Sage Fundraising Advice: Seven Ways To Improve Your Snail Mail
Lately folks have been clamoring for my wisdom about raising money from individuals.
Who has better advice than someone with no formal training? Who has only been in the field for two years? Who frequently spills coffee everywhere?
No one, that’s who.
So, I’m here to offer my coveted, sage advice. Onward!
Let’s pretend we’re writing a letter to Tom.
Tom is very busy.
So busy that he doesn’t have time to read your letter. We’re here to trick him into thinking he does.
Before you get started, have your good remarkably spectacular story ready.
And remember that the goal is to build a relationship, and the product of this relationship may be a contribution. And don’t be nervous–a contribution is an exchange between you and Tom. It’s not just Tom giving you money.
Got that?
Once you’ve written your story in 2 – 3 pages, you’re going to need seven elements–
1. Bold words and phrases.
Your eyes love bold words and phrases. Tom’s do too. Assume that Tom will skim your letter. Put the important stuff in bold, but don’t abuse it.
2. Handwriting
Handwriting is even better than bold words. Tom will read it before anything else. I use blue pen because it’s distinct from the black ink.
3. P.S.
Since the beginning of time, psychologists and fundraisers have known that Tom will read the P.S. first. Weird, I know.
4. Personalization
Now that you’ve got Tom’s attention, you might as well talk about something that matters to Tom–himself.
It’s not that Tom is selfish, he just needs to be invested in your story. You know that Tom is already invested in himself, so make sure you include him in your letter.
5. Pronouns
Repeat the words “you” or “I” to lull Tom into believing you’re having a conversation. He loves that.
6. Firm, specific, but non-threatening asks
Tell Tom what you want (more than once and in bold) and shut up already. Do you want $1,000? Say so! Tom may not give you what you want, but at least he knows where to start.
7. A pre-stamped envelope
Seal the deal with a pre-stamped envelope.
When Tom sees that you’ve spent an extra 42 cents on him, he’ll be loath to throw out the envelope. Either he’ll save it for a rainy day or you’ve just guilted him into a contribution. Booya.
Or he’ll think you’re spending your money irresponsibly. Note: my personal contribution to the Wren’s Nest is buying stamps to put on pre-stamped envelopes.
Your story will do the rest. Just make sure it’s a good one.
Is all this incredibly time-consuming? It sure is. Do I really know what I’m talking about? Only sort of. Is there a better way to do it? Probably so.
If you’ve got better suggestions, enlighten me. No, really! I need all the help I can get.
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Amber Suitt
Program Director
Lain Shakespeare
Executive Director
10 Comments to Sage Fundraising Advice: Seven Ways To Improve Your Snail Mail
I’m sorry, but I’m far too busy to read your post. You know this, because of our personal relationship. But I’m confident your post contains excellent advice, because you are awesome.
p.s. Won’t be at trivia next Monday.
This is brilliant Lain!
I’d kinda like to read the complete letter you sent to Tom.
As someone who worked in development for many years (=3) I can assure you that you have every tedious step down.
I would say that the personalization part is probably the most important. I would also suggest using bullet points, in addition to bolding, etc. like you said, if you have a lot to talk about. I tend to read things that are pulled out like that first. Nice post Lain. I always love um.
Thanks, y’all. Laurie, Amelia and I had a lot of fun composing that letter to Tom. Juicy!
Christa, thanks for the reassurance. It is super tedious. I like the craftsmanship, but I don’t like the repetitiveness of sending ‘em all out. Maybe one day when we get big and fancy, we’ll have someone else to worry about the details.
Now I’m on to Thank You notes. Perhaps I’ll post the Wren’s Nest Guide on those later.
It seems like you have a good system for communicating with people who are “on the radar.”
I am wondering what you do when you are trying to figure out who to write to – i.e. how to attract new potential members, donors, etc.
If I had advice I would offer it, but sadly I offer more questions than answers at this point.
Great question, Joe. I don’t have a great answer, either.
We rely on word of mouth, press, and proactive donors, mostly. Two of our largest donors found us, we didn’t find them. We do our best outreach when we actually go places folks don’t expect to see us–like the Decatur Book Festival, and collect email addresses.
Some nonprofits purchase lists with likely donors, or people who have contributed to like causes. It’s a little too Glengarry Glen Ross for me, and it’s also why I do not envy doctors–they get an unbelievable amount of mail generated from such lists. Either way, that’s not in our budget.
I see. You should start spamming all the email addresses you have until they give you money, maybe. Or maybe you could incorporate more about giving into the newsletter you email to people.
Or maybe you could ask your biggest donors for advice – So I have been told, it makes them feel special, and maybe they would set up a fundraising event with some of their friends.
Joe – that’s a good idea about getting advice from our donors. Lain – this sparks a few ideas for me that we can discuss/brainstorm next time I see ya. Preferably with beer and ribs involved from John Randall!!