The Letter / Email Writing Campaign
A letter writing campaign has been proven to be one of the most effective ways marathon members have raised funds. It is informative, yet unobtrusive, to your donors.
Some points to consider including in your solicitation letter:
- What are you doing and why are you doing this?
- Why is the cause important to you?
- What is Team Eye and Ear / Mass. Eye and Ear?
- What is your fundraising goal?
- What is the status of your fundraising?
- How will Mass. Eye and Ear use the funds it receives (did you specify using the funds for a particular use)?
- How is your training going?
- Why is it important to sponsor you?
- How can a person sponsor you?
- Has the person sponsored you in the past?
- Say how much you appreciate the donor’s support!
- Have you reached any goals or experienced any set backs?
Other Tips for an Effective Letter
Personalize Your Letter: How well do you know the recipient? You may want to have a few versions of your letter – one for those who know you well, another for acquaintances, and a third for business contacts. Tailor your message to your recipients. For email, don’t underestimate the power of writing to people individually. It will yield much better results than sending the same message to everyone
Keep it Short: Keep the letter to a page or less to keep reader interest to the end.
Appeal to the Heart and the Head: Use quotes, anecdotes and descriptions that appeal to the emotions, then reinforce those emotions with Mass. Eye and Ear facts and statistics.
Include a Personal Story about your connection to Mass. Eye and Ear, if applicable.
Personalize your Envelope: Address your envelope by hand instead of using labels. This will tell donors, at first glance, that this is a personal correspondence.
Make it Easy for Supporters to Donate! Clearly state in your letter how to get the donation to you. Include your personalized First Giving web site address where on-line donating can be made.
Follow Up: If you haven’t heard from people you thought would donate, call them and ask if they’ve received your letter, or mention your request when you see them. They may have misplaced your letter or simply not gotten around to sending your check. E-mail is a great way to follow up with people who haven’t donated and to keep your supporters informed of your training and fundraising progress.
Show your Gratitude: Everyone likes to know that his or her efforts are appreciated. A formal thank you is a must, whether you acknowledge people as the gift is received or after the marathon. Ask your donors to extend the ask to their networks. Also, ask if their company matches donations. If so, provide them with any information necessary.