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Blog Entry 14 of 26 Audience Development Specialists

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Audience Development - Form letters

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Contributed by: Shoshana Fanizza on 3/7/2008

The other day my household received an offer for two complimentary tickets with a form letter stating something to the effect of "experience a concert and get to know us." It turns out that our household is very familiar with this organization and have been to concerts, donated and volunteered our time. We were good natured about it and simply laughed with the exclamation, "Form Letter!"

I realize how busy and understaffed most non-profit cultural arts organizations are. Form letters are necessary for reaching a bigger number of people. However, if the form letter gets in the wrong hands, meaning someone on your list does not fit your form letter prose, it could end up creating some hard feelings.

I suggest that whomever is in charge of the list for your mailing makes sure that the form letter is relevant to all of the people on your list. You do not want to end up insulting a patron or donor since they may feel that you don't recognize their past contributions and relationship. You could even get calls to the effect of "I received this letter and don't you know I am already a donor/patron?"

From the above example, if you are wanting to offer the same complimentary tickets to existing donors, patrons and volunteers in order to increase audience numbers for a challenging event, you may want to have two separate lists and use a separate form letter for the people already involved with your organization.

The fact that your separate form letter can be used to thank your existing patrons, donors and volunteers is an audience development bonus. They will feel honored that you recognized them with your generous offer!

Until next time, may your audiences be happy and loyal ones, and if not, feel free to contact me!

~Shoshana~

Shoshana Fanizza is the founder of Audience Development Specialists. Her mission is to introduce organizations to their existing and potential audiences and to help them form more rewarding relationships with them.

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CONTRIBUTOR INFORMATION

Shoshana Fanizza

Boulder , CO

Shoshana Fanizza has posted 26 blog entries and 0 comments since joining on 1/18/2008. Shoshana Fanizza 's average blog rating is 5.

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