As a political scientist, I am always interested in how political consultants used direct mail to raise money and advertise their political candidates. As a grant writing consultant, I have adopted a lot of these same techniques to benefit the non-profit clients we serve at Lightning Fast Grant Writing. Many of the political consultant’s best ideas were the result of early eye-tracking experiments. For a look at some of the most recent developments in eye tracking, please check out the video below:
For example, it turns out that when someone opens a letter the first thing that attracts their eyes is the appearance of their own name. Consequently, I am very careful about having my staff double-check the spelling of the recipient’s name and also their title. My view is that if we make a mistake with the grant reader’s name, then we immediately make a bad impression. If we get their name exactly correct, however, we will have used that initial millisecond of exposure to immediately win the trust and confidence of the reader.
This is why I refuse to issue letters of inquiry or cover letters that are simply addressed to generic appellations like “To Whom It May Concern” or “Dear Sir or Madam.” I also use a Ms. or Mr. when I address the letter reader too. If the person’s name gives me an indication of their gender, then I try to Google them to figure out the appropriate term of address. If they have a non-English name that I am unfamiliar with, then I will Google that too.
I also avoid using the generic term Grant Administrator or Grant Coordinator. Instead, I review the funder’s website or research printout and address the letter to their president or chair. To make sure that I get the name exactly right, I will cut and paste it directly from the website.
It turns out that the next place a person’s eye goes to when they read your letter of inquiry or your cover letter is your own signature. Try this yourself and notice how your eyes move over the next letter you receive in the mail. I also seek to leverage this initial bit of information too. If you have ever taken one of my grant writing workshops, then you will remember that I spend time teaching people how to create a professional-looking signature. Too often, I have seen people labor over a grant application and then – at the last minute – undercut their own effort by signing the application or cover letter as if they just finished an increasingly rare third-grade penmanship class. Instead, I recommend signing quickly, like you are a doctor signing a prescription. The signature, by the way, should be done with blue ink. We use blue ink so that the reader understands that the signature is applied with a pen and not done with a photo image of the same color as the text.
Finally, the folks who taught me about political direct mail always stressed the P.S. at the end of the letter. For some reason, people will scan the entire letter first, but then zero in on the P.S., or postscript, at the end of the letter. To take advantage of that habit, I like to place the most compelling message regarding the charity and its project in the P.S. I rarely send out any letter of inquiry or cover letter without including a P.S.
P.S. If you follow these tips, you will be using the reader’s most basic habits to quickly get a powerful first impression established in their minds in six seconds or less.