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3. Put flesh and bones on your need.
One truth in fundraising is that people give to people to help people. So always describe your need in terms of people, not programs, not ministry, not money.
INSTEAD OF SAYING . . . We operate three vans.
SAY . . . The three vans that we use for emergency medical relief play a vital role in saving lives throughout year.
INSTEAD OF SAYING . . . Essential medicines in many countries are not affordable.
SAY . . . Phillip Mbago is dying from a treatable disease for no other reason than this—he can’t afford his cure.
4. Ask for funds by painting a picture.
Don’t just ask for a donation. Show your readers how their donations will make a difference. Instead of saying, “Send a gift today,” say, “Your gift to Habitat for Humanity today means that another family will soon move into a simple, decent, affordable home—thanks to you.”
© 2005 Sharpe Copy Inc. You may reprint this article online and in print provided links remain live and content remains unaltered (including "About author" message).
ABOUT THE AUTHOR
Alan Sharpe is a direct mail fundraising copywriter who helps nonprofits attract and retain donors using fundraising letters and newsletters. Learn more about his services and sign up for free weekly tips like this at www.sharpecopy.com/newsletter.