“If you give people what they need, they will give you what you want.” When I took a class on Business Communication, my professor continually repeated this phrase. It transformed my outlook on how I communicate. Using this phrase as a starting point, let me walk you through writing fundraising requests.
Let’s compare your fundraising request letters to the example of missions support letters. These letters all detail great projects and at the end they give you an amount of money that they need to raise. If you are writing a support letter, what is going to make yours stand out from this group?
Step #1: You are going to need a perspective shift.
It’s time to think about the people who are reading your letter. What do you know about your audience? You might want to have several versions of your letter in order to reach different groups of people effectively.
Before you can give people what they need, you have to know who your people are.
Step #2: Put yourself in their shoes.
You know the general characteristics of your audience so now start asking questions and explore what their life is like. It’s time to ask the question: “What do they need?” This seems strange since you are the one with the monetary need, but employ step #1 again and do a perspective shift. For people to give to you, what do they need? Here are two starting areas to consider:
n Do they need security or reassurance?
o If so, tell them a little bit about the organization’s credible history, include that you will send a follow-up letter, give them a website where they can view more information, etc.
n They need to feel valued and included.
o This should be a major part of the letter. Just saying, “thanks for your support. We appreciate your prayers” is impersonal and cliché. Rethink how you can continually reiterate how they are part of this trip. For instance, if your letter has a theme of fulfilling the Great Commission, talk about how they can be part of fulfilling it. Put them into the picture of what’s happening as much as possible.
Step #3: Don’t talk about just characteristics. Talk about benefits.
This simply comes back to including them in the picture. Talking about what you will do on the trip is good, but it is even better if you help them share in it. If you’re going to tell them that you will be doing door-to-door evangelism, also tell them how they are part of sharing the gospel through their support. Their work is just as valuable.
Step #4: Write concisely.
One of the weaknesses of many support letters is that they tend to ramble on unnecessary details or cliché emotional talk. Tell people about real life. Have a preference for short sentences. They catch the eye, and people are more likely to remember them or the cause you are getting at. Also, the more concisely you write, the less of a chance you will have of making grammatical or spelling errors. These letters must communicate excellence.
~ ~ ~
Why do these things matter? There should be two reasons: 1) You care about people. 2) You have a need to be met as well.
At first, people may think that guiding phrase is selfish. (If you give people what they need, they will give you what you want.) However, think about it. You are creating a connected community where they are happy and valued, and you are able to do even more excellent work. To have a safe and trusted network is an honor. You are not exploiting them, but you act out of kindness and care. They now know they can ask the same of you as well.
Asking for help becomes a way of honoring a person. It shows your care and respect.
Think on it. Happy writing! As always, send us an email at info@christianfoundationgrants.com if you have questions.
Want more information on writing? Visit the “Resources” or “CFG Classroom” pages on our website www.christianfoundationgrants.com
-- Jessica High manages research and marketing at Christian Foundation Grants (www.christianfoundationgrants.com) which is a subscription database of foundations that provide grants to faith based organizations. iDonate.com is a website (www.iDonate.com) that allows ministries to receive non cash gifts online