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The Fundraising Letter PS: 25 Powerful Things To Say There
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Author: Alan Sharpe
Topic: Direct-Mail
Viewed: 54 time(s)
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Donors read postscripts. This is a sad but important reality in
fundraising. Sad because the PS is stupid and belongs in another
millennium. In this age of word processors, no one needs to add
a PS anymore. But important because a donor reading a PS is a
donor 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 look
first. Here they are, in order:
1. Outside envelope
2. Brochure headline
3. Inside
address (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 be
confident your donors will read, you need to write something
there that will motivate your donor to send you a gift or take
your desired action. Here are some ideas.
- Re-phrase your ask in a new way
- Reiterate the
deadline for the member?s gift, if there is one - Point
the donor to your website to make an online donation
- Invite donors to refer you to a friend who may support your
organization - Invite the donor to complete the enclosed
reply card and envelope - Remind donors that their gifts
are tax deductible - Invite the donor to join your
monthly giving program - Repeat your case for support in
a fresh way - Include a brief and uplifting story that
demonstrates that your supporter?s gift will make an immediate
difference - Invite donors to upgrade their gift
- Offer a free guide on writing a will or making a bequest to
your organization, sent to all who send a gift - Draw
your reader?s attention to a section in your enclosed brochure
that illustrates your current need and encourages a gift
- Break down the ask into daily amounts (?Your gift of ?15
works out to just 50 pence a day?) - Invite readers to
visit your website to complete a survey (and ask for the gift
again there) - Give your phone number or email address
and invite the donor to contact you with any questions
- Explain what will happen if you do not receive sufficient
funding (without spreading fear and without making your donor
feel guilty) - Thank your members for their ongoing
support - Add a personal note about why you are so
passionate about this particular ask--and why you need the donor
to send a gift today - Remind the member about the
freemium you?ve enclosed (mailing labels, for example)
- Re-state the size of gift you are requesting
- Explain that supporters can make a donation using their
credit cards - Remind donors of your goal for this
campaign - If you are well into your campaign, tell
donors how close you are to reaching your goal--their gift right
now will get you even closer - Tell the donor how much
their continued support means to you personally - Name
one of the people your donor?s gift will help (?Children like
Samantha need your help. And so do we.?)
© 2005 Sharpe Copy Inc. You may reprint this
article online and in print provided the links remain live and
the content remains unaltered (including the "About the author"
message).
About the author:
Alan Sharpe is a professional fundraising letter writer. View free sample
fundraising letters and sign up for free weekly tips like
this at www.fundraisin
gletters.org.
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