Helping One, not Everyone

Appeal letters work a lot better when the donor is asked to help one person rather than many people. Consider that in terms of the appeals you write. 

As an example, a hospital foundation writes, "Your gift today will help cancer patients."  With one simple change you will raise considerably more: "Your gift today will help a cancer patient." 

If you're wondering why, let me explain: when a donor is asked to help just one person, one person with a need, it's easier for the donor to say "yes" than when he or she is asked to help an unknown, more-difficult-to-wrap-your-head around concept like a large number of beneficiaries.

It's simply more believable, wouldn't you agree? 

For example, If I'm a $500 donor to an organization that helps children, do I really believe that organization when they say, "Your gift will help all the children we serve." Think about it. The hospital foundation helps many hundreds, if not thousands, of children. I'm not naive enough to believe that my $500 gift is going to help hundreds, let alone, thousands of children. You're not that naive either, I'm sure.

When creating your fundraising materials you need to convince your donor to help one individual before they will ever be interested in helping more than one. 

Try this strategy in your next appeal. You'll be happy with the results.