Due Feb. 17 @ 11:59 p.m., worth 75 points
This assignment is based off of the topics covered in Chapter 8 and previous chapters.
Step 1: Select a charity that interests you. Make sure that you can find substantial information on the charity’s website in order to assist you with presenting actual facts. You will compose a one-page (do not go over one page, part of the exercise is being concise) persuasive letter as a representative (marketing employee) of the charity. You are assuming this letter is sent via regular mail to local residents asking them to take action. Your work must be original (Do not copy something the charity has already done). You’ll need to do research to understand exactly what your charity needs: money (donations), volunteers, food, blood donors, etc.
Step 2: Develop an objective statement. This is something that you’re making up based on what you’ve learned about the charity. Remember you are the employee representing your charity.
- An objective statement will help guide you as you develop your letter.
- Example: “My objective is to increase the number of medical doctors, who volunteer one week a year, by 25% before June, 2019.”
- Be very clear to select only one important outcome that is quantifiable (a dollar amount, a percentage, number of volunteers, pints of blood donated, etc. and a time frame). Pursuing multiple outcomes will likely jeopardize the effectiveness of your relatively short letter.
- Your objective statement should be included in the footer of your letter to inform your classmates and instructor about the purpose of the letter. In a realistic setting, you would not include your objective statement on your letter, it is for internal use.
Step 3: Writing Your Letter.
- Open your letter with a “hook” which captures the attention of your audience (review “attention-getters” techniques in your textbook).
- The body of your letter should build interest in your charity and address potential resistance as you convince the reader to take action. Make sure you follow the organizational pattern of a persuasive message as presented in Chapter 8.
- Use visual enhancements such as bold text, underlined words, different font color and any design elements such as color bursts/bubbles. (Having graphic design skills or experience is a plus, but not required)
- Close with the details of how to comply with your request. BE SPECIFIC on what actions should be taken. Make it easy for your reader to respond such as providing suggested dollar amounts, giving a clear description of volunteer work, etc. Perhaps provide an incentive (gift or entry into a drawing) for the reader to respond quickly.
Step 4: Citing your sources. You must include a reference page citing any sources you used to compose your letter. Use APA format for your reference page. For help with APA citation, go to https://owl.english.purdue.edu/owl/resource/560/05/
Checklist for Charity Letters
Is the target audience clear in the objective statement?
Does the “hook” work to retain the reader’s attention?
What type of appeal is used – emotional or rational? Is the appeal effective/appropriate?
Is a central selling point emphasized?
Does the letter emphasize reader benefits?
How well does the letter build interest in the product or service?
How well does the letter anticipate reader resistance and offer counterarguments?
What action is to be taken and how is the reader motivated to act?
What motivators spur the reader to act quickly?
Are sentences less than 20 words long?
Are paragraphs less than eight lines?