What Are Fundraising Letters?
You know you have a good cause worthy of support, but writing a fundraising letter that convinces potential donors of this is not always easy.
A compelling fundraising letter is one of the most valuable tools in your nonprofit’s fundraising toolkit.
In this article you’ll find advice on how to craft the five major parts of a fundraising letter with examples, fundraising letter templates, and tips to help guide you.
Why Are Fundraising Letters Important?
A fundraising letter is a simple way to bring your online fundraiser to the next level. A written appeal to your friends and family members can bring in new donations, recurring donations, and most importantly, it can help everyone better understand why your fundraising cause is important to you.
But before you put pen to paper—or fingers to keyboard—and mail that letter, it’s a good idea to take the time and read up on the best ways to write a fundraising letter. This guide offers specific tips on how to write a donation letter with content that’s compelling and persuasive. We’ll also provide a donation letter sample to give you a solid starting point.
How To Write A Fundraising Letter
Regardless of the media used, a good donation letter example should get a potential donor emotionally invested in your story while spelling out exactly what your cause is. Don’t be shy about explaining why you’re starting a fundraiser and what you will do with the donations you receive as well. People will want to know exactly how they can help you meet your goal.
If you’d like to persuade friends and strangers alike to support your cause, take a look at our other tips below for writing a donation request letter.
Here are some tips on how to write a fundraising letter:
Address the emotions of your audience in your letter. Successful donations request letters, whether for an adoption letter or general letters for donations, need these common elements to build a foundation for success.
1. Be personal
Write it as if you are talking to a friend. Use personal pronouns (“I, we, they, you”) to engage the reader and strike an emotional chord. Describe why supporting your cause will make readers feel good. People help because they want to experience good feelings about their giving.
2. A picture is worth a thousand words
Include photos in your letter, so people can visualize how their support will be used. Mention that more photos and videos are posted on your SocialForAction to increase understanding about your cause.
3. Make it easy to give
Offering people the ability to pay online is a good way to attract donations. Make sure your crowdfunding website is easy to use, secure, and has a good reputation. Don’t forget to invite people to take action. Don’t be shy about your need to raise funds for your cause and letting people know how they can give.
4. Donation request letter templates to help you reach your goal
When it comes to writing compelling donation messages, examples help immensely. If you’re stuck coming up with the right words, these sample donation request letters can help get you started.
Fundraising Letter Examples
Sample donation request letter to family and friends
With the people who know you best, you can afford to be a bit more vulnerable and offer details that you may not feel as comfortable sharing with businesses or other potential donors. Use this template as a framework for your letter or email, but don’t be afraid to customize it more.
Subject line: [Keep it short and avoid CAPS and exclamations]:
Hi [insert name],
I wanted to reach out and let you know that I’m fundraising to [insert reason why you’re fundraising]. As you probably already know, this cause is very important to me. [Write 1-2 more sentences about your history with this cause, and why it means so much to you.]
Would you be able to contribute to my fundraiser? A donation of any amount would truly help me reach my goal.
To help me [list goal—for example, “go on my mission trip”], simply click the link to my fundraiser below:
[Insert fundraiser link]
If you could also share my fundraiser link with your friends, it would mean so much. The more people hear about my cause, the quicker I can reach my fundraising goal.
With love/Sincerely,
[Your name]
[Your contact info]
Sample donation request letter for nonprofits
If you’re a nonprofit, you might already know how effective a fundraising letter can be. Try this charitable donation letter template, or some version of it, to raise more awareness about your nonprofit.
Subject line: [Keep it short and avoid CAPS and exclamations]
Dear [insert name],
Our organization recently started a new fundraising campaign for [insert an explanation about your cause]. As a 501(c)(3) Certified Charity whose mission is to [insert a short explanation of your mission], we’re very excited to involve our community in our latest fundraising efforts.
With these funds, our organization will be able to [insert a few specific ways the funds will make an impact.] To find out more about how we plan to make a difference, click on our fundraising link below:
[Insert fundraiser link]
In order to meet our fundraising goal, it will truly take a village. Are you able to support this incredible cause? Any amount you can contribute will make a difference—even $5.
Thank you for reading about our latest mission, and please reach out if you’d like to learn more and get involved with our fundraising efforts.
Best,
[Your name]
[Your contact info]
How To Write A Fundraising Email
Fundraising email best practices
Email remains one of the most effective ways to raise awareness of your fundraiser and cause. But even seasoned fundraising professionals can struggle to write a persuasive fundraising letter. These best practices can help you craft compelling outreaches that will inspire others to donate.
Make your subject line count
The subject line for fundraising emails is not only the reader’s first impression—in many cases, it’s your first and last chance to get someone to open your message. Hubspot found that 35% of email recipients open an email based solely on the subject line. Follow these tips to catch your audience’s attention:
Keep your subject line short but informative—the ideal length is fewer than 65 characters. Long subject lines often get shortened on small devices.
Pique interest so people want to learn more, but avoid sounding spammy. Don’t use all-caps and excessive punctuation.
Create a sense of urgency that inspires donors to take action.
Personalize your messages
It would be convenient if one cookie-cutter fundraising email template served everyone’s needs, but you’ll want to tailor each one to avoid sounding cold or inauthentic. Try separating your email list by demographic, giving status, or other relevant factors. Doing this can boost your email open rate by 14.3%, according to MailChimp. If you’re running short on time, even adding the recipient’s name to the greeting can go a long way in making someone feel like you care.
Keep it short and sweet
Brevity is the key to an effective fundraising email. If you write too much, people will lose interest and give up reading. A clear and visually appealing format also plays an important role in an email’s readability.
Pointers to keep in mind:
Break up large paragraphs to avoid overwhelming potential donors.
Limit yourself to four short paragraphs.
Use subheads and bolded text for easy reading.
Include high-quality photos to help people connect with your cause.
Make the impact clear
How will donations be used? How will the funds change your life or improve the life of your beneficiary? Readers will want to know right away why you’re raising funds and exactly how the money will be used, so be sure to answer these questions within the first few sentences of your email.
If possible, explain what impact a 100, 1000, 10,000 donation would make. Some people may feel embarrassed making a small donation, so it’s important to emphasize that donations of any amount are welcome, and every contribution will help you reach your goal.
Add visual content
A high-quality photo or video can help break up text and draw people into your email right away, so definitely insert at least one image into your outreach emails. Make sure to avoid using grainy photos, logos, or an image that isn’t related to your cause, as these could make people wary of donating.
How To Write A Donation Acknowledgement Letter
Below, we suggest some best practices for writing your donation acknowledgment letters and provide you with samples so you can be confident your donors feel appreciated. Remember to pay attention to the items for donors who have given a gift of 500/- or more.
To ensure ITR compliance, you need to send your donation acknowledgment letters by January 31 each year and should include the following information:
- The name of your donor
- The full legal name of your organization
- A declaration of your organization’s tax-exempt status
- Your organization’s employer identification number
- The date the gift was received
- A description of the gift and the amount received
- Any exchanges your organization provided in receipt of the donation
Again, while it isn’t necessary to include this information in donations under 500, it is good practice to acknowledge all donors’ charitable contributions.
Fundraising Letters FAQs
Q1. How Do You Write A Letter Asking For A Donation?
There is no rule on how to format your charitable contribution acknowledgment letters. However, the most common types are emails, letters, and postcards. Some nonprofits use the same format for all acknowledgments; others distinguish certain formats for specific donation types or amounts.
For example, if a donor gives a particularly large gift, you may want to have a senior member of your organization send that donor a handwritten acknowledgment so you can go the extra mile to show how much that donation meant to the organization. Alternatively, if a donor signs up for a regular recurring donation, we recommend using a template that tells the ongoing story of your nonprofit so the donor feels connected to your work and continues to partner with you.
If a donation exceeds Rs 500, make sure your acknowledgment abides by ITR recommendations; however, if a donation falls below that threshold, there are many creative ways to thank your donors for their gift.
Below, we’ve included some tips on how to automate this process using your nonprofit CRM. This will allow you to put similar donors into acknowledgment lists and send automated responses based on particular actions. This speeds up the acknowledgment letter process and ensures you never miss a chance to connect with your donors.
Another important reason to automate these acknowledgements is that you don’t want to leave your donors wondering if you received the donation. Send them as soon as possible—ideally within 24 hours of a donation being made.
Q2. How Do You Politely Ask For Contributions?
The internet — and even phones to some extent — have produced a certain amount of anonymity when it comes to asking for donations and making contributions. You can reach out to donors whom you have never met before, and they can feel moved enough to give their money to your organization.
However, sometimes you need to ask for donations in person at fundraising events or other functions. Not only does this help alleviate any miscommunication that can happen with less-human communication channels, but it also makes it easier for your organization to form more meaningful relationships with your donors.
The issue some people have with asking for donations in person is that it can be a nerve-wracking experience. Not only do you have to successfully pitch your organization’s mission and vision to someone who only has an outsider’s view, but you also must ask that person to contribute monetarily to your nonprofit. It can be a stressful and time-consuming endeavor.
Luckily, we have some advice! When asking for donations in person, keep these tips in mind:
- Do research beforehand
- Form a strong relationship before you make your ask
- Meet them where they are
- Practice your pitch
- Communicate in a variety of ways
- Be genuine, direct, and specific
- Be prepared for rejections
- Say thank you more than once
Q3. What Makes A Great Appeal Letter?
Before you start writing an appeal letter, review the organization’s overall appeals process. This information is probably available in the student handbook or employee handbook, depending on the type of appeal letter you are writing. If the information isn’t there, ask your guidance counselor or academic advisor where you can find it if the matter is school-related. For work-related appeals, check with human resources or the operations manager if you are unable to find the process on your own. Follow the process as it is written.
What to Include in an Appeal Letter: Step-by-Step
While you may discover that your organization requires the use of a specific form to file an appeal, you may need to write an appeals letter. Follow these steps to write an effective appeal letter.
Step 1: Use a Professional Tone
Maintain the utmost professionalism and courteousness throughout the letter. If you achieve clarity and maintain a high level of respect, you’ll be well on your way to a moving appeal letter.
Step 2: Explain the Situation or Event
Clearly explain the situation that has occurred, focusing on the facts of what has taken place that you wish to appeal. It’s important that you’re clear and get right to the point. If you did something wrong, acknowledge it and indicate what you’ve learned from your mistake. Then, return to the facts surrounding how you were wronged so you can begin to wrap up with your desired outcome.
Step 3: Demonstrate Why It’s Wrong or Unjust
Explain why this situation seems wrong or unjust to you. The goal of this section is to make an effective persuasive argument focused on convincing the decision-maker to grant your request. If you can cite an appropriate policy of the organization, now’s the time. Include negative impacts to you, others and/or the organization that have or are likely to result as a result of the situation. If you have supporting evidence or documentation, be sure to indicate it and attach it to your letter.
Step 4: Request a Specific Action
Once you have explained the situation and made your case for why you feel it should be corrected, the next step is to focus on what you are asking the person who reads your letter to do. Clearly state the outcome you are seeking so there is no confusion as to what your actual request really is.
Step 5: Proofread the Letter Carefully
Proofread your letter carefully, editing to ensure that it’s error-free and effectively communicates your request in a persuasive manner. With a clear head, a concise outline of the facts and a respectful call to action, know that you’ve made a solid effort to achieve your desired outcome.
Step 6: Get a Second Opinion
Before you submit your letter, ask a trusted friend or colleague to review it. This will help ensure grammatical accuracy and objectivity. That objectivity may be the thing that prevents you from sending a highly emotional letter, which will do you no good.
The Bottom Line
You should always follow up on an appeal letter. A good standard is one week. If you haven’t heard anything back within five business days, be sure to send a second email or letter, or call to request an in-person appointment. If the matter is truly urgent, you may want to follow up sooner, possibly within three business days.
Again, remember to maintain a clear and concise tone, free of emotion. You may want to review these tips for writing clear, concise sentences before you begin writing your letter. Of course, nowhere in this process is there room for demands or harsh tones, so always take the time to ensure you’ve followed proper protocol. Reviewing these examples of tone may help you select appropriate words to use in a letter of appeal.
Start Raising More Money with SFA
Knowing how to write a donation letter will go a long way toward making your fundraiser a success. Now that you have the top tools you need, don’t forget to sign up and create your online fundraiser if you haven’t already.
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