Special Project Appeal Letter: Overview and tips

Purpose

A special project letter can help to raise a large amount of money for special needs/circumstances. Examples include moving expenses, overseas travel, short-term missions, national conferences, etc.

Send to Whom?

Mail to everyone on your mailing list—current ministry partners and potential ministry partners.

Tips

-Write your response card before you tackle the letter. What one action do you want the reader to take? Avoid “easy” choices.

-Be forthright. People appreciate a candid, unapologetic “Will-you-help-us?” appeal.

-Limit your letter to the special project.

-Convey a sense of urgency. Why do you need the money? Why do you need it now?

-Illustrate—don’t explain. The donor wants to know how his gift will help accomplish something for the Kingdom. Use powerful verbs.

-Help people know what gift amount would best help. For example: “To reach our goal of $6,500, we’ll need gifts of $50, $75, $100 and even $500 and $1,000.” People tend to give what you ask for.

-Tell the reader how and when (include a specific date) to make a gift (usually in a P.S.).

-Sign all letters personally.

-Use a first-class stamp—not metered.

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