Dear “Reach Out” Colleague:

Summer is a good time for deciding to increase your contact with donors and community.  Use this “Reach Out” On-The-Go eTA, to determine how often and by what means your program’s message is able to reach people.  Use the tips and worksheet provided to draft a sizzling solicitation letter.  Use this eTA to reacquaint yourself with the value of making excellent first impressions with every person with whom your staff communicates.

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Communicate Your Message

To get your message to the widest possible audience, you will need to use multiple vehicles for communication. Your publications, pamphlets, web page and letters all should be designed to promote your mission and highlight the good work you do with the support of donors.

A well-conceived communications plan will be essential to your fundraising success, especially in the case of a broad-based effort that is directed to the general public.

Click here to access tips for use as you prepare your message to your various audiences.

What to Write in an Appeal Letter

To keep your program running annually, you need individuals whose support you can secure year after year as well. Much of this support, sometimes from thirty to fifty percent, comes in the fall through your annual fund drive. The direct mail letter is the mainstay of this campaign.

Keep these 5 points in mind when you create any direct mail letter:

1. Establish a link from the writer to the recipient
   
2. Convey a sense of urgency of action
   
3. Present a compelling case to the reader to accept the offer to participate.
   
4. Invite reader to participate in your organization’s mission
   
5. Ask for a specific amount of money

Some ideas to attract and keep reader attention:

• Use lots of “you” words and tug at the heart
  
• Speak about your success
  
• State the problem and the solution
  
• Keep paragraphs (11 lines of less) and sentences short (no more than two lines)
  
• Use ample white space throughout
  
• Underline, italics, and bold grab attention
  
• Describe what’s in it for the donor
  
• Let the signature stand out, for example: blue ink to look like a personal signature
  
• Use the P.S. to restate the ask: most people read theP.S. first.

(Click here to download a sample letter with comments and a worksheet to use for your own Annual Fund Request.)

First Impressions Count

Research shows that it takes only seven seconds to make a first impression. Although publications and letters are vital ways to convey your message; so is the humble telephone or how visitors are greeted. The most positive impressions are the personal contacts that donors or potential donors make when calling or visiting your office.

Everyone knows that you never get a second chance to make a first impression, and a first impression is a lasting impression. Many first impressions occur when someone calls your office. Good telephone and hospitality communications skills will have a positive impact by establishing that you value people and promote professional behavior.

Click here to gain tips for good telephone communications and good visitor hospitality.

IN THIS ISSUE:
click on titles below to read full articles

Details from above:

Communicate Your Message
- Messaging Tips

• Target your message to a donor or prospect. Business leader? Individual donor? Faith-based community? Other?
  
• Be clear about the purpose of your communication. Is it to request financial support? Inform of new programs? Brag about success? Honor donors? Other?
  
• Help readers understand how your work benefits them and their community or furthering work towards goals that are important to them, e.g. a literacy program helps provide a more able workforce for a local business.
  
• Use language that is comfortable to the reader which may or may not be the same everyday language you use. For example, a Christian church prospect might respond to talk of discipleship, call, stewardship, but others won’t. To a business manager, you may speak of return on investment, workforce development, marketing your programs.
  
• Avoid jargon unique to your industry and/or non-profits. Avoid alphabet soup – spell it all out! (Let them know what “VISTA” (Volunteers In Service To America) means, talk about Senior Corps, not “SC”; Help them put an acronym in context if you must use it: “the RSVP (Retired Senior Volunteer Program) volunteer program for seniors”.
  
• Be specific about what you want, and Ask for it!!! Don’t assume the reader knows what you want.
  
• Others?

Click here to download a communications plan matrix to help you keep your donors and prospects informed of your activities throughout the year.

First Impressions Count (cont.)

To practice good phone communications:

• Have a live person answer the phone as often as possible, instead of relying on voice mail.
  
• Answer the phone by the third ring.
  
• Use a pleasant voice, state the name of your organization and your name when you answer the phone.
  
• Give your full attention to the caller and do not try to multi-task during the call.
  
• Keep your voice mail message as short and simple as possible while conveying enough information to assure the caller that his/her call is important.
  
• Return phone messages asap.
  
• Remember that you may be the first and only contact a person may have with your program, and that first impression will stay with the caller long after the call is completed.

Every visitor who comes through your office door receives a first impression of your organization. And some visitors may be current and/or future donors. Ensure that visits are positive:

• Create a warm and welcoming environment that is comfortable, easy to navigate, neat and clean, and reflects your organization’s mission and activities.
  
• Showcase your achievements and successes with pictures.
  
• The person who greets visitors should be hospitable and appropriately dressed.
  
• Make Certain that signage to your office is clear and up-to-date.

To grow donor relationships, make certain that attention is caller/visitor focused.

Glossary

Communications plan: (n.) a strategy to inform your donors, prospects and the greater community of the work you are performing in the community with the end goal of securing financial support.

Direct mail: (n.) 1. mass mail sent by a not-for-profit organization directly to prospects. 2. the soliciting by this method of donations, product sales, or subscription sales.

Ask: (n.) The request or appeal being made in a fundraising letter. Often called "The ask."

Additional Resources

National ASK to Sustain Institute, sponsored by Corporation for National and Community Service, provided by Campaign Consultation, Inc. 1998, 2002

Resources Now! National Institute, sponsored by Corporation for National and Community Service, provided by Campaign Consultation, Inc. 2006.

www.raise-funds.com Tony Poderis’ Non-profit fund-raising Resource

Tell Us!

Let us know by contacting us through LEADline@CampaignConsultation.com

Read Back Issues of OTG e-TA

• June 2006 Individual Donors
  
• Mid-June 2006 Plan Your Fundraising Year
  
• July 2006 Ask Major Donors
  
• Mid-July 2006 Disaster Fundraising