Your postscript is one of the most important parts of your fundraising letter. It usually stresses the point of your letter and asks for action. Some donors read it first. Some professional writers write it first.
Since the P.S. is one part of your letter that you can be confident your donors will read, you need to write something there that will motivate donors to send you a gift or take your desired action.
A donor reading a P.S. is a donor looking for information. And that’s your opportunity. So don’t treat your postscript as an afterthought. Here are some ideas to get you started on finishing your letter.
1. SHOW WHAT A DONATION “BUYS"
“Remember, your gift of just $25.18 will provide a hot supper every day for a week. Please give today."
2. MAKE YOUR DONOR MAD (AT THE PROBLEM YOU SOLVE)
“I’ve included a rather sad photo of a giant panda—a mother who’d been nursing her new baby—who was killed by poachers. Take a look. Then give some gift, of any amount, to stop tragic panda deaths and help save these harmless and wonderful animals. I am waiting to hear from you."
3. MENTION YOUR FRONT-END PREMIUM
“By the way, the enclosed 2006 calendar is a gift of thanks for your support this year, and your continued support next year."
4. MENTION YOUR DEADLINE
“We must have your responses to the enclosed National Survey in our hands within 10 days. Please complete and return it to us in the enclosed postpaid envelope provided. If you’d like to join the Rails to Trails Conservancy, simply mark the appropriate box on the Survey form and mail it with your check in the enclosed envelope."
5. SUGGEST A LARGER GIFT
“Your last gift was $250. If you could match it again (or even increase it a little), I’d be mighty grateful to you."
6. DRAW ATTENTION TO AN IMPORTANT ENCLOSURE
“I’ve included with this letter an article about our response to the recent gang violence. Your support right now is critical to our work in this campaign. Many thanks."
7. INVITE YOUR DONOR TO TAKE ACTION
“If a loved one or friend of yours is addicted to drugs or alcohol, please call 123 456-7891. Because of your financial support, we’re here to offer advice, help and professional direction to those in need."
8. STRESS THE URGENCY OF YOUR APPEAL
“Tens of thousands of Angolans are at risk right now of starving to death. We are already in the country helping, but we can only do more if we receive more funds. Please help the people of Angola. Send us a gift right now."
9. SHOW WHAT HAPPENS IF THE DONOR FAILS TO ACT
“I need to send this shipment of clothing to Liberia within 10 days or we will miss this opportunity. I am counting on you, Alan, to help us right now with a gift of $50 or more."
10. ASK A QUESTION
“Do you know that our scholarships are supported entirely by charitable donations? The Foundation does not receive any funding from government, Sharelife or Catholic Charities of the Archdiocese of Toronto. Please give generously to our Hope for Children Foundation Scholarship Fund today."
© 2006 Sharpe Copy Inc. You may reprint this article online and in print provided the links remain live and the content remains unaltered (including the "About the Author" message).
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ABOUT THE AUTHOR
Alan Sharpe is a professional fundraising letter writer, instructor, coach, author and newsletter publisher who helps non-profit organizations to raise funds, build relationships and retain loyal donors using cost-effective, compelling, creative fundraising letters. Sign up for free weekly tips like this at http://www.RaiserSharpe.com
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