Writing An Effective Fundraising Appeal Letter

FUNDRAISING

APPEALS

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Storytelling

Getting started

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Choosing a focal point for your appeal

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Review the 3 appeals below.

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Example case statements

Hello!

What is fundraising?

Consider how each of these organizations in the 3 examples on this slide chose different focal points for their issues. Would have alternative focal points worked better?

Strategic communication plan = the case statement

Read through the elements of these case statements below.

Product = cause

Having watched the two examples of video storytelling regarding social causes above, consider: how can these techniques be transferred to text-based appeal letters?

Zoo expansion

Welcome

Hospice fundraising campaign

Consider 1 or 2 of your favorite charitable organizations or causes. Have you ever donated? Why did you choose to donate?

When the audio recording has completed, click the right hand arrow below to advance to the next slide.

Consider what types of messages you saw in the zoo expansion and the hospice fundraising case statements. Which messages were more effective at "making the case?"

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Making a good case

Call to action = "the ask"

Integrated campaigns

Larger context: constituent relationship building

Ideally, multiple channels are utilized strategically

Consumers = donors

- How does this organization help people?

- Who do we help?

- What vital services do we offer?

- What is our organization’s track record?

- What are our plans for the future?

- How do we use our money?

- Why do we deserve support?

Specific

Timely

Multiple asks

Emotion + rationality

Watch: Donorschoose.org

• Thank you/donation acknowledgment letters
• Newsletters with no "ask"
• Events
• Etc.

Note that donors are empowered to choose among many competing charitable organizations

Effective appeals tug at donor's heart strings AND convince the donor that his/her donation to your particular organization will have the most impact

via SOFII

via russ reid

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So how do good quality appeal letters look?

Read each of the 2 appeal letter examples below.

CSR and branding

What does CSR look like?

Review materials below.

CSR - charity partnership

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WellPoint Health Insurance & Boys & Girls Club

Review materials below about a successful CSR partnership.

Consider how this appeal letter used storytelling. How compelling was the story in your opinion, and why?

Consider the pros and cons of CSR for companies like Samsung. How have they maximized the pros?

Consider how this appeal differed from the first. Which was more compelling in terms of messaging? In terms of overall presentation?

Watch: CSR at Samsung

Consider: what made this such a good partnership between the company and the charitable organization?

How to develop a strategic and effective fundraising appeal letter

This example shows that the company is achieving social impact through CSR, but also strategically increasing positive brand perception. Consider: what are ways this company has maximized social impact and branding through CSR partnerships?

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Models for CSR & appeals

Wrap up

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Tips and tricks

Review these 2 CSR initiatives by Kohls

Review the CSR campaign below

Consider who was the audience for this CSR campaign. Why do you think it was so successful?

What audience of potential donors is Kohls appealing to with these CSR initiatives?

• No more than 2 pages
• Tone should be urgent, not desperate
• Consider "P.S." tactic
• Donor name & salutation included
• Printed on letterhead or custom direct mail design

Tara Watterson