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Standard Fundraising Letter - How to Write a Donor-Centric Fundraising Letter

When fundraising letters are sent in times of crisis or instability, they need to be especially donor-centric and focus on connecting donors to the people their donations will help. This template provides general guidance for hitting the key points, but you can adapt the essential components to your specific needs for this type of appeal.

Start with a personal, heartfelt salutation – donors will be more likely to read your whole letter if they feel that it’s about them. Describe the urgency of your request in a clear and concise manner, using facts to emphasize the importance of your cause. Be careful to avoid jargon and overly-emphasizing your financial situation, even if it’s dire (donors may get discouraged by reading about your organization’s challenges and stop giving).

Focus on one specific aspect of the problem and how donors can help solve it, such as providing books to children or sheltering pets. Humans are visual creatures, and including photographs of the impact that their donation will make is a great way to connect with donors and reinforce your ask.

Don’t forget to thank donors for past gifts – it makes them more likely to give again. Include a postscript with details about an upcoming fundraiser or other event where readers can see their impact in person. It’s also a good opportunity to remind them about recurring donation options and encourage them to sign up! And be sure to sign the letter from the highest ranking staff member – a signature shows that the letter is being personally written and that your organization values their generosity.

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[printletterwithapi]

Different Types of a Fundraising Letter

Donations are the lifeblood of your nonprofit organization, and fundraising letters are time-tested, impactful ways to ask for them. Whether delivered via direct mail or email, a fundraising letter is a powerful tool that can help you inspire your audience to play a role in your mission.

The key to a successful fundraising letter is knowing your audience. Your audience’s preferences and relationship to your cause will determine what type of donation request you should send, as well as how you deliver the message.

In general, fundraising letters should use storytelling to elicit an emotional response from your audience. This can be done by highlighting stories of beneficiaries or showing your audience what their impact will be with a donation (for example, letting them know that donating $25 provides 5 cats with food for a month).

Another important aspect of fundraising letters is making it easy to donate. When sending a donation letter in the mail, include a return envelope with your office’s address printed on it and a slip for donors to fill out their information so you can easily process their donations. For emails, include a large button that links to your donation page.

Finally, don’t forget to include a P.S. message! Studies show that donors read P.S. messages first, so make sure yours is a strong one. This can be a great opportunity to share an additional story, further illustrate your need, or remind your donor of their previous impact, which may re-invigorate their passion for your mission.

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