Persuasive Techniques Used in Fundraising Messages

Lee A. Spears Western Kentucky University

Abstract

Based on an analysis of 63 fundraising packages representing 46 nonprofit organizations, as well as research in trade journals and other secondary sources, this study discusses a variety of persuasive techniques used in fundraising messages to accomplish their missions. The fundraising package consists of the carrier envelope, the fundraising letter, the reply form, the reply envelope, and optional enclosures such as brochures, small gifts for the reader, and surveys to complete. These parts work together to perform the following tasks: 1) persuade recipients to open the envelope and read the letter; 2) convince readers a serious but not unsolvable problem exists; 3) make readers want to help solve the problem; 4) convince readers they can help by giving to the appealing organization; 5) tell readers what the organization needs them to do; and 6) make it easy to comply.

Journal
Journal of Technical Writing and Communication
Published
2002-07-01
DOI
10.2190/be4v-qjnc-q97h-dfxn
Open Access
Closed
Topics

Citation Context

Cited by in this index (2)

  1. Journal of Business and Technical Communication
  2. Journal of Technical Writing and Communication

Cites in this index (6)

  1. Journal of Business and Technical Communication
  2. Journal of Business and Technical Communication
  3. Technical Communication Quarterly
  4. Journal of Technical Writing and Communication
  5. Journal of Technical Writing and Communication
Show all 6 →
  1. Technical Communication Quarterly
Also cites 7 works outside this index ↓
  1. 10.1177/002194368001700305
  2. 10.1177/108056999105400102
  3. 10.1177/108056999105400103
  4. 10.1177/002194368602300102
  5. 10.1097/00006247-199712000-00013
  6. 10.1177/108056999605900304
  7. 10.1177/108056999605900105
CrossRef global citation count: 4 View in citation network →