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Fundraising copywriter tells how to write letters for fundraising

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The Biggest Mistakes Amateur Fundraisers Make

Enthusiastic volunteers are often called on to write fund raising letters. Unfortunately, when they don't know the psychology behind giving, their letters often fall short of expectations.

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Avoid these mistakes in writing a fundraising letter

Three mistakes that can stop the money flow

Amateur fund raisers are notorious for making a critical mistake when sending out their appeal letters. They make the mistake of thinking that the letter is about them, or about their cause.

That causes them to begin their letters with "I" or "We" and then go on about their needs.

And then they wonder what happened when they realize they spent $400 getting that letter in the mail and it only returned about $50.

I don't know why they do this. I've been in meetings where we discussed the issue - where I thought the designated letter-writer understood why this approach hardly ever works. And then, when the letter arrives in the mail, there it is:

"Dear Marte,
We spent too much money this year and we need your help with..."

Well, maybe not quite that bad - but darn close.

The truth that all professional fund raisers understand that amateurs can't seem to grasp is this: The donors want to know what's in it for them - just as if they were purchasing a product.

What they get is intangible, but when they give they get something, just the same. Your letter needs to offer it to them.

I have a 3 page report on the subject, and you're welcome to it!

For you other copywriters - why not pick a non-profit and volunteer to write a letter now and then. I do it, and you can too!

Mistake #2: Forgetting the "ask." Yep - enthusiastic people write letters and tell possible donors about all the good work their group does, and then they forget to ask for a donation.

For some reason, they think that after they've talked about their cause, people will know that they need and want money, or volunteers. People may know it, but unless you ASK for their help, very few of them will offer.

So, hard as it may be, come right out and ask for a donation - or ask for volunteers - or both. In fact, you should even suggest how much money your donors should send. Include a "giving string" with suggestions. Choose the amounts based on what they've given in the past, or what you might reasonably expect a person in their income bracket to give.

Big mistake #3 - the one that will kill all chances of future donations: Forgetting to say thank you.

Your thank you letter should go out within 24 hours of receiving a donation. No kidding. Really. I mean it.

People feel good about giving, but that good feeling dissolves if you don't show a little appreciation.

Would you like to get new ideas and reminders about tried and true methods such as this on a regular basis? I mail my fundraising ezine about once a week. To join, all you have to do is send a blank email to fundraisingsuccess@getresponse.com.

Want to add fundraising tips or ideas?

Please share!

I'll be adding tips and ideas for fund raising - and would love to include yours too.

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MarkExpert Mar 8, 2012 @ 12:08 am | delete

Fundraising events are taking place anywhere around the world these days. Though not all of the such events are actually legit for some people behind the curtains are taking advantage of getting money from ordinary citizens. Learn the latest business strategies to lower your marketing costs from the experts.

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DocGreen Mar 6, 2012 @ 10:23 pm | delete

I can't help but suspect that some people are abusing on writing fundraising letters. There are just reports that a number of such are just schemes. Consult with a
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adelle Feb 20, 2012 @ 2:56 am | delete

The details on this lens can be really helpful for a charity institution. Particularly those who are just starting out. Learn the latest tips for reducing customer turnover today!

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Sandy Feb 7, 2012 @ 1:54 am | delete

I hope your readers are not taking advantage of this information. It could be likely that one might abuse writing fundraising letters for his own benefit. Then again, this lens is really a great read!
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GeeC Jan 31, 2012 @ 9:53 pm | delete

This is really a good resource for those who are working for charitable organizations. This guide should help them with the content of their letters. Great contribution you have here!
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