1) Make sure to personalize it
Use the donors name at least once or twice in the letter. When people hear or read their names, it draws them in and makes them interested. If you’re reaching donors in a certain locale or region, you can reference that too. Anything that makes the donor feel more attached to your cause will make them more likely to give or give more.
2) Make sure that you have a clear call to action
I.e. please make a donation of $25, $50, or even $100 to help rescue more animals in need. Make it obvious what you’re asking for. It seems simple, but including the “ask” in a campaign significantly drives up both response rates and the average donation.
3) Tell them what the money is needed for
Obviously this shouldn’t just be a list of expenses, but something along the lines of “we need your support to keep animals fed and healthy.” You can even be more specific and include a reference to the amount you asked for. “A donation of $50 can provide food for X puppies for a month.” This is an opportunity to tie in why they should give, where that money is going, and why it’s needed NOW.
4) Share a stat or two
If you work for an animal rescue organization, share both how many animals have been rescued and how many still need help (maybe you don’t have this number, but the second number is literally “countless”). Be proud of the work you’ve done and let donors know that you’re accomplishing your goals, but also let them know that there is still more work to be done.
5) Make people aware of the urgency of the problem
There are so many great organizations and wonderful causes to support all the time. Your donors are being pulled in so many directions and asked for support by other groups too. So it’s necessary that you tell your donors the urgency of your cause so that they choose to support you.
For more fundraising advice and news, check back for new posts on our nonprofit fundraising blog. If you’d like help with your direct mail fundraising, GivingMail offers nonprofit direct mail solutions. Here are some nonprofit fundraising ideas to get you started.
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