When it comes to writing a successful appeal letter, there is nothing more powerful than the word “you”. Like magic, the more you use the word, the more compelling your letter will become.
A liberal use of the words “you” and “your” ensures that your appeal letter is donor-centric and focussed on showing the donor the impact of their support. You want your donors to feel empowered to make a difference and integral to the achievement of your plans.
While it’s tempting to talk up your credentials in an appeal letter, it is much more compelling for a prospective donor to make them the hero of the story. Look how the word “your” transforms this common phrase…
Please donate to the Cash for Kids Appeal and help us
change the lives of children living in poverty
Your support of the Cash for Kids Appeal will change
the lives of children living in poverty
Using the words “you” and “your” will also make your appeal letter feel more personal and ensure the recipient feels more respected, valued and appreciated. This is particularly important when the letter is going to a current donors or volunteers and you want to ensure they feel valued for their past support.
In order to grab the attention of the reader, the words “you” and “your” should appear in multiple times throughout your appeal letter. Performing the “you” test can help you to determine how donor centric your appeal letter is and where there may be room for improvement. When you have finished your first draft, highlight every “you” or “your”. Your letter should be peppered with highlights, preferably multiples times in almost every paragraph.
The content of your appeal letter has the potential to make or break the appeal. Therefore it can be wise to enlist the help of an expert in the field. The team at OKP include a number of experienced and talented writers who for a small investment can lift your next appeal to new heights. For more for information call 1300 721 799.