Fund Raising: Pathways
One of the best ways to raise money when you're participating in Pathways is a
fundraising letter. This is also one of the easiest fundraisers! You are simply writing
a letter to family and friends asking them to join you in embarking on your summer
service project.
Fundraising Letters asking for a financial gift work especially well for organizations
that support a specific cause. This includes groups such as health advocacy, hunger
or disaster relief, and public arts such as museums and symphonies. These are
groups that people can easily identify as contributing to the community and the
world. Pathways is a wonderful service program.
Understanding why people respond to fundraising letters is important. The
fundraising letter should appeal to the concerns and motivations of the reader. Cold
facts and statistics may be interesting, but generally will not win over new
supporters. Make the cause "real" to your reader, and show them why they should
care about it.
Some of the reasons why people donate:
1. Because you asked - This is the number one reason people give. If the
fundraising letter comes from a personal friend or family member the reader is
even more likely to donate.
2. Personal interests - Your fundraising letter is most likely to appeal to those who
have a personal interest in you and Pathways. People who are already interested
in the Pathways program will appreciate the work of the program. They may also
enjoy keeping informed about news and the latest developments you have with
your service project. Keep them informed!
3. People believe their monetary gift will make a difference - You are offering a way
for people to contribute to society simply by writing a check. They are helping to
solve a problem, one that they otherwise would not be able to on their own.
4. People are generous - Giving is a deeply held value for many people. Giving to
charitable causes reinforces our belief that we are good people.
Get Ready to Write
1. Decide who your audience is for your fundraising letter. How familiar are they
with your cause? This will affect your tone and the material you choose to write
about.
Tip: If you are doing Pathways, you will primarily be writing to people who already
know you: your friends and family, and hometown organizations.
2. Anticipate the reader's questions and answer them. When someone receives a
fundraising letter, many questions arise, even if subconsciously. They will
wonder…Who is this group? Are they reputable? Will the donation go to the cause or
administrative costs? How much do I have to send? On a sheet of paper brainstorm
all the many questions that could arise when someone gets your fundraising letter.
Think of as many as possible, be they obvious or obscure. Now on the right hand
side, next to each question, write a brief answer. Review the list and prioritize
which questions are most important. You can use your answers later when you start
to craft your fundraising letter.
3. What date would you like the response back? Giving a deadline increases the
sense of urgency for the reader, and the number of responses.
Make it Personal
Before we begin writing, let's just daydream a little. Imagine that you are talking to
a friend face to face. You say, "Have you ever heard of the Pathways program at
Manchester College?" Your enthusiasm is evident, so your friend is intrigued, "No,
tell me about it." You tell them all about Pathways and why it is so important to
you. Now your friend is thinking, "Gosh this is a wonderful program and
opportunity." You tell them how you need funds to make the match of $1,000. A
specific financial gift will greatly help you in fulfilling your financial portion of the
Pathways Program. You ask for the donation and your friend pulls out the
checkbook!
This might be a simplified version, but you get the idea. Write the fundraising letter
as if you are talking to someone. Be personable. If possible, include a true story of
someone who has already done the Pathways Program and how this affected their
lives and future vocation. This helps the reader identify with the need. They will feel
like they are helping an individual rather than a vague idea.
Write directly to the questions you brainstormed about earlier. Answer the
questions, and you have reduced the possibility of rejection. You are easing
people's fears about sending a gift. Your supporters will feel good about donating to
the cause.
Finally, remember to ask for the gift. You are offering your reader the chance to
help with a worthy cause. Get them to take direct action today, without delay!
Remember the Basics
While you want to make your fundraising letter personal, don't forget the basics of
writing.
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Keep the fundraising letter to 1-2 pages, any longer and your reader may
loose interest.
Make the message easy to understand, don't get bogged down in too many
numbers or jargon they may not know.
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Keep your fundraising letter focused on the topic; don't chase rabbits.
Remember to use Standard English, good grammar and correct spelling.
Sign the fundraising letter! Your letter comes from someone in particular, not
just the group.
Catch the readers eye If possible include pictures. These can be black and
white or color, and printed on the fundraising letter itself. Again, this helps
put a face to your cause.
Use of text features such as bold and underline, if used appropriately can
further enhance your message.
Use short paragraphs, with a space in between each.
Use standard margins of 1 to 1 ½ inches on each side of the page.
Be sure to use a font that is easy to read with a minimum 10 pt, preferably
11 or 12-pt size.
Include a return address, phone number, web address and email contact if
possible.
Make it Easy to Respond
Requesting a specific gift amount is the first step in making the response easy. To
further ease your donor's response, include a response card, and pre-addressed
return envelope. If possible, make the envelope postage paid.
One Final Review
Ask others in your group to read your fundraising letter and give feedback. Also ask
people not familiar with the organization, so you can get a fresh perspective. Get
someone with a flair for writing and a keen eye to proofread. Decide what changes
you want to make, and edit the fundraising letter.
Check Your Mailbox
Seeing those return envelopes in your mailbox is exciting! You may be surprised at
who responds and how generous people are. Be sure to keep track of your
responses, who donates and in what amounts.
Sending thank you letters or notes is very important. These can be handwritten
notes, or typed letters as long as you sign them. Buy thank you cards and hand
write the message. After you return from your PATHWAYS experience, send
pictures of yourself at your site to your supporters. You may think of other ways to
personally thank your supporters.
Follow up with those who do not respond within a few weeks. A phone call, e-mail,
or post card will work. Many times people intend to respond, but simply have
forgotten.
Fund Raising Letter (Example)
Contact (Name)
Contact’s Title
Company
Address
City, State, Zip
Date:
Tax ID#: 35-0868127
Tax Exempt#: 001808893-000-0
Dear (Contact):
During the summer of 2010, 13 Manchester College students will take part in a summer volunteer service
experience at various non-profit organizations located in cities and rural areas all over the United States. These
students will have the opportunity to explore the intersection of their faith and vocation in a program energized by a
grant through the Lilly Endowment Inc. “Pathways”, focused on summer service opportunities, will help students
consider where they will invest their lives after graduation and what currently gives their lives meaning. The
Pathways Program enables Manchester College students of all faiths (Christianity, Islam, Buddhism, Agnosticism,
etc.) to test the proverbial theological waters. It gives students the opportunity to ponder the question of “who am
I?,” while making the connection between faith and academia, serving others, and later sharing the experience with
faculty, staff, community mentors, and community partners. Students are placed for 10 weeks at various non-profit
organizations all over the United States working in soup kitchens, homeless shelters, hospice centers, summer camps
for disabled children, rape crisis centers, medical clinics, and many others.
On December 4th of this year, I was accepted into the Pathways program for the summer of 2010. As a condition of
participation in Pathways, I have been asked to raise $1,000 to sustain the program for the future, as our Lilly grant
ends in December of 2010. I would like to request assistance from ________________ in providing me the
opportunity to reach my fundraising goal. Any financial assistance that ________________could contribute would
be greatly appreciated, but I would like to request $_______. The Pathways program will allow my fellow students
and I to gain hands-on vocational experience, support the development of our faith, and provide us with multiple
opportunities to make a difference in the lives of others. Pathways will not only affect us emotionally and
professionally, but it will also enrich and enhance the diversity of our education at Manchester College. Your
financial contribution will assist us in our quests to gain professional experience, learn more about ourselves, and
help us to make the world a better place for future generations by serving others.
Located above, you will find the Tax ID number and Tax Exempt number assigned to Manchester College. If you or
your organization donates any funds to the Pathways Program, that donation is tax deductible. Included in this
envelope is the Financial Support Form. If you choose to donate to the Pathways program, please fill out this form
and return it with your donation. Should you desire more information about the Pathways Program, please visit our
website at www.manchester.edu/OSD/Pathways.
Thank you for taking the time to read this letter. Please contact me if you have any questions.
Thank you for your support.
Sincerely,
(Type out Your Name here, and sign signature in the above space)
Address
Phone/Email