by David Tandet
As we’ll discuss below, successful donation requests tell a story. You can often use your personal enthusiasm for a cause to create a special connection with your target audience.
It’s important to make sure your energy doesn’t take you over some basics of successful fundraising campaigns too quickly, however. That’s why it can be useful to think in terms of a “sample” fundraising letter every time you begin to write an appeal for money.
The Director of Fundraising for California Coastal Horse Rescue asked me to create some material to assist in her organization’s fundraising efforts.
I can understand why Ms. Desenberg is a master at what she does. After she explained to me why it’s so crucial for everyone in her area - not just the horses! - that the Rescue remains a strong, working establishment, I was ready to contribute my services.
Desenberg’s passion for this cause did not surprise me. Like everyone else connected with the CCHR, she is involved because of her belief in what the Rescue does, and she donates her time. Her “day job” is serving as head of foundation development for a larger organization.
Perhaps you’re involved in a charitable cause you feel strongly about. So why are you having so much trouble putting together the fundraising letter your organization needs?
Have no fear. After we discuss the letter below, you’ll be able to create your own request for donations by writing your own model sample.
Effective fundraising letters should include a few basic elements. We’ll identify what those are after you read this letter.
Save A Horse. Change Your Life.
Dear_____:
Every year, thousands of horses are abused, neglected and abandoned.
But there is hope.
The California Coastal Horse Rescue provides sanctuary for mistreated horses while we find new, loving homes for them. We’re often saving a horse’s life.
And since 2002, our Horses H.A.Y. program - Horses Helping At-Risk Youth - has used riding and horse care skills to help Ventura County’s young people in need become productive members of society.
There’s really nothing to compare to the way that makes us feel. That’s why it’s a privilege to be able to volunteer our time and efforts.
Still, the food, shelter, and medical attention the horses so desperately need cost a lot of money.
Can you help?
You can be certain that your donation of $25 or more will assist a great deal. And it will be greatly appreciated.
The thing is, once you realize how you’re helping these horses, and the lives of young people in our community that our programs assist, our appreciation will hardly matter.
You’re going to feel something extra-special this Christmas. Something inside yourself that you’ll always have.
Please feel free to call us at (805) 641-0247. We’d like to tell you more about how we give horses that have been abused, neglected and abandoned a second chance.
We believe the more you know, the more you’ll realize what a positive change you can make. A positive change in the lives of these horses. And a positive change in another life. Your own.
Sincerely,
_____________
California Coastal Horse Rescue
P.S. Please send your tax-deductible donation of $25.00 or more in the return envelope.
1. One element that’s missing from the above letter might be a necessary part of your sample. Fundraising letters that are being sent to previous donors should acknowledge this fact. With computerization, this personalized element is easy to adjust for.
Another version of the letter above is structured a bit differently and begins this way: “Thank you for your generous contribution to the California Coastal Horse Rescue last year. Over the last twelve months, your donation has helped provide hay and shelter for our rescued horses. That support, along with the combined giving of your fellow community members, means our Horses Helping At-Risk Youth (Horses H.A.Y.) program is able to assist more and more young people in need.”
2. What makes the best fundraising letters work is that each of them tells a story. That story may be no longer than one or two sentences.
Do you see what CCHR’s story is? It’s kind of dramatic: abandoned horses are rescued from the life-threatening situations their heartless owners have left them in.
If you feel passionate about a cause, simply ask yourself what makes you so passionate. If it’s a personal experience, don’t be afraid to mention it. You’re being 100% truthful, and the truth is liberating. It will get peoples’ attention and the sincerity will shine through.
3. Request a specific amount. You’ll be grateful for any donations, of course. But you are not negating lower or higher amounts by asking for $25.00. Many people won’t know where to begin, and may feel $25.00 is too small an amount to be useful if it is not spelled out as being very useful and very much appreciated.
4. Provide a donation time frame. By mentioning a special Christmas, the above letter sets a holiday timetable. This encourages well-intentioned folks to keep your cause higher on their agenda.
5. Let people know that they’re playing a personal role. By being encouraged to call, or, when appropriate, visit a facility, individuals can appreciate being a part of the entire growth process.
6. Capsulize your uniqueness. After learning about the Rescue, I came up with a fitting tagline: Save A Horse. Change Your Life.
If your organization or cause has a slogan or tagline, make sure the words are well displayed in the right places. The top or bottom of stationery is a great location. And the outside of the envelope your letter is mailed in is a great place for all potential donors to have their first contact with your request.
Do you see how studying the above letter can help you create your own sample fundraising letters? Then go to it! And if you ever need to hire the best there is . . .