Writing is something you really should learn to do effectively.  No one can really communicate the vision of a leader like the leader himself.  If you are the CEO or GM, I think the letters need to be from your heart.  You can pass the letter on for editing, but your personality and vision should shine through.  Don't give that up to an outsider who cannot get this heartfelt message across like you can.

There are exceptions, in case you just can't write at all.  I write direct mail letters for a couple organizations, but the reason I can is because I am personally involved in those organizations.  I've taken the time to get to know the leaders, feel the vision and mission and stay in contact with them on a regular basis.  I don't feel like an outsider.

However, if you think you can bring in a hired gun to crank out a fund raising letter, watch out.  It's not that simple.  The writer really needs to know who your ministry is and what you're accomplishing.  Knowing the history of your past appeals is also a necessity.  I would rather you learn how to communicate in writing and have a writer do the editing.  It is very helpful to have someone edit your work.

I caution you to be careful about trusting a ghost writer to represent your ministry.  You have to be careful what you say and how you say it when you are writing to your donor base.  You want to make sure the letter represents your ministry accurately.

And a final reason I am not excited about ghost writers is that you are signing the letter.  The reader believes it is from you, and you have represented yourself that way.  It’s unethical for you to have another person create and write your letter, with your signature at the bottom. 

When this issue of ethics was brought out clearly to me by Randy Alcorn, I realized that whenever I write for another person I need to interview that person and write the words they speak to me in the interview.  Instead of a writer, I become an editor.  We work as a team.  And when I turn the letter over to him to review, I ask him to edit as he wishes if there is something in there he would not say—or if I say something differently than he would.  It needs to come from him and sound like him.

Three Keys to Writing Fund Appeals Effectively

1. Communicate vision, cause, mission and emotion.  This is where your heart and personality come in.  The outline you have is great, but without your heart it is just a series of points.  Your letter should not read like a news article.  It should read like a personal communication, which it is.
   
   The best way to communicate your heart is to just start writing. Or if you feel more comfortable, record your thoughts and have them transcribed later.  It all depends on what feels most comfortable.  Some leaders like to handwrite their letters, as that's the way they best communicate their heart.  Most sit behind the computer.  Find your best means of communicating your heart.  Without this element in the letter, it will die.
   
   Once you start writing, just keep going.  Don't worry about length.  Right now, you're just unloading your vision, heart and emotions.  You're communicating your sense of excitement to the reader.  Just keep writing.
   
   
2. Write conversationally.  Your high school English teacher would red-mark your letter all over the place, but you're not writing for her.  You are having a personal "conversation" with your reader.  You are allowed to start a sentence with "But..." and you can have run-on sentences.  Don't make your sentences too complex so your reader has to go through them five times before getting the meaning, but do away with absolute structure.  In another related point, avoid long paragraphs, as they make the letter look to cumbersome to read.  Break your paragraphs based on length, even in the middle of a thought.
   
   
3. Write to the person who is likely to support you.  So often we write direct mail letters trying to convince the uninterested reader to send money.  Instead, aim at those who are ready and willing to give.  Your letter will be much more focused, positive and less of a sales piece.  Avoid trying to win over your reader; instead, go right to the solid content we discussed earlier
   

From The Complete System for Ministry Fundraising & Development, by Jon Fugler and Ron Johnston. The System contains a complete chapter on effective writing for your ministry.