It wasn’t enough that the supermarket aisles were plastered with reminders. I had to ask Siri how many days until Christmas and the answer is 57. That will terrify some fundraisers who haven’t yet written their Christmas appeal.
If you are yet to write an appeal letter or email to send to supporters, then the following Quick-Fix structural guide might help save you from the proverbial grinch.
Write a personal letter – in the voice of your CEO or a senior figure at your charity – directly from him or her to your readers.
The following structural guide can apply to email or direct mail appeals.
Introduce with Emotion and that Express the Problem
Introduce the case story – ideally through a quote or an emotional excerpt from the individual’s story.
Introduce the NEED – what is the problem that has caused the case story to be in this situation? ASK supporters for their help to meet the demands of this need.
Story: Bring the need to LIFE
Share the details of his or her challenge and their heart-wrenching tale. The signatory is a storyteller who has witnessed the person’s pain and expresses the emotion of the story using their own feelings.
Tell the case story’s specific need. What does he or she require? What is their situation? What will happen if the CHARITY isn’t there to support them? What item, programme or service will benefit them?
Solution = YOU
How much money will the programme or service need and how will supporters’ gifts contribute to towards that target?
e.g. “CHARITY will rescue 5,000 abandoned or neglected dogs and cats this summer. Last year this programme cost $1.5m over the Christmas period and the strain on the teams of Inspectors and shelter volunteers will be tremendous in the coming months. I need to raise that money – and more – before Christmas so we can meet the demands this year.”
“Your gift of $750 will help me to keep one of our rescue vans on the road for two days.> OR A gift as small as $25 will go towards the cost of keeping Inspectors on the road during the challenging summer days ahead.”
Outline the success story – Evidence of track record
Why should the CHARITY be trusted with this task and with your gift?
- How many lives have been saved by similar research in the past?
- Are there any testimonials or quotes from real people whose lives were saved by other research by CHARITY?
- What do experts say about this programme? Will scientists point to the potential life-saving results if the research goes ahead?
Bring the donor into the heart of your Success Story
Tie the “track record” and proof of programme success back to the supporter’s previous gifts.
“None of this would have been possible without you. Which is why I’m asking again for your support.
I can’t do this without you – and there are so many more children like Nathan who are waiting for treatment.
Please support my appeal for children like Nathan and I’ll give him a better Christmas, and some hope for the future.”
Thank and Sign-off
“Thank you again. Merry Christmas”
PS
If a supporter reads any part of your appeal, it is likely to be the introduction or PS. So make sure it has both, and make sure they are impactful.
“It’s not everyday you get a chance like this to give a family the gift of hope. At Christmas time, their need is all the more greater, and your support at its most crucial. I hope you are able to help again this year.”
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