Fundraising Letters

and E-Blasts
Thismultimediaproductanditscontentsareprotectedundercopyrightlaw.Thefollowingareprohibitedbylaw:
Anypublicperformanceordisplay,includingtransmissionofanyimageoveranetwork;
Preparationofanyderivativework,includingtheextraction,inwholeorinpart,ofanyimages;
Anyrental,lease,orlendingoftheprogram.

CopyrightPearson2012

Fundraising messages

Purpose

Audience

Toraisemoneyandtoidentifynew
donors,increasevisibility,boostpublic
relations,identifypotentialvolunteersand
publicizenewprograms
Individualsonahighlytargetedmailinglist

Media

Paperoremail
Copyright2012PearsonEducationInc.,Allrightsreserved.

Fundraising messages

Keystosuccess

Deliversemotional,benefitsdrivenmessage
Showsrecipienthe/shecanmakeadifference

Copyright2012PearsonEducationInc.,Allrightsreserved.

Format: Fundraising letters

Format

Withrareexceptions,onepage
Onorganizationsstationery
Singlespaced

Extraspacebetweenparagraphsandelements
oftheheading

Atbottom

cc:
P.S.:
encl.
Copyright2012PearsonEducationInc.,Allrightsreserved.

Format: Fundraising letters

Format

Likesalesletter,caninclude:

Highlightedpassages
Boldfacetype
Underlining
Differentcolorsoftype
Capitalletters
Headlinesandsubheadlines
BUTnothingthatlookstooexpensive
Copyright2012PearsonEducationInc.,Allrightsreserved.

Fundraising letter format

Organization Letterhead
123 Front Street
Miami, Florida 49876
555-111-2346

Date
Mr./Ms. First and Last Name [TEASER HEADLINE CAN
Persons Business Title
REPLACE THESE HEADINGS]
Name of Persons Organization
Organizations Street Address
City, State (no comma) ZIP
Dear Mr./Ms. Last Name:
Text of letter starts here. Flush left, no indent. Single-spaced.
Copyright2012PearsonEducationInc.,Allrightsreserved.

Fundraising letter format

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

Your Legible Signature

Your name
Your title

Copyright2012PearsonEducationInc.,Allrightsreserved.

Format: Fundraising e-blasts

E-mail

fundraisers contain direct links to

fundraising websites.

Copyright2012PearsonEducationInc.,Allrightsreserved.

Fundraising messages

Contentandorganization:sixparts

PartI

PartII(canexceedoneparagraph)

Teaserheadline
Emotionaldescriptionoftheneed

PartIII(newparagraph)

Yourorganizationasasolution

Copyright2012PearsonEducationInc.,Allrightsreserved.

Fundraising messages

PartIV(newparagraph)

Requestfordonation

Reassertionofbenefits

PartV(newparagraph)

Reevocationofopeningscenario

PartVI

P.S.Reinforcementofstrongestreasonforgiving

Copyright2012PearsonEducationInc.,Allrightsreserved.

Fundraising messages

Contentandorganization

Avoidanunintentionallysexistgreeting.

IsLynnJonesmaleorfemale?

UseMs.ratherthanMissorMrs.asa
courtesytitle.

Unlessyouknowthattherecipientprefersone
oftheothertitles

Copyright2012PearsonEducationInc.,Allrightsreserved.

Tips

Considerusingastrategicmessageplanner
torefinetheclearmessageoftheletter.

Reviewsuccessfulfundraisingmessages.

ReviewSalesLettersandEBlastsinyour
textbook.

Copyright2012PearsonEducationInc.,Allrightsreserved.