The effective fundraising PS

It's strange how fundraising appeals always seem to have a PS, isn't it? The amateurs want to omit it, because it "doesn't make sense."

The professionals know that if you leave off the PS, you're in trouble.

The professionals also know how to do it right. Like here, at Dear Joan: 10 pointers to the perfect PS for your next fundraising letter:

1. Say exactly how much money you would like your donor to give.
2. Say why you're asking.
3. Say what it will do for your beneficiaries.
4. Say it in a way that’s different [from] elsewhere in your mailing.
5. Say thank you!
6. Provide an extra reason to give.
7. Provide a deadline for donations.
8. Provide a contact point for donors.
9. Never treat your PS as though it’s an actual Post Script.
10. Never mention [things that] are not relevant to your core proposition, your ask and your donor.

That's how the PS should be. But most of all, it needs to be there.

Comments

[J Brown]

Hi Jeff,

Thanks for picking up on my post. It's nice to feature on these pages!

It's been a while since I've had a client actually dispute the inclusion of a P.S. (though I do still see fundraising letters without them). But it is quite common for people to misunderstand their purpose.

The main mistakes seem to be a). including one 'because you're supposed to' without understanding why; and b). treating them like genuine Post Scripts.

We need to stamp out both.

Jules