Cold & Heartless: A Naked Contribution Statement

What you will learn in this episode:

Never send out a contribution statement outlining the donor’s giving for the previous year without saying thank you, you are needed, and your giving made a difference.

A "news-letter" is just a one-page personal letter with: 

• A short personal greeting
• A statement telling the donor that this letter is about their impact
• A summary of their impact
• A story introduction
• A story about one beneficiary
• A bragging statement of the donor's generosity
• A thank you
• A signature (from one person)
• A scannable headline with the word "You" in it
• A high ratio of "you" to "we/us/I" - at least 2:1
• A customized reply device with a scannable headline, "My next gift..."
• With action copy
• A reply envelope

Some things a news-letter doesn't have:

• Any mention of the organization's name in the copy
• Any mention of the donor helping the organization
• Any mention of the organization doing anything

See the examples of great news-letters HERE

Connect With David Oaks

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You can connect with David at www.davidoaks.net

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