| The one thing to remember when asking businesses | | | | The easiest way to avoid the formula approach is to |
| for donations is that businesses don't give donations. | | | | learn something about the business you are |
| People give donations, and sometimes those people | | | | approaching, and include that in your letter. For |
| work for or own a business, and donate on behalf of | | | | example, in London, the city where I live and work, |
| that business. | | | | Bell sponsors a soccer league for children who have |
| Keep this in mind when you sit down to draft a | | | | Down syndrome. If I was crafting an appeal letter on |
| fundraising letter for a business or corporation. You | | | | behalf of the London Down Syndrome Association, |
| are writing to an individual. Even though you are | | | | and mailing that letter to someone at Bell, I would |
| writing to an institutional donor, your letter is going to | | | | mention that Bell already supports this worthy cause. |
| an individual person who, like you, has a mind and a | | | | Another way to avoid the formula approach is to |
| heart. Your letter needs to reach both. | | | | inject enthusiasm into your letter. A business owner |
| This means your letter should never be addressed to | | | | or executive will not catch your vision unless you |
| "The President" or "Business Owner." It should be | | | | touch that person's emotions. |
| addressed to an individual by name and job title. | | | | Making a business case for giving a donation is not |
| This also means your letter must avoid the formula | | | | enough. You must also stir the feelings of your |
| approach. You must avoid all language that makes | | | | business reader. The word is passion. Your letter |
| your appeal letter sound like it's being mailed to every | | | | must communicate your enthusiasm in ways that stir |
| business in your city without exception. | | | | the emotions of your reader. |