Write Effective Fundraising Letters By Being Conversational (Includes Examples & Samples)

I am doing what you do, sitting at my computer, trying to get my thoughts out of my head and into a written form that will help you make a decision. In this particular case, I am trying to write a few intelligent remarks about sounding conversational on paper. You know, how to write a fundraising letter that sounds like it came from the mind of a person and not an institution.

I suppose the first thing I can tell you is that you should write the way you talk, unless, of course, you talk in halting sentences punctuated with "ya knows" and "like, you know what I mean?" And if you usually write fundraising letters that are signed by someone else, your executive director, for example, then you need to write the way that person speaks.

The secret to sounding personal and conversational on paper is to imaging that you are actually having a conversation with your donor. A back-and-forth exchange where your donor asks questions and you supply answers. That way, your letter sounds like it is written by a living, breathing person, since it addresses issues that are important to the donor, and does so in a warm, lively style.

Which reminds me, try to keep your sentences short. Not like the one that ended the last paragraph. What else can I tell you?

Rhetorical questions are one device at your disposal. Rhetorical questions, as I am sure you know, are questions that are asked for rhetorical effect, not expecting an answer. You can use one or two in your letter if you like. Rhetorical questions create the sense that a conversation is taking place between you and your donor.

I don't have to tell you that another way to sound conversational is to use the first person a lot. That means you say, "Your gift today means a lot to me," instead of saying "Your gift today means a lot to us," or, even worse, "A gift from you designated towards our Annual Fund will be appreciated at this time." Remember, people give to people, not to establishments, so you want to sound like a person, not an organization when you write your donor appeal letters.

I just thought of another one. Without being fake or insincere, mention that you thought of your donor today, or yesterday, or recently, showing that there is a relationship between the two of you. Naturally, only say "I was thinking of you this morning" if you actually were. Otherwise you will be making stuff up.

You may be relieved to know that that you can be colloquial, too, which is a humdinger of a way to establish rapport and sound genuine. If your donors know what a humdinger is, then by all means throw one into your letters at least once a year. You goal, if I may say so, is to sound authentic without being overly familiar or coarse.

Another way to sound conversational is to be open in the way you talk about things. Give your donors a glimpse into what life is like at your organization. You probably want an example of what I mean, so here it is (here are two examples, actually):

Institutional: "Your membership is about to expire." Conversational: "I see from our records that your membership is coming up for renewal soon."

Institutional: "Prayer meetings were held today at head office about Hurricane Katrina."

Conversational: "All of us here at the office in London met this morning to pray for the victims of Hurricane Katrina."

Another sure way of avoiding "bureaucratic-speak" is to say everything in the active voice. Don't say "funds were raised" when you can say "we raised funds." Avoid writing "100 scholarships will be created" when you can instead write "we will create 100 scholarships." See the improvement? Passive voice sounds institutional. Active voice sounds conversational.

I suppose if you went back to the start and began reading this message again, you'd pick up a few methods that I did not mention (using parentheses like this, for example, which look as though you are lowering your voice and whispering a piece of inside information to your donor). I hope that these tips help you write effective fundraising letters. Ones that come from your heart, and are effective mainly for that very reason.

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).

---

Mortgage Marketing - Viral-Email, Referral Marketing Strategy

This is a devastatingly powerful way to extend your marketing... Read More

How to Discover your Primary Market and Where to Find Them

Whether you market online or offline, you already know the... Read More

Three Ways to Put Fresh Spins on Old Marketing Concepts

Are you struggling to find a new twist for... Read More

Image is Key to Your Marketing Success

In virtually any business first impressions are lasting impressions. Most... Read More

Increase Your Sales By Following-Up

The difference between a successful business and one that just... Read More

How Prince Connects With His Target Market!

While Internet legend (and young pup) Frank Kern would have... Read More

Top 10 Tips To Market & Build Your Professional Practice

In building and running a professional practice (or any small... Read More

10 Essential Criteria For Choosing Your Target Market

A specific group of people you will focus on selling... Read More

How Important is Your Marketing?

Bob called last week from Phoenix, Arizona with some stunning... Read More

Ten Effective Ways to Capture Market

1.Evaluation of Existing Products / Therapies2.Assessment of New Products3.Market assessment... Read More

Marketing on the Cheap: Write? Right!!

We all know the value of writing articles for promoting... Read More

How Much Is Your Popcorn Worth? Powerful Lessons In Marketing & The Psychology Of Selling - Part 2

NB: You can read part one here: ... Read More

Take It To The Customer

In the past, purchasing ad space was the solution to... Read More

A Successful Solution: 10 Things to Consider

A provocation for the coming year, decade, century or millennium.By... Read More

When The Stars Align - Choosing the Right Entertainment

Savvy event producers follow the Golden Rule: know thy audience.... Read More

How To Create A Complete Referral Marketing System

These steps are taken from the Referral Flood Marketing Program.... Read More

Your 30 Second Commercial

This tip is so simple, that many people we've talked... Read More

Tie-In With Others To Maximize Your Business Leverage

One of the most rewarding, inexpensive, under-used, and effective methods... Read More

Non-Aggressive Marketing Ideas for Enterpreneurs

Do you cringe at the thought of trying to promote... Read More

Improving Lead Generating and Conversation Rates: Think Like a Farmer

John's a freelance photographer in Ohio who called to tell... Read More

Low-Cost Marketing With Postcards

Here's a simple way you can generate lots of sales... Read More

How to Set Up & Organize Your Customer Mailing List For Optimum Results

Your list of customers who have previously bought from you... Read More

Radio Ads That Get Results

Radio advertising can be a small business's best friend. It's... Read More

Direct Mail Personalization

A colleague who does work for a nonprofit organization contacted... Read More

Direct Mail Response Rate Boosters (12 tips and ideas)

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

Communication Breakdown - Dont Let It Happen To You

Do you have Communication breakdown?How are you communicating with your... Read More

Perceived Value Is In The Eye Of The Beholder

Q: My partner and I are having a hard time... Read More

More Marketing Dope

Direct marketing can make you very successful, but you've got... Read More

5 Ways to Upgrade Your Existing Marketing Materials for Practically Nothing!

In addition to direct marketing strategies you want to be... Read More

Rising Postal Rates? Don?t Cut Down the Direct Mail

The United States Post Office in the past had some... Read More

Overcoming Resistances To Marketing a Practice-Part 2

In Part 1 of this article, "Resistances to Marketing a... Read More

Do You Make These 5 Common Marketing Mistakes?

The famous P.T Barnum once said, "Without promotion, something terrible... Read More

Who Is Your Market and Where Are They?

An important part of planning your business is to know... Read More