Two Audiences = Two Approaches

2 approaches.

There’s a big difference between writing appeal letters and writing grant applications.

When you’re writing a grant application you know that it will be read.  In fact, someone is paid to read it.

When you’re writing an appeal letter (or an e-appeal) you know that it will arrive in a mailbox in competition with everything else the donor is receiving.  No one is paid to read it.

That’s a big difference.

The audiences for grant applications and appeals are completely different.  This explains why the writing style for an appeal is different than the writing style for a grant application. 

If your grant applications and your appeals sound the same, one of them is completely missing the mark.


Steven Screen is Co-Founder of The Better Fundraising Company and lead author of its blog. With over 25 years' fundraising experience, he gets energized by helping organizations understand how they can raise more money. He’s a second-generation fundraiser, a past winner of the Direct Mail Package of the Year, and data-driven.

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