Write Fundraising Letter Overlines That Donors Can't Resist (Includes Samples & Examples)
So your overline, if you choose to use one, should set up a predicament, or pose a question, or suggest a paradox, or in another creative way compel the donor to read on. Think about signing the overline A handwritten overline is a little like a P.S. It serves as an afterthought, a spontaneous thought that the writer had just before dropping the letter in the mail. One way to emphasize the one-to-one tone of a fundraising letter is to have the person who signs the letter also sign the overline with his or her initials. Your overline would look like this (handwritten, of course): Please be sure to read the important update I've enclosed. A.J.S. Consider a 3M Post-it Note Recent advances in printing and mailing machines let you attach a yellow Post-it Note to the top of your letters. To make these notes even more powerful, write them in the same color ink that you use for your signature, and address them to each donor by name. Tie your overline into your envelope teaser copy One way to use overlines is to make them answer a question or riddle that you created on your mailing envelope. But be careful here. Your letterhead overline is really the beginning of your letter and not the conclusion of your outer envelope teaser copy. Your overline must work on its own after the envelope is discarded. Your readers, once they have read your outer envelope teaser copy, opened your envelope and started reading your letter, will not likely read your outer envelope teaser copy again. If they pick up your letter a week from now and start reading, they will not return to the outer envelope teaser copy and start reading there.Pages: 1 [2] 3
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