What makes an effective fundraising letter? According to Herschell Gordon Lewis, author of How to Write Powerful Fund Raising Letters, here are 12 ingredients:

1. Clearly and convincingly let your readers know exactly what you want them to do. Don’t be vague and just say, “Yes, you can help.” If you want their contributions, ask for them. If you don’t ask for help, you won’t receive any.

2. Use the “only you” approach. Make each reader feel special. Zero in on why “only you can help.” People get excited—and feel more generous—when a letter is personally directed to them and they feel specially chosen.

3. Powerful and intriguing teaser copy on the outer envelopes can boost donations. Try an official-looking style using, perhaps, a rubber stamp or a handwritten message, even as simple as “Help!”

4. Do your homework. Find out all you can about your readers’ experiences and backgrounds. Dig up all relevant information. And remember, there are more and more special- interest groups than ever before.

5. Another ingredient for success is to offer recognition. It can be a membership in an important-sounding group or club, or giving a
certificate or a trophy. To read “Join the Executive Advisory Board now!”
can be a motivator.

6. But don’t make the recognition permanent. Make it for a year and then keep the door open to use it again for new contributions. Remember, donors on your list are seven to eleven times more likely to give again than cold-list names.

7. Play up certain key points—creatively and colorfully. Dullness doesn’t incite action. And it’s virtually impossible to emphasize everything well. A weak approach is “147 Ways Your United Fund Helps the Community.” Much better is “Because of You—She Can See the Flowers.”

8. Make sure each mailing involves a test.

9. Whether it’s in the teaser, premium, approach or use of a celebrity spokesperson, you must constantly look for ways to upgrade and improve your letter. Always ask yourself, when evaluating your own package, “If I got this, would I open it? Would I respond?” Remember, you’re competing with many other appeals.

10. Build on the appearance of truth. What people believe and respond to is what they perceive as truth.

11. Ensure that you make it easy for them to respond and give. The gift form must be clear and easy to read.

12. Take one extra day to check all of the above ingredients for success.