Crafting Fundraising Letters To Increase Donations

Why Fundraising Letters Still Matter in the Digital Age

In today’s digital-first world, it’s easy to assume fundraising letters are outdated. The truth? A well-crafted letter—whether mailed or emailed—can still cut through the noise and deeply connect with donors on a personal level.

The key to a successful fundraising letter isn’t just what you say but how you say it. Whether you’re soliciting major gifts, introducing planned giving, or simply strengthening donor relationships, the right words can turn a casual supporter into a lifelong benefactor.

1. Clarify Your Fundraising Mission

Before writing your letter, be clear about what you want to achieve. Ask yourself:

• Who is your audience? Are they longtime donors, first-time givers, or major gift prospects?
• What is your relationship with them? Do they already know your organization, or do they need background information?
• What action do you want them to take? Are you seeking a one-time donation, a monthly commitment, or an estate gift?

Clarity drives results—if your letter isn’t clear, your donors won’t act.

2. Structure Your Fundraising Letter for Maximum Impact

Even the best-written fundraising letter will fail if it’s not structured for readability and persuasion. Use this framework:

Start with a Powerful Hook

The first sentence is the most critical. You have seconds to grab attention, so open with:

• A compelling statistic: “1 in 5 children in our community go to bed hungry. Will you help change that?”
• A personal story: “Sarah was struggling to afford school supplies—until a generous donor changed her future.”
• A direct question: “Have you ever wondered how to make a lasting impact?”

Master the Art of Fundraising Letters

Writing an effective fundraising letter is both an art and a science. If you want to go beyond the basics and discover proven techniques used by top fundraisers, check out:

The Secrets of the World’s Best Fundraising Letters

This course dives deep into writing styles, donor psychology, and real-world fundraising success strategies.

Make Your Letter Easy to Skim

Most donors skim before they read. Make your letter scannable by:

• Using short paragraphs
• Bolding key takeaways
• Incorporating bullet points

End with a Clear Call-to-Action (CTA)

Tell donors exactly what you want them to do next.

• Vague Ask: “Your support is appreciated.”
• Effective Ask: “A $50 donation provides school supplies for one child for a year. Will you give today?”

3. How Long Should a Fundraising Letter Be?

A common question: How long should your letter be?

The answer: As long as it needs to be to move the donor.

Some of the most successful fundraising letters have been eight pages long—because the content was compelling. Don’t assume shorter is better. The key is:

• Keep your reader engaged. If your story captures their emotions, they will keep reading.
• Prioritize content over length. A 1,000-word letter that moves the donor is better than a 300-word letter they forget.
• Use compelling storytelling. Emotional engagement is what drives donations—not brevity.

4. Be Specific About Your Donation Request

Vague donation appeals don’t work. Be clear and specific:

• Instead of: “Please support our cause.”
• Say: “Will you donate $100 today to help a family in need?”

Repeat Your Ask

The first ask should be early in the letter, and the second near the end. Repeating your ask reinforces urgency and increases response rates.

5. The Power of Storyselling—Not Just Storytelling

Donors don’t give because of facts. They give because they feel something. This is why fundraising letters need storyselling—stories that don’t just tell but move the donor emotionally to take action.

How to Use Storyselling in Fundraising Letters

• Introduce a character. A real person impacted by your nonprofit.
• Highlight their struggle. What challenge did they face before support?
• Show donor impact. How did previous gifts change their life?
• Make it personal. Use “you” language to connect the donor to the story.
• End with a call to action. Tie the story back to how the donor can help.

Example of Storyselling in Action:

“Last winter, Maria was sleeping in her car with her two children. With nowhere to turn, she came to us. Thanks to donors like you, she now has a safe home and a full-time job. But there are still hundreds of families like Maria’s who need help—will you step in today?”

6. Introduce Major Gifts and Planned Giving

Your fundraising letter should offer multiple ways to give:

Major Gifts

• Some donors want to do more—invite them to make a significant impact.
• Tailor letters for high-net-worth individuals, emphasizing their unique ability to make a difference.
• Learn more in our Major Gifts Boot Camp.

Planned Giving

• Many donors want to leave a legacy but don’t know how.
• Offer estate planning options like bequests, annuities, and trusts.
• Make it easy with tools like LegacyPlanner.

7. Dr. Russell James’ Research on Fundraising Letters

Dr. Russell James, Ph.D., a leading expert in charitable giving, has extensively studied how donors make giving decisions. His research shows:

• Donors respond to stories, not data. Brain scans show that storytelling activates empathy and decision-making areas of the brain.
• Planned giving requires emotional connection. Estate gifts don’t happen because of logic—they happen because donors feel deeply connected to a cause.
• Use visual language. Donors are more likely to give when they can see the impact of their gift.

For more insights, explore Dr. Russell James’ Planned Giving Research.

8. Increase Donations with Better Fundraising Letters

Fundraising letters work—but only if they are compelling, emotional, and donor-focused.

• Use storyselling to move donors emotionally.
• Make your ask clear and specific.
• Offer multiple ways to give, including major gifts and planned giving.
• Leverage expert training to improve your skills.

9. How AI and Data Can Improve Fundraising Letters

• Personalized Appeals with AI-Driven Donor Segmentation: AI can analyze donor data to create highly personalized fundraising letters, ensuring that each message resonates with the recipient’s giving history, interests, and engagement level.
• Predictive Analytics for Smarter Targeting: Tools leveraging AI and big data can predict which donors are most likely to give, the optimal timing for outreach, and even the best communication channels for engagement.
• AI-Powered A/B Testing for Optimization: AI can automate and analyze A/B testing on subject lines, messaging styles, and calls to action, allowing nonprofits to refine their fundraising letters for maximum impact.

By applying these strategies, you’ll boost donations, strengthen donor relationships, and maximize impact.