I believe one ‘rule’ of fundraising is to be specific, and to make absolutely clear what you want; don’t leave the prospective donor with doubts, or too many choices. St. Mungo’s seems to be putting this into practice with its emergency shelter appeal for the homeless. The heading makes it clear that it is asking for £25, and in the text of the letter £25 appears three times.

The dedication to £25, however, comes unstuck with the donation card, which follows the usual pattern of £15, £25, £50, or Other. I would have liked to have seen just £25, or ‘other’!

You can leave a comment, or trackback from your own site.