Are You Taking Advantage of the Viva Library?
By Sherry Truhlar, Benefit Auctioneer - February 2, 2010
It’s a good resource, but why is it good?
Vivanista has some excellent resources in its Philanthropy Library. I think the template letter for a corporate donation is one such gem. It is definitely a template that will serve auction chairs well as they begin work on procurement for benefit auctions.
(Note: there are three template letters in the library and all are good, but the corporate letter tackles one of the areas which auction committees often find challenging – asking businesses for support.)
Why is it good?
The template lays out what you are to accomplish. Each paragraph has a purpose.
Paragraph 1: introduce the event and then make “the ask”
“The ask” is the part where many volunteers struggle because they feel uncomfortable making the request. But let’s remember that the ask is the entire purpose of the communication. Because of this, it resides early in the letter. It should also be stated in such a way as to share the exact reason you are raising money this year. Here’s how I might use that call to action for a school.
“School Sample has six campuses, eight schools, and is spread across five towns. With so many children, you might think the marching band would be essential for students … but instead, the music program is fighting to keep its budget.”
Paragraph 2: explain why the event is important, including facts of past events
It is important to quickly set the stage for a potential donor reading your letter. You need to be able to succinctly and factually highlight the benefit auction. My advice to organizations with new events or with a short history of events is to tap into your successes as an organization. Potential donors will give if they feel their donations are contributing to success.
I also think this is the place to include a personal story. Many non-profits have a client testimonial or a success story that illustrates the work of the organization. When
writing to potential donors, share that story. True stories have the ability to tell the value of your services and demonstrate the need. You might try something like this.
“Jane Smith enjoys a well-paying editing job at Booz Allen, makes a monthly mortgage payment, and has just enrolled her son in private school. But five years ago, she walked through our doors with a broken nose and bruises on her body. Her 11-year old son stood next to her. After providing her with medical care, we put her through job search training, tweaked her resume, and developed her interview skills. She was offered three jobs. That’s the power of Charity ABC.”
Paragraph 3: detail how they can get involved
I love the idea of a second sheet that highlights sponsor benefits, but if you don’t have several levels of sponsors, simply list the sponsor benefits in the paragraph. Start with your top-level sponsorship and list the perks sponsors receive.
Paragraph 4: summarize and thank them for their time
The closing also includes this advice, “If you know the corporate sponsor, write a brief, personal note on the letter.” I can’t say enough about how meaningful a handwritten note can be when reading business correspondence. Pay attention next time you open the mail and I bet you take time to read handwritten notes! Draw sponsors in by writing a personal note on your sponsor letters.
Finally, let me comment about the details. The template is shown on letterhead. That’s an important point. Even if your non-profit doesn’t have letterhead, use the template that comes with many software packages and put all your contact information in letterhead format. It will help support your organization’s reputation as professional and well-managed.
Visit Sherry’s Red Apple Auctions blog for advice and photos on charity auctions.
This article has been published with permission from Red Apple Auctions LLC.
About the author: Sherry Truhlar, Benefit Auctioneer
Sherry Truhlar of Red Apple Auctions LLC works with volunteer auction chairs who want to plan their most successful charity auction yet. In addition to offering the auctioneer “fast talk,” she works with clients nationally to teach them the tricks of auction procurement, audience development and marketing.
