Stories of strangers: Writing donor acquisition letters in the human services

This study explores the choices fundraisers make in crafting letters to acquire new donors for a human services organization, and whether the type of client served affects those choices. We use an experiment to control for organizational differences, and code the resulting letters written for elements identified in theory and practice, then perform an exploratory factor analysis to find patterns of co‐occurring variables. Writers tended to focus either on the quality of the organization or the unmet need in the community, but not both. Two of the factors, Universalism and Security, describe distinct personal value constructs that may reflect the preferences of the writer or the presumed preferences of the reader. Compared to participants writing for an older adult client base, participants writing for clients with mental illness were less likely to use a negative frame, more likely to use statistical evidence, and used lower expectations in describing successful client outcomes. Within letters, clients were described using three patterns: by describing a stranger who is worth helping because of intrinsic attributes; by describing a stranger who is worth helping because of their relationships within the social order; by describing the client group using facts and statistics, rather than an emotionally compelling story narrative.