publication date: Jun 15, 2011
There's no formula for writing effective fundraising appeals. But
you know that. Anyone who works as a communicator for a nonprofit organization
knows that. Writing is hard work, and what works for one organization may be
counterproductive for another.
But there are rules that need to be followed, sometimes to the
smallest detail, says author Mal Warwick
to Write Successful Fundraising Letters
, Warwick shares his tool chest
of ideas, gleaned from years of writing and editing thousands of letters in
pursuit of philanthropic gifts.
Who should read this book?
Motivating your audience
- Anyone who writes fundraising letters for
a hospital, a college or university, a museum, a health agency, a human
service organization or any other nonprofit that needs funds
- Individuals who serve in a leadership
role for a nonprofit organization; especially executive director,
development director, board chair
- Those involved in public relations,
advertising, or marketing for a nonprofit
- Anyone who is interested in the potential
of fundraising letters that can raise more
money for your organization
It seems like an impossible task - to write a letter that will
convince the recipient to give money away.
Commercial direct marketers generally identify five great motivators
that explain response: fear, exclusivity, guilt, greed and anger. Warwick
thinks the equation is more complex, and identifies two dozen reasons people
might respond to your fundraising letter.
Here is a summary of Warwick's top five:
Purchase your copy
send money because you ask them to. ublic opinion surveys repeatedly confirm
this basic fact of donor motivation.
I was asked" is the most frequently cited reason for giving.
send money because they have money available to give away. The majority of gifts to nonprofits are small contributions
made from disposable or discretionary income.
send money because they're in the habit of sending money by mail.
send money because they support organizations like yours. Your donors aren't yours alone, no matter what you think.
Special interests, hobbies and distinctive beliefs may result in a donor
supporting several similar organizations.
send money because their gifts will make a difference. Your donors are striving to be effective human beings. You
help them by demonstrating just how effective they really are.
How to Write Successful Fundraising
, for just $40.99