As with direct mail,  the key to success is to communicate clearly.  This has nothing to do with "creativity" and everything to do with using plain English to tell the reader what you want.  Here are 7 steps to framing an appeal:

One, tell readers what you want them to do. Example: Will you help me by making a contribution to our Chilean Earthquake  Fund?

Two, explain the need for action. Example: Our evaluation team reports that survivors need at least 10,000 tents, 40 tons of emergency rations and 200,000 blankets within the next 7 days. 

Three, stress the need for immediate action. Example: This is the single worst disaster I've seen and I urgently need help from supporters like you if we have any chance of delivering the supplies I mentioned within 7 days.

Four, the reader must know "what's in it for them". In other words, how will they be hurt if they fail to take action and/or how will they benefit if they do take action. Example: If you've been wondering how you can help, here is the single most effective way:  Contribute online now so your contribution can go to work almost immediately and help ease the suffering of victims  when they need help the most.

Five, if you are talking to your supporters you should remind them there is an existing relationship and "get in step" with them. When possible, pull information from your database to support this. For example:

 - Mention the month or date of their last action and thank them for taking it.
 - Mention the amount of their last gift
 - Mention a project or campaign they have supported in the past
 - Use a Congressional look up table so you can reference their Member of Congress or US Senator by name and/or district if needed.

Six, give them facts they need to make a decision.  You may be able to do this in the e-mail. Example: There is food for just three more days and the water is already contaminated.  We must deliver 50 purification units within the next two days.  Or, you may be better off  including a link to a web page. Example: click here to review our Disaster Assessment Team's most current report.

Seven, there is no point in making a case for action and ignoring the contribution page to which you are driving supporters. Donation instructions should be clear and to the point and, if possible, you should restate the need on the contribution page.

Finally, the writer should make a last set of edits after reviewing the copy in its final format.  For best results, the copy should be formatted and sent via e-mail to the writer exactly as it will appear to the supporter or prospect.  A careful review will almost always turn up potential improvements.

Read Part I - The Medium and Formatting

NPA’s Jeremy Squire is a direct response writer who has worked for a wide variety of charitable and political organizations during 25 years as a fund raising copywriter.

July 2002 revised Februay 2008