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.

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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  • Reply
    martegale martegale Feb 3, 2008 @ 1:38 am
    Now that the holiday season is over, thousands of donors across the world are wondering one thing: "Why didn't I get a thank you note for my donations?"

    Not sending them - immediately - is the second worst mistake that fundraisers make. And it isn't just amateurs.

    Copywriter Alan Sharpe did a test a while back - he sent a donation to each of several charities and then waited to see what would happen. I believe the number that thanked him immediately was in the 10% range. A few others thanked him later - when they asked for another donation. Several didn't thank him at all - they merely sent another letter later asking for more.

    It should come as no surprise that thousands of donors are lost from this simple oversight. Think how YOU feel if you give a gift and it is taken for granted. You probably react as I do, with "Phooey on them."

    And yet, groups both small and large continue needing to find new donors because they've lost the old ones by not saying a heartfelt thanks.

    Goofy.
  • Reply
    Greg Holmes Greg Holmes Oct 27, 2007 @ 8:53 am
    Loved the Lens! Found a few more tips on this UK copywriter site too which may help would be fundraisers
  • Reply
    SemperFidelis SemperFidelis Oct 13, 2007 @ 9:31 pm
    A 5 to you! Consider stopping by our Recycling lens and giving a rating. We raise funds for Save The Children with this lens. :)
  • Reply
    A_little_fundraising_helper A_little_fundraising_helper Jun 12, 2007 @ 10:19 am
    The little fundraising helper loves your fundraising letter tips and will include this link on his site! Thanks :-)
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by martegale

Hi, I'm Marte Cliff, freelance copywriter.

I specialize in web copy, sales letters, postcards, newsletters, and press releases for business - but also...

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