| If your donor has the choice of reading your | | | | Reader's Digest does. On the cover of the magazine |
| fundraising letter of reading the latest issue of | | | | is the headline and page number for the article. Turn |
| Reader's Digest, which one will she read? | | | | to that page and the editors keep you hooked by |
| This is not a trick question. The competition for your | | | | repeating the headline and then, beneath it, placing a |
| donor's attention has never been greater. If you | | | | subhead that draws you into the article. For example, |
| want your donors and members to read your | | | | for their story, Heart Attack at 55 MPH, they |
| fundraising letters from start to finish, learn a few | | | | included this subhead: "An eight-year-old girl is trapped |
| lessons from the editors at Reader's Digest, the | | | | in a moving car after her father has a heart attack |
| largest-selling magazine in the world. | | | | while driving. Can she be saved?" |
| 1. Hook your reader with a an irresistible headline | | | | 4. Start your letter with a bang |
| Sniper on the Loose. | | | | The first sentence in your appeal letter is the most |
| Heart Attack at 55 MPH. | | | | important one you'll write. It must be strong or you'll |
| Breast Cancer Myths. | | | | lose your reader. The editors at Reader's Digest |
| Five Items You Shouldn't Buy Used. | | | | know this too. That's why they always start their |
| 50 Cleanest (Dirtiest) Cities in America. | | | | stories and articles with surprise, action, intrigue or |
| These headlines from the covers of recent issues | | | | drama. Consider this opening for their article entitled, |
| are hard to resist, aren't they? The editors, in six | | | | "Deadly Neglect: The shocking truth about what's |
| words or fewer, announce the article topic and | | | | going on in America's nursing homes." |
| tantalize you at the same time. Reader's Digest is | | | | "Loren Richards, an 84-year-old Kentucky farmer, |
| famous for this. They are the undisputed experts at | | | | spent his last days bedridden and in intense pain. A |
| writing irresistible headlines. Follow their lead by writing | | | | bowel impaction that went neglected and untreated |
| irresistible headlines on your mailing envelopes, and | | | | for several days finally caused a fatal heart attack, |
| writing irresistible overlines for your letters. | | | | after a morning spent screaming for a doctor who |
| 2. Pick a hot topic that interests your readers | | | | never came." |
| Look at those headlines again and notice the topic. | | | | That opening has all the ingredients of a great |
| Sniper on the Loose [public safety] | | | | opening. It starts telling a story. It involves a person. |
| Heart Attack at 55 MPH [human drama] | | | | It involves human suffering. It involves injustice. |
| Breast Cancer Myths [women's health] | | | | Reader's Digest doesn't publish many original articles. |
| Five Items You Shouldn't Buy Used [consumer | | | | Instead, as the name suggests, the magazine |
| safety] | | | | re-publishes articles and stories that have appeared in |
| 50 Cleanest (Dirtiest) Cities in America [environment] | | | | other publications. Only the best stories make it into |
| Each topic has broad appeal. The topic of your | | | | Reader's Digest. |
| donation request letter must also have broad appeal. | | | | People read Reader's Digest from cover to cover |
| It must resonate with the largest number of donors | | | | because it's informative, entertaining and inspiring. |
| possible. | | | | Make your fundraising letters informative, entertaining |
| 3. Keep your reader hooked | | | | and inspiring and your donors will read your letters |
| Your donor opens your envelope and starts reading. | | | | cover to cover as well. And respond with a donation. |
| Now what? You must keep him reading. That's what | | | | |