In my last blog, I shared a number of valuable research “tips” about nonprofit donor letter writing. To ensure the “impact” of each tip, I decided to divide this topic into two parts.
By way of reminder, you can review Part I here.
Now for some more writing tips.
- Never EVER assume you KNOW how your donors will react. Test things in your letters and learn from how donors respond.
- A simple letter with a good idea, packed with YOU’s will perform better than a jammed packed expansive letter.
- TRUST what the statistics say about donor behavior…they have been tested over and over.
- Donors are PEOPLE, not cash cows. People will always give to what they value and believe in. Speak to people in your letters.
- The more your mail looks like a PERSONAL piece of communication from me to you, the better it will perform.
- Make your letters and newsletters SKIMMABLE. A lot of donors make a decision without reading every word.
- Make sure your emphasis is related to what you are asking me for, what you want me to do, what my gift will accomplish and how much you APPRECIATE me.
- Make sure your appeal letters actually asks for something SPECIFIC or is clear why you are mailing/emailing today!
Happy letter writing! Hopefully, a few of these tips will help you hone your skill.
PS. Remember, there is something to learn from the writing of every donor letter/newsletter/email! Don’t forget to EVALAUATE the impact of every communication.
John V. Clark, President/Partner
The James Company
(815) 353-8997
Email: jclark@jamescompany.com
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