The Fundraiser’s Toolbox
You know that fundraising is hard work. To be successful you need to be well equipped to take on all its challenges. At SOFII, we thought you might like some help. So we’ve put together this fundraiser’s toolbox that we’ll be filling with essential examples, formats, articles, case studies, ideas and tips that we think every fundraiser should know about.
Tutorial 39: writing letters to men, part 1
by Jerry Huntsinger
‘Men are usually more in a rut than women; they have difficulty shifting from one idea to another. They want to see the facts right up front.’ So says Jerry Huntsinger in the first part of his latest tutorial.
Read moreTutorial 40: writing letters to men, part 2
by Jerry Huntsinger
The first part of Jerry Huntsinger’s tutorial on writing for men prompted the comment: ‘What a well put together article. Something I've often thought, but not in such a clear way. It's given me some ideas!’ SOFII is sure you to will find some new ideas in the second part of this interesting tutorial.
Read moreTutorial 41: to write a better letter, go fly a kite
by Jerry Huntsinger
Jerry says you will be more successful at writing a letter if you learn and practise a trick of professional writers – a cooling off period at specific intervals in the creative process.
Read moreTutorial 42: for new letter-writers.
by Jerry Huntsinger
If you aspire to create great direct mail these latest insights from Jerry Huntsinger are a must-read, for you.
Read moreTutorial 43: leads for personal letters
by Jerry Huntsinger
A personal letter gives you more time to capture your reader’s attention: about 10 to 15 seconds! Jerry Huntsinger shows you how to get right to the heart of the issue with subtlety, gentleness – and persuasion.
Read moreTutorial 44: sudden death
by Jerry Huntsinger
When a reader picks up your non-personalised letter, you have about five seconds before your letter suffers sudden death: one ... two ... three ... four ... five – and that’s it.
Read moreTutorial 45: why I still hate the reply device
by Jerry Huntsinger
Here Jerry Huntsinger says that he really dislikes reply forms, then explains why. You will also learn how to improve this very important device so that it becomes an integral and powerful part of your appeals.
Read moreTutorial 46: premiums: how to use them and abuse them
by Jerry Huntsinger
Jerry Huntsinger has a pet theory about premiums – otherwise known as incentive devices – based on the principle of tactile response. A human being listens, sees, reads, smells, feels the wind and often receives sensory information through handling an object with his fingertips. So if a donor is reading a letter and nothing else it is easy for his concentration to waiver. Click here to find out what you can do instead of blowing wind in your donor’s face.
Read moreTutorial 47: answering questions I wish someone would ask
by Jerry Huntsinger
Jerry Huntsinger asks a string of questions that should be asked, then says you shouldn’t allow your keyboard to filter your personality or your voice. And you can find out how his gardener, crazy Eddie, invented a new take on the Johnson box.
Read moreTutorial 48: seven golden rules for the reply form
by Jerry Huntsinger
Seven golden rules to follow that will really make your reply form work.
Read moreTutorial 49: persuasion or exaggeration?
by Jerry Huntsinger
Jerry Huntsinger is in a more philosophical mood this week. Here he discusses the fundraising writer’s role in ethics.
Read moreTutorial 50: ten ways to break out of a creative slump
by Jerry Huntsinger
Are you in a creative slump and don’t think you’ll make that important deadline. Worry no more. In this, his fiftieth tutorial on SOFII, Jerry Huntsinger gives you some ideas that he uses to get over it.
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