You have about two seconds to capture a donor’s attention when writing to them, so you need to make those snaps count. Those first few seconds, better known as the lede or Johnson box, is the first of three key elements of a fundraising letter. The other two are the ask and the postscript (the P.S.).

For new letter writers, the Johnson box is at the of top of the letter to donors, containing the key message. The purpose is to draw the reader’s attention to the key message first, grabbing their attention. It is credited to direct marketer Frank Johnson who used the technique to improve response to subscription offers for American Heritage magazine.

A tip to professional fundraisers: If you are bored reading a letter, there is no way your donor or prospect is going to keep reading. After all, you are getting paid to read this letter – they aren’t. That is some of the advice imparted during the session “Copywriting Clinic For Direct Response Fundraisers” led by Amy Sukol, Vicki Viera and Rayna Clarke, all of the agency Lautman Maska Neill & Co.

When it comes to the ask, it should happen early and often. There should be no doubt about the call to action, according to the speakers. They gave an example of a letter where the ask didn’t come until page three of the letter and it was the third call to action. “That worked back in the 1980s. It won’t work now,” according to the speakers.

Their “Pro Tip:” Don’t forget to ask. Your letter should have at least three asks for support. The first must be on page one. The next should be toward the end and then the third in the P.S.

When it comes to the P.S., use it to restate the case for support and to make the final ask. Use it to highlight a front-end premium, reinforce a year-end match or to call attention to another insert in the letter package. 

Their “Pro Tip:” Go back and look at your case for giving on page one when crafting the P.S.

Sukol, Viera and Clarke reminded audience members, “Donor centricity is key. If the letter is all about the organization, you’ve lost the donor.” The key words are “you,” “your,” and “you’re.” Make sure it is all urgent and conversational.

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Source From Non Profit Times