Self Assessment: Writing Appeals - AGN

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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

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