How many signatures?
It comes up from time to time — should we send this fundraising letter from both the Annual Fund Campaign Chair and the Development Director — or some other combination of people? The answer to that question is found in the answer to this question — have you ever received a personal letter from two or more people? A letter signed by more than one person looks like a communication from a committee. And hardly anyone reads communications from a committee.
Although most people would agree that a personal letter comes from only one person, if they are in development, they might turn around and think a fundraising letter from two or more people is a good idea. “If we send the letter from both the Annual Fund Campaign Chair and the Development Director, we can give it twice the clout.”
Unfortunately, it would probably carry half the clout — or less. My recommendation is always to have one person sign the letter. You’re experienced in this process. Think back to your college days and letters from home, which probably came from your mother. It’s unlikely she said, “Well, I can’t mail this until Dad signs it too.” She signed it and put it in the mail to you.
Do the same with your donors. Give them a personal letter from one person. And make it from the person at the top. It might seem reasonable that a “lesser” figure with front-line experience in the organization and impressive credentials would carry equal weight, but we haven’t found that to be true. Donors like to be acknowledged — and acknowledged personally — by the people at the top of your organization. Give your donors what they want — a personal letter from the person at the top.
12/8/2010 at 1:47 pm
Carl Peterson writes:
Having just sent a letter out with two signatures yesterday, this one hurts. But we can learn from others. We sent it out with the ED’s signature and the Board Presidents signature. Should we start being consistentand just use one all the time, or is there a tme wher Board president or ED might be a better signature.
12/9/2010 at 9:23 am
Paul writes:
Carl, thanks for your question and visiting the blog. I would suggest that you develop your mail program around your ED because he or she will probably be more permanent than your board president. But I’d work the board president in from time to time, especially with your largest donors. The board president is also a good candidate for a follow-up letter after you mail one from your ED.
Our philosophy is to develop the personality of the person at the top through consistent mailings so your donors feel like they have a relationship with that person. People give to people, as you know.
Thanks again for your visit and your question.