Four-H Direct Mail Letter

Direct-mail fund-raising letter from local 4-H foundation:

We have been annual donors to 4-H Foundation for about 20 years beginning when our children were members.

What letters should contain Text of letter

Opening paragraph(s)

Why are you writing me?
What do you have to say that is of interest to me?
What do you want me to do?
Dear Roger and Ann:
For several years now, I have written you in November to report on the work of the Foundation and to ask you to renew your financial support for Boone County 4-H.
I am doing so again--this time in the aftermath of the atrocities of September 11. It seems as if that date separates everything. We now question all we do. It is important? It is central to my family, my community, my world?

Body

Show the commitment to case by letter signer
Explain the case and urgency of making the gift
Ask for the gift
Provide information on impact of the gift
Provide benefits to donor for making the gift

For me, the historic principals of 4-H measure up well in this new reality--learning by doing, youth-adult participation, youth leadership and community service.
While the real work of 4-H is done in the activities of youth and volunteer leaders, money is an important element. The Foundation's endowment--created by gifts from supporters of Boone County 4-H over the years--is now a major source of support for 4-H programs directed by the 4-H Senior Council. Grants from the Foundation also help individual 4-H members undertake special leadership and project opportunities and recognize outstanding volunteers.
This past year the Foundation provided direct support for project literature for first-year 4-H members. It provided youth and adult leadership awards and helped with the development of the Pinnacles Youth Park in north Boone County that 4-Hers use.
What about now - in the wake of September 11? Our Boone County youth specialist, Emma Theuri, says our 4-Hers now are anxious about their futures. They worry about safety in ways they had not before September 11. They want to be with their families and they look to the adults they trust for advice, guidance and reassurance.
We need to be there now for our young people. After all, we know that they will be called upon to serve as our nation's leaders ever so soon.

Closing paragraph(s)

Restate your case and ask again
Tell me why you wrote me
Tell me how I can make the gift

I have two requests:

First, look over the list that I am enclosing of those young people honored at the annual Recognition Night last month. Please take a moment to extend your congratulations to those you know personally. Your commendation will reinforce important 4-H goals for them.

Second, please take a moment now to write a check to the Boone County 4-H Foundation. Your gift will build an expanding base of permanent financial support for Boone County 4-Hers.

Thank you.

Letter Signer

Should be a person who can appropriately, effectively ask for the gift
One person should sign the letter
(President of the 4-H Foundation)

Postscript

Assume the gift will be made
Add value to the decision
Give donor another reason to make the gift
Keep message consistent with main theme

P.S. Would you believe it? 4-H celebrates its 100th birthday next year. In preparation for that celebration, 4-H is conducting an assessment of its programs. Our county leaders are collecting ideas this month. There will be a statewide meeting January 22 in Jefferson City and a national conference in March. Whatever the outcome of those deliberations, we know that grants from our Foundation will be necessary to help our Boone County volunteer leaders accomplish the vital work of 4-H.

Enclosure: 4-H Recognition List

I welcome your comments, questions or suggestions. Roger Gafke, School of Journalism, University of Missouri-Columbia, E-mail: roger@gafke.com

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