U4 jou231 fund_letters_emailblast
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U4 jou231 fund_letters_emailblast

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U4_JOU231_FundLetters_EmailBlast.ppt

U4_JOU231_FundLetters_EmailBlast.ppt

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U4 jou231 fund_letters_emailblast U4 jou231 fund_letters_emailblast Presentation Transcript

  • Fundraising Messages• Purpose: To raise money — and to identify new donors, increase visibility, boost public relations, identify potential volunteers and publicize new programs• Audience: Individuals on a highly targeted mailing list• Media: Paper letter or e-mail• Keys to Success: • Delivers emotional, benefits-driven message • Shows recipient he/she can make a difference Copyright © 2012 Pearson Education Inc., All rights reserved.
  • Format: Letters & E-Blasts Copyright © 2012 Pearson Education Inc., All rights reserved.
  • Fundraising Message Format Organization Letterhead 123 Front Street Miami, Florida 49876 555-111-2346DateMr./Ms. First and Last Name [TEASER HEADLINE CANPerson’s Business Title REPLACE THESE HEADINGS]Name of Person’s OrganizationOrganization’s Street AddressCity, State (no comma) ZIPDear Mr./Ms. Last Name:Text of letter starts here. Flush left, no indent. Single-spaced. Copyright © 2012 Pearson Education Inc., All rights reserved.
  • Six-Part Fundraising MessagesPart I • Teaser intro for letters or headline for e-blastsPart II (can exceed one paragraph) • Emotional description of the needPart III (new paragraph) • Your organization as a solution Copyright © 2012 Pearson Education Inc., All rights reserved.
  • Six-Part Fundraising MessagesPart IV (new paragraph) • Request for donation • Reassertion of benefitsPart V (new paragraph) • Re-evocation of opening scenarioPart VI • P.S. — Reinforcement of strongest reason for giving Copyright © 2012 Pearson Education Inc., All rights reserved.
  • Fundraising Message FormatAgain, thank you very much for your consideration of etc.Sincerely,Your Legible SignatureYour nameYour title Copyright © 2012 Pearson Education Inc., All rights reserved.
  • Content and organization• E-blast fundraisers contain direct links to fundraising websites.• Avoid an unintentionally sexist greeting. – Is Lynn Jones male or female?• Use Ms. rather than Miss or Mrs. as a courtesy title. – Unless you know that the recipient prefers one of the other titles Copyright © 2012 Pearson Education Inc., All rights reserved.
  • Fundraising Message Tips• Consider using a strategic message planner to refine the clear message of the letter.• Review successful fundraising messages.• Review “Sales Letters and E-Blasts” in your textbook. Copyright © 2012 Pearson Education Inc., All rights reserved.