Download - How To Write A Successful Fundraising Letter DDF Workshop October 15, 2009 “Just Write It”
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How To Write A Successful Fundraising Letter
DDF WorkshopOctober 15, 2009
“Just Write It”
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“Writing is easy. All you have to do is stare at a blank sheet of paper until drops of blood form on your forehead.”
- Gene Fowler
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Challenges “I’m not a writer” “I’m not a fundraiser” I’ve got 39 other things on my
plate Donor fatigue Staying fresh The “airwaves” are crowded
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A Crowded Marketplace
3,000+ messages a day
More consistent More targeted More customized More visual More creative
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Before You Start Writing
Audience Who is my reader?
Message What themes/points must be
communicated?
Emotional Impact How do I want the reader to feel at the
end of the letter
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“The Franciscan Approach”
Write from the outside in….
Use “I” and “You,” but mostly “You” What does the DDF mean to them Be conversational Use their language Express gratitude
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Anatomy of a letter
Start with a bang! A short, high impact sentence Appeal to the heart Surprise them with creativity
“The Church needs you.”
“The Diocese has changed my life forever...”
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Anatomy of a letter
Connect DDF to their faith life
Use specific examples
Use statistics (but not too many)
Broaden their horizons
Pick a key issue
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Anatomy of a letter
The call to stewardship
Scripture
An expression of gratitude to God
Our faith community
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One size doesn’t fit all
Choose an approach that best fits your people
Building a donor base Direct ask Issue-driven Living in gratitude Testimonial
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Working With Words
Use simple, straightforward language Keep sentences short and punchy Make it an easy read
Keep paragraphs less than 7 lines long Use bullet points rather than listing items
within sentences Underline key words or phrases
Keep it to one page NO TYPOS, MISSPELLINGS OR BAD
GRAMMAR!!!!
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You’re Not Alone
The letter is part of a total package Brochure Pledge card Video
Play off DDF Theme Sample letters are available as a
guide Ask your peers what works for them
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Final Thought
“Good writing is clear thinking made visible.”
- Bill Wheeler