Doing a little more #fundraising writing and reflecting today and dusting off a few #fundamental tips and tricks for direct mail and direct response #donorlove 1/13

It seems obvious but so few people actually sit down and read their draft copy out loud - to themselves or others. Anywhere you stumble, revise and smooth it out. It should sound like someone talking! 2/13

Write and tell the story (when needed) of a real, live person or animal or... don't just babble about your mission and all the 1,000 things you are working on and how important you/they are... 3/13

Giving a deadline date for a reply or for gifts CAN boost response rates - but obviously make sure you have a real reason for it. URGENCY in direct response is key. 4/13

Sorry ED's who don't like them (and there are a lot of them) but the most read part of a fundraising letter is your P.S. Take a moment to restate what you are asking for and why. You are leaving a LOT of money on the table if you don't do this. 5/13

Put the letter signer's photo on the back of the letter near the signature block (ideally offset to the right column!). This allows your beloved donor to picture the person or thing that is talking to them. 6/13

Tell your beloved donor WHY you need their gift and what you will do with it. #simples 7/13

Always restate your offer/ask on the reply form. It will remind your donor why you need their support (especially for those who come back to it near the end of the year to start writing checks). (Yes, they do that.) 8/13

"You" and "Your" are the most important words in your appeal. Use "I" instead of "we" to keep in sounding like a 1 to 1 communication. 9/13

You know that boring, generic thank you letter that is spit out by a computer or admin person when you get a gift? DELETE IT! Rewrite your thank you letters while developing your appeals! Make the extra time. It is worth it! 10/13

Remind yourself you are having emotional conversations with these amazing people called "donors". Use your heart. Your donors deserve your love and appreciation. 11/13

Put a photo of a donor(s) or a letter from a donor(s) on your desk or post it on your wall. Also... pull out an empty chair in your office or board room and imagine that donor there with you. Listening. It will change lots of what you say and how you say it. 12/13

Look through your returned mail. Read the little notes donors write on their reply forms. The good, bad and ugly. Respect the shaky writing. One more time, remind yourself you have the beautiful privilege of having conversations with these amazing people known as "donors". 13/13