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The Fundraising Letter PS: 25 Powerful Things To Say There
(Includes Examples &
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By Alan Sharpe
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Donors read postscripts. This is a sad but important reality infundraising. Sad because the PS is stupid and belongs in anothermillennium. In this age of word processors, no one needs to adda PS anymore. But important because a donor reading a PS is adonor looking for information. And that's your opportunity.
According to direct mail consultant Allyn Kramer, there are five"hot spots" in your direct mail packages where readers lookfirst. Here they are, in order:
1. Outside envelope
2. Brochure headline
3. Insideaddress (who the letter is going to)
4. Signature line(who the letter is from)
5. Postscript
Since the PS is one part of your letter that you can beconfident your donors will read, you need to write somethingthere that will motivate your donor to send you a gift or takeyour desired action. Here are some ideas.
- Re-phrase your ask in a new way
- Reiterate thedeadline for the member's gift, if there is one
- Pointthe donor to your website to make an online donation
- Invite donors to refer you to a friend who may support yourorganization
- Invite the donor to complete the enclosedreply card and envelope
- Remind donors that their giftsare tax deductible
- Invite the donor to join yourmonthly giving program
- Repeat your case for support ina fresh way
- Include a brief and uplifting story thatdemonstrates that your supporter's gift will make an immediatedifference
- Invite donors to upgrade their gift
- Offer a free guide on writing a will or making a bequest toyour organization, sent to all who send a gift
- Drawyour reader's attention to a section in your enclosed brochurethat illustrates your current need and encourages a gift
- Break down the ask into daily amounts ("Your gift of ?15works out to just 50 pence a day")
- Invite readers tovisit your website to complete a survey (and ask for the giftagain there)
- Give your phone number or email addressand invite the donor to contact you with any questions
- Explain what will happen if you do not receive sufficientfunding (without spreading fear and without making your donorfeel guilty)
- Thank your members for their ongoingsupport
- Add a personal note about why you are sopassionate about this particular ask--and why you need the donorto send a gift today
- Remind the member about thefreemium you've enclosed (mailing labels, for example)
- Re-state the size of gift you are requesting
- Explain that supporters can make a donation using theircredit cards
- Remind donors of your goal for thiscampaign
- If you are well into your campaign, telldonors how close you are to reaching your goal--their gift rightnow will get you even closer
- Tell the donor how muchtheir continued support means to you personally
- Nameone of the people your donor's gift will help ("Children likeSamantha need your help. And so do we.")
© 2005 Sharpe Copy Inc. You may reprint thisarticle online and in print provided the links remain live andthe content remains unaltered (including the "About the author"message).
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