Content

Is it clear what problem the organization is addressing?
Explains how the donor will help solve that problem?
Is the letter from one person to another? Not from a committee?
Engaging? Personal, even chatty style? Is a conversation, not a memo?
Creates a bond; uses "you" and "I"?
Appeals to emotions via narrative?
Does the opening paragraph of the letter engage the reader’s attention?
Uses a story instead of just facts, activities and mission??
Uses a limited vocabulary, short sentences, and paragraphs?
Have extra adjectives or adverbs, verbal crutches, circumlocutions been edited out?
Uses active voice not passive voice?
Includes a call for giving in the body of the letter and in the P. S.?
Asks for a specific amount, not just for "support"?
Asks multiple times (hard and soft)?
Focuses on how the gift will deliver the mission, not how much the organization needs the money?
Includes "thank you"?
Starts with a personalized salutation?
May include the donor’s name in a critical sentence in the body text?
Reminds the donor of the benefits of giving?
Describes an opportunity for the donor to achieve personal desires or affirm their identify by giving to the organization?
Are the claims in the letter believable and the narrative authentic?
Is it clear why readers need to respond right now?

Storytelling

First sentence is a hook?
Hero’s journey: hero is introduced with time and place?
Hero's journey: hero’s situation and problem are revealed
Hero's journey: hero finds the guidance and is given the magic tools
Hero's journey: hero uses the magic tools, confronts and overcomes
Hero's journey: hero is transformed and confers boons on his family and community
Are Testimonials included?

Looks like a letter, not like a memo/marketing brochure?
Photos or graphic elements are correctly placed: top right or middle left
Scanned signature is high quality; blue if possible?
One signature, not several?
Photos, if any, are of people (making eye contact, if possible) and have captions?
Uses spot or full color in one or more non-text elements (photo, logo, captions, etc.)?
Do underlined, italicized, bolded phrases lead the reader through the appeal?
Uses two pages (one sheet, front and back), or more, to tell the story, make the case for giving and make the ask, without crowding?
No more than seven lines per paragraph?

Follows these best practice typography principles?
Uses a serif typeface?
At least 12 pt font with generous leading?
Letter body text is in black only except where attention is called out through spot color?
No reverse type, e.g., white or pastel text over background colors or images?
Any color behind the text is limited to preserve readability?
Headlines, if any, are in upper and lower case, not ALL CAPS?
Text is flush left?

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