In the art of effective fundraising communication, every word counts, but the postscript section—commonly referred to as the PS—holds a unique and powerful position in your appeal letter. Despite its placement at the bottom, the PS is often one of the most read parts of a letter. Below, we explore the reasons why a compelling PS is essential and how to craft one that captivates readers.
CAPTURES ATTENTION
Rationale: The PS serves as a strategic tool to grab the reader’s attention after they have gone through the main body of the letter. It provides an opportunity to reiterate a key message or highlight an urgent call to action.
Implementation: Since many readers scan letters for important points, a well-crafted PS acts as a “summary” of the appeal. It can restate the most crucial aspect—such as the fundraising goal or the urgent need for support—in a punchy, memorable way. For example, “P.S. Your gift today can provide 100 meals to families in need—don’t miss this chance to make a difference!”
REINFORCES THE EMOTIONAL APPEAL
Rationale: Fundraising is inherently emotional. A compelling PS has the power to evoke feelings and remind readers why their support matters.
Implementation: Use the PS to share a poignant story, a quote, or a powerful statistic that underscores the impact of generosity. For instance, “P.S. Just $50 can change a child’s life. Remember Melissa, who found her voice through our programs? Your contribution can help more children like her!”
CREATES A SENSE OF URGENCY
Rationale: A well-articulated PS can instill a sense of urgency, encouraging donors to act quickly rather than delaying their decision.
Implementation: Incorporate deadlines or matching gift opportunities to prompt immediate action. For example, “P.S. Acts of support made by the end of the month will be matched dollar-for-dollar by a generous donor—double your impact today!”
ENHANCES CLARITY
Rationale: The PS can clarify any specific instructions or details that may have been overlooked in the main content of the letter.
Implementation: Remind donors how they can easily make their donation. Clear instructions help reduce barriers to giving. “P.S. To donate online, visit [insert link], or simply use the enclosed envelope to send your gift. Every little bit makes a difference!”
STRENGTHENS CONNECTION WITH DONORS
Rationale: A thoughtful PS can reinforce a bond between the organization and its supporters, reminding them of their importance to the cause.
Implementation: Express gratitude or acknowledge the donor’s previous support, making them feel valued. For instance, “P.S. Thank you for being a crucial part of our mission! Your continued support is what drives us forward.”
CONCLUSION
In summary, the PS at the bottom of a fundraising appeal letter is a vital component that can have a lasting impact on reader engagement and donor action. By capturing attention, reinforcing emotional appeals, creating urgency, enhancing clarity, and strengthening relationships, a powerful PS makes the letter not just an ask for funding, but an invitation to be part of a mission that changes lives. When crafting your PS, view it as your final opportunity to leave a memorable impression and motivate readers to respond—with their hearts and their wallets.
