Example of a Good Fundraising Letter

The  good fundraising letter can do a lot: help you reach your financial goals, get donors involved with your cause, show them the impact their gifts will make, and build a long-term relationship with your supporters. But it’s important to remember that every nonprofit has unique needs and audiences, and that an effective fundraising letter can look very different from one organization to another.

Begin with a personal salutation (Dear John, Dear Mary, etc). Use first names to help your letter feel less like an impersonal corporate pitch and more like a conversation at the kitchen table.

Use your letter to tell a story about the lives that will be changed by your fundraising efforts. This is what makes people give – they want to know that their gift will make a real difference, and that the impact will be immediate.

Explain how the money your donors provide will be used, and use concrete examples if possible. For example, if you’re raising funds for an animal rescue, describe how their contribution will provide food for the shelter’s current patients or pay for a spay/neuter clinic.

Keep your letters short – people don’t read long, densely-packed paragraphs! A P.S. can be a great way to add impact and create a sense of urgency especially when used to remind donors of a fundraising deadline. Finally, don’t forget to proofread your letter carefully before sending it off. A single grammatical error can throw off the entire tone and meaning of your message.