Continue editing
Did you know that while Baby Boomers are driven by their connection to the nonprofits they support, Millennials’ philanthropy is shaped by a strong desire to make social change central to their lives? Both generations believe in the responsibility to give back, but Millennials also see themselves as agents of change.
As a result, younger donors have great expectations of themselves to do good, but they also have high expectations of the organizations they support. They view a donation as an investment in a solution to a problem they see.
This shift in motivations underscores the importance of a well-written fundraising appeal. A fundraising appeal needs to speak specifically to each individual donor and inspire them to be agents of change!
But how do you write a fundraising letter that moves people to take action? In this blog, we’ll walk through the essential steps to craft engaging and impactful fundraising appeals that resonate with your audience and help you reach your fundraising goals.
By personalizing your message, telling compelling stories, and being clear about the impact, you can create fundraising appeals that inspire action.
Table of Contents
- Key elements of strong fundraising appeals
- Mistakes to avoid in fundraising appeals
- Timing and frequency of fundraising appeals
- Testing appeals efficacy
- Conclusion
The key elements of a strong fundraising appeal
Writing an effective fundraising appeal requires more than just asking for donations—it’s about creating a connection, telling a compelling story, and making it easy for donors to take action. To make your appeals truly stand out, they need to be personal, emotionally engaging, and clear in their message. Here, we’ll explore the essential components of a strong fundraising appeal that can help you inspire your donors and drive meaningful results.
Personalization
Addressing your donor by name and customizing your message based on past interactions increases engagement. But doing this for dozens, or even thousands, of constituents may sound impossible! This is where having the right tools comes in -a nonprofit CRM helps you segment your donors by preferences, their history with your nonprofit, and any other data you’ve collected. Additionally, a CRM automates the process of addressing each email or newsletter by the donor’s name, donation history, interests, etc.
These simple personalizations make your appeal feel relevant and thoughtful, which drives donor engagement.
An emotional hook
Grab your reader’s attention with a powerful opening. Appealing to the reader’s emotions sets the tone for the entire appeal. Whether it’s a heartwarming story, a surprising fact, or an urgent need, make sure your first few lines draw them in.
A personal or emotional connection helps make the donor feel invested right from the start. Think of it as your chance to show the impact of their potential gift in a tangible way. Keep it concise, relatable, and meaningful.
Example: “Imagine a child hearing the laughter of friends for the first time at camp—because of you.”
Compelling storytelling
At the heart of any great fundraising appeal is a story. Share an emotional, focused narrative that shows the impact of your nonprofit’s work.
Explain through storytelling how the donor’s gift will make a difference. The goal is to make your donor feel personally connected to the cause and like they are part of the solution.
Example: "Last year, Maria, a 10-year-old girl, attended our summer camp for the first time. Diagnosed with cerebral palsy, Maria had never experienced the joy of a campfire or swimming in a lake. Thanks to supporters like you, she did. But many more children like Maria still need your help."
Transparency and impact
Donors want to know where their money goes. Be clear about how their contribution will be used and the difference it will make.
A sense of urgency
Urgency encourages immediate action. Deadlines, limited-time matching gifts, or an urgent need for funds give your donor a reason to act now, rather than later. Emphasize that waiting could mean missed opportunities to help tie this urgency to real-world outcomes.
Phrases like “Today only,” “Just 24 hours left,” or “We’re only $1,000 away from our goal” can push people to respond quickly. In your fundraising appeal, highlight the impact of their prompt action and how it can make a difference right now.
Engaging visuals
Incorporate images, infographics, or videos to strengthen your message and create an emotional connection. Visuals not only capture attention but also make your story more relatable and impactful.
A powerful image or short video can convey emotion and urgency in a way that words alone cannot. Infographics showing progress toward goals or illustrating how donations are used can add clarity and transparency. Including engaging visuals makes your fundraising appeal more memorable and can inspire donors to take action.
Clear call to action (CTA):
Make your ask direct and specific. Whether you want your donors to give, volunteer, or share your cause, a strong, clear CTA is essential.
Example: "Will you give $100 today to help send more children like Maria to camp? Your generosity will create unforgettable experiences for them."
And equally important, make sure it’s easy for your donors to follow through on the CTA! If you’re asking donors to give, include links directly to your donation page or an address to send a check to. If you want volunteers to signup, make sure you have an easily accessible volunteer signup form.
By incorporating these elements, you can craft a compelling fundraising appeal that resonates with donors, inspires action, and drives results.
Use a P.S. to reinforce your message
Studies show that many readers skip straight to the P.S. before reading the rest of the letter, making it a prime spot to reinforce your main message. Use this space to restate your call to action, highlight a deadline, or share a key piece of information that you want to leave a lasting impression.
The P.S. can also be a great place to create urgency or offer an incentive, such as a matching gift or a limited-time opportunity.
Example: "P.S. Double your impact today! Remember, a matching gift will double any donation given before [date]!"
Gratitude and appreciation
A heartfelt expression of gratitude goes a long way in making your donors feel valued. By ending your letter with a sincere thank you, you show appreciation for their support, which helps foster trust and strengthens long-term relationships.
This is where segmentation is key! By segmenting donors based on past giving, you can be sure to acknowledge how they have played a role in changing your community in the past.
Even if they haven’t yet made a donation, thanking them for considering your cause reinforces a positive connection. Gratitude also leaves a lasting impression and can inspire future involvement.
Example: "Thank you for your continued generosity and for being a part of our mission. Your support truly makes a difference."
{donor-outreach-cta="/components"}}
Common mistakes to avoid in fundraising appeals
Being too vague
Donors want clarity - to understand your mission, how you’re achieving your objectives, and how they are a part of the solution.
Avoid using broad, generic language. Instead of saying "Help us make a difference," be specific about what you're asking for and how the donor’s gift will be used. Concrete examples make your appeal more compelling and show the tangible impact of their support.
Example: "Your $50 gift will provide a week of meals for a family in need."
Overloading with information
Keep your message concise and focused on the core goal. Bombarding readers with too much information can dilute your appeal and overwhelm them. Stick to the most important points, and save additional details for follow-up communications or your website.
Using jargon or complicated terms
Avoid technical terms or nonprofit jargon that might confuse your readers. Write in a conversational tone that is clear, approachable, and easy for anyone to understand. The simpler the language, the more engaging the appeal!
Lacking a clear call to action
Your fundraising appeal should leave no doubt about what you want the donor to do next. A vague or hidden CTA can lead to missed donations, so make sure your request is direct and actionable. Use bold or standout text for your CTA, and be clear about the impact their donation will have.
Additionally, include multiple ways to give—whether it's through a donation button, link, or instructions for phone or mail donations. The simpler and more visible your CTA, the more likely donors are to take action.
Example: "Donate $50 today to help provide a week of meals for families in need. Click here to give now!"
Timing and frequency of your fundraising appeals
When it comes to fundraising, timing is everything. Knowing when and how often to reach out to your donors can make all the difference in the success of your campaign.
How often should you send fundraising appeals?
Finding the right balance between keeping donors engaged and avoiding overwhelming them is key. Sending appeals too frequently can lead to donor fatigue, while not reaching out enough can cause your nonprofit to fall off their radar.
A good rule of thumb is to send quarterly or monthly nurture emails, mixing fundraising asks with updates on your work, impact stories, and other relevant content. Regular communication helps build a stronger relationship, but it’s important to vary your message to keep it fresh and engaging.
When to send fundraising appeals
Certain times of the year tend to yield higher engagement. The holiday season, from November to December, is particularly effective for fundraising, as many donors look for ways to contribute before the year ends and Giving events, like GivingTuesday, when people are more inclined to give.
Additionally, take advantage of special awareness days or matching gift opportunities to create timely and relevant appeals. Consider aligning your appeals with your nonprofit’s milestones or events to add a personal touch.
Tailoring appeals for different donor segments
Not all donors are the same, and neither should your fundraising appeals be. To truly connect with your audience, it’s important to adjust your messaging based on their relationship with your organization. Whether you’re speaking to new donors, loyal supporters, or major contributors, personalizing your approach makes your appeals more effective.
New donors vs. recurring donors:
For new donors, focus on introducing your nonprofit’s mission and impact. Highlight the problem you’re solving and how their first contribution can make a difference. Use this opportunity to build trust and invite them to become part of your community.
For recurring donors, emphasize gratitude and show the tangible impact of their previous support. Acknowledge their past contributions and explain how their continued involvement is helping to drive your mission forward. Make them feel like a key partner in your success and show them how their loyalty is making a difference.
Major donors vs. small donors
Appeals to major donors should focus on the significant impact their large contributions can have. Provide detailed information on how their gift can fund major projects or initiatives and offer opportunities for them to directly engage with your organization, such as special events or exclusive updates.
For small donors, focus on how even modest gifts add up to create a collective impact. Emphasize that every contribution, no matter the size, is valuable and makes a meaningful difference. Highlight how their ongoing support helps sustain everyday operations and programs.
Monthly vs. One-Time Donors:
For monthly donors, tailor your appeal to emphasize the sustained impact of their recurring gift. Show how their consistent support provides stability and allows your nonprofit to plan long-term initiatives with confidence. Reinforce their role as dependable supporters and update them regularly on how their ongoing contributions are helping to achieve lasting results.
For one-time donors, adjust your messaging to encourage them to consider making another gift. Focus on the immediate impact of their previous donation and how a new contribution could help achieve specific, short-term goals. You can also introduce the option of becoming a monthly donor if they’re interested in creating long-term change.
Testing and optimizing your fundraising appeals
To make sure your fundraising appeals are as effective as possible, test and optimize them regularly.
A/B Testing
Experiment with different elements of your appeals, such as subject lines, calls to action (CTAs), and content formats. A/B testing allows you to send two versions of the same appeal with slight variations to see which performs better.
For example, test a more emotional subject line versus a direct one, or try different CTAs to see which drives more donations. By understanding what resonates with your audience, you can continually refine your appeals for better results.
Analyzing Results
Tracking key metrics like open rates, click-through rates, and conversion rates will give you valuable insights into how your appeals are performing. Analyzing these results helps you identify what’s working and what needs improvement. Use the data to make informed decisions and adjust your future appeals for maximum impact.
Conclusion
Crafting a fundraising appeal that inspires action requires a balance of personalization, compelling storytelling, emotional hooks, urgency, and clear calls to action. By focusing on these elements, you can create an appeal that resonates with your audience and drives real results. Remember to tailor your message to different donor segments, test your approaches, and analyze your results to keep improving.
Now that you have these tips in hand, it’s time to start writing your next appeal. Keep in mind the power your words have to inspire change and mobilize support for your cause. A great fundraising appeal can make a lasting impact on your nonprofit’s mission and help you reach more people, raise more funds, and drive meaningful progress.
Using a CRM like DonorDock can make your fundraising efforts even more effective. DonorDock helps you track donor data, segment your audience, and send targeted, personalized emails, all from one platform. With easy-to-use tools for email creation, bulk text messaging, and automation, you’ll be able to craft and send your appeals with confidence, knowing you’re reaching the right people at the right time. Start using DonorDock today to take your fundraising appeals to the next level!
