If your letter does not mean the fundraising is a great story, is
not a fundraising letter. This is a memo. Direct Mail
Fund raising is about stories to tell.
If you want your direct mail donors to respond to your
Look in large numbers and with the greatest gifts, learn
the art of storytelling. Learning to write
Human interest stories that inspire, motivate and
Please move your donors to give.
As a preacher and a gospel-TimeUniversity
Master, I have learned over the years that the
surest way to make your point is to tell a Stick
History. As a fundraising consultant Ken Burnett in the United Kingdom
In his book The Zen of Fundraising,
Fundraisers should tell stories, because "we
some of the best stories of the world and the best
For the sake of saying something to them. "
Jesus Christ reveals the truth about God complex
Character, the prophetic plan of God for the timesand
absolute moral parables. Lost
Son. The Good Samaritan. Turn the other cheek. Go
the extra mile. These prices are for general use
Today, because the person who coined in 2000
Years telling stories. Memorable stories. Stories
reached the hearts of his listeners.
Your fundraising letters need to do the same. And
The fastest way to the heart of a donor is determined by the adrenal glands
Glands. Consider, for example, that this opening
Point of collection of funds from a letter
Covenant House:
"He was on fear sidewalk're and only in a
tight halter tops and lipstick and bright red. It 'been two
morning. A cool breeze on the road until the cream
and seemed to shake. Was a child. . .
one child. We pulled our van up to Covenant House
the pavement and rolled down the window. . . . "
Or this story opens a letter of complaint sent
The Cousteau Society:
"A drowning man struggling in water.
The bank was close, but his strength was almost exhausted.
Suddenly there was a friendly presence in
Water is a strong and slender body, led him
accompanied him in shallow water, has saved my life. This
The story, or something like it has been said countless
Times on dolphins and porpoises.
Or this opening of a letter of complaint by mail
YWCA:
"Shortly after the last increase in fuel oil, fuel
Company has received a request from Superior
of a monastery: "How," he said, "the price is
path of oil up? He wanted to teach the message of attention,
The seller asked, "Are you sitting down, sister?"
Replied the nun: "I kneel me." In their struggle
Being aware of energy efficiency and cost, which
YWCA launched priorities to be achieved as a means
willavailable. "
The mystery of the large-scale fund-raising letter
Boats big stories. What you write
if endangered whales, land mines, cancer
Survivors or abandoned cats, search for man
Drama in your work that your message can be alive.
Then tell your donor a story. Lucky One with a
End.