7 Deadly Fundraising Letter Sins

I’ve never been a huge fan of articles that tell you that you absolutely have to do one thing, or avoid another at all costs. If there’s one thing that life teaches us pretty consistently, it’s to expect the unexpected; sometimes, success happens where we least expect it.
But then again, there are probably a few pieces of advice we should take to heart.
After writing hundreds of fund raising letters, I’d like to share a few “deadly sins” to avoid. These are seven surprisingly common mistakes that can absolutely kill your chances of getting big donations:
Not grabbing attention. The fact that your fundraising letter comes from a nonprofit institution doesn’t make it magical; it still has to compete with the reader’s attention like every other piece of mail that comes through the door. Never forget that, and make sure your headlines kick, scream, or do whatever else they need to in order to get the rest of your letter read.
Writing to donors, not people. It’s amazing the sheer number of fundraising letters I see that sound like they were written to some generic donor somewhere, rather than a specific person who would be reading it. Treat your fundraising letter like a note to a friend that ends with a request for help, not an automated request that’s going to be blasted to thousands of people.
Sounding like a professor. Write like you speak and say what you mean – these two phrases should be sitting in your field of vision any time you sit down to write a fundraising letter. That’s because lots of copywriters, and even many professionals, lose track of their natural voice when they sit down to the keyboard. Before long, they’ve lost the donor, too.
Going on too long. If you can’t explain what you’re asking the reader to do, and why, in 2 to 4 pages, then consider starting over. Not only do most donors not have the time to sift through long fundraising letters, going on too long is a sure sign you haven’t organized your thoughts well enough, meaning that your writing probably isn’t that crisp.
Not a being specific. Statistics, first-hand stories, and other verifiable facts are the cornerstones of a successful fund-raising letter. Use them to show people exactly how you want to change the world. Nothing speaks more effectively than the truth, so show it as often as possible.
Not asking for what you want. Whatever it is you want your donor to do, close your letter by asking them to do exactly that. While the intended follow-up might be clear to you, keep in mind that to a busy reader, it could be easy to finish your letter and not know how to act upon it. A good rule of thumb is to ask for exactly what you want, and more than once.
Forgetting to thank the donor. When people send money to your organization, they’ve done a good, selfless thing. Never lose sight of that, and don’t forget to thank them for doing so. Whether their donation could have bought a cup of coffee or a new car, the fact that they gave it to your cause instead is always something to be appreciated. Make sure you express your gratitude in writing, preferably before the reader has even taken action.