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You'll be encouraged to know that the art of writing effective
fundraising letters can be learned. I learned it. So can you.

Successful fundraising letters share a number of things in
common. Once you know what these things are, your letter is
already half-way written. Before I share what they are, let me
explain what I mean by a "successful" or "effective" fundraising
letter. I mean a letter that generates a gift, certainly, but I
also mean a letter that builds upon the relationship you have
with your genuine fuchsia ugg australia boots supporters. You can easily craft a guilt-inducing
letter that brings in a donation for now but repels a donor
forever. Successful fundraising letters take the long-term
approach, knowing that donors need to be nurtured and educated
over time.

So here are some things that all successful fundraising letters
have in common. Include as many of them as you can in each
letter you write.

1. Is personal
Effective fundraising
letters sound as genuine fuchsia ugg australia boots though they are written by a human being, not
an institution. Unlike grant proposals or special events, they
are person-to-person pieces of communication. With the exception
of a phone call, fundraising letters are the closest thing that
you can get to a face-to-face meeting with a donor.

2. Is conversational
Again, unlike grant
proposals and charity auctions, effective fundraising letters
read like a conversation (though admittedly a monologue) between
two people. Wouldn't you agree that good letters involve the
reader? Like you, I believe that effective letters involve the
supporter in the message whenever possible without sounding
contrived.

3. Is addressed to a person by name
Don't
send form letters to make friends. Friends don't mail form
letters. They send personal letters. Letters addressed to their
friends by name. My wife never sends me a letter that begins,
"Dear Friend." Neither do my friends. I realize that
personalization costs more. But personalization is the right
thing to do. genuine fuchsia ugg australia boots And it boost response, which is a bonus you get for
doing the right thing.

4. Describes the case for support in human
terms
The best fundraising letters translate
institutional needs in terms of people, not programs,
remembering that people give to people to help people. So
instead of saying "we need $10,000 for our general fund," a
savvy fundraising letter says "our soup kitchen aims to help
over 100 needy toddlers this Christmas Eve, and your gift today
will make that possible."