Stressing over finding just the right words to engage your donors? Hoping readers will be inspired to give, but not sure what to say? You must be writing a fundraising appeal letter.
Here’s a secret…we’ve all been there. Cursor flashing. Blank pages. Fundraising goals looming in our minds.
Whether you’re new to fundraising or a seasoned pro, it can be intimidating to craft the perfect appeal letter that will resonate with your audience and encourage them to donate.
So let’s get back to basics – five appeal writing basics to be exact. Use this guide and the examples included to help you write an effective fundraising appeal…without pulling your hair out.
But first, let’s answer the looming question – are appeal letters still effective for nonprofits?
Do Direct Mail Fundraising Appeals Still Work?
Short answer? Yes. Especially as part of a multichannel fundraising campaign.
A solid 16% of donors still prefer to give via direct mail. And coordinating digital (email, social media, and text message) and direct mail marketing tactics increases response rates by 63%.
Even if donors don’t give using your response device, your letter could still encourage them to donate online. Or it could become one of the touches that eventually results in a donation (depending on who you talk to, it can take between seven and 12 touchpoints before a new donor makes a gift).
Direct mail is also one of the best ways to reach new audiences, especially when compared to email and social media, thanks to the ability to purchase targeted mailing lists.
Now that you know why you should still be including mailed fundraising appeals in your campaigns, let’s dive into how you should write one.
The 5 Basics of Fundraising Appeal Letter Writing
While there are certainly nuances to writing effective fundraising appeals – you know your donors best! – there are five fundamentals to keep in mind each time you pick up the pen…err, keyboard.
1. Keep It Simple
This first tip is more about the look of your letter than how it reads, but we digress.
Keeping the design of your fundraising appeal clean and simple will ensure the reader’s focus stays on the most important part – your words.
Save the powerful images and creative graphics for your emails and social media posts. Instead, print your appeal on letterhead, with the primary graphic being your logo.
Advice in Action: An in-house campaign we supported last year tested this concept, and the “ugly letter” received a response rate that was 11,000% (not a typo!) better than a highly designed piece with beautiful images and graphics.
You may choose to add a campaign-specific logo and colors or use basic design elements to tie the letter to the rest of your campaign, but you want it to feel personal. Too much design, and the appeal will look more like a marketing piece.
If you can’t part from images, consider adding some to the back of your letter or to a buck slip that is folded in with it.
2. Make It Personal
People today crave authenticity. This makes adding a personal touch to your fundraising appeals more important than ever.
Your donors want to feel as if an individual is reaching out to them directly, and that you truly believe they can make an impact on your mission. They don’t want to be just another number on your mailing list!
Every time you write to your donors, act like you are writing a letter to a friend.
This can be accomplished in several ways:
- Personalize – Use variable fields to personalize your salutation with the donor’s preferred name. No more “Dear Donor,” or “Hello Friend!”. Even better? Include their name in the body of your letter as well. You can also use variable fields to personalize ask amounts based on the size of previous gifts or donor capacity research you’ve done.
- Segment, segment, segment – Segmentation is your friend when it comes to connecting with donors on a deeper level. Create several segments based on giving history, demographics, interests, etc., then write different versions of your fundraising letter to appeal directly to each target.
- Sign it – A little bit of handwriting can go a long way. If you’re able, consider adding a handwritten note to your fundraising appeals, including a small detail specific to the donor you’re addressing. This can be done on the letter itself or even on an added post-it note. Can’t do this for your entire list? Pull the letters for your current major donors or prospects. At the very least, digitally add a signature from a well-respected member of your organization to each appeal letter.
- Use donor-centric language – Instead of focusing on what your organization does, show how much you value your donors by telling them what they can do (or have done). Use “you” language as much as possible to show the direct impact your donors have on your mission. For example, “You save the lives of animals every day with your donation” in place of “Our organization saves the lives of animals.”
Tip from the Playbook: Having board members help to write notes and/or sign letters is a great way to involve your board in fundraising! Plus, it can help you increase the number of donors who receive a personalized appeal.
3. Talk About Impact
Speaking of impact, showing how donations affect your mission – and those it serves – is a critical part of any effective fundraising appeal letter.
But we’re not just talking about numbers here. We’re talking about stories. Storytelling can be used to connect your readers to the real work you are doing, showing them that they are giving to real people, places, or animals – not just an organization.
Your story could be about a single mom who was able to access the food she needed to nourish her children. It could tell of a dog who received life-saving care and found a forever home. Or, use it to paint a picture of a formerly polluted parcel of land that is now thriving.
Donors want to be assured that their hard-earned money will make a real difference, and a story can do just that.
Where numbers can play a big role is in your suggested donation amounts. Pairing up specific asks with a number, such as $25 for one blanket, $50 for animal food for a week, or $100 for transportation to a river clean-up, helps a donor see their tangible impact.
4. Write for Skimmers
While we all like to think that everyone will read the entirety of our fundraising appeal, the simple fact is that they won’t. So, it’s your job to ensure every person who does open your letter understands the point, even if they only skim it.
There are four ways to do this:
Hook ‘em early. Make sure the first few sentences of your letter are pure gold. Provide enough info to intrigue the reader, but not so much that they don’t have to keep reading to learn more. This can be done with an emotional story, a powerful quote, or even a question.
Call out the important stuff. Use bold and underlined words to draw your reader through your letter in a strategic way, calling out the most critical information. To test this, read only these highlighted pieces of text. If they could stand alone as their own letter and still make sense, you’ve done it right!
Write for a middle schooler. The content of your letter needs to be understood by all. Avoid industry jargon and use simple language that is easy to read – think no higher than an eighth grade reading level. While you might think adding PhD-level words and sentence structure will make you sound like you know your stuff, you could risk confusing or even frustrating the reader.
End with a P.S. Studies have shown that people typically read the salutation of a letter first, followed immediately by the last line. Ensure you are catching their attention by including a P.S. after your signature. In this P.S., use one to two lines to summarize the intent of your letter, which could include making one final ask. Simply ask yourself, “If my reader only reads this P.S., what do I want them to know?” Then answer it.
5. Don’t Forget to Ask
We’ve mentioned the “ask” a few times throughout this blog, but it’s important enough to warrant its own tip. After all, is it really a fundraising appeal if you don’t ask for a donation?
You’d think so, but you’d be surprised at how many appeal letters we’ve read that didn’t spell out what the nonprofit was looking for: financial contributions.
If you want to be successful, make an ask at least once in your fundraising appeal letter. The language you use should be direct, urgent, and informative.
Direct because you want your reader to know what you are asking of them. Don’t beat around the bush, or you risk the reader walking away because they didn’t understand what you need from them.
Example: Please consider making a gift. Your donation will help more animals in our area receive life-saving medical care.
Urgent because your reader wants to know the answer to one crucial question – “why do you need my help now?” This is particularly important during periods when donors are being inundated with fundraising appeals, such as the giving season. Just be sure to avoid false urgency and scare tactics, which can have a negative effect.
Example: Your $75 donation today will provide a child in your neighborhood with three gifts this holiday, ensuring they experience the magic of the season.
Informative because donors don’t just need to know why they should give, but how as well. In your fundraising appeal letter, be sure to include the way (or ways) a contribution can be made. We recommend enclosing a stamped return device as well as a URL and/or QR code for an online giving form. Providing giving options is another way to reach multiple segments of donors!
Example: Please donate now by using the enclosed envelope or QR code below. Your gift will provide area families with food security throughout the harsh winter months.
AI and Fundraising Appeals
The world is abuzz right now with all things AI, and with good reason. AI tools like ChatGPT can be incredibly helpful when it comes to getting those creative juices flowing.
But don’t make the mistake of relying too much on AI! These tools can’t and won’t know your organization, donors, and mission like you do. They won’t ever have passion for your cause, either!
So, if you do use AI to help draft your appeals, just be sure to edit, edit, edit. Add your own voice, check for grammar and factual correctness, and use our tips here to ensure you are getting the best message across to your audience.
Now You’re Ready!
Congratulations! You’ve passed Fundraising Appeal Letter Writing 101.
Anytime you’re stuck, you can refer back here to remind yourself of the five must-haves in every fundraising appeal:
- Simplicity
- Personalization
- Impactful Storytelling
- Skimmability
- The Ask!
Next up? Write that letter! We know you’ve got this. No more blank pages for you!
P.S. MVP Advisors can help you take your fundraising appeals to the next level. Whether you need an experienced consultant to write your letter from scratch or you’re just looking for some editorial advice, we’ve got you covered. Email us today or set up a call to get started!