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Self Assessment: Writing Appeals
Step
1
of
8
- Section 1
12%
Section 1: Structure/Flow
There is a strong opening that draws in the reader right away; no leisurely warm-up
*
Strongly Agree
Agree
Neutral
Disagree
Strongly Disagree
It is easy to read; no unnecessarily “big” words
*
Strongly Agree
Agree
Neutral
Disagree
Strongly Disagree
There is a mix of short and long sentences and paragraphs
*
Strongly Agree
Agree
Neutral
Disagree
Strongly Disagree
The conclusion synthesizes the main/most important point(s)
*
Strongly Agree
Agree
Neutral
Disagree
Strongly Disagree
A postscript emphasizes something new and important
*
Strongly Agree
Agree
Neutral
Disagree
Strongly Disagree
Section 2: Tone/Feel
The appeal integrates variable text for various segments (donors, non-donors, lapsed)
*
Strongly Agree
Agree
Neutral
Disagree
Strongly Disagree
It reads the way people talk; it uses contractions and feels conversational
*
Strongly Agree
Agree
Neutral
Disagree
Strongly Disagree
There are no acronyms or jargon that readers will not easily understand
*
Strongly Agree
Agree
Neutral
Disagree
Strongly Disagree
The word “you” is used more than “I” or “we”
*
Strongly Agree
Agree
Neutral
Disagree
Strongly Disagree
The recipient’s relationship with the institution is acknowledged (e.g., alumni, parent)
*
Strongly Agree
Agree
Neutral
Disagree
Strongly Disagree
The recipient’s donor status is clear (e.g., current, lapsed, never)
*
Strongly Agree
Agree
Neutral
Disagree
Strongly Disagree
The appeal conveys that recipient belongs to a group and suggests a sense of community
*
Strongly Agree
Agree
Neutral
Disagree
Strongly Disagree
It ends on a positive note
*
Strongly Agree
Agree
Neutral
Disagree
Strongly Disagree
It is signed by someone with whom the recipient is familiar and will respect
*
Strongly Agree
Agree
Neutral
Disagree
Strongly Disagree
Section 3: Case for Support
The appeal tells a story about someone or something specific
*
Strongly Agree
Agree
Neutral
Disagree
Strongly Disagree
It includes emotional and factual information
*
Strongly Agree
Agree
Neutral
Disagree
Strongly Disagree
It focuses on outcomes rather than need
*
Strongly Agree
Agree
Neutral
Disagree
Strongly Disagree
It describes the impact of past support
*
Strongly Agree
Agree
Neutral
Disagree
Strongly Disagree
It explains the consequences of inaction
*
Strongly Agree
Agree
Neutral
Disagree
Strongly Disagree
Section 4: Call to Action
The appeal makes a clear request for a donation
*
Strongly Agree
Agree
Neutral
Disagree
Strongly Disagree
Asks for a specific and appropriate amount based on the recipient’s capacity and giving history
*
Strongly Agree
Agree
Neutral
Disagree
Strongly Disagree
It gives a specific deadline
*
Strongly Agree
Agree
Neutral
Disagree
Strongly Disagree
It creates a sense of urgency
*
Strongly Agree
Agree
Neutral
Disagree
Strongly Disagree
It encourages the recipient to see themselves as part of the solution
*
Strongly Agree
Agree
Neutral
Disagree
Strongly Disagree
It reinforces the request through repetition (up to three times)
*
Strongly Agree
Agree
Neutral
Disagree
Strongly Disagree
Section 5: Process and Development
The process is guided by predefined steps from start to finish
*
Strongly Agree
Agree
Neutral
Disagree
Strongly Disagree
The process is started early enough to give plenty of time for each step
*
Strongly Agree
Agree
Neutral
Disagree
Strongly Disagree
The appeal is modeled after successful aspects of previous appeals
*
Strongly Agree
Agree
Neutral
Disagree
Strongly Disagree
Realistic response rates and ROI are projected for specific segments in advance
*
Strongly Agree
Agree
Neutral
Disagree
Strongly Disagree
It is clear what variables will be tested and how success will be defined before it’s sent
*
Strongly Agree
Agree
Neutral
Disagree
Strongly Disagree
It is reviewed by others (but not too many others) and proofread before it’s finalized
*
Strongly Agree
Agree
Neutral
Disagree
Strongly Disagree
Section 6: Look and Appearance
Comes in an envelope or package that the recipient wants to open
*
Strongly Agree
Agree
Neutral
Disagree
Strongly Disagree
Font size and type are readable and match the intended tone
*
Strongly Agree
Agree
Neutral
Disagree
Strongly Disagree
Content fills the pages in a balanced way; there is no awkward white space
*
Strongly Agree
Agree
Neutral
Disagree
Strongly Disagree
Important words/points are highlighted using bold, underlined, or italicized text
*
Strongly Agree
Agree
Neutral
Disagree
Strongly Disagree
Uses bullets, quotes, and subheads for emphasis
*
Strongly Agree
Agree
Neutral
Disagree
Strongly Disagree
Includes visuals and/or infographics
*
Strongly Agree
Agree
Neutral
Disagree
Strongly Disagree
The signature looks real
*
Strongly Agree
Agree
Neutral
Disagree
Strongly Disagree
Section 7: Reply Device
There are clear and simple instructions for making a gift either online or via mail
*
Strongly Agree
Agree
Neutral
Disagree
Strongly Disagree
Ask array listed largest to smallest (left to right) with an “other” option
*
Strongly Agree
Agree
Neutral
Disagree
Strongly Disagree
Fund options are based on prospect’s past giving or affinity
*
Strongly Agree
Agree
Neutral
Disagree
Strongly Disagree
Gift society levels are listed highest to lowest (top to bottom)
*
Strongly Agree
Agree
Neutral
Disagree
Strongly Disagree
A tracking code is included
*
Strongly Agree
Agree
Neutral
Disagree
Strongly Disagree
Donor name and address are pre-printed
*
Strongly Agree
Agree
Neutral
Disagree
Strongly Disagree
Recurring monthly or quarterly payment options are provided
*
Strongly Agree
Agree
Neutral
Disagree
Strongly Disagree
An employer gift-matching checkbox is listed
*
Strongly Agree
Agree
Neutral
Disagree
Strongly Disagree
A planned-giving information checkbox is listed
*
Strongly Agree
Agree
Neutral
Disagree
Strongly Disagree
A biographical information update option is listed
*
Strongly Agree
Agree
Neutral
Disagree
Strongly Disagree
An email, phone number, and URL are provided to learn more
*
Strongly Agree
Agree
Neutral
Disagree
Strongly Disagree
A QR code to the online giving form is included
*
Strongly Agree
Agree
Neutral
Disagree
Strongly Disagree
Please provide your information below so that your results can be emailed to you.
Name
*
First
Last
Institution
*
Job Title
*
Email
*
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