The Fundraising Letter PS: 25 Powerful Things To Say There (Includes Examples & Samples)

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.")

    • ----
    About the author
    Alan Sharpe is a professional fundraising letter writer who helps non-profits raise funds, build relationships and retain loyal donors using creative fundraising letters. Learn more about his services, view free sample fundraising letters, and sign up for free weekly tips like this at http://www.fundraisingletters.org.

    © 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).

    In The News:

    pen paper and inkwell


    cat break through


    Loan Officer Marketing ? How to Target the Right Agents

    Once there was a loan officer, who marketed his services... Read More

    Adapting Blog Technologies To Corporate E-Newsletters

    Every January, trade publications put out a list... Read More

    Top 10 Marketing Pitfalls

    Ten Marketing Pitfalls By Stuart ReidIf you want to make... Read More

    The Beginners Mail Order Business Guide

    No claim is made that the steps outlined would be... Read More

    Self Promotion Brings Business Success

    Your business success depends on your ability to promote your... Read More

    Forget Conventional Marketing - Embrace the Web!

    Tactical marketing processes are once again undergoing fundamental shifts from... Read More

    Five Steps to Partnering with Companies to Build Your Client Base

    Wouldn't you love a simple formula for easily growing your... Read More

    Top 7 Ways to Get Your Products in the Hands of Celebrities

    Celebrities are the tastemakers that drive brand awareness and usage.... Read More

    The Words That Sell

    What You Say, Who You Say It To, How you... Read More

    Marketing Person You Think You Arent

    Have you thought about starting your own business? Have you... Read More

    Fertilizer For Your Grassroots Marketing

    Looking for a great way to drive traffic to your... Read More

    Business to Business Direct Mail Sales Letters Need an Offer (and Heres Why)

    In direct mail, the offer is the incentive or reward... Read More

    Niches - The Path to More Profits

    Hey, as business owners we CAN'T be all things for... Read More

    Direct Mail Response Rate Boosters (12 tips and ideas)

    1. Mail to a different list Your list is the... Read More

    Seven Secrets For Building Customer Loyalty In Your Restaurant

    Imagine how much your sales and profits would increase if... Read More

    The Surprise Inside!

    Think about all those Cracker Jacks you ate as a... Read More

    Does Your Marketing Plan Need Changing?

    Change is good, right? Not always. But when is it... Read More

    The Key to Success

    Good business is about communication... not just what you say... Read More

    Refresh Your Web Site

    So you have a Web site. And so does most... Read More

    Advertising Campaigns That Get Results

    "Advertising doesn't work." I hear it from my clients all... Read More

    How to Save Time and Achieve More by Creating High-Leverage Marketing Assets

    The single biggest, non-renewable asset you have is your time.... Read More

    Marketing Planning - Preparation and Accountability

    We all know the saying, "Failing to plan (prepare) is... Read More

    Viral Marketing with a Powerful Twist

    What would you do with 500, 1000 or more additional... Read More

    Do You Get Attention With Your 30-Second Introduction?

    I went to a networking event the other day where... Read More

    Free or Not Free ? That is the Question

    You may be in business for yourself or as a... Read More

    Marketing to Success on a ZERO Budget

    TOP 10 TIPS TO GET YOU MARKETING TO SUCCESS ON... Read More

    Take The Test: Does Your Marketing Copy Sell?

    Your marketing materials must grab your prospect's attention long enough... Read More

    Spring Cleaning: How To Do It In Your Business To Make More Room For Success

    With the arrival of Spring, I decided to get outside... Read More

    Marketing Flat? Is It Your Plan or Your Vision?

    60+ hour workweeks, cash flows that constantly keep you up... Read More

    Sales and Marketing: Can One Exist Without the Other?

    Simply put the marketing people and the sales people depend... Read More

    Do You Really Need a Brochure?

    The phone rings. Good news... it's a potential client. You... Read More

    Sell More Online By Offering a Big Fat BONUS!

    I don't know about you, but I secretly love watching... Read More

    Do You Have This Important Tool in Your Marketing Arsenal?

    Many business owners do not understand the authenticity and validation... Read More