Three Essential Keys to Compelling Fundraising Writing
When writers look for ways to earn income from their work, they usually think of being a book author, writing a feature article for a magazine, or content writing for online sources. But what about writing fundraising communications for non-profit organizations?
According to the Writer’s Market Guide, the average pay rate for non-profit fundraising writing is around $75 per hour. I’ve written several hundred fundraising communications for non-profit organizations in my career, earning well over $100,000. Best of all, this type of writing is challenging, fulfilling, and vital to a non-profit organization’s methodology. Through my Cup of Coffee Coaching training, I teach clients how to write these communications and market themselves to organizations.
Moneyball: The Art of Winning an Unfair Game by author Michael Lewis told how Major League Baseball general manager Billy Beane employed computer-generated analysis called sabermetrics to acquire new players to help his Oakland A’s franchise succeed despite having a smaller budget than nearly every other team. In sabermetrics, traditional statistics used to measure player success such as stolen bases, runs batted in, and batting average are deemed less important than other factors such as on-base percentage, batting average on balls in play, and defense independent pitching statistics. Beane used a methodology that still works today and keeps his team competitive and financially successful.
Non-profit organizations also have a methodology to play “moneyball” and successfully compete for donors to gain the finances they need. It’s called appeal letters, and whether they are sent through the mail, email, or both, these letters make an “appeal” to readers to do something that’s generally against human nature: give their money away—and that requires compelling and captivating writing.
Direct marketing experts say that there are five great motivators that generate response: fear, exclusivity, guilt, greed, and anger. But there are other motivations—some obvious and others not so apparent—why a reader will respond to the appeal letters you write.
Because you ask them to give: Incredibly, many letters don’t do this effectively—or even at all. Public opinion surveys and other research confirm people want to be asked to give.
Because they have money available to give away: Most donations are small gifts made from disposable or discretionary income.
Because they get something tangible in return: People like receiving something, so most effective appeal letters will offer a gift (or “premium”) in return for the donation.
Because they believe their gifts will make a difference: Readers want to achieve something worthwhile that makes them better and more effective human beings.
There are three essential keys to writing successful appeal letters.
1. Make it about your reader, not about the organization
The messaging of the letter must address the desires and the concerns of your readers, then show how they can have these “felt needs” met or fulfilled through the organization.
2. Show the results of their giving
Appeal letters should give examples of how the reader’s giving is making a difference. This can be done through statistics or a review of the organization’s accomplishments, but it is best done through actual stories from people the organization has helped.
3. The power of testimony
Find people whose lives have been changed by the organization’s work and let them actually tell their story. This is done by interviewing them and then retelling their story in the letter using techniques such as scene and dialogue.
Do you know of an organization—or even give financially to one—whose mission you admire? Imagine playing a key role in helping it achieve its goals and impact people’s lives. You can as an appeal letter writer.
I want to hear from you!
How has your writing (any genre) changed or improved when you wrote with your reader’s “felt needs” in mind?