One big factor when making an emotional plea in a fundraising letter or in a personal solicitation, is to remember that people decide emotionally, but justify logically.

People make an emotional connection with a cause. Facts and figures that we give them only serve to back up the decision being made by the heart. Make the connection with your donors. Relate to them as fellow pet owners, or as animal lovers who believe in the mission of your animal based community group.

Give Faces to Numbers

Why do so many fundraising letters start off with facts and numbers that jumble together? Why do we throw numbers at potential donors, when they may not realize their significance? “The Humane Society of AnyTown serviced 4,288 strays, finding new homes for 3,056 animals.” Does that sound attractive, or appealing? Using the term ’strays’ and ’serviced’ makes your work sound cold, calculating. Instead, you want to showcase your grand success of finding loving homes for 71% of the homeless animals, and that your group’s strategic goals will help you raise those numbers even more. But, don’t just throw another number at them, introduce your donor to Wiggles, a stray terrier dog who represents the same scenario presented by hundreds of other animals in your care. Make your donor feel the connection between Wiggles and the other pets at your shelter, and with the donor’s own pets at home.

Making the Numbers Work for You

How do those strange numbers work to your benefit? Convert them to represent your success! High adoption and placement rates show success in the adoption program. High sponsorship numbers show the committment felt by other local donors who have given to your group. Note your achievements in local law making, or participation in major events. State your year of establishment to represent your long-term dedication to finding homes for animals. People want to feel a part of a winning team, to be on the good side, to be making a difference for animals in their community. Show your enthusiasm through your writing so potential donors can understand the great work you do, and feel their heartstrings being attached to the animals mentioned in your letter. The unemotional numbers back up the logic side of the ‘ask’ in the donation letter.

Using the Logic

When people decide emotionally, they justify logically. Donors make the connection with Wiggles from your story, and then they read more about your group, your progress, your success, your committment. These other factors are the ones the donor may cite as the reason for giving a donation. They may not want to admit that the cute photo on the letter was the reason they gave, but it is most likely the reason they continued to read the letter, or even open that envelope. Use the unemotional numbers and convert them from cold, raw data into badges of honor, streamers of success, banners of hope for a prosperous future where animals will be safeguarded and cared for, thanks to your group.

The fine art of writing a fundraising letter is not too difficult, especially when you keep in mind to balance the emotional side of your impassioned plea with the logical side of the brain. Help the donors make a full connection to your group by connection their hearts to your cause, and allowing their logical minds to grasp the success from your group.