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Learn a lesson from professional direct mail genuine heathered grey ugg australia boots on sale copywriters. They
follow a time-tested format in their sales letters, a format
that you can also follow when writing direct mail fundraising
letters for your non-for-profit organization. All you need to
remember is AIDA.

AIDA is an acrostic for the four things you need to do, and the
order you need to do them in, to write compelling donation
request letters.

ATTENTION The A stands for Attention. You need to grab
it. Your envelope has to grab attention, and the opening line of
your letter needs to grab attention. Your sole mission at this
stage is to arrest their donor's attention so that they ignore
the television, leave genuine heathered grey ugg australia boots on sale the other mail on the kitchen table, and
sit down and read your letter right to the end.

You can arrest attention in a number of ways:

* start with a gripping narrative * ask a provocative question
* state a seeming contradiction or paradox * open with a
scintillating (and relevant) quote * crack a joke * start with
the word "you"

INTEREST The I in AIDA stands for Interest. Professional
direct mail copywriters who make their living by selling on
paper know that arresting a reader's attention is not enough.
That's just the start. The letter has to immediately stimulate
some interest in the reader so that the reader continues reading.

Plenty of headlines and photographs grab people's attention as
they leaf through newspapers and magazines, but they only read
the stories that interest them. This means that as soon as you
have grabbed your donor's attention, you must follow up with
content that stimulates interest.

So what interests your donors? Changing the world. Making a
difference. Relieving suffering. Saving lives. Transformation.
Stimulate interest in your readers by showing why your letter
and your message are of interest to them right now.

DESIRE As advertising giant David Ogilvy said, "You can't
bore people into buying your product." Your fundraising appeal
letter needs to move the heart and mind of each donor. It needs
to create in them (or, more accurately, awaken in them), a
Desire to respond to the genuine heathered grey ugg australia boots on sale case for support that you present on
paper. One way to awaken this desire is to offer an opportunity
for the donor to make an impact. Show in clear ways how they can
partner with your organization to impact their world for the
better.