Ask for one thing. The ask is very direct, urgent and for one thing only! It clearly explains the machine and the need, and that’s it.Ĥ. You want your donor to keep on reading until they get to the ask! You’ll also notice the lift note copy is very short too – just a handwritten note on the back of a photo.ģ. Short and sweet. I purposely started off with short sentences that are easy to read and scan. The next few sentences set that scene up in vivid detail.Ģ. Sure, the lead would still have been compelling without it – but the “you” draws the reader in to become a part of the scene. Start with YOU! You’ll notice I started the first sentence off with a “you”. And from there, it was pretty easy to start writing.ġ. The ever-talented John Lepp suggested I imagine the sounds this machine might make (or not be making). However, our amazing contact, Amanda, hooked me up to an interview with a wonderful hospital staff person who was able to tell me in great detail just how vital this piece of equipment actually was. It didn’t sound all that exciting at first – not after a letter about a new ventilator during COVID. We learned the hospital urgently needed to fund a new C-Arm. It was a slam-dunk, highly emotional, compelling letter about the most basic of all human needs: the need to breathe.īut then we found out the ventilator had already been funded. I’d already written a great letter for this appeal - asking donors to fund a new ventilator. This letter started off as a bit of a struggle for me, I have to admit. This very small thing does send visual clues to your donor – that you CEO or ED isn’t so important that they don’t have the time to ensure that their name is written cleanly. You can see she took the time to write it out cleanly so it is readable. ![]() Humans give to humans and we are constantly trying to remind donors that they are talking to other humans.ġ1. Jacqueline’s signature is very clear. We also used a helpful “Please turn over…” written by Jacqueline as well.ġ0. We included a photo of Jacqueline by her signature so donors could envision who was talking to them in the appeal. It’s done so the donor will flip the letter over to keep reading.ĩ. Make sure everything that you highlight will keep them engaged or move them to give.Ĩ. We cut off the last paragraph on page one. Some donors will only read or look at these things and make a decision to give or not. Personalized, indented, lots of white space, hardly any ‘design’ and used a large serif font.ħ. Emphasis. 6. It was designed to look like a personal letter from Jacqueline to me, the donor.
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