Transcript Slide 1

The Annual Fund Letter
Casual Conversations, June 2011
Anne T. Clubb
Why Do The Annual Fund?
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Obtain broad based, unrestricted support for current
operations
Educate donors about the school’s mission and needs
Capture a large number of donors; grow the donor
base
Stimulate the habit of giving
Cultivate the next crop of major donors
Provide an income stream for school operations and
educational enhancement
Why Do The Annual Fund, con’t.
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Secure repeatable, replaceable, predictable
gifts from all constituents
Provide for philanthropic growth over time
Raise 5 – 10% of the school’s operating
budget
Fulfill donor’s need for assurance,
belonging, recognition
Involve donors with the institution
The Annual Fund Letter: MUSTS
I. Personalize, personalize, personalize!
A. Tailor letter to reinforce one-to-one communication
B. Personalize with: name, address, previous gifts,
year of grad, involvement, relationships, etc.
C. The most successful fundraising letters are those
that do the most and best personalization.
D. Without personalization, your letter will not be
read!
The Annual Fund Letter: MUSTS
II. Segment, Segment, Segment
A.
B.
C.
D.
E.
Divide into smaller groups with similar characteristics
By status (alumni, parent, friend, etc.)
By donor history (current, lapsed; level of giving)
By affinity (sports, clubs, theater, music, etc.)
By postage options (1st class for major donors; bulk
for never givers)
F. By class year for reunion mailings
The Annual Fund Letter: MUSTS
III. Be compelling – appeal to donor’s emotions and to their
reasoning; make sure your opening is effective.
IV. Include a response mechanism and make it easy for the
donor to return a gift.
A. Business Reply Envelope
B. Commitment form – allows for more personalization
C. Info to solicit on reply mechanism:
1. Name/maiden
2. Address, City, State, Zip
The Annual Fund Letter: MUSTS
3. Day, Evening, Cell Phone
4. Email Address
5. Gift/Pledge Amount
6. Matching Info
7. Start payment date (for pledges)
8. Credit Card info
9. Make check payable to…
10. Gift designation: in memory/honor, restrictions
11. Anonymous option
12. Personal/Information updates
The Annual Fund Letter: MUSTS
V. Make sure your “ask” is clear and
specific – give explicit instructions.
VI. Create a mini case statement – tell the
prospective donor why to give, when to
give, what to give, how and where to give.
The Annual Fund Letter: Best Practices
I. Make sure your opening sentence & paragraph count!
A. Draw people in with an anecdote, a short personal story.
Remind people of why they love the school. Keep it
interesting!
II. Mention specific needs so donors know where their
money will go. Make sure the list is student-centered.
III. In your “case,” address the reasons why people give
(They want to belong; they believe in the cause; they
want to fulfill their self image.)
The Annual Fund Letter: Best Practices
IV. Timing – Fall (Oct./early Nov.) is great timing. It is
prior to the end of the tax year; before holidays and AAA.
V. Make the reader feel important; thank them for their
previous support (specifically).
VI. Enhance the letter with a personal touch – try a P.S.
VII. Remind readers: tax deductible; matching gift
VIII. Use blue ink on signature – looks more personalized
IX. Print address on envelope; label looks more impersonal
X. I/We vs. YouTest: make sure “you’s” outnumber the
“I/We’s”;
Be donor-focused!
The Annual Fund Letter: Best Practices
XI. Letter Length
A. Some say: as long as you need to tell your story
B. Others say: limit the letter to one page; no one reads!
XII. Create an attractive packet
A. Choose a readable font and font size
B. Be aware of design, color, consistency of all pieces
XIII. Use a conversational style of writing
XIV. Make sure names are correctly spelled and that all
donor info is correct.
Annual Fund Letters: Make a “Scene”
I. Successful fundraising letters are exciting to read and
place you “in the action” by creating a scene.
II. Open with a dramatic scene; go on to state the need;
invite the donor to participate by making a gift; include
one or two more dramatic scenes; conclude with another
request for a gift.
III. Why create a “scene”? Donors are used to action and a
3-dimensional experience. Scenes make the letter
“cinematically compelling.”
IV. Scenes place your donors in the action while informing
them of your needs in a more effective way.
Annual Fund Letters: AIDA
I. AIDA: represents the four things you need to do to write a
compelling letter and the order in which they must be
done.
II. A = ATTENTION; first, you need to grab the donor’s
attention so they’ll read your letter! How?
A. Begin with a gripping narrative
B. Ask a provocative question
C. Open with an interesting quote
D. Start with the word “you”
Annual Fund Letters: AIDA
III. I = INTEREST; getting the reader’s attention is not
enough! You need to grab, then hold their attention!
How?
A. Show them how their gift will make a difference
and transform lives.
IV. D = DESIRE; you must create a desire in the reader to
respond. How?
A. Move the reader’s heart and mind
B. Offer them an opportunity to make an impact
V. A = ACTION; ask for the gift!