Tips on Writing Fundraising Letters
Because… I Said So
Many of us remember being taught by professors to avoid using the word “because” in our writing. However, through experience, I’ve discovered that “because” is a valuable tool—especially when crafting fundraising letters. In the world of direct mail, using “because” allows us to come across as more approachable and relatable to our audience.
Using the word “because” helps clarify the reason behind the ask. It gives donors immediate context for why their support matters and connects the action they’re being asked to take with a specific outcome. That simple explanation makes fundraising messages easier to understand and more persuasive.
The Power of “Because” in Fundraising Letters
Take our recent literacy nonprofit letter, for example: “Your gift matters because every dollar puts new books in kids’ hands.” Simple, right? It’s the “because” that connects the donor directly to the impact. In another campaign for an animal rescue, we said, “We need your help because winter is rough for stray animals.” We saw stronger donor engagement just by showing the reason up front.
From our experience, being specific about the impact of a donation builds trust with donors. For instance, in our healthcare campaign, we clearly stated, “Please donate today because every minute counts for patients who need urgent care.” This straightforward message resonated with supporters and resulted in increased response rates. Ultimately, offering donors a clear and direct reason for giving makes a significant difference in engagement and campaign success.
When crafting fundraising letters, always remember to clearly articulate why your cause matters using direct language. By stating the specific needs and the tangible outcomes of a donor’s contribution, you make your appeal more relatable and urgent. This approach not only builds credibility but also encourages supporters to take action.
If your nonprofit wants messages that feel personal and gets results, let’s chat. Our team has the best writers around, and we use these same simple, effective practices in everything we do.
