How to Write Successful Fundraising Letters, with CD by Mal Warwick
By Mal Warwick
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Extra resources for How to Write Successful Fundraising Letters, with CD
Once inside, the young woman delivered her pitch, watching your body language all the while and answering every question you raised as responsively as she could, some more fully than others. 6. Something she said triggered a strong reaction in you—enough to provoke a comment of your own and a substantive question. Right away, the fundraiser gave you all the details you asked for and more. 7. As soon as she sensed your patience waning, she moved quickly to ask for a gift. She knew perfectly well you support the work of [fill-in-theblank].
If you’re less than persuasive or if competing charities have stronger arguments—or if the family just doesn’t have money to spare that month—you won’t get a gift. For example, if you write me a letter seeking a charitable gift, you may succeed in tapping into the $100 or $200 I’ll probably have “left over” for charity during the month your letter arrives. If your appeal is persuasive, I might send you $25 or $50—$100 tops—because I decide to add you to the short list of nonprofits I’ll support that month.
This may happen because you’ve presented her with a decision to make, a question to answer, a form to fill out, a comment or greeting to write—or because she simply doesn’t have enough money in her checking account at the moment. Vögele estimates that 50 percent of the solicitations that are put to one side will ultimately get lost. He explains: “One day, they may well end up in the wastebasket too, even if the advantage offered in them was once recognized. In the meantime, a long period of time has elapsed.