| If you run a small charity in today’s hard times, | | | | and has even played with our other dogs. But she |
| you probably can’t afford expensive consultants | | | | won’t be her old bouncing, enthusiastic self until |
| to create your campaign. You must produce your | | | | we find her a new owner to adore.” |
| fundraising letters yourself – and that need not | | | | “Marnie has heard about our neighborhood |
| be a daunting prospect. Here are five simple steps to | | | | project and volunteers with us when she can. Her |
| a wallet-opening letter. | | | | face lights up with hope at the thought of a good |
| 1. Be clear on your mission. | | | | daycare only blocks from her home.” |
| The may seem like a no-brainer but you need your | | | | “We worked hard to convince Connor he |
| purpose boiled down to a one line statement you can | | | | wasn’t dumb, he’d just had some bad |
| tell your readers. | | | | breaks. He could learn to read just like everyone |
| “We rescue Jack Russell terriers and find them | | | | else. Now Connor shows up regularly, his sullen |
| new homes.” | | | | expression replaced with eagerness.” |
| “We are raising money to build and maintain a | | | | 4. Explain why you need donations. |
| daycare center in our neighborhood.” | | | | “Skippy’s safe haven at our shelter depends |
| “We support a literacy program for troubled | | | | on donations from caring supporters like you. Each |
| youth.” | | | | month we worry about covering costs to care for |
| 2. Pick a single story. | | | | Skippy and others like her.” |
| Resist the temptation to write about all the creatures | | | | “We have already raised enough funds to rent |
| and people that need your help. Potential donors | | | | space for year. Now we need your help to pay for |
| need a single story to see in their imaginations and | | | | the salaries of the day care staff. If you can help |
| touch their hearts. Choose one case to write about, | | | | us reach our goal of opening by September, Marnie |
| making sure it has emotional punch. | | | | will be able to enroll in her courses.” |
| “Skippy is a game little black and white terrier so | | | | “Connor’s literacy training is funded |
| devoted that she struggled desperately to stay with | | | | completely by donations. We almost couldn’t |
| her mistress after the car crash that so injured them | | | | accommodate him due to our strained budget.” |
| both. Unfortunately, Skippy’s mistress died in | | | | . |
| the hospital. Skippy came to our shelter missing an | | | | 5. Ask for action. |
| eye and mourning her lost owner” | | | | “It might take a while for Skippy to find a new |
| “Marnie is a young single mother very anxious to | | | | home because of her injury. Please be generous so |
| enroll in the practical nursing program that will improve | | | | that Skippy and other abandoned terriers can be |
| life for herself and her baby daughter. Yet without | | | | safe and cared for.” |
| reliable daycare in her own community, Marnie will | | | | “Marnie and her baby daughter look you for a |
| have to stay at her low-paying job and give up her | | | | brighter future. Please give now so that Marnie can |
| dream.” | | | | take get the training she needs to better her life by |
| “When Connor came to us, he was angry, hostile | | | | learning to help others.” |
| and already in trouble with the law. Our counselor, | | | | “You generosity today will help us continue |
| didn’t give up. She soon uncovered | | | | Connor’s literacy training and turn many other |
| Connor’s painful secret. The teenager | | | | troubled young people from the wrong path. By |
| didn’t want anyone to find out he couldn’t | | | | giving today, you can change a life forever.” |
| read.” | | | | There, you have a strong appeal created from a |
| 3. Show how your organization is helping. | | | | story you already know by heart. All you have to |
| “With constant love and attention, Skippy is | | | | do now is wait for the donations to flow in. |
| coming round. She now greets us with wagging tail | | | | |