Fundraising Ideas – Letter, Webpage or Brochure
Now we need to consider our best fundraising ideas when we mail or put on line – you see – sales letters can also be very effective online. Here are some things one must consider.
Who am I speaking to?
A letter that motivates a smaller giver may not motivate a large donor. So – if you are planning a campaign to reach both – you may want to consider one that has different messages. Generally speaking large donors need statistics while smaller donor appeals need to be more emotional.
For example a Chicago-area health organization targeted four patients who owe their good health to this organization: a baby, a young boy, a woman in her twenties and an elderly man. The letter concluded: “Our primary concern for the past 80 years has been people, their lives and health. I believe you share their concern.” This emotional appeal got them a greater response then one that was rooted in statistics.
Premiums and Gifts
Another way to enhance response is to offer a useful or desirable premium or give away. These can be small and put into the mailing like a booklet. You can offer a premium for donors that make minimum donation. The internet is a great tool for this as many items you can offer can be downloaded directly after the donation is made – such as an audio book.
Make sure the premium fits the organization. Sometimes price is not the only consideration. Just because something is cheap does not make it a good give-away.
Obligation devices increase response
When someone gets something for nothing they may feel obligated enough to contribute. Think of items you can include in a mailing that will not only provide value but will encourage them to donate.
It pays to personalize
A personal salutation is more effective than “Dear Friend.” Specific references make the prospect feel you recognize him as a person. The more you can personalize the better your response. This can be effectively done on conjunction with the internet and the use of PURLS