Masterclass - How to Write More Powerful and Successful Fundraising Letters (27-Mar-25)

Direct Mail
27 March 2025
10:00AM to 04:30PM

Individual Prices

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Package Type Available To Price
Individual Member Fee All Days Individual Members £330
Non-Individual Member Fee All Days Non Individual Members £390

Letters are critical to the success of most fundraising strategies. That’s why it’s so important to make sure the copy is as powerful and persuasive at it be.

Standard Content

The fundraising letters that deliver the greatest results engage the reader instantly. They hold their interest, connect on an emotional level and motivate them to give. Fundraising letters that fail at any point in this process go straight into the waste/recycling bin.

This course focuses on the behavioural psychology, messaging structures, and persuasive techniques that combine to create highly powerful and successful fundraising letters. It will guide you through every stage of planning, writing and refining your copy so that your fundraising letters achieve the greatest possible impact, attention and results.

Who should attend?

This online course is designed for those who are either new to copywriting or would benefit from immersing themselves in best-practice approaches to copywriting for fundraising. Whatever your level of experience, this course will give you the capability and confidence to write fundraising letters that are professional, persuasive and profitable.

Learning outcomes
  • What makes fundraising letters a truly unique form of marketing
  • How people read, react and respond to what you write
  • Why 95% of fundraising letters hit the bin in less than 3 seconds
  • How to get more people reading more of your copy for longer
  • What makes people choose to support and donate to your cause
  • How to use emotional drivers and visualisation techniques
  • Getting the tone and language right for your audience
  • 10 great ways to write engaging and compelling headlines
  • Long letters vs. short letters: what works best and why
  • The best-practice structure for a successful fundraising letter
  • Where is the best possible place to put the “ask” in your fundraising letters
  • Making your response devices more than just a form
  • Valuable tips that boost results and common mistakes to avoid
  • More than 100 real-life fundraising copy examples reviewed with lessons learned
  • Template for reviewing your own and other people’s fundraising letter copy
Benefits for you and your organisation
  • What makes fundraising letters a truly unique form of marketing
  • How people read, react and respond to what you write
  • Why 95% of fundraising letters hit the bin in less than 3 seconds
  • How to get more people reading more of your copy for longer
  • What makes people choose to support and donate to your cause
  • How to use emotional drivers and visualisation techniques
  • Getting the tone and language right for your audience
  • 10 great ways to write engaging and compelling headlines
  • Long letters vs. short letters: what works best and why
  • The best-practice structure for a successful fundraising letter
  • Where is the best possible place to put the “ask” in your fundraising letters
  • Making your response devices more than just a form
  • Valuable tips that boost results and common mistakes to avoid
  • More than 100 real-life fundraising copy examples reviewed with lessons learned
  • Template for reviewing your own and other people’s fundraising letter copy

Being new to fundraising, it can be overwhelming learning new aspects. I haven't done a lot of writing, however attending this course has gave me the confident to put all my learnings into practice. Paul was a great teacher, the different techniques that he used throughout the day. I was engaged the whole time, which can be hard when courses hold lots of information. it was taught so well and was nice to have the chance in breakout rooms to talk to other participants

Shannon Burrowes, Individual Fundraiser at Enham Trust

The Live Virtual Training Experience

The Chartered Institute of Fundraising's live virtual training is delivered by trainers who are leading experts in their chosen discipline. Each virtual course has been especially designed to deliver a rich virtual learning experience. Your course will feature:

  • Zoom platform learning environment
  • Interactive engagement with the trainer and peers
  • Group discussions and exercises
  • Real-life case studies and examples
  • Ample Q&A opportunities throughout the sessions

Technology requirements

The course is being delivered via the online platform zoom. To enable you to interact with your tutor and your class you will need to have access to a microphone (or access to a landline phone) and ideally have a working video link via a camera. To test compatibility with your system, you can join a test meeting via this link https://zoom.us/test

About your trainer

Paul Chuter FIDM is one of the UK’s leading communications practitioners. Since 1991, he has provided communications advice and copywriting to leading international business enterprises, not-for-profit organisations, government agencies, professional bodies and academic institutions. Paul has successfully trained staff from more than 300 UK charity sector organisations in effective copywriting techniques. His training is very ‘real-world’ and combines attitudinal approaches, practical techniques and best-practice methodologies that can be applied immediately in the workplace to achieve impressive results.

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