💌 ✍ How long should your fundraising letter be, really?
Recent, field-tested perspective, from a working fundraising writer:
My job is fundraising copywriting.
So if people don’t read the direct mail appeals I write, you'd better believe I know it. Revenue, response, retention, those things are going to go down.
Which means I also know – firsthand – that when someone out there tells you, “No one reads long letters” ... it's rubbish.
But we're not here to be combative.
Instead I want to get you thinking about your letters like a working fundraising writer. So today we’re going to take that “No long letters” myth and dissect it:
Let’s assume you one day decide your fundraising appeals will not... must NEVER... exceed 1 sheet of paper. (DO NOT do this in real life. Keep reading.)
Let’s also assume you want your short letter to remain readable.
This means:
- You need 1-1.5” for your nonprofit logo/letterhead
- You want 1” margins left and right
- You want ~1” for bottom page margin
- You need type size set at 12-14 points, in a font that isn’t condensed
- You need to tab (indent) your paragraphs
- You need 1 line for a page turn reminder (e.g., ‘continues on other side’)
- You need 1-1.5” for your signature block and sign-off on side 2
- You may (or may not) need an add’l .5 -.75” for footer with your charity number, tax ID, disclaimer, etc. You may (or may not) need a 2” address block.
I am NOT saying you can’t successfully write short. I have. You can. Lots of others, too.
What I AM saying is that after all the above, you have approx 750 words to get the job done. Add a paragraph on both sides to ask for a gift, and you’re at, what, 650 words?
In the wrong hands these letters get real boilerplate, real quick.
imho, this is a far better letter strategy:
>>> Make your fundraising appeals as long as they need to be, to:
tell your story with emotion, clarity, resonance, truth, and urgency,
present a strong offer, and provide repeated calls to action.<<<
💌 Many of my top-performing appeals are 6-pages. (Yup, six. Recently, too.)
💌 Many others are 4-page letters.
💌 Some are 2-pagers. None are postcards.
💌 All of this is based on actual results.
So. Here’s what no one (really) wants:
🚫 No one wants a 4-page letter crammed onto 1-page/2-sides
🚫 No one wants 8-point type with yawning wide line measures like an Impenetrable Wall of Text
🚫 No one, not one donor, wants boilerplate. They want emotion, a strong offer, a compelling story. They want life. Heart. Urgency. Love.
🌟 Write this into your creative briefs before you artificially constrain letter length, and watch your appeals improve. ❤️✍ 💌
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❤️✍ Want more on ways to craft more generous words... effective, engaging fundraising writing... and nonprofit story strategy in general?
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