Fundraising Letter Postscripts Must Startle To Raise Donations In Direct Mail Appeals
The easiest way to pack some gunpowder into your PS is to spring a surprise on your reader, one that requires them to read your letter to understand what you are saying.
The goal of your PS, after all, is to move your reader to action, usually by mailing you a donation. The best way to move your donor to action is to reiterate in your PS the most compelling reason the donor should give right now.
Don't simply copy a phrase from your letter and paste it after the signature and call it a postscript. That won't be a postscript, just a repetition of the obvious. Instead, present a brand new thought, startling quote, fact or statistic that motivates your donor to read the letter (if she hasn't already done so) or reach for her cheque book (assuming she has just completed your letter).
Here's an example: P.S. You may be surprised to discover that I, the Capital Campaign Chair, was a cardiac patient at Brookstone General Hospital three months ago. I know I was! They saved my life. I think the best commendation I can give the staff is to increase my contribution, and my commitment. I invite you to do the same, right now, using the enclosed reply device and postage-paid envelope. In every postscript you craft, present something new, something compelling, something startling. Aim for surprise. Aim for freshness
Oh yeah, one last thought. Be honest with your reader by writing your postscript last. That way it really is a postscript.
Related Tags: fundraising letters, appeal, donation, solicit, request, ps, postscripts
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About the author
Alan Sharpe is president of Raiser Sharpe, a full-service direct mail fundraising agency that helps non-profit organizations raise funds, build relationships and retain loyal donors. Sign up for free weekly tips like this, and discover other helpful resources, at http://www.RaiserSharpe.com.
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