Donors want to be sure there is a purpose for their gift; they want to know their money will be used wisely and will make a difference in the lives of others.

It seems counterintuitive that long letters would make effective appeals, but Clark (as cited in Kluth) recommends long letters as the best means to evoke a response from potential donors. Clark cites research that has demonstrated time and again that long letters are effective. By "long," she means two-sided copy on standard business letterhead paper and up to three or four pages. Such letters provide donors with information on which to make their funding decisions. It is part of ensuring donors that their "hard-earned dollars" will be well spent on a mission that has a clear purpose and is well thought out in terms of implentation.

Sims and Rees (2010 caution fundraisers to anticipate campaign results realistically. House,...
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