Thanks so much for being such a loyal reader,

  

Tina Cincotti

 

Let's dive right in. Here are my proven tips for crafting a stronger year-end fundraising appeal and raising more money...

• Write a letter -- not a proposal, not an essay, not a brochure. This means an "I" talking to a "you."

• Make sure the word "you" is everywhere.

• Be friendly and informal.

• Kill the jargon. Don't write anything you wouldn't actually say in conversation.

• Make sure your request is for something urgent and specific.

• Focus on just one piece of your work -- one reason to give.

• Ask at least three times, starting on the first page.

• Explain the benefits of giving -- whether that is creating jobs for kids, giving back to your neighborhood, or a free tote bag.

• Use stories, not statistics.

• Make the donor the hero. With their gift, all these wonderful things will be possible. Without their help, they won't.

• Hook me with the first sentence.

• Always have a P.S.

• Provide both a reply card specific to your appeal and a return envelope.

• Make it easy to skim. People aren't going to read your letter, they are going to scan it. So use short words, short sentences, and short paragraphs. And don't forget generous margins. The easier you make it, the longer we'll stick around and that will make us more likely to give.

• Just start writing. That great first line is usually a few paragraphs in and you can find it later. You have to get warmed up first.  

 

If you missed them the first time around or need a refresher, you should also check out a few past issues of this very e-newsletter. These ones are quite relevant to the topic at hand...

 

• Direct mail "do's and don'ts" 
• 3 proven ways to write better fundraising materials 
• 10 tips for stronger donor communications, part 1 
• 10 tips for stronger donor communications, part 2  

MY GREATEST HITS LIST OF DIRECT MAIL RESOURCES

 

I've heard from many of you recently asking for materials and sample letters to help you with your year-end campaigns.  

 

Here are some resources that I use myself and find incredibly helpful. I hope you do too.  

 

Crafting the perfect year-end campaign

Fundraising direct mail that drives online response

What they hate about your fundraising copy is exactly what makes it good

5 assumptions to make about your readers

One big fundraising mistake that leads to many others

10 most important things about direct mail

How to assess a direct mail fundraising package (PDF)

Great sample letters can be found on Mal Warwick's website and at sofii's direct mail showcase

(This last one is a doozy -- save it for a rainy day!)

37 tutorials by Jerry Huntsinger: all about fundraising by direct mail  

 

 

Is your favorite not on this list? Let me know. Please. I hate it when I'm missing out on something!