[Peter Gulka]

Session Level: Beginner
Speaker: Heather Lyman
Session Description: Whether you’re spending hundreds or thousands of dollars on a solicitation letter, each word on the page counts. If your reader isn’t moved by what you have to say, your letter will go straight into the trashcan. You must make sure each word is the best possible choice for quickly and succinctly conveying your message while using compelling groups of words to elicit an emotional response from your reader. Join us for this session to discover ways to polish appeal letters that have lost their luster. Designed for the beginning- to intermediate-level appeal writer, this session will review letter-writing basics, such as “the seven tenets” of a writing good letter, the importance of the one-sentence takeaway, putting the reader first, getting the right tone, writing in plain English, and more. We'll also take a closer look at the psychology behind fundraising appeal letters, highlighting tips and strategies to help you choose language that motivates people to support your organization.