In the world of fundraising, capturing your donor’s attention is everything. The reality is that your message, no matter how well-crafted, is at risk of being overlooked if you don’t hook your reader within the first few seconds. That’s why your opening line—your “lead”—is so vitally important.
In our work at TenX Strategies, we often talk about the importance of getting straight to the point. You’ve got a mission, and your donors need to understand why it matters—immediately. So, how do you craft an opening that grabs attention and holds it? Let’s explore four powerful approaches you can use to ensure your message hits home.
1. Compliment the Reader
Who doesn’t appreciate a compliment? It’s human nature to pay closer attention when we feel valued or acknowledged. One of the most effective ways to start a fundraising letter is by complimenting your reader.
Example:
“I hope what I’ve been told about you is true. I understand you are one person who genuinely cares about making a difference in our community.”
By starting with a compliment, you not only catch their attention but also build a personal connection right from the outset.
2. Share a Compelling Fact or News
Another way to engage your reader is by sharing a fact or piece of news that’s relevant to them. This not only captures interest but also sets the stage for the rest of your message.
Example:
“Did you know that last year alone, our small community helped over 1,000 families get back on their feet? But there’s still so much more to do.”
Facts like these don’t just inform—they motivate. When your reader realizes the impact they can have, they’re more likely to continue reading and, ultimately, take action.
3. Leverage the Expertise of Your Letter Signer
People trust authority figures, and your letter signer’s expertise can be a powerful tool for engagement. When the opening line reflects the knowledge and experience of the signer, it adds credibility and weight to the message.
Example:
“As someone who has dedicated the last 20 years to fighting hunger, I can tell you that we’re facing one of the toughest challenges yet.”
This kind of lead not only draws the reader in but also establishes the authority of your organization, making the subsequent ask more persuasive.
4. Tell a Personal Story
There’s nothing more engaging than a good story, especially if it’s personal. When your letter starts with a relatable, human story, it creates an emotional connection that encourages the reader to keep going.
Example:
“I’ll never forget the day I met Sarah. She was standing in line at our shelter, holding her young daughter’s hand, with a look of despair that broke my heart.”
A story like this pulls the reader into the narrative, making them feel a part of the mission and more likely to support it.
Conclusion: Choose the Right Lead for Your Audience
The key to a successful fundraising letter lies in the lead. Whether you’re complimenting your reader, sharing a compelling fact, leveraging the expertise of your letter signer, or telling a personal story, your opening line sets the tone for the entire message.
As you craft your next fundraising letter, think carefully about your audience and what will resonate most with them. The right lead doesn’t just grab attention—it inspires action. And in fundraising, that’s what it’s all about.
