IF YOU'RE LOOKING to lift the
response of
your next fundraising
appeal, why not try including a lift
note? (The lift note is
distinguished from other package
inserts by its use of a salutation
and signature — just like your main
letter.)
We're not entirely sure this extra
enclosure is so named because it
typically lifts response rates. But
whatever the origin of its moniker,
a lift note could make the
difference between a ho-hum package
and one with that extra little bit
of pizzazz.
That said, here are several
strategies you might try to get the
most out of a lift note:
Be creative with your signer
For heaven's sake, don't take the
easy way out and include a note from
the signer of your main letter.
Really, why wouldn't your Executive
Director or President simply say
everything she needed to in her
longer letter? It doesn't make
sense.
Instead, consider including a
testimonial from a beneficiary of
your services — perhaps even
handwritten for greater
verisimilitude. (Especially if the
person wouldn't be someone who would
typically use a computer.) The copy,
whether handwritten or typed, could
tout what the organization has done
for her, as well as thank donors for
their generosity.
Or, rather than directly addressing
donors, she could write to the
organization itself, explaining how
the group has improved her life. In
either case, make sure the main
letter refers to "the thoughtful
note we received that I wanted to
pass on to you." We often use the
P.S. for that kind of language.
Another option is to have a staff
member sign a lift note. This could
be a program person with some
specialized experience or expertise
to impart, along with the obligatory
thank-you to supporters.
Additionally, there might be a
celebrity with lots of name
recognition who's willing to vouch
for your organization. Using such an
"outsider" usually isn't as
appropriate for the main letter —
because she wouldn't have knowledge
about the inner workings of your
group. But she could add a sheen of
credibility and the sparkle that
comes with being known.
Don't get caught short
Most lift notes are short, often
printed 5 x 7" or 7 x 10" on one
side, to stand out from the main
letter. And usually, that's enough
space. But this isn't an absolute.
We recently wrote a very effective
lift note that ran two sides of an 8
1/2 x 11" sheet. Our rationale? We
wanted to flush out the story of the
organization, illustrating how one
person (the note's signer) has
benefited from the variety of
services provided by the nonprofit.
This secondary piece also allowed us
to use the kind of dramatic,
emotional language that might not
seem as appropriate coming from an
Executive Director. To complement
the more personal nature of the lift
note, the main letter stuck to the
nuts and bolts of the organization
and focused on the importance of the
donor to the charity's mission.
Try something new
Along with being flexible about the
length, you could try something new
and different. In the past, we've
seen lift notes that have replicated
an overseas telegram. So why not
duplicate an e-mail — one, for
instance, that was sent to your
organization? After all, an awful
lot of people are
Managing Editor Deborah Block and
Paul Karps are partners in BK
Kreative, 1010 Varsity Court,
Mountain View CA 94040, phone (650)
962-9562, fax (650) 962-1499, e-mail
bkkreative@aol.com.
Bronwyn
Ritchie's
