U4_JOU231_FundLetters_EmailBlast.ppt

1. Fundraising Messages
• Purpose: To raise money — and to identify new
donors, increase visibility, boost public
relations, identify potential volunteers and
publicize new programs
• Audience: Individuals on a highly targeted
mailing list
• Media: Paper letter or e-mail
• Keys to Success:
• Delivers emotional, benefits-driven message
• Shows recipient he/she can make a difference
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2. Format: Letters & E-Blasts
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3. Fundraising Message Format
Organization Letterhead
123 Front Street
Miami, Florida 49876
555-111-2346
Date
Mr./Ms. First and Last Name [TEASER HEADLINE CAN
Person’s Business Title REPLACE THESE HEADINGS]
Name of Person’s Organization
Organization’s Street Address
City, State (no comma) ZIP
Dear Mr./Ms. Last Name:
Text of letter starts here. Flush left, no indent. Single-spaced.
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4. Six-Part Fundraising Messages
Part I
• Teaser intro for letters or headline for e-blasts
Part II (can exceed one paragraph)
• Emotional description of the need
Part III (new paragraph)
• Your organization as a solution
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5. Six-Part Fundraising Messages
Part IV (new paragraph)
• Request for donation
• Reassertion of benefits
Part V (new paragraph)
• Re-evocation of opening scenario
Part VI
• P.S. — Reinforcement of strongest reason for giving
Copyright © 2012 Pearson Education Inc., All rights reserved.

6. Fundraising Message Format
Again, thank you very much for your consideration of etc.
Sincerely,
Your Legible Signature
Your name
Your title
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7. Content and organization
• E-blast fundraisers contain direct links to
fundraising websites.
• Avoid an unintentionally sexist greeting.
– Is Lynn Jones male or female?
• Use Ms. rather than Miss or Mrs. as a
courtesy title.
– Unless you know that the recipient prefers one of
the other titles
Copyright © 2012 Pearson Education Inc., All rights reserved.

8. Fundraising Message Tips
• Consider using a strategic message planner
to refine the clear message of the letter.
• Review successful fundraising messages.
• Review “Sales Letters and E-Blasts” in your
textbook.
Copyright © 2012 Pearson Education Inc., All rights reserved.