Long Letters vs. Short Letters
Have you ever been questioned by a donor claiming that a fundraising letter was ‘too long’? Or faced inquiries about why your charity doesn’t simply ‘get to the point’ with shorter letters? The debate often centers on whether long letters are better than short letters, and it’s a topic worth exploring to understand the impact of letter length on donor engagement.
As a professional fundraiser and a committed donor, I get it. It’s a common sentiment. But here’s a little-known truth about fundraising: longer letters raise more money. Period.
Over my 30+ year career, I’ve never seen a shorter letter outperform a longer one in a fundraising test. And this isn’t just my experience. Fundraising gurus like Jeff Brooks affirm that in 90% of tests, longer letters come out on top.
Sure, there are exceptions. During high-profile emergencies or crises, concise letters can work. Take the well-known government watchdog Common Cause, which once sent out a letter that simply stated: “Why you need to join Common Cause today: Richard Nixon.” But aside from these rare instances, longer letters with multiple calls to action, compelling stories, and detailed substantiation of the case for giving generally generate more net income than shorter ones.
So, why do long letters perform better vs. shorter ones? Let’s break it down:
- The Bigger the Ask, the More Information Needed: Donors need ample information to make their decision, especially when it’s a significant contribution. The perceived size of the gift is always from the donor’s perspective. More details help them feel comfortable and informed about their choice.
- A Greater Sense of Importance: A longer letter conveys a sense of significance. The sheer volume of content can make the cause appear more urgent and important. If you’ve got a lot to say, it must be crucial, right?
- Multiple Reasons to Give: Donors have various motivations for contributing. A longer letter provides the space to address multiple reasons and appeals to different donor triggers. You want to cover all your bases to increase the likelihood of a positive response.
- Powerful Storytelling: Good storytelling takes time and space. Unlike Ernest Hemingway’s famously brief “baby shoes for sale” story, most compelling narratives require room to develop. Detailed stories about those your charity helps can deeply resonate with readers.
- Skimmable Content: Longer letters give readers the ability to skim and find parts that interest them. Not everyone will read every word, but a detailed letter offers multiple entry points for engagement.
So, the next time you draft a fundraising letter, resist the urge to cut it short. Embrace the power of a longer, more detailed letter and watch your fundraising results improve. Remember, in fundraising, longer often means stronger.
For more creative fundraising tips and tricks, try reading: What stands out in the mailbox?
