Fundraising Letters: 5 Simple Tips That Increase Donor Generosity
Why Nonprofit Fundraising Letters Still Matter
In a digital world full of noise, nonprofit fundraising letters remain one of the most powerful and personal communication tools you can use. These letters are more than simple donation requests — they’re bridges between your mission and the people who believe in it.
A well-written fundraising letter can:
introduce new supporters to your mission
build emotional connection
inspire generosity
remind donors of their impact
strengthen long-term loyalty
But not all letters generate the response nonprofits hope for.
The difference between a forgettable letter and a generous response often comes down to structure, storytelling, and clarity.
Below are five simple, effective steps to transform your nonprofit fundraising letters and inspire deeper generosity.
Understanding the Importance of Nonprofit Fundraising Letters
Fundraising letters are the heartbeat of many nonprofit fundraising strategies. They allow you to communicate directly with donors, share the impact of your work, and invite people into the mission in a meaningful way.
Strong fundraising letters:
foster emotional connection
reinforce donor trust
provide transparency
strengthen long-term donor relationships
increase donor retention
If your messaging foundation needs a refresh before sending letters, I recommend reviewing Nonprofit Key Messages: 5 Steps to Effectiveness. Or, Donor Box’s Fundraising Letters: Asking for Donations Made Easy [+ Examples].
The 5 Steps to Writing Effective Nonprofit Fundraising Letters
1. Personalize Your Fundraising Letters
Personalization is one of the most important elements of donor communication.
Address your donor by name.
Reference their history if possible.
Acknowledge their support.
Personalized letters help donors feel:
seen
appreciated
connected
important
People give more generously when the message feels like it was written for them, not to the masses.
If your organization struggles with consistent donor communication, consider reviewing your messaging strategy:
Marketing Communications Services
2. Tell a Compelling Story
Storytelling is the emotional engine of a strong fundraising letter.
It builds empathy, creates urgency, and reminds donors why their support matters.
Your story should:
center one person, family, or community
illustrate a challenge
show how your nonprofit helps
highlight what the donor makes possible
The goal:
A donor should finish reading and think:
“I want to be part of this.”
For additional storytelling guidance, see How Nonprofits Using Emotional Marketing Build Stronger Connections.
3. Make a Clear Call to Action
Don’t ask vaguely.
Tell donors exactly what you want them to do.
Examples:
“Will you give $50 today to help one student receive tutoring for a full month?”
“Your gift of $25 provides two families with emergency groceries.”
“Join us with a gift before Friday to unlock the matching fund.”
A strong call to action includes:
✔ What you need
✔ Why it matters
✔ How to do it
✔ What the impact will be
Specificity increases generosity.
4. Show Genuine Gratitude
Gratitude is powerful.
Fundraising letters should make donors feel like partners — not ATMs.
Express appreciation for:
past support
ongoing commitment
considering your request
the difference they make
Gratitude strengthens donor retention more than almost any other tactic.
You can even add:
handwritten notes
P.S. thank-yous
short emails or follow-ups
seasonal or anniversary acknowledgments
Even small touches build trust and loyalty.
5. Follow Up After the Donation
Don’t let the relationship end at the gift.
A follow-up thank-you is essential.
Your follow-up should:
thank the donor
show how their gift is being used
share a specific outcome
invite continued connection
Examples:
handwritten postcards
personalized emails
quarterly donor impact updates
branded thank-you cards
Tip: Even larger organizations can add a human touch by handwriting notes to recurring donors or top supporters.
If you need help designing donor-friendly collateral, you can also incorporate Canva-brand notes for a polished touch.
Key Principle:
Follow-up is relationship-building, not fundraising.
Examples of Strong Fundraising Letters
Successful nonprofit fundraising letters tend to share these qualities:
personal opening
emotional storytelling
specificity
clarity
gratitude
follow-up
Example snippet:
“Ava started school with no books of her own. Thanks to supporters like you, she received her very first reading kit last month. Will you help us reach 500 more students just like her?”
This simple structure:
story → urgency → action → gratitude is incredibly effective.
Need more examples and help? Check out Bloomerang’s How To Write An Annual Fundraising Appeal Letter.
The Role of Donation Letters in Maximizing Contributions
Donation request letters:
reach supporters directly in a personal way
cut through digital noise
reinforce mission and impact
build consistent donor engagement
support both small and large campaigns
They’re also a powerful complement to your website.
If you’re strengthening your digital presence, you may find value in this related blog: Why Your Website Should Be the Heart of Your Nonprofit (Especially When Times Are Tough)
Key Elements of Effective Fundraising Letters
To recap, strong fundraising letters are:
personalized
emotional
mission-centered
easy to read
focused on one story
clear about the ask
filled with gratitude
complemented with follow-up
These qualities dramatically increase donor generosity.
Common Mistakes to Avoid
Avoid:
🚫 generic greetings
🚫 overly formal language
🚫 unclear or weak calls to action
🚫 emotionless writing
🚫 “we”-centric narratives
🚫 forgetting to thank donors
🚫 skipping follow-up
A donor-centered mindset makes every letter more effective.
Different Fundraising Letters for Different Donors
Your letter should shift depending on the donor type.
For first-time donors:
introduce your mission
explain the need
show quick, meaningful impact
For recurring donors:
express deeper gratitude
share long-term outcomes
update them on progress
For lapsed donors:
acknowledge their past support
share a recent win
invite them back with a specific ask
Personalization increases response rates at every level.
Conclusion: The Power of Well-Crafted Fundraising Letters
A thoughtful fundraising letter can build relationships, inspire generosity, and strengthen your donor community. When you personalize your message, tell a meaningful story, ask clearly, express gratitude, and follow up — you create donor experiences that last.
You don’t just get a donation.
You gain an invested supporter.
Ready to Strengthen Your Fundraising Communications?
Whether you’re writing fundraising letters, clarifying your messaging, or building donor-focused content, I’m here to support you.
✨ Let’s elevate your nonprofit’s communications with clarity and purpose. Contact me here
Or, if you're a smaller nonprofit in need of messaging and fundraising strategy support, apply for The Sunflower Project — my pro bono program providing 60 hours of consulting each quarter.
