Best Practices for Writing a Compelling Fundraising Letter

Motivating Generosity with Impactful Words

Crafting a powerful fundraising letter starts with a clear purpose and a heartfelt tone. Your goal is to inspire action by making a compelling case for support, connecting emotionally with your audience, and presenting a specific, meaningful ask. When done well, your words can motivate readers to become passionate donors who feel truly connected to your mission.

Prior to writing, you will need to determine whom you are speaking to. Are your readers potential first time donors or longtime supporters? Tailor your message and personalize whenever possible. Strong copy doesn’t just explain a problem—it invites the reader to help solve it. The more conversational and relatable your tone, the deeper the connection you’ll build.

Most importantly, shift the spotlight from your organization to the donor. Use “you” more than “we” to show how their support drives change. This approach makes donors feel essential to the mission—and that’s exactly how they should feel.

Don’t bury your ask. State your need clearly and early and most importantly repeat it. Most readers will skim your letter, so make sure your core message is repeated and stands out. Bold or underline copy to highlight the essentials.

Donors tend to contribute more when there is a compelling reason for immediate action. Establish urgency by associating your request with a time-sensitive goal or deadline. Phrases such as “immediately,” “donate today,” or “please respond by [date]” can effectively convey this sense of urgency.

Expressing gratitude is essential. Acknowledging a donor’s past contributions and showing appreciation for their consideration, even if they do not contribute at this time, can build relationships and encourage continued support.

In Conclusion:

Remember these essentials when writing a compelling fundraising letter:

• Create a case for support: This main message explains to potential donors why contributions are necessary and outlines the impact of their donations.
• Use an emotional and personal tone (one-on-one conversational).
• Use “You” language: Make the donor feel like they are the hero of the story, and their support will make a difference.
• Write for the skimmer: Ask early and repeat the ask multiple times. Keep to your core message without unnecessary detail.
• Make your call to action urgent: Use words like “urgent,” “immediately,” and “today.” You can also include a deadline.
• Express gratitude: Acknowledge donors’ generosity and express your heartfelt appreciation for their support.

By following these practices, you can create a fundraising letter that is compelling, persuasive, and effective in raising funds for your cause. For other insightful articles like this one, try reading Fundraising in Difficult Times or The Daunting Task of Social Media Copywriting.