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Fund Raising Letter
When an organization sets up a fundraising committee or
project, one of the main ideas that many work with is the fundraising
letter, also called “direct mail.” This strategy involves the mailing
of a well-written letter that solicits donations from several potential
donors in the local community. These might be businesses or
individuals, depending on the type of contacts your organization has
made.
Before sending your letter, it helps to first build relationships with
people who are interested in your organization. This can occur during
sponsored events like a pancake breakfast or a golf outing. Include a
sign-up list for those who want to register to win a door prize. After
awarding the prizes you have a ready-made mailing list for the donor
letter.
In the letter that will follow, first express gratitude for the
person’s participation in the original event. Then explain how their
support is meeting a specific need in the organization or in the
community. Include a self-addressed, stamped envelope with a request
for additional funds if the donor has any to spare.
It is best to keep your letter to one page. Make it simple and easy to
read, with no jargon or fancy concepts. Use attractive but reserved
stationery. Start by saying thanks and end with a forward-looking
appeal. Send the letter within a week or two of the original
fundraiser. Paragraphs should be short with perhaps two to four
sentences each. Avoid too many uses of writer-centered words like “I”
or “we.” Instead, focus on the reader with words like “you” and
emphasize the recipient’s benefits to be gleaned from donating, such as
a tax write-off.
Fund raising is about building relationships. Even if you don’t get a
strong response the first time or two, chances are that over time the
returns will increase. It pays to be persistent, so hang in there and
don’t give up.
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