Guide · 2 min read
How DonorEye assesses a fundraising letter
DonorEye gives feedback on fundraising letters before they are sent. Here is the theory behind the assessment, and what it can and cannot tell you.
A knowledge bank, approved point by point
The assessment is not built on whatever an AI happens to believe about fundraising. DonorEye builds on a knowledge bank about fundraising where every point is approved, has a code and has a source. The letter is judged by the same criteria every time, and each finding shows which knowledge it builds on.
We count the numbers in code instead of guessing, and the quotes are checked against the letter, so nothing is made up.
Fast track and deep read
The assessment follows the same two-part split as the knowledge. First the fast track, where the recipient decides within seconds whether the letter is worth her time. Then the deep read, where engagement, closeness, hope and action decide.
Expected gaze shows where the gaze is likely to stop and what is likely to be left behind. It builds on known gaze patterns and on the path the AI laid through the letter. It is an expectation, not measured eye tracking.
The core, problem, solution and the route of the money
Each of the three gets the answer clear, unclear or missing, with a quote from the letter. If one is missing, the letter cannot get a high score, however well it is written.
The dimensions and the red pen test
Beyond the core, the assessment looks at urgency, story, the donor at the centre, the ask, emotion and curve, skimmability and layout, human voice, and images and captions.
The red pen test counts every you-word and we-word in code. Blue is you-words, red is we-words and the organisation's name, and I-words get a dotted line. The ratio shows whether the letter talks to the donor or about the organisation. Readability is measured with LIX.
The one change
You do not get a long list. You get the one change that lifts the letter most, shown as before and after, ready to paste in.
The score is a wake-up call, not a verdict
You decide what is sent, and you can disagree with every finding. The more you tell us about the organisation, the donors and the goal, the better the feedback gets.
The feedback is an aid. We do not promise that a letter you change after our advice brings in more or larger gifts.