ABSTRACT
This chapter demonstrates an understanding of persuasive techniques for written communication. It explains how to write an effective appeal letter and online appeal letter. Direct mail is an effective way for public relations writers to appeal to key publics for support that goes beyond donor generosity. The real value of a direct-mail appeal is its ability to provide personalized messages that interest particular readers. As with position papers and speeches, appeal letters will be successful only to the extent that they can interest the reader. Effective appeal letters often include statements of support from people who have benefited from the organization. Effective direct-mail appeals have various components: envelope, appeal letter, response devise and acknowledgment. Each presents an opportunity for the public relations writer. Email is more cost effective than postal mail appeals. For one thing, purchasing postal mail lists often is more expensive than buying email lists. Email provides a quicker return-on-investment for the organization making the appeal.
