What's in a Great Fundraising Letter?

You could use this as a fundraising copywriting checklist: This post at the Hilborn Blog, "Twenty things you should know before planning your next direct-response campaign," includes a very handy list: Components of a great letter.

• Make your appeal letter optically pleasing and inviting to read.
• Write small paragraphs and short sentences. Make use of image.
• Be conversational and informal.
• Feature an emotional story that personalizes your organization or cause.
• Thank your donor. Then thank the donor again. …