How to Write great Fundraising Letters That Raise Money and enhance Donor Relationships

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Writing fundraising letters is an art! There are definite ways and strategies to ask men and women for their charity dollars... Yet many fundraising professionals don't know the first thing about writing efficient letters or about direct mail.

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Why are so many fundraising professionals in the dark? Because the strategies, systems and methods they must know to be flourishing are not taught in schools or universities. Instead, they are proven methods passed on from one flourishing fundraiser to another.

That's why so many charities have to hire expert writers and consultants to institute their direct mail fundraising programs. Meanwhile, the fees for these consultants can be lofty and many smaller charities just can't afford the fees. In this article, I want to give you a few tips on why direct mail fundraising is an important part of your fund improvement schedule and a few ways you can begin construction your program.

Step One: Keep good records! Your church or charity should have a good computer principles and software box that can track every donation. Obviously, you need the name and address of the donor along with the whole of their gift. But you also want to description the designation (how the gift should be used) and what motivated the donor to give. By motivation, I mean was it a letter, a personal visit, an event or a fund raising campaign? Be detailed about the motivation so you can use this facts to track the effectiveness and conversion rates of your fundraising efforts.

Step Two: Get your ducks lined up. Make sure you start your fundraising efforts with a plan and request the right questions. A good fundraising schedule has donor acquisition programs (getting citizen to give for the first time), donor improvement (turning one-time donors into long-term partners), and donor relations (caring for your donors). Before you decree on a fundraising strategy, make sure you keep the end in mind. If you mix agendas you can have disappointing results.

Step Three: convert your one-time givers into long-term donors. One of the most grand benefits of direct mail is to institute a closer connection with citizen who have shown interest in your cause. A one-time giver is not a donor or a partner. So it's foremost to institute definite fundraising letters that will increase the commitment of that giver and motivate them to give another gift. Writing well structured and motivating fund raising motion letters is important to converting one-time givers to long-tern donors.

Step Four: Take care of your donors. I am always amazed at how microscopic care non-profit organizations give to their donor base! And then they wonder why their fundraising efforts are not successful. Your donor base is like the heart of your organization. If it's not pumping blood (donation dollars) straight through your system, the whole body can weaken and eventually die! Every donor should receive the best concentration and care that is reasonable. You will want to institute easy to implement systems to properly thank your donors for their charity dollars. And here's a surprise: to be successful, every donor should received a sincere and well-written thank you letter within five business days of the receipt of their gift! Why is this so important? First of all, it's the polite thing to do! Treat the donor's gift as if it was a personal birthday gift to you from a good friend. You would thank your friend right away... It's good manners and part of maintaining good relationships. The same is true in fundraising.

The other infer that thank you letters are so foremost is because they often serve as a tool for the donor to give again! Many of my fundraising clients received more than 25 percent of their donation dollars from thank you letters and donor receipts. Setting up good fundraising systems pays in high dividends. Take the time to institute your systems and watch your donor base advance and your earnings grow.

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Deepen Donor Relationships With a Power-Packed Thank You Letter

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The Thank You letter often is created and sent without much thought. It may seem to be the last step in getting a gift from a donor and a routine task that warrants itsybitsy merit. But it's certainly the first step in securing the next gift!

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Purposeful and well-thought out Thank You letters can help you steward your donors, not to mention contribute you with an additional one way to divulge with them. Make sure you are getting the most from your Thank You letter efforts with these ideas.

1. Get the letter out promptly.

The faster you get your Thank You letters out the door, the better. Donors want to be sure that you received their gift and a Thank You letter is the best way to let them know it arrived safely. Experts say that you should let no more than 48 hours go by from the time you receive a gift until the time you put a the Thank You letter in the mail. If it takes you a itsybitsy longer and that's the best you can do, work with it. Frame out what will work for your assosication and put a priority on getting the letters out the door.

2. divulge your Thank You letter to the Ask.

Instead of sending out a generic letter, customize your Thank You letter to the specific ask that was used to create the gift. If a gift comes to you from an motion you sent out, then make sure your Thank You letter refers back to the story or the text in the appeal. You may need to write some separate letters that can be used for anything you have going on. For instance, you may want to write one letter for a special event you are working on, an additional one one for monthly givers, and an additional one one for donors who write back to your newsletter. Relating the Thank You letter back to the ask is a way to let your donors know you are paying attentiveness and that you are organized adequate to use their money they way you said you would.

3. Tell the donor how you will use their money.

This is critical. Make sure the donor knows how you plan to use the donation he or she just sent you. Text like "Your gift will ensure that 15 children will go to summer camp for one week" makes the process of donating more real and tangible to the donor. They can envision 15 kids going to camp for a week and it helps create a bigger feeling of satisfaction for the donor.

4. Use a real signature.

Digital signatures are easy and eliminate hand signing a stack of letters. But technologically-savvy donors know the disagreement between a digital signature and a live one. Have your President or menagerial Director sign the letters, or ask a volunteer to sign them on his or her behalf. And use a blue pen so that donors can clearly tell it is a real signature.

5. Add personal notes to the letters.

Have your menagerial Director or President go through the letters and add personal notes. This can bring big rewards in terms of stewarding donors! Taking a few minutes of a busy day to go through a stack of letters may seem like a chore to your boss, but donors who get a Thank You letter with a personal note will be thrilled that the head staff someone took the time to personally write back his or her gift.

6. Include a reply envelope.

Don't be afraid to Include a reply envelope in a Thank You letter. Many donors will hang onto these and use them for their next gift. You may receive some negative feedback, but you will likely receive a large number of gifts as well. It's not uncommon to receive thousands of dollars in gifts from these "bounce-back" envelopes. You may want to code these envelopes so that you can track the number, size, and number of donations received using this technique.

At one assosication I worked for, I always put reply envelopes in my Thank You letters. I coded them like this: Ty807 with Ty for Thank You letter, 8 for August or the month the letter went out and 07 for the fiscal year. I would create nearby ,000 per year just through these envelopes. I also found that citizen who consistently used them were good candidates for the monthly giving club.

7. Include cumulative giving data.

Hopefully you have this facts in your donor tracking software and can get to it easily. Sometimes donors forget when they last gave. along with year to date facts can be a polite reminder for them if they have pledges or commitments to make.

8. Make it clear that the letter is also a receipt.

Don't you hate getting boring thank you letters that drone on and never clearly spell out the gift you made? (By the way, if you aren't giving to other organizations, you need to. It's a great way to put yourself in the donor's shoes and also lets you see how other organizations deal with the thank you process.) If you have to, draw a line on the page below the thank you text and put "Gift Receipt" about the actual gift information.

9. Include an offer to tour your facility or schedule site.

Always Include in your letter an offer for a guided tour of your facility or schedule site (if appropriate). You may never have anything take you up on this, but they will remember that you offered. You will probably get a few citizen who want to visit you. Finding firsthand the work that you do may make all the disagreement in the world to a single donor. It can also mean the disagreement in an average size gift and a major gift.

I remember one single donor who came for a tour of my assosication with his wife. They had always been good givers and ordinarily gave about ,000 a year. They were so impressed by the tour that they wrote a check on the spot for an added ,000!

10. Include the name and contact info of someone the donor can call with questions.

Donors want to be able to call and talk to a real, live, knowledgeable someone when they have questions. So be sure to Include the name and phone number in your Thank You letters of someone who can write back questions for them.

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