When approaching development writing, whether it’s for a grant proposal, an annual appeal, a brochure, or an online appeal, the secret is to always keep in mind your donor. As Terry Axelrod, founder of the Benevon method of building lifelong donors, notes, an organization’s “emotional hook” is critical to fundraising success.
What is an “emotional hook?” Consider the two following recent annual appeal letters (names have been changed):
Dear UniversitySchool Alumni
pamela has worked in the nonprofit arena since 1995. since 2003 she has had her own private consultancy, assisting nonprofit organizations with proposal development, prospect research, annual appeal strategies and communication planning. pamela is the author of “five days to foundation grants” and publishes a weekly blog, “towards effective nonprofit writing” - http://writegrantproposals.blogspot.com/.
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