I happen to receive a significant number of mail from non-profit organizations every month. However, rather than tossing them into the recycle bin in the mail room where so many like them end up, I always take them up to my apartment and give them a read. I have read some really compelling letters and some that are, to be blunt, crap. But most of them fall somewhere in between...in this safe zone where they follow all the 'rules' of DM, often confusing, and rarely convincing me to give.
Its a shame that as a sector we still haven't mastered the art of letter writing. Instead we send organizationally focused appeals that don't really communicate to the individual who will be reading it. If you are in charge of DM for your organization or for your clients, I urge to write a letter that actually SOUNDS like a letter - a communication between the individual who is writing and the individual (donor or prospect) who will be receiving it. Write with passion and make your message clear and compelling. And before you even put pen to paper, as yourself these three simple questions:
1. Why am I sending this letter?
2. Why do I need the money now?
3. What am I going to do with the money when I get it?
If you can answer these questions for your donor they are much more likely to give. Add to that a strong human case study and you have the great beginnings of a powerful letter. I say beginnings because there is a lot more that goes into a great DM piece, but shouldn't we at least get the foundations right?
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