Write Effective Fundraising Letters By Being Conversational (Includes Examples & Samples
Which reminds me, try to keep your sentences short.Not like the one that ended the last paragraph. What else can I tell you? Rhetorical questions are one device at your disposal. Rhetorical questions, as I am sure you know, are questions that are asked for rhetorical effect, not expecting an answer. You can use one or two in your letter if you like. Rhetorical questions create the sense that a conversation is taking place between you and your donor. I don't have to tell you that another way to sound conversational is to use the first person a lot. That means you say, "Your gift today means a lot to me," instead of saying "Your gift today means a lot to us," or, even worse, "A gift from you designated towards our Annual Fund will be appreciated at this time." Remember, people give to people, not to establishments, so you want to sound like a person, not an organization when you write your donor appeal letters. I just thought of another one. Without being fake or insincere, mention that you thought of your donor today, or yesterday, or recently, showing that there is a relationship between the two of you. Naturally, only say "I was thinking of you this morning" if you actually were. Otherwise you will be making stuff up. You may be relieved to know that that you can be colloquial, too, which is a humdinger of a way to establish rapport and sound genuine. If your donors know what a humdinger is, then by all means throw one into your letters at least once a year. You goal, if I may say so, is to sound authentic without being overly familiar or coarse. Another way to sound conversational is to be open in the way you talk about things.
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27.11.2009
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