a feel for the amount you can expect to receive from mailing to your donors. These measurements can differ, depending on the theme you use and the time of year you mail. You may find that your response rates and gift sizes are higher if you mail in the autumn versus mailing in the spring. 26

34 Unit 2: Sample Phrases 7 Steps to Raising Money by Mail Looking at sample sentences and phrases can help when writing a letter. In this chapter you ll find sample phrases to begin a sentence and templates that just require you to fill in some blanks. How to use the samples in this section In this section we have provided example sentences and phrases that can assist you in writing your own fundraising letters. Some of the phrases are simply a jumping off point from which the writer can begin a sentence in an effective and interesting way. There are also templates with brackets indicating that the writer should fill in with words specific to the particulars of the organization and its mission. Most of these phrases are fairly generic and can be used in many circumstances. Other phrases are more specific to certain types of organizations. Phrases and sentences that sound like they don t apply to your group can often be changed to fit your needs. For example, take the following sample phrase: Yes, I would like to help a needy child experience the joy of Christmas this year. This can easily be changed to one of these statements: Yes, I would like to help a needy child experience the fun of summer camp this year. Yes, I would like to help children in Dade County experience the joy of reading with the Summer Books Program. Yes, I want to give a child the chance to experience the joy of music. 27

35 Sample Phrases for Letters Asking for Donations Opening sentences The following phrases are especially good for use in the opening paragraph, but could also be used in other parts of the letter. Just imagine if In the next five minutes What if I told you? I m shocked What would it feel like to? Have you ever wondered if? It s heartbreaking to think that Would you have expected? When you think about How would you describe? What if you were suddenly faced with? Can you imagine living with? Just seeing the finished project made all the hard work worthwhile. Imagine my amazement when What if you had to choose? The smile across [name s] face said it all. In [year] the [newspaper/agency] reported that A recent phone call from a concerned citizen revealed In his childlike innocence, [number]-year-old [name] asked You may have heard about... As I write this letter... Do you know why I believe in [cause]? 28

36 Sentence starters The following phrases used at the beginning of a sentence can be attention getting. They can also serve as transitions from one thought to another, or from one paragraph to another. If you re like me Consider that Right now, Imagine... Think about Why is it that As you can see Here s why Without a doubt You may wonder... I am reminded of Last year, If you could see... What if... Just in time... When I heard... The best news of all is Please don't overlook I m happy to report that As a partner in our cause, I d like to share with you the story of And it's our job to... Suppose for a moment... You may be surprised to learn that... It's time to... Around the world... When you see... It amazes me that... It may be hard to believe that... We have found that... Your kindness... As we look... As you consider... For the first time... You may know... Together we can... Each year... You see, Who responds if... Who cries when... Our common ground is... 29

37 Sentence templates The following are complete sentences which just require that you fill in the bracket with information that applies to your situation. Today the need for [need] is more critical than ever. I am asking for your support because [reason]. Last year a new [discovery] provided a new ray of hope for [people]. Here s a recent example that really drove home the point. [example] You see, that s what [organization] is all about, helping [situation/cause]. Your contribution to [organization] will help us reach out to those in need of [need]. Today we have a tremendous opportunity to improve [situation] for the better. Summer vacation is a fun time for most children, but for those [in situation] it can be a difficult time. In fact, this tragedy occurs about once every [number] seconds [times] per day. Last year [program] made a difference in the lives of [number] people at [time of year]. This year we can do more with your help. Because of the generosity of partners like you, every senior citizen in our community will be assured of receiving [hot meals/prescriptions/etc.]. For many people, [situation] is a reality. Experience the joy of the holiday season by partnering with us to help [people] this year. Your financial support of our program makes it possible for us to provide [services]. There is a way you can help with [cause]. Every hour someone is diagnosed with [disease]. Your donation will go to work right away, here in the local [city/county] area. This is a critical time, and that is why I am writing you today. You can make an immediate difference in the life of [client(s)]. While you may never meet [client], your financial donation will impact [his /her] life forever. With your help, every child in our [school/community] will experience the joy of learning through our new [program or service]. The children in our [community/school] appreciate your kind support of their [program/team]. One day, [name] came up to me and asked... As I looked into [child's name] s eyes, I could see the wonder of... When [name] walked into our clinic for the first time,... In 30 years time, if we don't change course, our world will be without... If you live so far away from [place], it might be difficult to get a clear idea of the reality of [situation]. The story of [name] may shed some light on this situation. Donations from caring people like you will make a difference to [clients]. 30

38 Ask statements These sentences and phrases encourage the reader to donate to your cause. They can be used throughout the letter, not just in the closing paragraph. Through your generosity, Here s a really simple way to help Please give what you can at this important time. Your donation will make a difference by... Can I count on your help? Your gift provides Join us in committing to Each gift you make to [organization name] helps to But in order to [action] we need your help to This is why we ask you to join us in May I encourage you to? With your help, we can begin to It s people like you who make all the difference. With your donation of just [amount], we can... Together we can make a difference in the fight for [cause]. Please sign the enclosed response card and return with your gift. Any amount will be a tremendous blessing for someone like [name]. Your contribution will help make a difference in [cause]. With your help, many lives will be changed for the better. With your generous donation, [people] will experience a brighter future. Your donation will help continue to bring people out of [situation]. For every [dollar amount] you give, [number] of people will receive [goods/services]. With just [small monetary amount], you can make a difference in the life of a [type of person]. Please consider standing with [organization name] to [action]. That is why I am urging you to join us in the effort to... Your gift is an investment in the future of... That's why I ask you to... Your contribution goes directly to [program]. May we count on you to join us in working for [cause] today? Act now and partner with us to [action] through a gift to [organization name] today. Your generosity will support [clients/cause/program]. Your gift will go to work right away helping [people]. Please help us protect [clients/cause]. As we look to a new year, one filled with hope and optimism for [clients] we ask that you please send your most generous gift today. With your financial contribution, you are helping to insure that [clients] are able to begin new lives filled with love, respect and dignity. Your donation will help fuel the work of [mission]. Your partnership in the effort to [action] is vital to long term success in this fight. 31

39 For campaigns with matching funds These sentences can be used to draw attention to a matching grant program. Knowing that their donation will go further because of the grant encourages readers to donate. Now your donations are matched dollar for dollar. When combined with the matching grant, your gift will have an even greater impact. Imagine what can be accomplished when your donation is combined with the matching fund program. Because of [organization] s record of success with [situation], the [organization] awarded us a Matching grant. Remember, when you lend your support by [date], your gift will go farther when it s doubled by the matching grant. Because the [foundation/government] has awarded [organization name] [amount] in a matching grant, your gift of [dollar amount] will actually provide [amount] worth of [supplies/food/etc.]. Give at least $[amount] today, and your gift is doubled by our matching great partners. Thanks to the generosity of the [name] Foundation we have a $[amount] matching gift fund. That means that your donation will be doubled... Your gift will be matched dollar for dollar by the [foundation]. I encourage you to consider making a gift at this time because your donation will be matched by our challenge grant. Because your gift is combined with grant dollars, it will go [number] times farther to help [cause]. The [foundation] is standing in support of the [cause/clients] by offering up to $[amount] in matching funds. 32

40 For membership programs initial sign-up Letters that are sent as a membership drive should focus heavily on the membership program and its benefits. These statements can be used at various points in the letter and on the reply card. Your membership is just the ticket to Make yourself at home at [name of museum/theater]. Through the generosity of our members, [organization name] is able to As a member of [organization], you ll receive these great benefits Whichever membership level you choose, you will have the benefit of Your membership entitles you to an advance ticket to the world premiere of [event]. Remember, as soon as we receive your membership form, we ll send your free [thank-you gift.] Even at the basic membership level, you ll receive [gift]. Enjoy a variety of benefits as a member of [organization], including free admission and discounts in the gift shop. When you join at the [level] or higher, you ll be welcomed into one of our inner-circle groups. Which of these groups would you most like to join? [interest group names] Be in the know! Your membership entitles you to [magazine name] our [monthly/bimonthly/quarterly] magazine which will keep you informed about [type of events/news]. When you join at the [dollar amount] level, you ll be able to join us for the [membership level name] members-only event [event name/date]. As a member, you ll enjoy exclusive opportunities to interact with fellow [interest] enthusiasts throughout the year. Your membership gives you benefits each and every month: [use bulleted list]. With your membership card, you get valuable discounts at [stores]. Members like you keep our program alive for the next generation. That's why I urge you to complete the enclosed card and become a member today. When you join [organizations name], a contribution of $[amount] or more entitles you to receive a [special gift]. When you join with a gift of [amount] or more, you will get [benefit]. Join now and we ll rush the first issue of [name] magazine to you free. Here are 5 reasons to join [organization] today: [numbered list] No matter which membership level you choose, you will be invited to a members-only reception on [date]. Joining is easy. Simply complete the enclosed membership form and return with your member fee today. This year, [business name] has generously provided [benefit] as a thank-you gift for first-time members. As a special treat for those who join at least the [giving level] club, you will have the privilege of attending an opening night reception where special guest [name(s)] will be in attendance. 33

41 Yearly membership renewal Letters that are sent as a membership renewal drive should focus heavily on the membership program and its benefits. These statements can be used at various points in the letter and on the reply card. As a valued member, you partner with [organization name] to make a difference in [cause]. When you renew your membership by [date] with a gift of [amount], you will receive [benefit]. With your membership renewal, you will... We have missed you! Your membership this year has provided [benefits]. We would like to continue to provide these great benefits to our members. According to our records, your membership to [organization] is expiring. When you renew your membership, you will continue to enjoy these exclusive benefits: [bulleted list]. We value our members and their support. Your membership this year will include something new: [benefit]. All members receive free admission to our permanent collection and discounts on all special exhibits. Your membership will guarantee you best seating for our shows since members can purchase tickets up to one week before sales to the general public. With a family membership, adults receive a 10% discount on tickets and children are admitted free. Your membership to [organization] expired in [month / year]. Here are a few things you may have missed: [bulleted list] Please complete the enclosed renewal form and enjoy another year of discovery and enrichment. Why your membership matters: [bulleted list] Members make the difference. Consider coming back to our [name] club. This year there are several events you will not want to miss. Your partnership with [organization name] continues to make a difference in [cause]. Now is the time to renew your support. For monthly giving programs Letters that are intended to recruit monthly donors should focus heavily on the giving program and its benefits. These statements can be used at various points in the letter and on the reply card. Your monthly support sustains our core programs: [list]. Your monthly gift allows us to provide [service]. The key to our success lies in the personal commitment of people like you. A commitment of just $[amount] per month will [action]. A regular contribution of $[amount] each month ensures that [action]. To sign up for our monthly giving club, simply complete the enclosed form and return it in the envelope provided. Your ongoing commitment to [cause] will guarantee that, together, we can make strides in [cause]. Our monthly giving partners are essential to keeping [services] available on a continual basis to [clients]. Joining the monthly partnership club is easy, especially with the automatic bank withdrawal option. 34

42 Phrases for letters to previous donors Your previous donation shows that you care about [mission]. With the help of supportive members of the community like you, we can continue to make a difference. Your donations have made it possible to improve our [program] by... Please accept the enclosed bookmark as our way of saying thanks for your ongoing support. Your previous gift of [amount] made such a difference in the life of [client]. We appreciate your continuing help in making a difference in the lives of [clients]. Your continued help is needed in order to... We are eternally grateful for supporters such as you who have given financially to keep this mission going. Again, I would like to thank you for partnering with us in the past and look forward to your continued support. Through your donations, last year we were able to assist [number] of [clients]. We appreciate the generosity that you have demonstrated as a contributor to the [name] fund. [Name of person mentioned earlier in the letter]'s story illustrates the impact that your investments have made in the lives of [clients]. Your generous gifts have gone to work to [action]. As a contributor to [organization name] you play a vital role in [cause]. Your support in [year] helped many people in our community. Phrases for letters to volunteers Last year, [number] families were given the caring attention of volunteers like you. This year members have made a difference by volunteering time at our [name] event. Your involvement in this cause is truly making a difference. By making a financial contribution, you stand together with other volunteers, staff and most importantly, [clients]. Phrases for letters that encourage online giving Have any questions? See our list of frequently asked questions at [web address]/faq. A picture is worth a thousand words. Check out our online photo album at [web address]. Get the facts. See a list of [useful facts] at [web address]. Save a stamp and donate online at [web address]. We recently completed a trip to [place]. See a video of how your support is making a difference at [web address]. Give securely online at [web address]. 35

43 Thank-you statements Statements of thanks and appreciation are natural ways to conclude a fundraising letter. They convey a spirit of kindness and authenticity. Thank you for joining in the fight to [cause]. I m deeply grateful for your support of Thank you for partnering with us to [cause]. Your donation to help [cause] is greatly appreciated. I wish to thank you in advance for your generous support. Thank you for your continued support! Again, I thank you for your support in the [cause]. Thank you in advance for your support. Thank you for your kindness and compassion. Your help is greatly appreciated. The [group of people] thank you for your generosity. Thanks for your generous gift; it will provide help to [people] right away. Thank you for answering the cries for help from [people in need]. Your generosity will be greatly appreciated. Thank you for caring. Thank you for your support and generosity. With your help we can continue to [action]. We certainly appreciate your help. Please know how much your kindness is appreciated. With many thanks. 36

44 Closing Every letter should end with a proper closing such as the ones listed below. In gratitude, With thanks, Thanks again, Sincerely, Best wishes, With grateful appreciation, Respectfully, Kind regards, With sincere appreciation, Thank you, With high hopes, Blessings to you, With my thanks, With kind thanks, With gratitude, P.S. statements Often readers will skim a letter and the P.S. at the end provides a last chance to get their attention. Use this space to reinforce the main idea of the letter and/or encourage donations. When you send your gift by [date], it will reach [people] just in time for [holiday/situation]. Your generous donation will help [people] live longer, more productive lives. Please respond today. Don t put off your reply, the sooner we hear from you the greater the impact that will be made in the [cause]. [Group of people] need your help now! You can make a difference when you return the enclosed card with your gift by [date]. Thank you in advance for your support. As you consider my request, please remember... Please help with [cause] now by sending your generous gift today. Remember, thanks to the matching grant sponsored by [name], your donation will be matched. Please help those such as [client's name mentioned earlier in the letter] by responding with your most generous gift. The [program name mentioned earlier in the letter] is making a big impact in the lives of [clients] in our community. Your support will ensure that [clients] continue to experience success. Thank you for responding by [date] with a gift that will help [cause]. Please take a moment to complete the enclosed reply card. Save a life. Send your gift today. The situation that [name of person mentioned earlier in the letter] found [himself/herself/themselves] in can happen to anyone. With your help, our community will be ready to respond to those in need. 37

45 Reply card statements The response card can reinforce your message by restating the cause and the benefits of donating. Notice how most of these examples are affirmative statements written in the first person. This is a physiological trigger that helps encourage a response. Yes, I ll help In order to help [cause], I am enclosing my tax-deductible gift of Yes, I will proudly join in the fight [for/against] [cause] as the newest member of [organization]. Yes, I want to help send [type of aid] to [group of people in need]. Enclosed is my tax-deductible contribution to help [organization] in the fight [for/against] [cause]. I understand that every dollar I send provides Yes! I want to make dreams come true for needy children this holiday season Yes, I want to see results made in the fight [for/against] [cause]. Yes, I would like to make a gift in honor or memory of a loved one. I m pleased to give my vote of support for [cause] by making a contribution today. Yes, I ll back [organization] in its mission to [cause]. I know how much [cause] matters! Yes! You can count on me. I agree that... To help [cause/mission] I am sending a contribution of $ today. Count me in. 38

46 Thank You Letters General We asked and you gave. You made my day! You ve made the world brighter for the children we serve. Thank you! Words are not enough to express how thankful I am for your generous gift. On behalf of [organization name or clients], I would like to thank you for your donation. Thank you so much for your support! Thank you for your generous gift. You have made the lives of our clients a little brighter. Thanks! You have no idea how much we appreciate your donation. I m so grateful for your gift. Thank you so much. Your generosity is overwhelming. I m thrilled that you sent in a gift. I truly appreciate your support. Thank you ever so much. Your gift will have an immediate impact on the lives of [clients]. This letter comes from my heart. Thank you for your generosity. Thank you for helping to make our community a better place. First time donors Thank you for stepping out in faith, making a contribution to [cause]. Thank you for placing your trust in us. Thank you for making your first gift to [organization name]. Welcome to the [organization name] family. Thank you for opening your heart to the hungry and homeless. Previous donors Your continuing commitment to [cause] is truly appreciated. Your continued support means so much to us. Thank you for your commitment to working in the fight for (clean water, homelessness, etc.). 39

47 Donation from a volunteer 7 Steps to Raising Money by Mail Thank you for giving your time and money to support our work. Thank you for pitching in to make our fundraising campaign a success. Your gifts of volunteer time and your financial support demonstrate your commitment to this cause. Major donors Thank you for your investment in our organization and the work we do. Without your support, we wouldn t be able to do fulfill our mission to [mission]. Your generous support provides much needed encouragement to [clients]. I m enclosing a special thank you note from [name], one of the many [clients] that your donation helped support. Donation with matching gift Your generous donation was in effect doubled because of the matching grant program. Thank you for doubling your gift. Your employer s matching donation doubles the impact of your gift! Your donation has 3 times the impact because of our corporate partners who provide matching funds. 40

48 Unit 3: Sample Letters 7 Steps to Raising Money by Mail Reviewing sample letters from other organizations, whether the cause is similar or dissimilar to your own, can provide inspiration and direction for your letter writing. Prior to each letter we have provided some background information about the mailing and highlighted key strategies that make the letter successful. Since no letter is ever perfect we also offer some editorial suggestions for improving them for future mailings. Perhaps you can learn something from these suggestions as well. 41

49 Complete Direct Mail Package 7 Steps to Raising Money by Mail As described in Unit 1, a mail campaign to raise funds is more than just a letter, it s an entire package. At minimum there will be an outer envelope, a return envelope and a response card in addition to the letter. Some organizations include more than one letter and/or a brochure to create a more extensive direct mail package. Homes for our Troops While most of the samples in this book contain just the letter itself, we d like to showcase one example that includes all of the elements of the direct mail package. Homes for Our Troops are a non-profit, non-partisan organization founded in In less than 4 years time it has grown at an amazing rate due to its grassroots from the ground up nature. The organization is committed to helping veterans who have serious service related injuries and disabilities. They provide donations of money, building materials and professional labor and coordinate the process of building a new home or adapting an existing home for handicapped accessibility. They are in a unique position to capitalize on the end of the calendar year, which is usually most appealing to donors, since the organization's fiscal year actually ends in September. This direct mail appeal includes a four page annual report (October 2006 to September 2007), a letter written by one of the service men that was helped by the organization, a response card and reply envelope. This letter is aimed at previous supporters, and spends a good amount of space thanking them for previous gifts and describing what the donations have accomplished. The compelling story is accentuated by great photos. On the 2007 summary page, the organization points how they ve been able to acquire a large amount of donated materials and labor. They name new corporate partners and state how low their overhead rates are. These strategies help build trust with donors. The photo gallery page is a wonderful illustrated version of the year in review. Bright Idea: Let someone who has benefited from your organization tell their story in their own words. Notice how in SGT Fountaine's letter he describes his background and how he came to need the services of Homes for Our Troops. We then hear about the positive difference the group made in his life. He ends the letter by asking the reader to support the organization. The request for a donation is printed on the back page of the annual report in a bold headline, in the letter from SGT Fountaine, one of the service men helped by the group, and repeated on the reply card. The reply card does a good job of summarizing the request for money, and translating each gift level into tangible items such as nails, shingles, and a door. 42

50 Annual Report, page 1 (front) 7 Steps to Raising Money by Mail 43

51 7 Steps to Raising Money by Mail Annual Report, page 2 (inside) 44

52 Annual Report, page 3 (inside) 7 Steps to Raising Money by Mail 45

53 Annual Report, page 4 (back) 7 Steps to Raising Money by Mail 46

54 Letter 47

55 Response Card -Front Response Card-Back 48

56 Outer Envelope Reply Envelope 49

57 General Appeals The most general type of direct mail letter is one that requests the reader make a one time, direct financial gift. In this first section you will find letters from a variety of organizations seeking financial support. Some of the letters were only sent to previous supporters and others were sent as an acquisition mailing (seeking new supporters.) Prior to each letter you will find some basic information about the campaign and our editorial comments about the letters themselves. Lisa Ross Birth Center This letter was sent in December to take advantage of the holiday season. Recipients were families that had used the services of the center sometime in the past. This letter opens with a short, compelling first line re-connecting its reader with his or her experience at the birth center. The third paragraph gives supporting information to affirm the reader s choice to use the birth center. The well-chosen facts point to the history and success of the organization. Another short, compelling sentence transitions the tone of the letter. Bright Idea: Can your group send a special appeal to previous clients? Consider how this letter would differ from a general request. In the fifth paragraph, the letter explains how the center has successfully come through a tough year. It then further defines the need and diffuses any worry that the reader might have about the future of the organization. To further clarify and reiterate the request, the next to last paragraph contains a specific request. Requesting a specific dollar amount serves to eliminate any confusion the reader may have about how much the organization wants. The letter closes in a concise and persuasive manner, followed by a PS that seeks to give readers a sense of urgency. Scout Day Camp This one page letter gets high marks for attention getting phrases, such as the opening line, It s a great time to be in Scouting! Paragraph four provides two options for donating and connects these amounts to exactly what the gift will provide for the scouts. The donation levels can be repeated once again on a reply card for added emphasis. Readers who are former scouts are the best target audience for such a letter and are the people most likely to respond. Individuals who are involved with other youth oriented organizations would also be good prospects for donations. Sending this type of letter to small business owners, franchise / retail outlets, and other businesses would also be appropriate for such an appeal. Paragraph five discusses how sponsors will be recognized. This appeal could be improved if the sponsorship proposal was more specific. For example, stating that there would be a half page block in each newspaper on specific dates. Sponsors could be offered a listing of the business name for one donation level and a business card size ad for another level. Making donation or sponsorship levels specific makes it easier for people to respond. 50

58 Lisa Ross Birth Center 1925-B Ailor Avenue Knoxville, TN December 7, 2005 Jane Client 125 Any street City, State Zip Dear Jane, What was your delivery worth? If you tried to put a price tag on your labor and delivery experience at the Lisa Ross Birth & Women s Center, what would it be worth to you? I m guessing it was priceless. We remember that you had a wonderful birthing experience at the Lisa Ross Birth & Women s Center. We hope that you remember it, too. Since our inception back in 1982, over 2000 women have delivered happy, healthy babies at our Center and have created their own priceless birthing memories. We want to continue providing those memories into 2006 and beyond. But we ve had a tough year. We re currently experiencing a significant financial loss due to some unexpected events this year. We had over 29 women who transferred out of our care due to risks that developed during their pregnancies, hospital deliveries, and other reasons. This created a revenue loss for us. Additionally, our fundraising efforts to support our outreach programs fell short of our goals. Our outreach efforts provide information and care to some of the neediest women in our area, many of them living in or marginally above poverty and many of them in the inner-city areas of Knoxville. We re facing a $40,000 shortfall now. Don t worry we aren t in danger of closing our doors, but this is a serious problem that our staff and board must face and address to insure our stability and success in And we need your help. The Lisa Ross Birth & Women s Center is a 501 (c) 3 nonprofit organization dedicated to providing a natural setting for childbirth. Your donation of $50, $100 or more will help us handle this short-term problem and return our attention to our mission of birthing babies. Won't you help us by sending in a donation today? Sincerely, Linda Cole Executive Director PS. Your gift can mean the difference to the Center and help create priceless memories for the women who will come through our doors in the coming years. Please send your tax-deductible donation today. Your donation to the Lisa Ross Birth & Women s Center is tax deductible to the extent allowed by law. Gifts must be received in our office by December 31 to qualify for 2005 tax credit. 51

59 Heart of Virginia Council - Boy Scouts of America 4015 Fitzhugh Ave. Richmond Virginia USA March 1, 2005 John Scout 125 Any street City, State Zip Dear John, It s a great time to be in Scouting! This year marks the 95th year of Boy Scouts of America and the 75th anniversary of the Cub Scouts of America. It is indeed my pleasure to be a part of these wonderful handson leadership training and character building programs for young boys in our country and more specifically, Chesterfield County. Youth involved in Scouting become better students, more confident individuals and will become tomorrow s business and community leaders. Each summer we run a week long day camp program for Cub Scouts (age 7 to 11) at Pocahontas State Park. This year our camp will run from August 9 thru August 13. There are over 2200 young boys of cub scouting age in Chesterfield County alone. We accept boys who cannot pay any tuition, through our Scout Reach program, as well as those who are able to pay. The cost of running this program can be quite expensive; however, we try to run an educational, hands-on, fun for everyone program regardless of what our budget is. One of the greatest contributions of our camp is providing a quality program for cub scouts while teaching them teamwork, and morals and values that they will carry with them through out their lifetime. The program and the cost for renting the facilities exceed our council s current budget. I am writing to ask if you can help sponsor this wonderful day camp. A tax-free donation of $60.00 sponsors one scout for the full week. A donation of $30 provides program materials for one scout for the entire week. With 100% of your contribution going specifically to the day camp we hold for Cub Scouts in Chesterfield County, you can truly make a difference in the life of a child. When you send your tax-deductible contribution you will be listed as a sponsor in our National Boy Scout Courier, as well as Chesterfield County community papers. I am also hoping to get recognition for our sponsors through the Richmond Times Dispatch. Any amount of contribution is greatly appreciated. Checks should be made out to BSA (Boy Scouts of America), with a memo note for Shawondassee Day Camp. I am enclosing a stamped, self-addressed envelope for your convenience. If possible, please send your donation by April 1, 2005 so that we can monitor our fundraising efforts. Please feel free to make arrangements to visit our camp this summer to see how your donation is being used. You can visit the Heart of Virginia Council website at to learn more about great scouting adventures. Thank you so much for your support and generosity. Sincerely, Karen Wright, Program Director, Shawondassee District Day Camp 52

60 Joshua Resource Center 7 Steps to Raising Money by Mail This letter was sent to local businesses to raise money and awareness of the Joshua Resource Center. It starts with the word you which is a great way to grab reader's attention. The letter focuses on the value of a single person, then transitions to the work of the Joshua Resource Center in the third paragraph. A few good statistics about the success of the center and a concise, easy-to-understand mission statement help complete the picture. Later on the need for the program is backed up with third party statistics, namely, the Census. A bulleted list describes the benefits of the program. Using bulleted or numbered lists make the letter easy to read and draws attention to that section. The letter does a great job of describing the specific need and where current funding comes from. It also does a good job of making an ask and tying it back to the interests of the reader (the business person). The letter closes by referencing the idea that opened the letter: the value of one. The PS refers back to the themes featured in the body of the letter., describing the center as a place that provides a hand up instead of a handout. Iowa Citizens for Community Improvement This is a strong letter aimed at members of the organization. The third paragraph creates a sense of urgency that lasts throughout the letter. The bulleted list describes the actions that will be supported by the donor s gift. In subsequent paragraphs, the letter expands upon each bullet and always includes we need your support. This letter through its use of well-placed bold words, headings and bulleted lists keep the reader s attention. In bolded phrases, the letter draws the reader s attention to particular key points. This is a great technique to make sure that people who skim the letter still get the main concepts. The concluding paragraph reiterates the request and summarizes the letter. Key Concept: The style and tone of your letter should be a compatible match with your organization. The ICCA letter has a bold style that reflects the group's mission and activist culture. The letter should also reflect the way the person signing it would write or speak. Even if they do not write the entire letter let them review and tweak it so that it accurately represents them. 53

61 December 13, 2007 John Smith Business Name 1234 Avenue B City, state zip Dear Mr. Smith, You probably understand the value of one. You know the difference that one customer can make. Or one good employee. Or one terrific day of sales. You probably also support the notion that many have in the nonprofit world that if we could just help one person and truly changes their life for the better, it will all be worth it. At Joshua Resource Center, we haven t just changed one life. We ve changed over a hundred. In the four short years that we ve been in existence, we ve helped about 35 women a year to get out of some pretty yucky situations and improve their lives. Our mission is to restore hope and dignity, and transform lives. Our program develops a woman s self-confidence, life-management and job-readiness skills and spiritual development which empowers her to realize self-sufficiency and break the trap of living in abuse and poverty. We know the problem is real. According to the US Census Bureau, 26% of single mothers living in Blount County are living in poverty. We know from the Institute for Women s Policy and Research that Tennessee is ranked as second-worst state in the nation for women economically and for their overall well-being. Joshua Resource Center is trying to change that, one woman at a time. After working through our program, women gain: Life skills, like boundary setting and money management Work skills, like using computer software (Word and Excel) and phone communications Personal skills, like goal setting and self esteem enhancement 54

62 Some women we ve helped get a GED and a job. Others we ve helped out of domestic violence and into independence. It s been a great four years. And we re looking forward to many more to come. But it takes a lot to provide this kind of help to these women. It takes a lot of training and dedicated mentors to walk beside each woman. It takes relationships with other nonprofit groups in the community. It also takes a dedicated and passionate staff and a well-oiled, finely-tuned office to keep everything well coordinated. Our expenses currently run around $60,000 a year, which is remarkably low considering the magnitude of the work we are doing. Our funding comes from a handful of businesses and foundations, plus generous individuals in the community. We cover about a third of our expenses with in-kind gifts and donations. That leaves us to raise about $40,000. Your gift of $50, $100, $150 or more will help us meet our annual operating obligations so we can continue to provide much-needed services to the women in Blount County who are trying to change their lives. You ll be helping us add a newly-trained and motivated member to the community s workforce. And you ll be helping us demonstrate the value of one. Your gift can impact the value of one life. Won t you help us? Sincerely, Pat Thompson Executive Director PS. Women living in poverty and abuse costs everyone. Taxpayers are funding hundreds of thousands of dollars in our community every year to just give a hand out. With your support, we can give women a hand up and get them out of poverty. Won t you help us? 55

63 Dear CCI Member, Iowa is at a critical point that demands our action. You and I both know the implications of factory farms in this state. Manure runoff, impaired waters and corporate control of our agriculture have stripped us of clean air, clean water and a decent quality of life rights that none of us should be forced to forego. With the 2007 legislative session over, key decision makers think they can sweep these and other important issues under the rug but we won t let them. That s why I m asking you to give a generous gift, above and beyond your membership dues, to support Iowa Citizens for Community Improvement in our coordinated post-legislative campaign, which is critical in improving quality of life for all Iowans. Iowa CCI isn t going to let critical issues be ignored. Your generous gift of $50, $75 or more if possible will enable us to counter our opposition head-on in this campaign. We will: Hold our key decision makers accountable, not letting them get away with running from the issues that matter most. Push for local control in the coming months through a petition drive and mobilizing momentum on the issue. Work for fair elections Voter Owned Iowa Clean Elections (VOICE) where people matter more and money matters less. Fight for clean water, standing up for the rights of everyday Iowans. Holding Decision Makers Accountable This legislative session, we held decision makers accountable by mobilizing several thousand people through a half-dozen rally days, lobbying, writing letters to the editor, and contacting them through s, petitions, phone calls and action alerts. We built key relationships with legislators and coalition groups whose roles are critical in passing the legislation that supports family farmers and a Voter-Owned Iowa. It is critical that CCI members continue to work with them on our coordinated campaign in the coming months. We need your support to continue to hold key decision makers accountable we aren t going to let them get away with running from these critical issues. 56

64 Pushing for Local Control We cannot afford to sacrifice Iowa s natural resources to the greed of corporate agriculture. This legislative session, CCI members were at the statehouse lobbying their legislators to push for local control. CCI members have mobilized and built strength on this issue, and in order to continue to build momentum for local control, we need your support. In the coming months, we will be pushing for local control at county fairs, the state fair, the CCI Statewide Convention and other local events through a petition drive (check your June newsletter for a petition). We also need your support to keep this issue at the forefront our legislators need to know that we are serious about local control, the truest form of democracy. Making Iowa Voter Owned This legislative session, CCI members lobbied hard for Voter Owned Iowa Clean Elections (VOICE) a system where people matter more and money matters less. We took great strides in pushing for clean elections. The bill, after being introduced in both chambers (a first!), passed through sub-committee and committee votes, even passing the House committee with bi-partisan support. We need your support as we continue to fight for a system that reduces the influence of special interest money and restores a needed balance to our political system. Fighting for Clean Water Clean water is a right none of us should be forced to forego. Our opponents will do whatever it takes to enact bad laws that benefit factory farms and let the Golden Rule lose out to the bottom line. CCI will push key decision makers to stand up for family farmers and everyday Iowans. We need your support in the next couple months as we push to ban manure on soybeans and monitor manure spills, calling for tougher penalties and fines for factory farms. Through our coordinated campaign these next few months, CCI will hold decision makers accountable, continue to push for local control and VOICE and stand up for clean water. We need your support as we embark on this strategic campaign. I am asking you to please give a generous gift today. Our legislators and decision makers need to know that they cannot stop the force of thousands of Iowans working together for a clean Iowa and a decent quality of life. For a clean Iowa, Barb Kalbach Board President P.S. Please give a generous gift today in support of our coordinated campaign to push for local control, clean elections and clean water rights none of us should be forced to forego. 57

65 General Appeals with Great Storytelling Telling a story is one of the most effective means of conveying the impact of your organization s efforts. The following letters focus on a story in order to inform and persuade the reader to make a donation. Switzer Learning Center This letter is a great example of the power of using good photos. We can see the faces of the children and connect with their eyes, a key piece of creating an emotional hook with the reader. This letter also does a good job of telling a story both before and after service delivery by the organization. We can read what little Penny was like before she came to the center and how dramatically she changed after attending school there. Specific words used in the story paint a picture for us of the girl s life. On the second page, the bulleted list gives the reader a detailed description of the type of activities offered to the students. The next-to-last paragraph does a good job of explaining the funding gap between the amount received from revenue sources and the amount needed from fundraising. This letter could be improved with personalized salutations instead of addressing the reader as Dear Friends. It would also benefit from asking for a specific amount instead of asking for a generous gift. The PS has the potential to divide the reader s attention by offering a tour of the facility instead of summarizing the request for donation. Cathedral Children's Home This letter is aimed at current supporters of the organization and has a very personal feel to it. It does a great job of telling the story of the two girls and their relationship. This letter used a photo background to give a Christmas time feeling. As in the previous letter, however, a photo of the children depicted in the story would be more authentic and powerful. While the mailing did include a reply envelope, the letter itself could have made a stronger ask. There s one mention of your generous gifts, but it may not be enough to compel the reader to give. Bright Idea: These two letters each focus on one child and how she was transformed by the services of the respective organizations. A before and after of one person or situation can be a powerful illustration of your group's mission and effectiveness. 58

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69 Causes related to Animals Humane societies, zoos and other organizations often have a very passionate and loyal audience. Perhaps you ve heard of an animal shelter that began with an animal lover just taking in stray dogs and cats. Then it becomes a fully fledged organization with need of funding, right! The passion for animals is still strong and shines through in these letters. Animal related causes are perfect for telling stories, as these two letters demonstrate. Good Mews This letter is written for current donors and makes good use of photos of the animals in its care. The stories employ emotionally-based words to pluck the reader s heartstrings. This letter could be improved by breaking up some of the longer paragraphs into shorter, more inviting paragraphs. Donors are busy people who may not be willing to read a page that looks heavy with lots of text. Shorter paragraphs are less intimidating. Animal Aid Bright Idea: The Good Mews letter included a bookmark as a up-front gift. Another option is to send small gifts such as a bookmark, magnet or photo with the thank you letter after someone donates without letting them know in advance. These kind of items cost pennies, but can be a nice little surprise thank-you. This letter does a great job with many of the important elements of an appeal letter. It tells an emotional story about animals that have been helped and would have died without the organization s help. It uses before and after photos to demonstrate the change. The quote from an owner gives a testimonial to the work of the organization. This third-party endorsement builds credibility. On the second page, the letter offers multiple gift levels and tells what the gift will do. This gives the donor a good idea of the impact a donation will have and is a solid technique for encouraging a gift. Plus, the gift amounts are for monthly gifts, which is a great way to build a monthly revenue stream. In the PS, the letter points to online giving and reminds the reader about employer matching gifts. 62

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72 OVER1400 ANIMALS HELPED IN 2007 WE SAVE LIVES YOU CAN HELP Dear Friends of Animal Aid, Being a teenage mom is never easy, but when you are taped into a box with your babies and abandoned on a doorstep, life becomes very scary and dangerous. Autumn, her babies and two other cats, Willow and Tara, were left without food or water in a parking lot in Clackamas County on a cold and rainy autumn evening. Fortunately, the staff of Animal Aid was still working and received the call for help. Without Animal Aid s help 3 cats and 5 tiny kittens would have died within a short period of time. Autumn is just one example of how your donation provides shelter and care for abandoned, homeless pets. My cat Ollie had an abscess in her face. I was terrified that she had something bad that would permanently disfigure her. I m on a fixed income and couldn t pay for a vet visit. Because of your loan program my kitty is calm, happy, and still as beautiful as ever! -- Thank you, Ollie s Mom Your financial support of our Jack Hurd Medical Loan program makes it possible for us to provide no-interest loans to low income community members who require urgent medical care for their pets. Scamp, a senior poodle mix was picked up from the streets, and placed in an overfull shelter where his destiny would have been euthanasia. People poked and prodded him and he was scared and lonely. The noise was deafening, and terrified, he curled up in a little ball awaiting his fate. We were able to rescue him and provide him with a safe, warm, loving foster home. Months later, after extensive veterinary care (dental, medicated baths, eye care, etc.); he stole the heart of a loving adopter. Today you wouldn t recognize Scamp as the sick, terrified dog we rescued. He is happy, healthy, and gives his adopters kisses and unconditional love every day. Donations from caring people like you allow us to rescue and rejuvenate little lost souls like Scamp and many more from overcrowded shelters. Three-month-old kitten, Phoenix, was brought to us by Clackamas County Animal Control. He had 14 fractures in the bones of his little body, and had been purposely burned by an out-ofcontrol individual. We were able to work with one of our partner veterinarians to heal his wounds. Phoenix appeared to recognize that he was in the care of loving people and, despite his abuse, turned into a handsome, loving kitty who found his forever home through our adoption services. 65

73 Your gift allows us to partner with veterinarians throughout the Portland Metro area who contact us for assistance in abuse and unfortunate circumstances. Autumn, Willow, Tara, Ollie, Scamp, and Phoenix are thriving today. Their lives might have ended differently if not for the dedication of our staff and volunteers. Their happy tails would not have been possible without the financial support of animal lovers like you. Now, more than ever, we need your help. Please consider a monthly gift to help us continue helping the abandoned, abused, neglected and sick animals of the tricounty area. A commitment of just $10 a month (32 a day) will spay or neuter 3 cats each year. A regular gift of $25.00 a month will help an elderly or less fortunate person get veterinary care for his or her pet A regular gift of $30 a month will neuter 6 dogs annually. Phoenix Healthy & Happy Last year we assisted 1400 animals though adoptions, spay/neuter programs and our Jack Hurd Medical Loan program. Please help us reach out to those animals in your community and their owners who so badly need our services. For our furry friends in need, Joene Pike Executive Director PS Save a life - Send your gift today don t delay! Your tax-deductible donation is an investment in our work today and in the future. Use your credit or debit card to make your monthly or one time gift by visiting our Web site: Simply click on the donate button on the left side of the page and follow the instructions. Or send cash, check or a money order along with the form below in the envelope provided. Remember to check with your employer to see if your company has a matching gift program which wills effectively double the size of your contribution. Feel free to share this letter with your animal loving friends. 66

74 St. Michael s Catholic Church Mission Trip This letter was sent to parishioners requesting donations to support home repair projects in disadvantaged areas as part of a mission trip. The letter begins with a strong, attention getting opening sentence. Without a doubt, we are getting ready for one of the biggest challenges of our ministry. The writer s passion for this cause shines through when he says, Mission experiences are wonderful projects and when done right will have a life changing effect on the young people who are still searching for true meaning in their life. Take note of the other powerful words and phrases in the first paragraph alone! The event date and purpose of the trip are clearly explained. The phrase fourth consecutive year demonstrates a record of past success. The phrases make a difference and changing lives clearly demonstrate the trip s purpose. Two detailed real-life success stories of people the church group has helped in the past are presented. These stories make the cause real to the reader and put a human face to the problem. A well-chosen photo would increase the impact of the stories. The final paragraphs repeat the request for contributions. The total cost of the trip is provided, along with a breakdown of the cost per participant. Breaking down the cost into smaller units makes the request easier to imagine for the reader. In certain situations you can break costs down even further. Lost Sheep Ministries Key Concept: One of the objectives of a letter is to anticipate and answer questions that the reader may have. In the second paragraph of the mission trip letter the author addresses a potential objection, the thought that our town has needs too, why should I donate for another area? This letter was intended to acquire new donors for Lost Sheep Ministries which would secure matching dollars for a building project. A donor offered a large amount of money if the organization could match it dollar for dollar. The text needed to educate readers and compel them to make a gift. This letter follows the story of Kenny, a recipient of program services from Lost Sheep and how he became homeless. Through the transformative power of the services and caring volunteers at Lost Sheep Kenny s life was changed. A photo of Kenny would support his story and better connect the readers with him. While the story of a client tells the heart of the mission, other informative facts are included to support the story. The bulleted list gives the reader an idea of the variety of programs offered. At the top of the second page, the organization notes that it cooperates with other area service providers to avoid duplication of services. This is a hot-button with some donors who want to make sure their money isn t wasted. Finally, the deadline for the matching gift creates a sense of urgency for the reader. A photo of the land or building in progress would be a great visual addition to the final page. 67

75 St. Michael's Catholic Church 499 Belgrove Dr Kearny, NJ January 7, 2004 Dear John, Without a doubt, we are getting ready for one of the biggest challenges of our ministry. On March 30, 2004, Teens from St. Michael s Youth Ministry will be leaving the comfort of their homes and using their weeklong winter vacation to work with the poor and needy community of Osage West Virginia. Thanks to help from the Shack Neighborhood House we have connected for the fourth consecutive year to make a difference in the lives of people in dire situations rehabilitating homes, building new living areas and changing lives. More importantly even than the physical commitment to the program is our commitment to raise the necessary funding for the work projects in our effort to battle poverty in a forgotten area of our country. Osage is a small coal mining community across the Monongahela River from the affluent Morgantown community, home to the University of West Virginia. Now, you might be saying that Morgantown is not the most affluent city in America but compared to Osage it is a world apart. One of the greatest contributions you can make is the gift of commitment to this project. 100% of all financial gifts will go directly to the purchase of supplies necessary to rebuild lives, which is the commitment we are in most need of. Let me share with you the story of Mary. Mary and her 5-year-old daughter moved to their new home in August of 2002 with the hopes that her husband would be able to convert the upstairs into bedrooms for all to sleep in. That October Mary s husband was diagnosed with terminal cancer. Determined to provide for his family, Jack worked through the pain until his death in December While the upstairs was framed out for the new rooms, Mary was without the means to complete her husband s dream to provide adequate bedrooms. So for the next year and a half Mary and her daughter slept on inflatable pool rafts in the living room. The Shack assigned us the project last Spring. In one week we were able to complete framing, sheet rocking, wiring, and painting three rooms upstairs of Mary s Home. For the first time in almost two years Mary and her daughter slept in real beds. Then there is Arley, at 84 years old he had never had a flush toilet and lived in the old pump house that was left behind after the coal mining company left the area. Our teens were able to finish a room that would soon become an indoor bathroom. While finishing this room we noticed the home was nothing more than cardboard and metal flashing tacked to a wood frame. In just one week our teens were able to replace windows, add insulation, wood and vinyl siding on the outside and whiteboard on the inside walls of his home. 68

76 Now Arley has a home that will keep him warm and protect him from the elements. A group of college students would come down later that summer and finish installing the bathroom. What a great feeling to know you were able to help. These are just two simple stories of love shared by our young people. While we work hard there is much reward. Your donation no matter how large or small will help us continue this great work. You will be with us in prayer and in spirit, as your sponsorship will inspire us to work harder, stronger and with greater confidence knowing that individuals and corporations are committed to making America a better place to live. An average project cost is between $3,000 to $5,000 and a donation of $275 covers the cost of participation of one teen, but whatever you can do to contribute matters...it all adds up! With 100% of your donation going directly to a project, you truly can make a difference. If possible, please send your donation with the enclosed envelope form by March 10th so we can monitor our fundraising efforts and plan accordingly. However, I will continue to accept donations until the day we leave. Thank you so much for your support and generosity! Sincerely, Al Forsythe Director of Youth Ministry St. Michael's Catholic Church 69

77 Lost Sheep Ministries 1444 Breda Drive Knoxville, TN Date Mark Jones 1245 Address Ln City, State Zip Dear Mark, Kenny was riding his bicycle when his life changed forever. An eighteen-wheeler truck ran over him and left him with such severe injuries that the doctors said he would never again live a normal life. He would never be able to drive. Kenny s parents became overprotective and kept him isolated at home. As Kenny healed, he became more and more desperate to get out of the house and be with his friends. One day, he managed to get into his Dad s truck and he started to drive. He drove until he ended up here in Knoxville. Kenny lived in the Hobo jungle behind the City Jail, eating and sleeping at the Mission. It was a hopeless situation. Then one day, someone told him about Lost Sheep Ministries. Kenny began going to the Lost Sheep Ministries events under the bridge. There, workers gave him hope that he could have a better life and get off the streets. A volunteer helped him fill out paperwork for housing. Within three months, Kenny had a home, reconciled with his parents, and was living a better life. He also believes that God has a great plan for his life and he is willing to serve. Lost Sheep Ministries mission is to provide restoration through the saving power of Jesus Christ. Provide love to all hurting, lost, and forgotten children of God. Provide addiction rehabilitation guidance in victorious living. Share Jesus love and good news one-on-one with those in need. Feed and clothe the homeless each week on the street. Provide alternatives and support for teens in the Old City. Coordinate assistance from churches and social agencies to help people begin again. Since 1990, we ve been helping people create better lives for themselves. Kenny is just one of the many people we ve been able to help get off the street. Each Wednesday night, we have over 100 volunteers providing food, clothes, and care to hundreds of homeless men, women, and children. Each Saturday night, dozens of volunteers 70

78 protect approximately 500 at-risk youth who frequent nightclubs. Many of them leave under the influence of drugs and alcohol. We help them find their way safely home. We work closely with other service providers to make sure that we are not duplicating services, but filling in the gaps where needs exist. It has been a challenge to meet the needs of the growing number of homeless and people in need. We have managed to increase the amount of food we serve, clothes we distribute, and rides we give, but it has at times stretched us beyond our limits. We wondered how God would help us continue to provide love and care to the last, the lost, and the least. Then came a blessing. We ve been given a spot of land where we plan to build a warehouse that will give us more space to store supplies until we need them. That means we can take more donations of food and other supplies as they are offered to us. We can think about purchasing some supplies in bulk to save money. We plan to include a commercial kitchen in the warehouse to make it easier to prepare the meals we provide under the bridge every Wednesday. And it will give us a space for administrative functions. We are so excited about this warehouse and what it will mean to our ministry! I have watched this ministry grow and I know that God has big plans for us. Every time a challenge or obstacle has arisen, He has provided the solution to overcome it. And now we are facing our greatest challenge to date. A generous donor has offered to give us $425,000 to build our warehouse. But we must match the money, dollar for dollar. And the offer is only good until December 31, So far, we ve raised about $90,000. That leaves us $335,000 to raise in just 8 weeks. Please consider making a tax-deductible donation to support our warehouse fundraising effort. Your gift of $25, $50, $100 or more will help us reach our goal and receive those promised matching funds. This money will mean getting the warehouse built and up and running. It will be a critical piece of our ministry. And it will ultimately mean the difference in how many people we can serve on the street. Won t you help us? Sincerely, Maxine Raines Founder and Executive Director PS. We have only a few weeks to raise the matching funds. Please send your most generous gift today. 71

79 Letters Sent by Individuals 7 Steps to Raising Money by Mail There are many reasons that a fundraising letter could be sent by an individual rather than the director of a non-profit organization. We've already discussed the sample letter from Homes for Our Troops. Letters or even just quotations from those your organization has helped serve as powerful testimonials. Some organizations request a board member, celebrity or local government official to write a letter for fundraising purposes. You may ask one of these persons to write the entire letter, or just a short note to accompany it. Letters from people who are volunteers are another example of an individual letter. Volunteer workers and grassroots organizers are some of the most passionate supporters of an cause. Often these are people who have personally felt the impact of the issue. The excitement they have for the mission really shines through in these kinds of letters. Another common example is the many athletic event fundraisers such as walk-a-thons and marathons in which participants request pledges. Zach McFarland This is an impressive letter from a high school sophomore. It hits all the key points of a good fundraising letter, including why the money is needed, how it will be used, how students will benefit, and the fact that all gifts are tax-deductible. The PS does a good job of reiterating the amount needed and stating the deadline. The giving levels offer the reader a choice for making a donation and use clever titles that fit with the diving theme of the project. Overall, this is a good example of a fundraising letter from an individual. 100 Friends Style Letter Humanitarian Travel Marc Gold offers us a firsthand example of grassroots fundraising which directly benefits those in need. Marc raises money by sending letters to friends, colleagues, and family asking them to donate whatever they can. His simple idea was to send a letter to 100 Friends asking them to support his mission. The funds collected are directly distributed to worthy organizations and individuals. By the end of Friends (100Friends.org) will have distributed over $400,000 directly into the hands of people in need. Marc has since inspired other travelers to do what they can as they travel. The following letter was written by Judy Wolf, a like-minded socially conscious traveler. For anyone who would like to take on a similar travel based project this letter provides a guideline. It is also particularly applicable to humanitarian and social service organizations. 72

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82 Dear Friend, You are receiving this letter because you are one of the people in my life I feel might be most interested in learning about my new project. I am planning a trip to [Country] and while I m there, hope to not only take in the sights, smells and sounds (as travelers do), but to also make a difference in the lives of some of the people I meet. As you may or may not know, [Country] s average annual income was [amount] in [year]. While there are plenty of good nonprofits out there doing amazing work (Doctors Without Borders, OxFam, CARE, Poverty Fighters, to name only a few), they can t reach everyone in need. As a traveler with a social conscience, I d like to follow in the footprints of Marc Gold and the 100 Friends Project... and take the idea of people-helping-people one step further. I want to carry my community spirit with me while traveling. My goal is to connect with small local organizations and people who aren t always reached by the efforts of large agencies, and give money directly to them. With your help, I want my trip to be more than just a sightseeing venture -- I want to make a difference in the lives of the people I meet. While in [Country], I ll seek out and donate to worthy individuals and organizations (I ve done lots of research and already have contacts with small, non-governmental agencies doing good work over there) and help them in whatever way I can. We may not be able to help a million people, or even a thousand people -- but we can help a dozen, or 50, or -- who knows? -- maybe 100. I ll pay all my own travel expenses, which means that every dollar you donate will go directly to benefit people in need. Please don t feel at all pressured to participate -- you probably already give generously of your time and money, and I sincerely mean this as an opportunity, NOT a guilt trip! Please feel free to give as much or as little as you can -- considering the average annual income, even a dollar can make a difference and will be much appreciated by whoever receives it. I ve set up a Paypal account [INCLUDE A LINK DIRECTLY TO YOUR ACCOUNT] so you can easily give money online, or you can drop a check in the mail to me at [YOUR ADDRESS]. For everyone who donates, I ll automatically keep you posted of my adventures and encounters, share what I learn along the way, and provide a complete report of where the money is distributed and to what purpose. And for those of you, who choose not to donate at this time, please feel free to drop me a line and let me know if you d like to be included in these updates. I ll gladly add you to my list. If you know of anyone who might be interested in participating by adding a donation, please feel free to forward this message on to them -- of course, please only send it to people you know personally and think might be genuinely interested in learning about such a project. Thanks mightily for your kind thoughts and generous hearts. Peace, [Your signature] [Your name] 75

83 Raising Funds for Athletic Programs Beyond Pledges In the past few years athletic event fundraisers such as walk-a-thons, marathons and cycling events have grown tremendously in popularity. These events raise funds primarily through corporate sponsors and participant fundraising. Participants either pay a flat entry fee or they solicit friends and family for donations. Some of the long standing events refer to these donations as pledges, such as $1 per mile. More recently endurance event training programs elicit a stronger commitment from participants. Athletes agree to raise a minimum amount in order to participate. In exchange they get professional training for running, walking, cycling events or even triathlons. Most programs include the participants entry fee into the race and some cover travel costs. Programs with high fundraising goals suggest that athletes write letters to friends and family to raise the funds needed. Fundraising is based on relationships so what better people to ask for a gift than friends? The following are two examples of letters written for such a situation. American Cancer Society, Relay for Life This couple is obviously very committed to the cause, as evidenced in the letter ( 12th year of the reader of who they are helping. The couple has made it very easy for the reader to give by putting the mailing address for checks in an obvious spot and by providing the website for online donations. A hand-written note at the bottom of the letter will help encourage donations by letting the reader know this is a personal request and not a mass mailing. American Liver Foundation, Run for Research Each year The American Liver Foundation forms teams to complete the Boston Marathon and raise funds for research into liver diseases. Many people across the country participate in this program, not just Bostonians. Bob Orlando sent a letter to family, friends and co-workers to get donations toward his fundraising goal for the foundation. One aspect to note about his letter is that he did not suggest a donation amount. Bob reported that the average donation was $56.50 per letter sent, with $200 being the highest single donation and there were three supporters who sent in that amount.. 76 Key Concept: The majority of responses to Bob Orlando s letter were received in and around the stated due date, which underscores the importance of including a deadline in a letter. Other donations will come in by mail after the date as many supporters will understand that the funds will still be needed. For those who do not respond, following up with a postcard or telephone call is a good idea.

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85 Dear John, I am running a marathon on Monday, April 18th 2005 in Boston. Yes, I am running The Marathon, the same one I watched countless times from Cleveland Circle with my grandfather the late Edward J. Brown each Patriots Day. I was so inspired by the efforts of two very close friends, Vernice DiMatteo and Robin DiMatteo, that when they crossed the finish line on Marathon Monday, I wanted to start running, right then and there. A day later I was walking, in another month I was running and on August 8th 2004 I completed The Falmouth Road Race. Watching runners cross the finish line at 26.2 miles is remarkable and moving. The only way I could ever do it, especially in Boston, is if I ran for someone else. This year I will run with the Run for Research team. I am running the marathon in honor of Carmen Rivera. Carmen is Vernice s mom who received a liver transplant on April 28, She was on the waiting list for about three years while battling the effects of her illness, which affected her memory and her ability to do everyday tasks. She received her transplant four years ago at age 56. Unfortunately, there is no cure, but the transplant has definitely added more years to her life. This April we will be celebrating five years of her second chance at life. Our team raises money for the American Liver Foundation; which provides research, education and advocacy for those affected by liver disease. Over 25 million Americans are affected and there are 93 thousand nationwide waiting for liver transplants. There are more than 3 thousand waiting in Massachusetts alone. Each day an average of 18 people will lose their lives due to a lack in donor availability. All contributions make life possible for those affected by these ailments; providing needed resources and funds used in our fight to save lives. My goal is to raise $5, by February 1, Our team goal is to raise 1.2 million dollars. Please join us in our fight for life. Your tax-deductible contribution may be made by mailing a check payable to: American Liver Foundation, adding my name to the memo field and mailing it to me at [address omitted]. Or, your contribution may be made on-line via the team s web page. Go to liverteam.org choose the link "Sponsor a Runner" to find my name (Orlando, Robert). Sincerely, Bob Orlando P.S. I would like to fill my MP3 player with your songs, so if you have suggestions and dedications, please send them along noting the Song title and artist. I will play those songs that day in honor of you, as you are my inspiration. I m dedicating my run to all my friends, my family and Carmen with special memories of Gramp this Patriots Day. 78

86 Special Appeals As we discussed in the 7 Steps it s a great idea to find a theme for your letter. Sometimes this theme revolves around a holiday or funding for a special project. In this section there are several different letters that seek to raise funds for a special appeal. Court Appointed Special Advocates (CASA) of Hartford County CASA offers a good example of a letter designed to elicit honorarium and memorial gifts ( in honor of or in memory of.) Because this is a children s charity, using Mother s Day as a theme is a good fit. The letter concisely explains its work and the children it serves. The offset italicized sentences draw attention to various ways the donor s gifts will be used. The final paragraph creates a sense of urgency by giving the deadline dates. When sending this kind of letter, make sure to allow plenty of time for the donor to get the letter and then send back a gift. Personalizing this letter would probably improve the response rates. Overall, this is a well-done appeal and would make a good component of an annual direct mail campaign. Bright Idea: Honorarium and memorial gifts are normally initiated by the donor rather than as a request from the nonprofit. This idea from CASA is a unique way to encourage these types of gifts and offers the benefit of a unique gift (the card and seeds) for the person being honored. Christo Rey High School Sacramento This is a fine example of a short and to-the-point appeal letter. It is aimed at people who already know something about Christo Rey High School Sacramento and probably have supported it in the past. The first paragraph dives right in to the need with this powerful sentence: Unfortunately, our students leave school each day deprived of one critical tool for their success: textbooks. Readers may have an emotional reaction to this fact, even being incensed that students don t have textbooks. The two student testimonials in the letter further build the case for the need for textbooks. Setting them in italics helps draw the reader s eye to them. The fifth paragraph does a good job of laying out the various giving levels along with the number of books that will be purchased. The donor also knows from this paragraph how their gift will be recognized (by a label in the front of the book). This letter could be strengthened by changing the PS to something referencing the request. By completely changing direction in the PS, the letter runs a risk of losing the emotional momentum it has built. 79

87 CASA of Harford County The Circuit Court for Harford County 101 South Main Street Suite 303 Bel Air, Maryland (Fax) Ross P. DiEdoardo, Director Dear Friend of CASA, Mother s Day is quickly approaching and CASA (Court Appointed Special Advocates) of Harford County would like to offer you a unique way to honor the special women in your life while at the same time helping to support the efforts of volunteers in our community who truly make a difference in the lives of children. There are almost 300 children in Harford County who are a part of the foster care system. CASA trains community volunteers to help provide advocacy in court for many of these children to assist the system in securing safe and permanent homes as quickly as possible. CASA of Harford County is committed to assuring that abused and neglected children and their families receive the services they need to begin to heal the many hurts they have endured. This Mother s Day, consider making a donation to CASA of Harford County in honor of the women who are or who have been special in your life. Your tax-deductible donation will help to directly fund the efforts of our volunteers. Some of the things your support will offer us are: Assistance in providing our volunteers with appropriate training materials The ability to utilize various recruitment methods to bring in more needed volunteers Funds to financially assist our clients when special needs arise The ability to nurture, recognize, appreciate and retain our hard working volunteers For a donation of $15 or more, we will send a special Mother s Day card to a woman you would like to honor. That card will contain a heartfelt message as well as a packet of flower seeds as a special gift to them, and a brief description of CASA and its mission. You can also make a donation in memory of someone who touched your life. For a donation of $15 or more, we will send, to the person of your choice, a Memorial card acknowledging your donation in memory of a specific person. Please fill out the Order form and return to us by May 1, 2008 to assure delivery by May 13, Thank you for your support. Respectfully, Ross P. DiEdoardo, Director 80

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89 Special Request for Historical Society Project The Huntington Historical Society works to preserve historical traditions and places of interest in the small town of Huntington, Ohio. As the following two page letter explains, in the last five years the group has increased its activities and projects. This letter seeks funds to go forward with its most ambitious venture yet, preserving a one-room schoolhouse. The group originally needed to raise $35,000 in order to move and restore the structure, and planned to commence the move when they reached the donation milestone of $20,000. One of the most remarkable aspects of this letter campaign is that it has proven successful even within a small community and in relation to a small interest group. First, the community of Huntington has less than 2,000 residents, which already limits the number of people the letter will go to. Perhaps there are others in neighboring communities or those who grew up in the area that the letter would appeal to, but it is still a small number starting out. In contrast to larger organizations or social issues, a historical preservation project will only appeal to a very small, specific audience. People with historical interests, however, are usually very intense in their interest. So for an organization such as this with narrow appeal, you will find a smaller percentage of responses, but those that do respond will probably have a strong desire to be a part of the project. This letter was sent to 500 residents and local businesses and within days the organization had received over $2,500. The donations continued to come in and the first mailing produced a return of $5,300. There were 12 individual and 7 business donors. While the number of donations was small, the average gift was high, approximately $279 per donor. This high donation amount indicates a strong interest level in these particular donors, who will likely continue to be dedicated supporters. A second letter, also included in this chapter, was sent and generated additional responses. This second mailing also was utilized to acknowledge donors and update recipients on the progress of the project. Clyde Nehrenz, Secretary of the Society, describes the results of the campaign, We had great coverage of the move by three local area newspapers and one of the three Cleveland TV stations. Some nice surprises, too, like the electric company donating their time for lifting electric lines along the route, a value of $1,800. Bright Idea: Consider how you can extend the reach of your direct mail campaign with publicity like the Historical Society did. Is there an event that local TV could cover? How about a press release to local media? Publicity efforts can increase the response to your mailing because readers may have heard about the project from several outlets. 82

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93 Membership Letters Membership programs take many forms, from a yearly fee to monthly giving. Organizations with facilities open to the public such as the arts, museums and zoos that normally require fees often have membership programs which give participants a discount. Pride Rock This is an example of a letter using good graphic design elements. The reversed text at the top draws the reader s attention, as do the large bold sentences that stick out like headings. The story paints a picture that the reader can imagine in their mind s eye and animal lovers are bound to be caught up in the details of the little cub. This is the kind of writing that grabs and keeps reader's attention. Pride Rock does a good job of telling its story in this letter and convincing the reader to act. The second page clearly outlines the benefits of membership in the organization. And by translating the annual membership dues to a daily amount, it seems affordable for most people. The letter makes good use of both pages without seeming too text-heavy. Wildlife in Need This is a membership renewal letter designed to elicit a gift from current members. The purpose of the letter is clear in the large caption beside the photo. This lets the donor know what is coming. By starting off thanking the member for previous gifts, the letter sets the stage. The organization does a beautiful job of telling the member what has been accomplished with previous gifts. The use of bold text emphasizes the need for continuing support. The paragraph goes on to detail why the member s help is needed. The final paragraph attempts to upgrade the member by 10%. The pitch could be strengthened by specifically referencing the member s last gift and calculating the 10% for them. For example Last year you gave $20. If you would consider giving just 10% more (only $2 more), we could accomplish even more this year. Some donors may not be able to easily do the math, so do it for them. Personalization would further strengthen this letter. 86

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97 Saving Little Hearts The purpose of this letter was to recruit new monthly givers for Saving Little Hearts. It was designed for legal size paper instead of regular 8.5 x 11 so that the reply card would be at the bottom of the second page. This saved money by eliminating an extra piece of paper and also allowed the reply card to be personalized. The striking photos in this appeal help tell the story of a child born with heart defects. The piece does a nice job of telling a story and supporting it with specific details (such as the number of Surgery Care Packages given out). On the second page, the letter lists the benefits of membership in the giving club and the amount required for membership. Translating the thirty dollar dues to about a dollar a day makes the amount seem even more affordable to the reader. The closing creates a sense of urgency by noting the number of families that could be helped this month. Jewish Day School This letter focuses on religious tradition to inspire community members to give. The use of bolded sentences helps important points stand out. They describe what the organization has done and the impact made in the schools. This demonstrates to the donor that the organization has a track record of success. The Kehillah Fund offers a back-end premium to donors in the way of gift certificates to local businesses. Premiums are goodies that entice donors to give. Front-end premiums are sometimes used and include gifts with the letter, such as name labels. Back-end premiums promise a gift after a donation is made. In this case the Kehillah Fund partnered with several businesses to get the back-end premiums at no cost. Potential donors may be happy to know that the entire donation is going to the fund, and not to pay for the premiums. This is not made clear in the letter, however. Perhaps more donations would be obtained if the reader were aware of this. Be Aware: Premiums can encourage donations, but some donors may want to get something every time they give. Offering thank you gifts in advance only on rare occasion, rather than at every appeal would be wise. 90

98 May 1, 2006 Name Address City, State Zip Dear Name Ben was born a perfect baby. Or so we thought. Just two days after he was born, we learned that there was a problem with his heart. Actually, not just a problem, but a big problem, requiring surgery. Can you imagine the excitement of having a new baby suddenly being snuffed out by this kind of devastating news? We went through just about every emotion you could imagine. We found ourselves suddenly plunged into unfamiliar territory full of medical jargon and doctor visits. We spent many sleepless nights worrying about Ben and his future. There were more questions than answers and there wasn t really anyone we could talk to about our fears and anxiety. That s why we started Saving Little Hearts. Congenital heart defects occur in 1 out of every 125 live births and are the leading cause of death in infants from birth defects. Many of these defects are repairable, but these children are never fixed. Most will require at least one surgery during their lifetime. Saving Little Hearts is a non-profit organization aimed at supporting families affected by heart defects. Through our Parent Match Program, we provide support to families through a network of people who have already been through an experience with a child with a heart defect and who can provide comfort, a listening ear, and stories of their own. We provide scholarships to send kids with heart defects to a special camp just for them called Camp Heart. We provide a website ( full of resources about a variety of heart defects, surgeries, and other resources. We also provide Surgery Care Packages to children undergoing heart surgery. Our Surgery Care Packages include items like long distance phone cards, disposable cameras, coloring books and toys, and heart defect literature for both children and adults, pens and journals, toiletries, and other useful items. These Packages help the child and the family pass the time and they offer a small distraction in a time when anxiety runs high and patience runs thin. 91

99 We send out about 50 Surgery Care Packages each month to hospitals in Knoxville, Nashville, Memphis, and across the country. Our cost is about $30 each and we see the number of Packages needed rising steadily. To help us make sure Saving Little Hearts is there for families in need, we are starting Big Hearts Monthly Giving Club. Big Hearts Monthly Giving Club is a special group of people who want to make a difference in the lives of families whose little one is about to undergo open heart surgery. It s easy to join. Simply fill out the Sign Up form and send it to us. You can make your gift by check, credit card, or have it automatically withdrawn from your checking account. You can change the amount of your gift or cancel it at any time. By joining Big Hearts, you ll receive special updates about the activities of Saving Little Hearts, full of stories from the families we serve. You ll get a giving summary at the end of the year for tax purposes. And you ll know you are providing comfort to someone at a most critical time. If you knew someone whose child was having surgery, you d probably want to do whatever you could to help. A monthly gift of just $30 will provide that kind of support to a family facing surgery. Imagine, for about a dollar a day you can be there for someone when they need it most. Saving Little Hearts is volunteer organization with no paid staff. One hundred percent of your gift will be used to purchase needed items for a Surgery Care Pack and get it into the hands of a family awaiting surgery. There are 50 families facing surgery this month. Won t you help us help them? Sincerely, Karin Coulter President, Board of Directors PS. I m hoping that you believe in the value of the Surgery Care Packs and what it means to our families as much as I do. Please sign up today to become a member of our Big Hearts Giving Club. 92

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101 Tennesse Clean Water The Tennessee Clean Water Network used this letter to renew its members. The letter starts out strong by using Imagine what Tennessee would look like if we lost 30,000 miles of stream. This immediately grabs the reader s attention. Since current members of the organization care about clean water, this statement probably pushes a button. The letter describes the organization s work with state legislators and creates a sense of urgency by talking about a bill that s now being considered. The letter tells what the passage of the bill would mean and indicates that an industry group is behind the bill. This all builds the importance of membership renewal and the reasons for doing it now. The use of bold text and a bulleted list on page 2 draws the reader s attention to important points the TCWN makes. The ask is clear and offers 3 different amounts. The closing is brief and to the point. And the PS does a nice job of reiterating the ask. The tone of this letter is a bit edgy which works for this environmental group. Other nonprofits may not be comfortable with such strong language. 94

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103 Tennessee Clean Water Network The Tennessee Clean Water Network used this letter to renew memberships. It starts out strong with, Imagine what Tennessee would look like if we lost 30,000 miles of stream.... This immediately grabs the reader's attention. Since current members of the organization care about clean water, this statement probably pushes a button. The letter describes the organization's work with state legislators and creates a sense of urgency by talking about a bill that's now being considered. The letter tells what the passage of the bill would mean and indicates that an industry group is behind the bill. This all builds the importance of membership renewal and the reasons for doing so immediately. The use of bold text and a bulleted list on page two draws the reader's attention to important points the letter makes. The ask is clear and suggests three amounts. The closing is brief and to the point, while the PS does a nice job of reiterating the ask. The tone of this letter is a bit edgy which works for this environmental group. Other nonprofits may not be comfortable with such strong language. Knox Heritage This letter was sent to a couple of warm lists in an effort to gain new members. The lists were borrowed from organizations with similar donor demographics and many of the people were known by Knox Heritage board members. The letter starts off by telling a story about a home that was saved by the organization and the 90 year-old woman whose family had lived there for more than 70 years. The letter describes the benefits and importance of membership by stating strength is in numbers the more members we have, the louder and more effective our voice will be Knox Heritage shares its plans for the future on the second page. In the fourth paragraph a testimonial speaks volumes: knowing that the house will live on gives me a sense of peace I can t express. The use of multiple PS statements draws attention to the added benefits of joining now (dinner at the Petersen s and membership in the National Trust for Historic Preservation). 96

104 - Tennessee Clean Water Network - March 14, 2008 Jennifer Smith 7595 Main Street City, State Zip Dear Jennifer, Imagine what Tennessee would look like if we lost 30,000 miles of stream There would be a lot less beauty in our state, because 30,000 miles is roughly half our streams. Losing 30,000 miles of streams could become a reality very soon and we need your help to stop it! The Limited Resource Waters Bill now being considered by our State Legislature removes protections from an estimated 30,000 miles of streams statewide. The passage of this bill would result in the potential to pipe, cut-off, or pollute streams, and therefore destroy water quality with no repercussions or Richland Creek in Davidson Co. during the drought. This is one creek that would not be protected if the Limited Resource Water bill (HB4185/SB4119) is passed. negative consequences. Streams that have little or no flow right now because of drought conditions could be bulldozed and destroyed. The Tennessee Clean Water Network is working hard to educate our legislators about the negative consequences of such legislation and we re offer them a number of solutions to protect our water in this time of drought. Behind this unimaginable threat to our waters lies an industry coalition motivated by money. They seem more interested in making an almighty dollar now versus protecting clean water 10 years from now. This industry coalition, called the Responsible Water Coalition, was formed to propose a number of changes to our laws that would make it easier for them to profit off our water resources by removing protections from roughly half our streams. We don t understand why they used the word responsible in their name unless the intent was to 97

105 deceive the public. And we don t understand why is there so much animosity towards a resource we need to live? I ask myself that every week when TCWN is in Nashville advocating for your right to clean water now and for the future. Protection of our water is needed now more than ever We are in a drought. Decision makers should be doing everything they can to protect our water supply and quality. A recent study found an alarming amount of pharmaceuticals in our waterways. This year, TDEC released an updated list of the State's most polluted and impaired waters called the 303(d) list. There are approximately 11,000 of our 60,000 miles of rivers and streams on this list. We see a huge opportunity to offer solutions to our water pollution problems and overcome some of the challenges to prevent pollution...and enforcing our clean water laws. Unfortunately, our solutions won t go very far if we lose protections from 30,000 miles of streams. We need water to fish, to swim, and to drink. And we need your help. Our advocacy work is one of the most important things we do at the Tennessee Clean Water Network. With your gift of $50, $75, $100 or more, we can continue to keep a close eye on Nashville and bring our State s water quality issues to the forefront. Renewing your membership today enables TCWN to protect your right to clean, free-flowing water on all 60,000 miles of rivers in our beautiful state. Your voice adds to the hundreds of other voices of TCWN members across the state. Together, your voices combine to become a thundering noise that will be heard in Nashville. Won t you support our work to fight for clean water? Sincerely, Renée V. Hoyos Executive Director P.S. Please renew your membership today and help us stop a deadly threat to our waters that will remove protections from 30,000 miles of stream! 98

106 Knox Heritage P.O. Box 1242 Knoxville, TN November 16,2006 John Smith 123 Any street City, State Zip Dear John, It was just one more house in the way of progress. In 2005, as TDOT was planning to widen the interstate through Knoxville, Iva Vance s family home was in the path of the wrecking ball. The Vance family had lived in the Craftsman-style home since Generations of her family had called it home, and had laughed and cried there. It was a home full of memories if ever there was one. Iva was heartbroken to think of the magnificent old home being torn down. Then, she learned of the J. Allen Smith Endangered Properties Fund at Knox Heritage and pleaded with TDOT to contact Knox Heritage about saving the house. Long story short Knox Heritage bought the house and moved it to a neighboring lot, safely away from demolition. That s what Knox Heritage is all about saving the special places of our past. We re advocates for the preservation of places and structures with historic or cultural significance. And often, beautiful old family homes. You may have heard of our Fragile 15 list which names Knox County s most endangered historic buildings and places. This year s list includes South High School and the Mary Boyce Temple House. We work to develop strategies that encourage the preservation of places like these. But we can t do it alone. We need members to make our organization strong. Please consider becoming a member of Knox Heritage to help save these special places. There is a variety of giving levels to choose from, so you can join at the level that is meaningful to you. When you join Knox Heritage, your membership fee goes directly to preserving our community s strong heritage. Your gift will be put to work preserving historic structures and educating local leaders and the public about the economic benefits of historic preservation. We need your help to keep historic preservation moving forward in Knoxville and Knox County. Strength is in numbers the more members we have, the louder and more effective our voice will be and the more places we can save. 99

107 Next year, we are embarking on our biggest and most exciting campaign ever. In partnership with HGTV s Restore America and the National Trust for Historic Preservation, we will purchase and completely restore two homes in the Parkridge neighborhood s historic district. Right now these two great homes, designed more than 100 years ago by Knoxville architect George Barber, are sitting empty and in decay, dragging down the entire neighborhood. But through this campaign, we will return them to their former beauty and inspire others to become a part of the neighborhood s rebirth. It s a great time to join Knox Heritage. Historic preservation has never been a hotter issue than it is right now. By becoming a member, you will be adding your voice to those already singing the song of saving our community s treasures. Plus, you will be a part of all the exciting Restore America events we have planned for Knox Heritage is the only organization in the region that works every day to protect our local treasured places. Without us, many of these important buildings, along with their history and charm, would be demolished. By the way, the Vance family is grateful to Knox Heritage and its members for saving their family s home. One niece said knowing that the house will live on gives me a sense of peace I can t express. Won t you join today? Sincerely, J. Finbarr Saunders, Jr. Dorothy Stair Kim Trent President President Elect Executive Director P.S. Join today at the $100 level or above and you ll be invited to attend our annual Patron s Party next April at the home of University of Tennessee President John Petersen. P.S.S. If you join today at the $40 level or above, you will receive a free gift membership from the National Trust for Historic Preservation with these great benefits: a subscription to Preservation, the National Trust's award-winning magazine; discounts at great historic places all over America; and access to the Member Center, a members-only website with special content and discounts. 100

108 Thank you Letters Sending thank you letters or notes to people who make a donation shows your appreciation and reinforces their goodwill about making a financial gift to charity. It is best to acknowledge the gift soon after it is received. Thank you letters printed on the charity letterhead serve as tax receipts. This type of letter would also need to include the amount donated. Thank you letters can be handwritten notes or typed letters as long as you sign them. Community School of the Arts This thank you letter from Community School of the Arts was sent in response to a direct mail appeal and references the story used in that letter. It starts off with a donor-centric You in the first line, You made our day. This personal touch continues in the third paragraph with, I wish you could see the faces of the children... This gives the donor the sense that the letter was personally written for them and is not a mass-produced letter. In the final paragraph, the donor gets an invitation to tour the school. The phone number of the school makes it easy for the donor to respond to that request. Facility tours are a great way to cultivate and educate donors at the same time, plus it gives you another reason to see them faceto-face. Bread of the Mighty Food Bank This is a highly personalized thank you letter that expresses appreciation to the donor. It specifically names the donation amount (1,923 pounds of food) along with notes and cards that were given. With this it s clear that this is a personally-prepared letter and not part of a generic letter. The second paragraph does a great job of sharing the success of the Thanksgiving season and telling how the donor s gift was part of that success. The final paragraph reinforces the donor s knowledge of the organization by sharing its brief mission statement and how the organization works. This paragraph is a bit long, but once again mentions the family s name to further personalize the letter. 101

109 Date John Smith 125 Smith Lane City, State Dear John, You made our day! We got your gift in the mail for the Community School of the Arts and we are so excited. Thanks to you, our students can keep on singing and dancing and painting and learning through the Arts. Students like Charles can continue to have amazing experiences that will change their lives in ways they never imagined. We are so proud of Charles Myers and what he has accomplished. You would be too if you had seen him when he first came to us. He was shy and hardly spoke. Now, he is a confident young man attending culinary school in New York! What a transformation! We ve just started a new year of lessons. I wish you could see the faces of the children when they come to the School. I wish you could hear the sounds of music and laughter that drift from the classrooms and studios. It s so satisfying to know that we are giving our students the chance to do something they might not otherwise get to do. All of our classes are again filled to capacity and we are looking forward to another wonderful and fulfilling year for our students. If you would like to come for a visit and see the School in action this Fall, we d love to show you around. Give us a call at and we ll set up a visit for you. Again, thank you so much! Sincerely, Jennifer Willard Executive Director 102

110 PO Box 5086 Gainesville, FL Phone (352) Fax (352) December 10, 2007 John Smith 123 Anystreet Gainesville, FL Dear Mr. Smith, On behalf of Bread of the Mighty Food Bank, I would like to thank you and everyone in the Smith family for your donation of 1,923 pounds of food on November 19, The eighty pre-prepared sacks of groceries were an incredible blessing. The charming notes and cards in the sacks were appreciated, too. What a special touch! As we entered the Thanksgiving season, your donation was a tremendous help and a wonderful boost to our inventory. Your commitment to helping feed the hungry in our community is greatly appreciated. Our goal for this holiday season was to distribute 300 food baskets, but in the days leading up to Thanksgiving we exceeded our goal. A total of 390 Thanksgiving boxes were distributed through our agencies and directly from the Food Bank to families and individuals. Your donation helped us realize and even exceed our goal. We have set a goal for another 250 boxes for Christmas. Each year Bread of the Mighty continues to advance its mission to provide food and basic essentials for the needy. We accomplish this primarily through our network of one hundred fifty, front-line, nonprofit agencies. Through generous community support lives are being changed for the better as our network agencies distribute food, meals and basic essentials directly to the needy in our community. Our goal this year is to distribute 2 million pounds of food and essentials. With the help of donations from supporters such as the Smith family, we will continue to see improvements in our ability to address the issue of hunger in our community. Again, thank you again for your generous support of our efforts to feed the hungry and care for the needy. God bless, Anne H. Voyles, Director Bread of the Mighty Food Bank is a Subsidiary Distribution Organization of Second Harvest Northeast Florida (A Certified Affiliate of Second Harvest National Food Bank Network). Bread of the Mighty Food Bank is a non-profit organization; and equal opportunity provider. A copy of the official registration and financial information may be obtained from the Division of Consumer Services by calling (toll free within the State of Florida). Registration does not imply endorsement, approval or recommendation by the State. Visit our website at 103

111 Loudon County Habitat for Humanity This simple letter accomplishes a great deal in a small space. It s personalized, specifically references the gift and the gift date and echoes the mission of the organization. The mission statement reinforces the donor s knowledge of the organization. The number of homes built in the past and in the current year is a source of pride not for the organization, but the many community members who take part in these builds. This letter clearly lets the donor know that it doubles as a gift receipt with the statement at the bottom Please use this letter as your receipt for tax purposes. Often when letters are used as receipts, donors may not realize it. By pointing it out, there is less chance of confusion. Lisa Ross Birth Center Now we have come full circle! This thank you letter was sent to first-time donors from the Lisa Ross Birth Center (see the appeal letter earlier in the book.) It opens with a clever line you just helped give birth. This should grab the donor s attention and pull them into the rest of the letter. The letter states that we are already putting it to good use which lets the donor know the donation was received and is already being used as intended. This is a great trustbuilding technique! The fifth paragraph offers a tour of the facility which will further educate the donor and build relationship. Sharing the website offers the donor another option for learning more about the organization. Bright Idea: To further educate the donor, the writer mentions an enclosed fact sheet. This is a great step to take with new donors. Well-done fact sheets are just that a few facts about the organization and are usually easy to read. Finally, the center tells supporters that they will be placed on the mailing list and offers the donor the chance to opt out. Donor choice is a powerful tool in fundraising and puts the donor in charge of the information they receive. 104