The folks at Bloomerang have published a sharp new infographic that serves as a quick guide to better fundraising appeals. This handy reference, created by fundraising expert Tom Ahern, works for both email appeals and direct mail. Here are four smart tips that will improve any fundraising letter:
1. Define your audience. A letter to a prospective donor should be much different than one you’re sending to an existing donor. Treat them differently.
2. Personalize your ask. Along with segmentation, be sure to personalize the language of your appeal by including some information about your audience and using friendly, first-person language.
3. Include your ask multiple times. Burying your call to action at the bottom of your letter won’t cut it.
4. Focus on one important thing. What is the single most important thing a reader should take away from your letter? Focus on that. Period.