| If you run a small charity in today's hard times, you | | | | her old bouncing, enthusiastic self until we find her a |
| probably can't afford expensive consultants to create | | | | new owner to adore." |
| your campaign. You must produce your fundraising | | | | "Marnie has heard about our neighborhood project |
| letters yourself - and that need not be a daunting | | | | and volunteers with us when she can. Her face lights |
| prospect. Here are five simple steps to a | | | | up with hope at the thought of a good daycare only |
| wallet-opening letter. | | | | blocks from her home." |
| 1. Be clear on your mission. | | | | "We worked hard to convince Connor he wasn't |
| The may seem like a no-brainer but you need your | | | | dumb, he'd just had some bad breaks. He could learn |
| purpose boiled down to a one line statement in your | | | | to read just like everyone else. Now Connor shows |
| head. | | | | up regularly, his sullen expression replaced with |
| "We rescue Jack Russel terriers and find them new | | | | eagerness." |
| homes." | | | | 4. Explain why you need donations. |
| "We are raising money to build and maintain a | | | | "Skippy's safe haven at our shelter depends on |
| daycare centre in our neighbourhood." | | | | donations from caring supporters like you. Each |
| "We support a literacy program for troubled youth." | | | | month we worry about covering costs to care for |
| 2. Pick a single story. | | | | Skippy and others like her." |
| Resist the temptation to write about all the creatures | | | | "We have already raised enough funds to rent space |
| and people that need your help. Potential donors | | | | for year. Now we need your help to pay for the |
| need a single story to see in their imaginations and | | | | salaries of the day care staff. If you can help us |
| touch their hearts. Choose one case to write about. | | | | reach our goal of opening by September, Marnie will |
| "Skippy is a game little black and white terrier so | | | | be able to enroll in her courses." |
| devoted that she struggled desperately to stay with | | | | "Connor's literacy training is funded completely by |
| her mistress after the car crash that so injured them | | | | donations. We almost couldn't accommodate him due |
| both. Unfortunately, Skippy's mistress died in the | | | | to our strained budget. " |
| hospital. Skippy came to our shelter missing an eye | | | | 5. Call to action. |
| and mourning her lost owner" | | | | "It might take a while for Skippy to find a new home |
| "Marnie is a young single mother very anxious to | | | | because of her injury. Please be generous so that |
| enroll in the practical nursing program that will improve | | | | Skippy and other abandoned terriers can be safe and |
| life for her and her baby daughter. Yet without | | | | cared for." |
| reliable daycare in her own community, Marnie will | | | | "Marnie and her baby daughter look you for a |
| have to stay at her low-paying job and give up her | | | | brighter future. Please give now so that Marnie can |
| dream." | | | | take get the training she needs to better her life by |
| "When Connor came to us, he was angry, hostile and | | | | learning to help others." |
| already in trouble with the law. Our counselor, didn't | | | | "You generosity today will help us continue Connor's |
| give up. She soon uncovered Connor's secret. The | | | | literacy training and turn many other troubled young |
| teenager didn't want anyone to find out he couldn't | | | | people from the wrong path. By giving now, you can |
| read." | | | | change a life forever." |
| 3. Tell how your organization is helping. | | | | There, you have a strong appeal created from a |
| "With constant love and attention, Skippy is coming | | | | story you already know by heart. Now just wait for |
| round. She now greets us with wagging tail and has | | | | the donations to flow in. |
| even played with our other dogs. But she won't be | | | | |