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Your Fundraising Letter P.S.: 10 Ways to Write Powerful
Postscripts.
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By Alan Sharpe
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Your postscript is one of the most important parts of yourfundraising letter. It usually stresses the point of your letterand asks for action. Some donors read it first. Someprofessional writers write it first.
Since the P.S. is one part of your letter that you can beconfident your donors will read, you need to write somethingthere that will motivate donors to send you a gift or take yourdesired action.
A donor reading a P.S. is a donor looking for information. Andthat's your opportunity. So don't treat your postscript as anafterthought. Here are some ideas to get you started onfinishing your letter.
1. SHOW WHAT A DONATION "BUYS"
"Remember, your gift of just $25.18 will provide a hot supperevery day for a week. Please give today."
2. MAKE YOUR DONOR MAD (AT THE PROBLEM YOU SOLVE)
"I've included a rather sad photo of a giant panda--a motherwho'd been nursing her new baby--who was killed by poachers.Take a look. Then give some gift, of any amount, to stop tragicpanda deaths and help save these harmless and wonderful animals.I am waiting to hear from you."
3. MENTION YOUR FRONT-END PREMIUM
"By the way, the enclosed 2006 calendar is a gift of thanks foryour support this year, and your continued support next year."
4. MENTION YOUR DEADLINE
"We must have your responses to the enclosed National Survey inour hands within 10 days. Please complete and return it to us inthe enclosed postpaid envelope provided. If you'd like to jointhe Rails to Trails Conservancy, simply mark the appropriate boxon the Survey form and mail it with your check in the enclosedenvelope."
5. SUGGEST A LARGER GIFT
"Your last gift was $250. If you could match it again (or evenincrease it a little), I'd be mighty grateful to you."
6. DRAW ATTENTION TO AN IMPORTANT ENCLOSURE
"I've included with this letter an article about our response tothe recent gang violence. Your support right now is critical toour work in this campaign. Many thanks."
7. INVITE YOUR DONOR TO TAKE ACTION
"If a loved one or friend of yours is addicted to drugs oralcohol, please call 123 456-7891. Because of your financialsupport, we're here to offer advice, help and professionaldirection to those in need."
8. STRESS THE URGENCY OF YOUR APPEAL
"Tens of thousands of Angolans are at risk right now of starvingto death. We are already in the country helping, but we can onlydo more if we receive more funds. Please help the people ofAngola. Send us a gift right now."
9. SHOW WHAT HAPPENS IF THE DONOR FAILS TO ACT
"I need to send this shipment of clothing to Liberia within 10days or we will miss this opportunity. I am counting on you,Alan, to help us right now with a gift of $50 or more."
10. ASK A QUESTION
"Do you know that our scholarships are supported entirely bycharitable donations? The Foundation does not receive anyfunding from government, Sharelife or Catholic Charities of theArchdiocese of Toronto. Please give generously to our Hope forChildren Foundation Scholarship Fund today."
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