Nonprofit Appeal Letters: 11 Easy Steps + Template

Picture a potential donor scrolling through Facebook. We’ll call her Linda.

Linda is a middle-aged woman who cares deeply about social issues and her local community. While she typically donates to several charities throughout the holiday season, her budget is tight this year, and her attention is limited. How can your nonprofit organization create a compelling message to capture Linda’s attention and convince her that she should spend some of her hard-earned money on your charity?

With over 1.5 million registered nonprofits in the U.S. alone, developing your message and unique viewpoint is vital all year round. However, it’s essential during the holiday season. Nearly one-third of annual giving happens in December alone.

That’s why your appeal letter must stand out from the rest. There’s a brief window for your message to have the maximal impact, and you’re competing not just with other nonprofits but with everything else in Linda’s life: home, work, the holiday season, etc.

What is copywriting for fundraising?

Copywriting for fundraising involves creating persuasive content that convinces potential donors to contribute to a cause. Unlike commercial advertising, fundraising copy focuses on emotional connections, storytelling, and the impact of donations. It’s about creating a narrative that resonates with your audience and inspires them to take action.

Why do nonprofits need copywriting?

Effective copywriting is essential for nonprofits because:

• It helps articulate the nonprofit’s mission and vision.
• It motivates potential donors by connecting them emotionally to the cause.
• It enhances donor engagement and retention by keeping them informed and inspired.
• It creates a compelling narrative that drives action on platforms such as social media, direct mail, and email campaigns.

Common fundraising copywriting mistakes nonprofits make

Even seasoned nonprofits can fall into common copywriting traps. Avoid these pitfalls to ensure your fundraising efforts are successful:

• Lack of clarity: Avoid jargon or overly complex language. Keep your writing clear and straightforward.
• Weak calls to action: Be direct in your requests for support. Don’t leave donors guessing how they can help.
• Ignoring audience needs: Tailor your messages to specific segments rather than assuming a one-size-fits-all approach.
• Neglecting to tell a story: Facts alone are not enough. Stories create an emotional connection that facts and figures cannot.
• Overlooking donor appreciation: Always thank your donors and inform them of the impact of their contributions.

How to write a successful nonprofit appeal letter

While nonprofit appeal letters are not one-size-fits-all, we’ve put together 11 steps to make your messaging more effective during the holiday season and year-round. The more you combine these techniques, the better the chance that your appeals will hit potential donors in the right way at the right time.

Ready to jump right into copywriting techniques? Click to scroll down to our handy template and get started.

Step 1: Tell a story

While clearly defining your mission in your messaging is important, you have to tell a story. You must prove to Linda that her donation can make a real difference. Tell a story of how your nonprofit has accomplished its mission.

For example, while working with Metropolitan Ministries to craft their holiday messaging and campaign, we found that focusing on the stories of the real-life families Metro serves played a key role in engaging potential donors. (Read the entire case study on how we exceeded their holiday-giving goals by 10% here).

When telling a story, distill it down to the basics — the character (this can be a person or family), their struggle, and how your audience’s donations will help them overcome that struggle.

What does that look like in practice?

• It could be an email telling the story of how one single mother, borderline homeless and struggling to make ends meet, could find food and shelter with your organization.
• It could be a Facebook ad showing a hungry child saying you can give her family a holiday meal this year.
• It could be a website page showing 100,000 meals were served to families on Thanksgiving.

While that last example is a large statistic, you should use numbers sparingly. Instead, focus on personal, individual stories that appeal to the heart. Research shows emotionally driven messaging is far more motivating and effective than facts and figures.

Step 2: Create a sense of urgency

It’s easy to see an email or an ad about donating to a charity and think, “I’ll get to that later.”

Instead, creating a sense of urgency in your messaging means portraying the need for donation dollars in that instant. How do you make Linda worry about missing out?

Set a timeline.

Setting a specific start and end date for your campaign helps establish a sense of urgency and allows you to use countdowns and other time-sensitive messaging on your assets.

Be clear about your needs.

Showcasing immediate, specific needs — for example, the need to purchase 100 meals for hungry families by Christmas — is more compelling than stating that families will go hungry during the holidays. The more specific you can get about the impact of someone’s donation, the better.

Use time-sensitive language.

Incorporate language like “now,” “too late,” and “today” to trigger a level of urgency.

Incorporate a matching campaign.

Another way to create urgency and encourage donors to act is to state that their donations will be matched only for a limited time. Showing how double the donation will make a tangible difference—500 hot meals instead of only 250, for example—further inspires donors to act.

Create scarcity.

Creating exclusivity — whether that’s limited seats to a charity event or premium giving levels — can create demand, especially for high-level donors.

Step 3: Be specific

It’s easy to overburden readers with statistics and information about your nonprofit. Distilling your story and impact down to the essentials is key here. Linda is being hit with a million marketing messages daily (okay, not a million, but over 5,000, at least).

Linda needs to know how her donation will exactly make a difference.

So, instead of:
Every donation counts toward feeding children this Christmas.

Try:
Your donation of $50 will feed two families this holiday season.

Consider the tip of the iceberg.

According to Network For Good, another way of thinking about this is the iceberg approach.

Even though the World Wildlife Fund does much more than save the pandas, that’s only the tip of the iceberg of their work that most appeals to WWF donors.

What’s the tip of the iceberg for your nonprofit? You can figure it out by learning more about your donors and testing what resonates best with them.

Keep it simple.

It is critical to distill your story and message down to what is absolutely necessary for the donor to know. Use short sentences to maintain clarity and engagement. Show the problem, explain the solution, and call on the donor to act.

While your nonprofit may deal with a wide-reaching issue that is difficult to pare down, such as child abuse prevention or saving the environment, remember to focus on the brief, specific impact the donor will have instead of going into the complexities of the problem faced by your nonprofit.

Make it easy to read.

While keeping the words simple, concise, and specific is necessary, the layout, font, and photos that you use are also crucial in making your appeal messaging easy to consume.

When creating a fundraising appeal email, the email flow should be clear from the subject line to the introduction to the body to the call to action at the bottom. Don’t overdesign — simplify the design and ensure it’s mobile responsive.

Step 4: Personalize the appeal

Personalizing your fundraising letter has never been easier with marketing automation tools and smart content. In addition to including the reader’s name whenever possible, simply using “you” more than “we” or “I” can bring a much-needed personal touch to your direct response.

For example, change this message:
We need donations more than ever to prevent child abuse in our community.

To this message:
Linda, children need your help. Your donation can help prevent child abuse in our community.

Writing in the second person emphasizes the reader and makes them a part of the story.

Step 5: Create a sense of identity

Make listeners feel like your mission is a part of their identity. For example, public radio stations that use the phrase “Listeners like you” in their donation appeals make you feel like a part of the donor community.

Establishing this identity is imperative in persuading someone to become a recurring donor. Creating a name and a brand for this group of monthly donors helps them feel like they are a part of something bigger than themselves.

For example, the organization charity: water has a community of monthly donors called The Spring, which helps bring “clean water to people in need.” The charity kicked off this program with an inspirational video and social media marketing campaign to bring awareness to their community.

Step 6: Choose a theme

Using a theme, especially for a holiday giving campaign, unifies your messages across platforms and gives you something to fall back on as you rapidly write emails or Facebook ads.

Again, consider what appeals most to your audience, and create a core messaging document outlining how to apply this message across different platforms. Your campaign narrative might be one general catchphrase or hashtag encapsulating its emotion and overall idea. It could also include a detailed explanation of how your nonprofit fundraising messaging appeals should be delivered and on what platforms.

Step 7: Use social proof

Throughout your messaging, using social proof makes you more trustworthy. You can demonstrate your credibility with the following:

• Testimonials: Featuring testimonials from donors, sponsors, and people who have benefited from your nonprofit humanizes your appeal.
• Seals of approval: Are you accredited by a third-party organization for transparency? Displaying accreditations and seals of approval can heighten trust with donors.
• Transparency graphics: Include simple charts showing where your money comes from and where it goes. This will show donors how their donations will be used.

Champions for Children, a Tampa Bay nonprofit organization, establishes credibility with its donors by releasing an annual impact report on how donations are distributed.

Step 8: Consider the channel

You can no longer send direct mail to a list and expect to meet your giving goals. Your appeal messaging must be part of a multi-channel strategy tailored to a specific platform.

Remember Linda seeing your online fundraising ad on Facebook? Your message on this platform should include a short, specific appeal statement, a striking photograph, graphic, or video, and a call to action that leads to a campaign-specific landing page or donation page.

Through each channel, you must maintain a cohesive message while considering the actions and thoughts of a typical donor on that platform. A nonprofit marketing email can feature a more in-depth, personal story than a Facebook post; a letter can be even longer.

What makes fundraising direct mail different?

Fundraising direct mail differs from commercial sales letters because it focuses more on building relationships than transactions. Key differences include:

• Long-term engagement: The goal is to foster lasting relationships with donors rather than one-time sales.
• Customization: Personalize mailings to acknowledge the individual’s past support and suggest the impact their continued support can have.
• Storytelling focus: Use stories to illustrate the need and impact, creating an emotional connection with the reader.

Step 9: Have a clear call to action

You want people to donate to your organization. Do not lose sight of that across all of your appeals. Add a donate button and hyperlink the text “donate” on ads, emails, and forms. Make it easy to donate and become a recurring donor. Reinforce your call to action in different sections of your fundraising strategy to remind donors of their importance and contribution.

Step 10: Thank your donors

Your appeal messaging is not done after Linda has donated.

Remember to thank all your donors and explain the impact of their donations. Send your thanks promptly, and make them feel sincerely appreciated.

You can do this in many different ways — sending them a thank you email or video, giving them a phone call, hosting a donor appreciation party, sending them a thank you gift, and so on. Keep it personal and regularly follow up with your donors to re-engage them as part of your donor community.

Step 11: Find a strategic partner

As you can see, crafting a compelling appeal message is not as simple as writing an email or letter to your donors. Instead, it takes a digital marketing storytelling approach that’s channel-specific, actionable, and measurable.

Contact us to learn more about our copywriting for nonprofits and branding and messaging expertise. We’d love to build a marketing strategy to amplify your nonprofit’s mission and help you thrive all year round.

Nonprofit Appeal Letter Template

Time to put your new-found copywriting skills to use! Use this template as the basis for your own appeal letters by simply copying and pasting it into a word processor.

[Your Name] [Your Title] [Nonprofit Organization Name] [Organization Address] [City, State, ZIP Code] [Email Address] [Phone Number] [Date]

 

[Recipient’s Name] [Recipient’s Title] [Recipient’s Organization Name] [Recipient’s Address] [City, State, ZIP Code]

 

Dear [Recipient’s Name],

I hope this letter finds you well. I am writing on behalf of [Nonprofit Organization Name], a dedicated and passionate organization committed to [briefly describe your mission and work]. As we continue our mission to [explain the impact and goals of your organization], we need your support more than ever.

[First paragraph: Start with a personal connection or anecdote related to the recipient if applicable.] [Second paragraph: Share a success story or recent accomplishment to showcase your organization’s impact.]

We are reaching out to individuals and businesses who share our vision of creating a better future for [target beneficiaries]. Your generosity has played a crucial role in our past achievements, and we hope we can count on your support again.

Our current fundraising campaign, “[Campaign Name],” is focused on [briefly describe the specific purpose or project that needs funding]. This initiative will have a direct and lasting impact on the lives of those we serve, including [mention specific beneficiaries or communities].

Here’s how you can make a difference:

1. One-time Donation: Your one-time contribution of any amount will help us reach our fundraising goal and make a meaningful difference in the lives of [beneficiaries].
2. Monthly Giving: Consider becoming a monthly donor to provide consistent support, which will allow us to plan and execute long-term projects effectively.
3. Corporate Partnerships: [If applicable, mention opportunities for corporate partnerships and their benefits.]

[Optional: Add a personalized message or call to action related to the recipient’s interests or history with your organization.]

Please visit our website at [insert website link] or use the enclosed donation form to donate. Your contribution is tax-deductible, and we will provide a receipt for your records.

Your support is not just a donation; it’s an investment in the future of [target beneficiaries]. Together, we can achieve our shared vision of [briefly restate your organization’s mission and goals].

Thank you for considering our appeal. We are immensely grateful for your support, and we look forward to sharing the impact of your generosity with you.

If you have any questions or would like to discuss how your support can make an even greater impact, please do not hesitate to contact me at [your email address] or [your phone number].

With heartfelt gratitude,

[Your Name] [Your Title] [Nonprofit Organization Name] [Website: www.example.org] [Email: example@email.org] [Phone: (123) 456-7890] [Enclosure: Donation Form (if applicable)]

 

Please replace the bracketed information with your nonprofit’s specific details and tailor the letter to your organization’s unique mission and fundraising goals. Personalize it further to establish a connection with your potential donors.

Nonprofit Appeal Letter FAQs

What makes a great nonprofit appeal letter?

A great nonprofit appeal letter does an outstanding job of telling stories while showcasing impact. It immediately grabs the reader’s attention, maintains that attention through expert storytelling, and then encourages donation by emphasizing impact. These letters connect with people on a human level while providing them with a compelling reason to take action (and showing them that such an action will have an observable result).

• Focus on impact
• Get into storytelling
• Emphasize support over money
• Underscore the need for community effort

 

What is an annual appeal letter for a nonprofit organization?

An annual appeal letter can differ from other appeal letters in that it will emphasize the year in review and the organization’s overall impact. End-of-the-year appeals tend to reflect on what the organization did over the year and use those results to provide compelling reasons for donors to continue giving.

What are the most effective content strategy best practices for nonprofit organizations?

• Audience segmentation: Identify and segment your audience based on demographics, interests, and past interactions. Tailor content to each segment’s needs and preferences to create more personalized and impactful messages.
• Consistency in messaging: Maintain a consistent brand voice across all platforms and communications. This helps reinforce your organization’s identity and ensures your messages are recognizable and reliable.
• Utilize storytelling: Integrate storytelling into your content strategy by highlighting real-life stories of beneficiaries or volunteers. This technique humanizes your mission and fosters an emotional connection with your supporters.
• Leverage multiple platforms: Distribute your content across various channels, such as social media, email newsletters, blogs, and video content. This increases your reach and allows supporters to engage with your mission on their preferred platform.
• Data-driven decisions: Use analytics to monitor the performance of your content. Assess the most effective strategies and adjust your content plan based on these insights to optimize engagement.
• Regular updates and engagement: Consistently update your audience on your organization’s progress and achievements. Encourage interaction and dialogue to build a stronger community and foster greater loyalty among your supporters.