Special Project Appeal Letter: Overview and tips
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.
-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.