Here’s how most candidates write their fundraising letters.
They sit down. They stare at a blank screen. They freeze up. They either quit entirely or grind out three painful hours of copy that doesn’t work.
That’s not a writing problem. That’s a preparation problem.
Top pros don’t sit down and “try to write.” They do their homework first. Then the writing almost takes care of itself.
Here’s the system. Four steps. Do them before you touch the keyboard.
Step One: Know your voter or donor. Their fears. Their frustrations. What they’re angry about. What makes them open an envelope instead of toss it.
Step Two: Know your offer. What exactly are you asking them to do? Give $50 by Friday? Show up to a rally? Vague asks produce vague results. Know your offer cold before you write a word.
Step Three: List every objection. They don’t know you. They gave last month. They think one donation won’t matter. Write down every reason they won’t respond – then make sure your letter answers every single one before the ask.
Step Four: Decide the packaging. A letter in a standard envelope reads differently than a postcard. Plain text email feels different than a slick HTML newsletter. The format shapes the copy. Decide it first.
Do all four – then open the document.
You’re not staring at a blank screen anymore. You’ve got a roadmap. You know who you’re talking to, what you’re asking for, what objections to overcome, and how it’s being delivered.
The writing gets faster. The copy gets better. The results show it. Do the work before you write. Then write like you mean it.
Dr. Chuck Muth, PsD
Professor of Psephology*
(homeschooled)
* Psephology (see-follow-gee): The study of campaigns and elections