How to Write the BEST SMALL GIFT FUNDRAISING LETTER
I recently received a small gift fundraising letter, the specific ask was for $5. I had not contributed to the cause before so what was it about this email that moved me to donate?
First let’s look at what a good fundraising email has compared to how this one was structured.
A headline that makes the reader want to open it: DC, LA, or NYC?
The sender was unique and intriguing: James Carville
I had received hundreds of emails from various people raising money for this cause and had not donated. Primarily since I too was fund raising for this organization. However, the person perceived to be asking for the donation was new.
The letter was simple in design: I could read this on my phone which is incredibly important. It is not about shock and awe with fonts and dancing bears. A simple format will work on every browser. If you have to download a special font it will not work.
The ask was specific: $5
The call to action created urgency: Act Now, this is a limited offer, today
The value proposition: A $5 donation made the donor eligible for an opportunity of a lifetime. “Opportunity of a lifetime” is one of my favorite things to add if you are not creating a value that is unique, special, outrageous, or otherwise outstanding why are you writing the letter. Passion works, so use it.
I wasn’t going to mention this email because it is obviously partisan, however I came across an article in the Wall Street Journal and decided to let everyone in on a great appeal for small gift campaigns. The article covers some interesting notes on raising money for campaign debt, like raising money for an exploratory bid it is sometimes difficult to convey urgency and value.
Below is the text from the email:
Dear Your Name Here,
I knew it was going to take an extraordinary effort to help pay off Hillary Clinton’s campaign debt. But now, I think we can do it and have some fun at the same time!
I won’t spend a lot of time trying to convince you to help Hillary. I know what she means to you, and I’m sure you know how important it is for her to have her campaign pay off all its obligations.
So let’s get to the fun part — enter today to win one of three truly once in a lifetime opportunities and you will also be doing something great to help finish off Hillary’s debt.
With a contribution today, one of these exclusive prizes could be yours:
- Spend a day with President Clinton. Head to New York City to attend several interesting events with President Clinton followed by your own special New York City weekend.
- Attend the American Idol season finale. You and a guest will watch live as the American Idol judges make their final comments and decisions on this year’s most anticipated season finale!
- Want to talk politics with me? How about a spending a weekend in DC. You will have lunch with me and my great friend Paul Begala. We will talk about politics, you will get to tour all the amazing sites DC has to offer and who knows what else could happen!
Your contribution today not only gives you the chance at winning one of these fantastic prizes – it’ll also help our dear friend, Hillary Clinton, pay off the very last of her campaign debt.
This means a whole lot to Hillary, and I know she appreciates everything you do for her.
These amazing prizes are only being offered online and are available only for a limited time – so please don’t delay in acting today.
Sincerely,
James Carville
P.S. This is a truly once in a lifetime opportunity to win one of three amazing prizes AND to help Hillary pay off her debt. I hope you’ll seize it. Click here to enter today!
The above email is a great example of how to write a small gifts fundraising letter
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