Rich Anderson “Unsolicited Advice on Fundraising Letter”

Have you ever critiqued a fundraising letter from a ministry you’ve supported?  I don’t mean telling your spouse, “This letter is lame!” 

I’m talking about sending an e-mail to the signer of the letter explaining point by point how their appeal could be more productive.  I recently did that and I’d like to share what happened.  I should point out that it wasn’t a bad letter but it was basically the same non-compelling, non-urgent letter I receive from them once a year.  And realistically, since my last gift was in 2019, and wasn’t that large, I shouldn’t still be receiving their fundraising letters in my mailbox 438 miles away from their coverage area.

What follows is the letter I received in its entirety but I’ve changed the station name:

  “Dear Rick (yes they got my name wrong),

“With all that is happening around us, it can be difficult to focus on the right things.  We have kids, deadlines, and day-to-day life.  Sometimes, there’s so many things to watch in this life that we feel like we aren’t focusing on the right thing.  That’s where ASTR (Anonymous Small Town Radio) comes in.

“When listeners tune it to ASTR, they can hear positive hits that focus them on the One that gives us peace and stability in the midst of our crazy lives.  ASTR helps us to take our eyes off of all of the things around us and point them upward to our God of eternal hope.

“The only reason that we are able to do what we do every day is because of support from our donors.  You are a pivotal part of keeping the mission of ASTR going.  With your financial support, you are part of helping every listener focus on what really matters.

“Thank you so much for supporting ASTR as you already have.  With rising costs, your donation is more important now than it ever has been.  Please prayerfully consider financially supporting ASTR by returning the bottom portion of this letter, donating online at …… or by texting DONATE to …….  We pray that we can continue to encourage you and your family as you encourage us!”

And now, here’s my fairly blunt unsolicited response to the above letter: 

In 2019 and 2020, when I worked for Dunham+Company (formerly ShareMedia), I helped host events on dozens of radio stations coast to coast.  One of the few stations that still gives me warm fuzzies is ASTR – because I love humble, live and local radio.  Your staff was authentic and truly desired to humbly serve those who listen.  I really liked that about your team.  For this reason, I’m hopefully not going to turn you off by critiquing the appeal letter I just received from ASTR.

A good appeal letter should grab the reader’s attention in the first few sentences (the hook).  It should tell a compelling story that builds a case for why support is important.  In most instances it should be short and to the point and it needs to create urgency.  You scored on one of these components; your letter was short. Do you know what the two most read parts of a fundraising letter are?  The first paragraph and the PS are the most read – oftentimes, the only thing that’s read.  And your appeal didn’t have a PS nor did it have a hook to grab a reader’s attention and bring them into your letter.

Are you making it a habit to grab regular testimonies from your listeners?  If they don’t come in organically, go looking for them.  Call donors to thank them for their support and then ask them to share their story about how God uses ASTR to impact their lives.  Set up a feedback line where listeners can call and share why ASTR is important to them.  Seek listener stories at your concerts and events.  And then use the compelling stories you’ve worked hard to gather both on-air and in appeal letters to draw readers in and make the case for why their support is making a Kingdom impact.

(The Hook)  Which is more compelling and draws you in?  “With all that is happening around us, it can be difficult to focus on the right things.  We have kids, deadlines, and day-to-day life.”  OR  “Mary recently shared, “I struggled to make it through each day without despising my boss, dumping on my husband,  and disparaging my kids.  Then I made one small change that brought joy to my life and helped our family to thrive!” 

(Your Support Matters)  Which makes this case better?  “You are a pivotal part of keeping the mission of ASTR going.  With your financial support, you are part of helping every listener focus on what really matters.”  OR  “Want to know about that small change Mary made? Mary explained, I started listening to ASTR in the car while taking my kids to and from school and on my way to work.  Allowing God to speak to me daily through ASTR was a game changer for me.  I began appreciating my boss, honoring my husband, and affirming my kids.  I made this change not because it was the right thing to do, but out of a newfound joy in my heart.  Even my friends noticed the difference.  Please thank those who have made ASTR possible for families like mine.  I’m so glad that God used your station to literally change my life.”

(Create Urgency) Which will do a better job getting your reader to act?  “With rising costs, your donation is more important now than it has ever been.  Please prayerfully consider supporting ASTR…”  OR  “One of our board members was so touched by Mary’s story, she’s offered to double your gift to ASTR!  This 100% increase on your donation does have a few strings attached. It’s limited to just 88 ASTR supporters like you, it will continue while $5,000 lasts, and it ends October 1.  Could you help your favorite radio ministry capture every penny of this amazing $5,000 offer by being one of our first faithful friends to give generously right now?”

(PS)  “Your gift will be doubled right now while impacting others like Mary.  Please act fast while this generous match-challenge is available.  Call …. or donate at ……  Thanks!” 

I hope you receive this feedback with a teachable spirit.  I truly desire to see your ministry thrive even more than it already is!  Now you just need to find your “Mary” and I’m confident that if you are making a difference in your community, she’s out there.

Rich Anderson
Radio Fundraising Coach
269-548-7700
Missionrich@live.com

Yes, I did get a reply from the GM at ASTR.  

He wrote, “Hi Rich, Thank you for taking the time to critique our letter. I will take all of your advice under deep consideration. Good to hear from you and I hope that you are doing well.”

I sure hope I don’t get the same fairly generic non-compelling fundraising letter from them again in a year.   I also hope this critique might prove beneficial in some way to your ministry.  Feel free to critique what I’ve shared and I promise to take your advice under deep consideration. 🙂

“Rich Anderson is an industry and fundraising veteran who lives near Grand Rapids, MI.  He loves helping stations with pledge-drives and most anything fundraising related. 

If you like, he’ll critique one of your fundraising letters for free – just to help you potentially be a more effective ministry.  Call 269-548-7700 or e-mail MissionRich@live.com.