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U4 jou231 fund_letters_emailblast
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 Copyright © 2012 Pearson Education Inc., All rights reserved.
2.
Format: Letters &
E-Blasts Copyright © 2012 Pearson Education Inc., All rights reserved.
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. Copyright © 2012 Pearson Education Inc., All rights reserved.
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 Copyright © 2012 Pearson Education Inc., All rights reserved.
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 Copyright © 2012 Pearson Education Inc., All rights reserved.
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.
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