How to Write the Perfect Fundraising Letter

Asking for donations can be as difficult. The secret is to write your fundraising letter so readers will want to give from genuine caring rather than from pressure or guilt.

Get the reader's attention. This part is optional, but it can be very effective if not overdone. Include pleasantries and address the reader as if you were talking to a friend.

State the cause and/or credentials of your charitable organization. This part is absolutely essential and should be the longest part of your fundraising letter. Use about 150 words in this section. You should clearly identify a critical need. Explain how your organization can effectively address that need.

Solicit a contribution. This is another required section. This part of the fundraising letter should be concise and to the point--about 30 to 50 words. List the benefits of supporting the cause and then ask for a specific donation amount. Explain to the potential donor how much charitable contributions in this amount have helped your cause in the past, but that the need is still great.

Offer an incentive. This part can be optional, but it provides a reason for the reader to act now. The incentive you offer could be a tangible gift with a substantial perceived value, or it could be intangible.

Example: "Imagine the feeling you'll get, knowing you have helped an underprivileged child learn how to read . . . . "

Additional insert. This is another optional section. If you can afford another page, you can use photographs or other evidence to help validate your point and keep the reader's interest longer. Be sure to refer to the insert in your fundraising letter.

Thank you. A statement of gratitude is polite and subtly assumes that the contribution will be made. Express gratitude for the reader's generosity and for having taken the time to consider your very important cause.

Conclusion. Be courteous and friendly. Wish the reader well and leave a positive feeling in his/her mind regarding your needy cause.

Sign the letter. You want the reader to know the request is coming from a real person, not an impersonal organization.

Tips: Fundraising letters demand exceptional sensitivity. They must be credible and persuasive without being manipulative or high-handed. Help the reader want to give from genuine caring rather than from pressure or guilt. Explain how the reader's contribution will improve your cause, rather than commenting on the negative results if he or she doesn't contribute.

Avoid using expressions that may be interpreted as harassing, moralizing, or preachy. Help the reader see the benefit at each point in the letter. Keep the focus positive.

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