Fundraising Letters: 5 Simple Tips That Increase Donor Generosity
Why Fundraising Letters Still Matter in a Digital World
In a world of texts, DMs, and endless social media posts, it’s easy to assume that nonprofit fundraising letters are outdated.
They’re not.
Thoughtful, well-crafted donation letters remain one of the most effective ways to:
Build trust with donors
Tell meaningful stories
Share impact clearly
Invite deeper generosity
Strengthen long-term relationships
Whether sent by mail or email, a strong fundraising letter is more than a request for money. It’s a conversation, a bridge between your mission and the people who care about it.
When you approach fundraising letters as a relationship-building tool — not just a fundraising tactic — they become one of the most powerful assets in your nonprofit fundraising strategy.
The Role of Nonprofit Fundraising Letters in Donor Relationships
Fundraising letters do more than ask for support. They:
Introduce new donors to your mission and values
Reconnect with lapsed donors
Update loyal supporters on what their gifts have made possible
Invite people into specific campaigns, events, or giving opportunities
Document your integrity, transparency, and progress
A well-written letter can:
Turn a one-time donor into a recurring supporter
Re-engage someone who hasn’t given in years
Inspire someone to increase their gift
Help donors feel seen, appreciated, and involved
When donors receive letters that speak directly to them — with clarity, warmth, and emotional resonance — they’re more likely to stay with you for the long haul.
If you need help clarifying the messages at the core of your communication, you may find this helpful:
👉 Nonprofit Key Messages: 5 Steps to Effectiveness
5 Steps to Writing Effective Nonprofit Fundraising Letters
Writing a strong fundraising letter is part art, part structure. Below are five simple but powerful steps to increase donor generosity and deepen connection.
1. Personalize Your Fundraising Letters
Personalization is one of the biggest drivers of donor response.
Donors want to feel like you’re talking to them, not to “Dear Friend” or “Valued Supporter.”
Practical ways to personalize your fundraising letter:
Use the donor’s name (correctly spelled!)
Reference their previous support when possible
Acknowledge how long they’ve been involved
Mention specific campaigns or events they’ve engaged with
Reflect what you know about their interests or values
For example:
“Ava, your gift last spring helped launch our after-school peace club for 30 students. This year, we’re hoping to reach 100.”
Personalization says:
“You matter here. You’re part of this story.”
This shift alone can significantly increase response rates.
If your team struggles with how to talk to donors instead of at them, you may want to revisit your broader messaging and donor communication strategy:
👉 Marketing Communications Services
2. Tell a Compelling, Human Story
Data is important. But stories move people.
Your fundraising letter should center on a single story whenever possible — one person, family, classroom, or community that illustrates the impact of your work.
A strong fundraising story includes:
A real person at the center (with permission and dignity)
A specific challenge or need
How your organization stepped in
A moment of change or hope
The role donors play in that transformation
For example:
“When Jordan started middle school, he was getting into fights almost daily. Teachers were exhausted. He felt angry and alone. After working with a Peace Guide twice a week, he learned new conflict resolution skills — and hasn’t been sent to the office in months.”
Donors remember Jordan.
They rarely remember “we served 300 students.”
If you want to deepen the emotional resonance of your stories, visit:
👉 Nonprofits Using Emotional Marketing Build Connections
3. Make a Clear, Confident Call to Action
One of the most common mistakes in fundraising letters is a vague or buried ask.
Your donor should never have to guess what you want them to do.
A strong, clear call to action:
States exactly what you’re asking for
Connects the gift to concrete impact
Makes giving feel simple and doable
Instead of:
“Please consider supporting us.”
Try:
“Will you give $50 today to provide conflict resolution training for one classroom of 4th graders?”
Or:
“Your gift of $25 helps purchase books for our Ambassadors for Respect program. Will you help sponsor a student today?”
You can also offer suggested amounts and one open-option line. According to many fundraising experts, specific asks tied to outcomes are far more effective than generic “support us” language. For additional tactical guidance, this resource is helpful:
👉 Guide to Effective Fundraising Letters (with templates):
https://www.dojiggy.com/fundraising-letter-templates/
4. Show Genuine Gratitude
Fundraising letters aren’t just about asking — they’re also a powerful opportunity to say thank you.
Thank donors:
For past gifts
For their time and attention
For considering another gift
For believing in your work
Gratitude phrases you can weave in:
“Because of you…”
“Your generosity made this possible…”
“We’re so grateful to have you in this community.”
Donors who feel appreciated are far more likely to:
Stay engaged
Increase their giving over time
Recommend your organization to others
For more ideas on thoughtful donor appreciation, this article is a great reference:
👉 How to Write the Perfect Donor Thank You Letter – Bloomerang
https://bloomerang.com/blog/how-to-write-the-perfect-donor-thank-you-letter/
5. Follow Up After the Gift
Your fundraising letter should never be the last step in the conversation — it’s the middle of the story, not the end.
After someone gives:
Send a timely thank-you letter or email
Share how their donation is being used
Follow up with stories of impact
Invite them into the next appropriate step (newsletter, tour, event, webinar, etc.)
Some options:
Handwritten notes for recurring donors or long-time supporters
A short, warm follow-up email from a staff member
A link to a story on your website showing real-world outcomes
If you’re used to sending only email receipts, consider designing a simple branded notecard and having a batch printed. Even a short, personal “thank you” can make a big impression — especially for smaller nonprofits.
Examples of Successful Fundraising Letters
Every organization and audience is different, but the most successful nonprofit fundraising letters tend to have a few things in common:
They are:
Personalized
Story-driven
Clear about the ask
Grateful in tone
Focused on impact
Easy to read
Imagine a letter from a nonprofit that provides educational resources to under-resourced students:
It opens with:
“Taylor had never owned a book of her own.”
It tells a brief story of how, with donor support, Taylor now has access to books, tutoring, or technology.
It invites the donor:
“Your gift of $40 today places a backpack full of learning tools into the hands of another student like Taylor.”
It expresses gratitude:
“You are changing the way students experience school — and we’re so grateful.”
It promises follow-up:
“We’ll share an update this fall so you can see how your generosity is at work in the classroom.”
That’s a simple, powerful structure you can adapt.
For more examples and guidance, this overview is helpful:
👉 The Beginner’s Guide to Writing the Perfect Fundraising Letter
https://getfullyfunded.com/fundraising-letter/
The Role of Donation Letters in Maximizing Contributions
Donation letters do more than bring in one-time gifts — they shape donor experience.
A strong fundraising letter can:
Bring lapsed donors back into the fold
Move mid-level donors toward major giving over time
Increase average gift size
Feed into recurring giving programs
Serve as the foundation for email, website, and social campaigns
In other words, your fundraising letters are not standalone tools — they’re part of a broader ecosystem of communication.
If your organization is ready to create a more integrated, thoughtful approach to messaging and donor outreach, I can help you connect the dots:
👉 Marketing Communications Services
Common Mistakes to Avoid in Nonprofit Fundraising Letters
Even seasoned nonprofits fall into a few common traps. Here are some to watch for:
❌ Lack of personalization
Using “Dear Friend” or generic greetings weakens the connection.
❌ Too much organizational jargon
Donors don’t need internal language; they need clear, human explanations.
❌ No clear call to action
If the donor doesn’t know exactly what you’re asking for, they’re less likely to respond.
❌ No emotional connection
All facts and no feelings makes your letter forgettable.
❌ Overuse of “we” instead of “you”
Aim to center the donor:
“Because of you…” vs. “We did this…”
❌ Failing to follow up
Without a thank-you or impact report, donors can feel taken for granted.
Avoiding these pitfalls can dramatically improve the performance of your donation letters.
Tailoring Fundraising Letters for Different Types of Donors
The most effective letters are not one-size-fits-all. Different audiences need slightly different messages.
First-Time Donors
Focus on:
Who you are
What you do
Why their support matters right now
A simple, clear ask
Recurring Donors
Focus on:
Gratitude
Long-term impact
Progress updates
Invitations to deeper involvement
Major Donors or Long-Term Supporters
Focus on:
Strategic vision
Bigger-picture outcomes
High-level updates and opportunities
More personalized acknowledgments
Even small shifts in tone and content can make each donor segment feel more seen and valued.
Conclusion: The Power of Well-Crafted Fundraising Letters
A thoughtful, well-written fundraising letter is still one of the most effective ways for nonprofits to:
Inspire generosity
Strengthen relationships
Share impact
Build trust
Sustain their mission
By:
Personalizing your letters
Telling compelling human stories
Making a clear, specific ask
Showing genuine gratitude
Following up after the gift
…you’re not just increasing donations — you’re building a community of people who feel truly connected to your work.
Ready to Take Your Fundraising Letters — and Donor Relationships — to the Next Level?
If you’re ready to improve your fundraising letters, strengthen your messaging, and create donor communication that actually feels good to send and receive, I’d love to help.
👉 Contact me here to explore how we can work together.
And if your nonprofit is small but mighty and could benefit from hands-on support in organizational development and marketing communications, consider applying for:
🌻 The Sunflower Project
A pro bono initiative where I partner with selected nonprofits for 60 hours of focused strategy and implementation support — including messaging, fundraising communication, and relationship-centered marketing.
