The Direct Mail fundraising letter is an effective way to show your audience the impact of a donation, make your case, and ask for their support. The letter can be sent on its own or as part of a welcome packet that contains pamphlets and booklets that add to your organization’s messaging. Typically, fundraising letters are sent to donors who’ve already contributed or to those on a prospect list (individuals who have not yet donated to your nonprofit but may be willing to).
When writing fundraising letters, it’s important to remember that you are trying to engage prospective supporters with an appealing narrative and ask for their help in a cause they believe in. This can be done with a heartwarming story or by sharing shocking statistics, but whatever you do, don’t start with a dry list of facts about your organization. A good fundraising letter will tell a story that reaches the heart and is easy to read.
Donors should be reminded of what their contributions are helping to accomplish, and it’s also helpful to list the end date of your campaign. This helps potential donors understand the urgency of your message and will encourage them to donate right away rather than putting it off or forgetting about it altogether. For these reasons, it is also a great idea to include your online donation page in your fundraising letter so that anyone interested can quickly head there and contribute within minutes.
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