Persuasive Techniques Used in Fundraising Messages    

Based on an analysis of 63 fundraising packages representing 46 nonprofit organizations, as well as research in trade journals and other secondary sources, this study discusses a variety of persuasive techniques used in fundraising messages to accomplish their missions. The fundraising package consists of the carrier envelope, the fundraising letter, the reply form, the reply envelope, and optional enclosures such as brochures, small gifts for the reader, and surveys to complete. These parts work together to perform the following tasks: 1) persuade recipients to open the envelope and read the letter; 2) convince readers a serious but not unsolvable problem exists; 3) make readers want to help solve the problem; 4) convince readers they can help by giving to the appealing organization; 5) tell readers what the organization needs them to do; and 6) make it easy to comply.

Spears, Lee A. Journal of Technical Writing and Communication (2002). Articles>Business Communication>Correspondence>Rhetoric

Power Emails: How to Write Them

Most emails have lousy subject lines, are too wordy, and probably are deleted unread, read but not responded to, or filtered out as spam. Learn how to avoid these fates by composing Power Emails that are legal, ethical, and effective.

Streight, Steven. Blogger.com (2004). Articles>Business Communication>Correspondence>Rhetoric

The Use of Pathos in Charity Letters: Some Notes Toward a Theory and Analysis    

Americans contribute $240 billion dollars to charities each year, raised in part by writing letters to potential donors. While it is debatable what the reasons are for donors to give so much money, most donors seem to be moved to contribute by pathos, particularly pity. The concept of pathos as a rhetorical appeal has become more complex over the years, growing from a simple strategy to a complicated set of parameters requiring careful delineation. Beginning with the Greeks, particularly Aristotle, pathos was defined with greater clarity (especially the concept of enargia), with Aristotle's formal definitions of the emotions, and with the use of an image upon which to direct the audience's pity. Cicero adds to the theory by calling for the use of pathos in the peroration and reinforcing Aristotle's emphasis on careful audience analysis. St. Augustine and those who follow, including Renaissance, 18thcentury rhetoricians, and 20th-century scholars like Kenneth Burke, argue that style can also be an effective persuasive strategy for a pathetic appeal. Accordingly, the charity letters examined illustrate not only Aristotle's and Cicero's tenets but also show that elements of style, particularly rhetorical figures and schemes, are common rhetorical strategies used in these charity letters. While at first the rhetoric of charity letters seems simple and straightforward, to raise billions of dollars every year charity letters use sophisticated appeals to pity that have a long and interesting history.

Myers, Marshall. Journal of Technical Writing and Communication (2007). Articles>Business Communication>Correspondence>Rhetoric

Write a Strong Close

If the average business letter starts poorly, then it invariably finishes poorly. Your closing paragraph should bring your letter to a polite, businesslike close. Typical final paragraphs in business letters invite the reader to write again or use overused and meaningless phrases that detract from the impact of the letter.

Newman, Judith M. LupinWorks. Articles>Business Communication>Correspondence>Rhetoric