Our annual appeal letter is one page only, but with three different
audiences: one to previous donors of any size, one to previous "exceptional"
donors, and one to those who have not yet donated. The body of each letter
is the same, with the exception of the first paragraph which is tailored to
the receiver. All letters are signed by the chairman, but the exceptional
donors receive a letter with a personalized note from a board member they
know. The previous donors receive a letter with a personal note from a board
member. The potential donors letters are distributed among the board, and
the board members add personal notes to those they know and don't know as
well.  It is these personal notes that make the difference between ignoring
the appeal or treating it lightly, and giving generously.

If you have trouble highlighting the accomplishments of the past year,
confer with your grantwriter. That person is an expert at prioritizing and
using succinct language.

It does take a while to manage all these pieces, but the board is completely
involved and the good will reaps great benefits.

[MaryEllen Ryan]

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