1.- Get to know your audience
The more you can demonstrate that you understand what matters most to your target audience, the more relevant your communication will be.
2.- Use simple, direct and everyday language
No one likes jargon and abbreviations that they don’t understand – so write in a language most people can understand.
3.- State your proposition boldly and clearly
Never start with an apology! Be warm and friendly, but also assertive and confident. You are a charity – asking for money is what you do!
4.- Feature real, identifiable cases and people
This will make your message much stronger and enable the audience to relate to the cause more easily.
5.- Communicate the need
What does this matter? Why should I care?
6.- State what the reader’s support will enable you to achieve
What difference can I make? If I give £20 what could you buy with this? If people don’t feel that an amount they can afford will make a positive difference they will be less inclined to give.
7.- State how the reader may benefit
Trying to make greater use of the word ‘YOU’ helps focus the mind on what the potential supporter gets out the relationship.
8.- Don’t try to be too clever!
The most effective messages are usually simple and straightforward.
9.- Demonstrate clarity, brevity and clear focus
This help to instill trust that donations will be spent wisely, rather than wasted on frills and fads.
10.- Provide a clear course of action
Signposting and directing increases response rates and amounts given. Providing a choice of 3 or 4 amounts to give with ‘Other Amount’ last is more effective than ‘Please give as much as you can afford’.
Nick Day will be speaking on direct mail – fundraising do’s and don’ts at Charityfair London, on Wednesday 25 May 2016.