பட்டறை 2 : பள்ளி மேம்பாட்டு நிதி திரட்டுதலும் வெற்றி தரும் அணுகுமுறைகள்
1. The Introduction
Personalize Letters – You never ever want to address your letter: “Dear Supporter.” Using the person’s name is important.
In their eyes, it means the letter was intended for them, not just some supporter, so it makes them pay attention. You can
automatically personalize fundraising letters with donor information like name, address, salutation, and donation history.
Find out how here.
Grab the reader’s attention – Start your letter with something that will captivate the reader: a bold question, statement
or story of a specific situation that your charity has helped. (Previous help)
Telling a story and creating a scene is one of the most successful ways to get your message across. It gives the reader a
glimpse into your world and reminds them why your mission is so important.
Update reader on what their last donation achieved – Research shows that telling donors what their last
Donation achieved before asking for another gift is the key holding onto your donors and moving them up the donor
Focus on a specific program or initiative (Organizations that have multiple project areas may be inclined to include
information about everything they do in one letter, but this is a mistake.)
Talking about everything is likely to overwhelm the reader. Instead, focus on a particular project or theme and provide
details and stories to make it real for the reader.
Thank donors and tell them they are necessary If you are writing to previous donors, be sure to thank them for their
previous contributions and tell them that they are still needed; that you require their help to keep your services going.
2. The ask
Explain the cause – You want to leave people with the impression that it is absolutely critical that you continue to do what
you do. In order to do that, you need to show that there is a need and that your organization is critical in effectively
addressing that need.
Suggest donation amounts and what it will achieve – You should list suggested donation amounts that are appropriate for
the particular donor. Also, be sure to state the impact of the gift so donors know exactly what they are giving. For
example: your donation to name a class room under their name
Detail the consequences of not acting – In order to show the donor that their donation is important, you may also want to
state the impact of not acting. For instance: “Every donation is important and the need is always great. Without donations
like yours, more children will not no benefit the latest facilities or convenient. You have to be very careful, however, not
to sound like you are whining. If the message focuses too much on negative impacts, it will be a downer and will be much
3. The Closing
Thank donors in advance for their support – Make sure to thank donors in advance. It subtly assumes that they will
contribute to the cause and shows that you have faith in them to do the right thing.
Tell them again why their contribution is so important – You may also want to reinforce here why you need their help and
what are the consequences of not acting.