Beruflich Dokumente
Kultur Dokumente
and E-Blasts
Thismultimediaproductanditscontentsareprotectedundercopyrightlaw.Thefollowingareprohibitedbylaw:
Anypublicperformanceordisplay,includingtransmissionofanyimageoveranetwork;
Preparationofanyderivativework,includingtheextraction,inwholeorinpart,ofanyimages;
Anyrental,lease,orlendingoftheprogram.
CopyrightPearson2012
Fundraising messages
Purpose
Audience
Toraisemoneyandtoidentifynew
donors,increasevisibility,boostpublic
relations,identifypotentialvolunteersand
publicizenewprograms
Individualsonahighlytargetedmailinglist
Media
Paperoremail
Copyright2012PearsonEducationInc.,Allrightsreserved.
Fundraising messages
Keystosuccess
Deliversemotional,benefitsdrivenmessage
Showsrecipienthe/shecanmakeadifference
Copyright2012PearsonEducationInc.,Allrightsreserved.
Format
Withrareexceptions,onepage
Onorganizationsstationery
Singlespaced
Extraspacebetweenparagraphsandelements
oftheheading
Atbottom
cc:
P.S.:
encl.
Copyright2012PearsonEducationInc.,Allrightsreserved.
Format
Likesalesletter,caninclude:
Highlightedpassages
Boldfacetype
Underlining
Differentcolorsoftype
Capitalletters
Headlinesandsubheadlines
BUTnothingthatlookstooexpensive
Copyright2012PearsonEducationInc.,Allrightsreserved.
Date
Mr./Ms. First and Last Name [TEASER HEADLINE CAN
Persons Business Title
REPLACE THESE HEADINGS]
Name of Persons Organization
Organizations Street Address
City, State (no comma) ZIP
Dear Mr./Ms. Last Name:
Text of letter starts here. Flush left, no indent. Single-spaced.
Copyright2012PearsonEducationInc.,Allrightsreserved.
Copyright2012PearsonEducationInc.,Allrightsreserved.
Copyright2012PearsonEducationInc.,Allrightsreserved.
Fundraising messages
Contentandorganization:sixparts
PartI
PartII(canexceedoneparagraph)
Teaserheadline
Emotionaldescriptionoftheneed
PartIII(newparagraph)
Yourorganizationasasolution
Copyright2012PearsonEducationInc.,Allrightsreserved.
Fundraising messages
PartIV(newparagraph)
Requestfordonation
Reassertionofbenefits
PartV(newparagraph)
Reevocationofopeningscenario
PartVI
P.S.Reinforcementofstrongestreasonforgiving
Copyright2012PearsonEducationInc.,Allrightsreserved.
Fundraising messages
Contentandorganization
Avoidanunintentionallysexistgreeting.
IsLynnJonesmaleorfemale?
UseMs.ratherthanMissorMrs.asa
courtesytitle.
Unlessyouknowthattherecipientprefersone
oftheothertitles
Copyright2012PearsonEducationInc.,Allrightsreserved.
Tips
Considerusingastrategicmessageplanner
torefinetheclearmessageoftheletter.
Reviewsuccessfulfundraisingmessages.
ReviewSalesLettersandEBlastsinyour
textbook.
Copyright2012PearsonEducationInc.,Allrightsreserved.