Introduction

Fundraising techniques such as direct mail appeals, emails, and phone calls are common devices used by nearly all nonprofit arts organizations.  Whatever type of fundraising campaign a nonprofit may choose, most fundraising campaigns are either driven by or are supplemented with a written letter, or direct mail appeal, and a reply device.

To explore generative AI, participants will create a direct mail appeal letter as part of a productive fundraising package for your nonprofit arts organization. This exercise encourages exploration of various strategies for effective fundraising communication utilizing generative AI tools.

Procedure

Select a Past or Upcoming Campaign:

Choose an existing direct mail appeal you’ve created, a previous campaign that was successful, or a current fundraising initiative. Reflect on what worked well and what could be improved.

Donor Profile Creation

Develop a donor profile that outlines the interests, giving history, and motivations of your target donor. Consider how your organization’s mission aligns with their philanthropic goals. If you have access to your donor database, consider existing segmentation groups or work with your database administrator or development staff to generate a new group or segment you haven’t been able to engage with as well as you had hoped.

Direct Mail Appeal Letter

Prepare to write a direct mail appeal letter based on your chosen campaign and donor profile. Consider the following guidelines:

• Length: The letter should not exceed 500 words and must be formatted in proper letter style, using letterhead.
• Compelling Opening: Begin with a strong opening that captures attention and compels the reader to continue.
• Personality: Infuse your organization’s personality into the letter to make it engaging.
• Focus on Benefits: Emphasize the advantages of donating rather than just the organization’s needs.
• Personalization: Use “you” and “I” to establish a personal connection with the reader.
• Bolded Phrases: Utilize bolded phrases for easy scanning.
• Visuals: Incorporate graphics or images that enhance your message, ensuring proper credits are included.
• Financial Goals: Clearly state a broader financial goal and suggest a specific donation amount.
• Urgency: Convey a sense of urgency or timeline for funds allocation and need for donation. Language should avoid emergency or fear-centered language.

AI Exploration

Depending on your comfort level with generative AI, choose one of the following approaches to create or refine your letter:

• Human Written (No AI use): Write the letter independently, incorporating your insights from past campaigns.
• AI Written: Use a generative AI tool to draft a letter based on your prompt. You may refine the prompt as needed but cannot edit the generated letter.
• Human Written AI Edited: Draft your letter and then use AI to provide editing suggestions. Incorporate at least one AI-generated edit into your final version.
• AI Written Human Edited: Generate a draft letter using AI, then edit it as needed to create your polished final version.

If you have never used generative AI or would like to know more, read Innovation and Emerging Technology: Prompting with Generative AI for Donor Letter Writing.

Review Your Process & Build Personal Resource

After completing your letter, create a brief guide that outlines your process and key takeaways for writing effective direct mail appeals. Consider including:

• Writing Process: Describe the steps you followed to create your letter. What strategies did you incorporate from past campaigns or feedback?
• Use of AI: If you utilized AI, discuss how it influenced your writing.
  • What aspects did you find helpful when writing with AI?
    • Were there any challenges you faced when using AI tools?
  • Highlight the critical components of a successful direct mail appeal, such as:
    • Effective personalization and engagement strategies.
    • Tips for crafting compelling asks.
    • Best practices for leveraging AI in the writing process, including how to craft effective prompts and review AI-generated content.

Optional Team Feedback

If you’re working with a team or have access to peers, consider sharing your letter with someone for their opinion. Use their feedback to refine your final product.

Alternatively, if you are part of a group, you might collectively explore multiple versions of the letter, discuss the strengths and weaknesses of each, and reflect on the process together.