How to Write a Fundraising Letter: The Best Donor Appeals Include 5 Key Elements
By: Joseph Serwach
Tags: Marketing, Education, Work, Fundraising, Writing

The donor was ready to sell stock to give a $200,000 gift because he knew the education institute needed the money. But it was March 2020, and markets were collapsing. Why would he be so generous at such an uncertain time?

“I’ve found when I fear the Lord, nothing else in the world frightens me,’’ he answered. “But when I stop thinking about God? Then everything else frightens me.’’

Despite a pandemic that kept 4 billion people in lock-down, several nonprofits found it was the perfect time to send out fundraising appeal letters.

For example, when Orchard Lake Schools had to cancel three of its biggest fundraising events (the Ambassador’s Ball, Founder’s Day, and the St. Mary’s Polish Country Fair), a fundraising letter went out spelling out all the numbers: how much was lost and what was needed. Money poured in.

Similarly, our friend Al Kresta at Ave Mario Radio emailed supporters saying $300,000 was needed “to make up the deficit we incurred by canceling our Spring membership drive.’’

Within the first 24 hours, $115,000 came in, and Al wrote donors back the very next day thanking them for that great start, letting them know “we have about 185,000 dollars to go. That’s a great beginning response.’’ He added:

“The question is whether Ave Maria Radio will be able to shine like a matchhead or like a floodlight. We will continue bearing witness to Jesus, the Light of the World. The difference will be the degree of effectiveness.’’

The very best donor appeal letters include these five elements

1. What is the problem or opportunity for good?

You have six seconds to get their attention. So a good appeal starts with the headlines, which are typically half the story. Your headline and body type get to the point:

What is the problem your donor can tackle with a gift? Or if it’s not a problem, what is the opportunity to do good? Past giving history and a clear understanding of who you are writing to are essential.

2. What is your organization doing about it?

Your letter has to show how you are doing something that matters. Ideally, you are helping people in a way no one else can and can demonstrate exactly how you solve a problem or offer an opportunity for good.

3. What is this going to cost?

Return on investment is key. For example, if you write “we can feed a child for just $7.32 per day,’’ the donor thinks, “that’s less than I’d pay to take a child to dinner.’’ They do the math and see the value.

Many years back, our friends at Orchard Lake “sold’’ a donor on a plan to build new tennis courts, but when he saw the price, he immediately said, “that’s way too much money for tennis courts.’’

4. How is this opportunity different from all the others?

Your story shapes your identity, and story+identity should tell you about your mission. Every day, we are bombarded with appeal letters and emails, asking us for money.

The essential question of marketing, religion, education, and nonprofits: Why? Why this cause over some other worthy cause they are about? Why your group over a rival?

5. Why now?

If you don’t give your readers a deadline, they could throw your letter on the “not sure. This can wait — maybe I’ll think about it’’ pile. Once you're in the “maybe’’ pile, you’re likely to get buried in the clutter.

Political fundraisers do well because they include a deadline: most donors know when Election Day and even campaign fundraising deadlines fall.

Key takeaway: We throw away form letters — we cherish love letters

We cherish love letters and throw away form letters. The most personal and moving appeals move people. The best fundraisers are matchmakers, connecting the donor with the group that most moves them. The more personal the connection, the quicker you are to cement the appeal.