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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
                          555-111-2346

Date
Mr./Ms. First and Last Name [TEASER HEADLINE CAN
Person’s Business Title       REPLACE THESE HEADINGS]
Name of Person’s Organization
Organization’s Street Address
City, State (no comma) ZIP
Dear 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 Messages

Part I
   • Teaser intro for letters or headline for e-blasts
Part II (can exceed one paragraph)
   • Emotional description of the need
Part III (new paragraph)
   • Your organization as a solution




               Copyright © 2012 Pearson Education Inc., All rights reserved.
Six-Part Fundraising Messages

Part IV (new paragraph)
   • Request for donation
   • Reassertion of benefits
Part V (new paragraph)
   • Re-evocation of opening scenario
Part VI
   • P.S. — Reinforcement of strongest reason for giving


               Copyright © 2012 Pearson Education Inc., All rights reserved.
Fundraising Message Format

Again, thank you very much for your consideration of etc.

Sincerely,


Your Legible Signature
Your name
Your 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.

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U4 jou231 fund_letters_emailblast

  • 1. 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.
  • 2. Format: Letters & E-Blasts Copyright © 2012 Pearson Education Inc., All rights reserved.
  • 3. Fundraising Message Format Organization Letterhead 123 Front Street Miami, Florida 49876 555-111-2346 Date Mr./Ms. First and Last Name [TEASER HEADLINE CAN Person’s Business Title REPLACE THESE HEADINGS] Name of Person’s Organization Organization’s Street Address City, State (no comma) ZIP Dear Mr./Ms. Last Name: Text of letter starts here. Flush left, no indent. Single-spaced. Copyright © 2012 Pearson Education Inc., All rights reserved.
  • 4. Six-Part Fundraising Messages Part I • Teaser intro for letters or headline for e-blasts Part II (can exceed one paragraph) • Emotional description of the need Part III (new paragraph) • Your organization as a solution Copyright © 2012 Pearson Education Inc., All rights reserved.
  • 5. Six-Part Fundraising Messages Part IV (new paragraph) • Request for donation • Reassertion of benefits Part V (new paragraph) • Re-evocation of opening scenario Part VI • P.S. — Reinforcement of strongest reason for giving Copyright © 2012 Pearson Education Inc., All rights reserved.
  • 6. Fundraising Message Format Again, thank you very much for your consideration of etc. Sincerely, Your Legible Signature Your name Your title Copyright © 2012 Pearson Education Inc., All rights reserved.
  • 7. 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.
  • 8. 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.

Editor's Notes

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