Lesson 2 · 7:18

The first sentence has one job

The opening line decides whether the letter gets read or recycled. Six openings from real appeals, what each one did to response rate, and the one Madeleine uses most.

Write Better Fundraising Appealswith Madeleine Nance · 6 lessons · 42 min
1 · 4:10Write to one donor, not everyone2 · 7:18 · Now playingThe first sentence has one job3 · 9:17Tell a story the donor can finish4 · 4:36Ask once, ask clearly5 · 8:34The P.S., the reply device and the envelope6 · 8:24Edit it like a reader, then send it

About this lesson

The opening line decides whether the letter gets read or recycled. Six openings from real appeals, what each one did to response rate, and the one Madeleine uses most.

Up next · Lesson 3 · 9:17Tell a story the donor can finishPlay next

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