Any tips/suggestions on writing a fundraising letter?

[Bernadine]

I think I mentioned I’m the campaign manager for a local county commissioner candidate. We’d like to reach out to previous donors of Democratic candidates and we have their addresses, no phone numbers.

Any tips on writing a convincing letter? We’ll be including a QR code, so people can scan and go to his website. He’s identified the top five pillars of his campaign, how much detail should we get into on those?

I’m leaning towards just introducing him and his background and then directing people to the website for additional information on issues.

The letter will be printed, but he will hand sign and include a little handwritten note.

[crispnclean]

He's unlikely to get a lot of donations simply from a letter, so I would keep it brief. If these are not people who already have a relationship with him, he will need to get on the phone and reach out to these people to get them to actually send money.

[crispnclean]

Sorry, just realized you said you don't have phone numbers. Try to find a friend who is connected politically and ask them to host a meet and greet event. The friend will invite their social/political circle and hopefully some of those people will donate.

[DotAndBuzz]

Apr 1, 2022 9:10:56 GMT -5 crispnclean said:

Sorry, just realized you said you don't have phone numbers. Try to find a friend who is connected politically and ask them to host a meet and greet event. The friend will invite their social/political circle and hopefully some of those people will donate.

100% this.

I've been to a few fundraisers for local candidates, and in-home meet and greets usually go well. I don't even know that the friend would have to be politically connected, so much as socially connected in the community. Someone who is a good host and when you get an invite to their house you think "oh, yes, I definitely want to go to that." 

It's nice to be able to chat with the candidate directly too. Usually it's an hour or so of mingling/chatting, and then the candidate gives a formal speech about themselves, and what they want to do in office. They can bring their campaign materials, people can sign up for mailings, to be a volunteer, and of course to give a donation. the ones I've been to usually have these materials passed out with an envelope (addressed to the campaign HQ), and then a little basket by the door where you can drop it on your way out, or they can take it home to mail it in later. Obviously the expectation is there to donate, but it's not a "pass the plate" situation.

If you do this, make sure you have someone from the campaign (you?) to take pictures and coordinate the business end of it so the candidate isn't doing that, and it doesn't fall to the host who is working on the 'hosting' aspects.

 

[DotAndBuzz]

For the letter, I think short and sweet is good.

Who he is, bullet points of his philosophy/ goals if elected, and then point them to the website. Include a way to donate via mail, but I think most people will go online to do it.

[nicolewi]

I used to do nonprofit fundraising.

Start by thanking them for their previous support, since I think that’s how you said you have this list? Keep it really short. Like a list of bullet points of the top things he hopes to accomplish with their help. Close with another thank you and be very clear about the instructions about how to give. In addition to the QR code, are you including some kind of paper form? Many people who are older do not know how to give via a QR code.

[carmenere]

I worked in direct mail fundraising for a few years and still do some for my current job. The conventional wisdom is that most people only read the first few lines and the PS at the end, but obviously the stuff in between should be short and compelling, and not more that one page.

Make sure you include the URL in addition to the QR code so people who want to use a computer can do so. And for that matter, if you’re only driving people to go online and not including a reply envelope, you might want to consider mailing a postcard instead.