To successfully land a donor to your cause, you must understand what would compel a potential donor to engage with your project. According to the Society for Non-Profits, the introduction of emotional triggers, such as empathy, guilt and a sense of responsibility, make the most prevalent markers in donor response rates.
For example, donation request letters that share a story of how lost puppies were reconnected with their young mother, taken to a shelter and adopted into a loving home by a nonprofit organization’s work can make a profound impact.
Effective fundraising emails do more than just request money; they forge a connection between the donor and the cause. As such, creative fundraising letters that emphasize storytelling and emotional appeal often see the highest success rates. Continue reading to get the science, templates, free tools and guidance on creating masterful fundraising letters as you look to maximize the effectiveness of your fundraising platform and manage your donors well.
Table of Contents
We used advanced copywriting techniques with proven results, combined with our decades of fundraising experience, to craft these powerful fundraising email and letter templates.
To start, select the fundraising letter type that best fits your need within the table of contents. You’ll then be anchored down to the section where you can copy and paste the template into one of our free Word templates.
Along with each letter, we included three key components.
If you can’t find a letter to suit your needs, don’t worry. We built a free AI bots to help. They’ll allow you to create a customized message that fits your requirements.
Major Gift Solicitation Letter
Emergency or Crisis Appeal Letter
Lapsed Donor Re-Engagement Letter
Peer-to-Peer Fundraising Letter
Campaign-Specific Appeal Letter
Tribute and Memorial Giving Letter
Sponsorship Solicitation Letter
Legacy or Planned Giving Letter
Volunteer to Donor Conversion Letter
Program-Specific Impact Appeal Letter
In-Kind Donation Request Letter
Sustaining Donor Upgrade Letter
Renewal Letter for Membership-Based Nonprofits
Capital Campaign Fundraising Letter
Free AI Bot for Fundraising Letters
Professionally Designed Letter Templates
Free Acknowledgment Letter Thank-Yous
Dear [Recipient],
Thanks to your generosity, we’ve been able to accomplish so much this year. From [specific achievements] to [key milestones], every step forward has been fueled by supporters like you – but there’s more work to do.
Here’s What We’ve Achieved Together:
Why Your Gift Matters Now More Than Ever
Your donation today doesn’t just fund programs — it fuels change. It helps us respond to urgent needs, expand our reach and ensure that no one is left behind.
Will you make a year-end gift today? [Donation Link]
Thank you for believing in our mission and being part of our community.
Warmest wishes,
[Your Name]
[Your Position]
[Nonprofit Name]
Subject line: Your support made all this possible ... will you help us keep going?
Email preview text: Your support makes a difference. See what we've accomplished and how you can help us do even more.
Thank you letter text:
Dear [Donor Name],
Your generosity never ceases to amaze us. Thank you for your recent gift of [amount] to [Nonprofit Name]. Your support is the foundation of our work and allows us to [specific impact].
This year, with your help, we've [major accomplishment]. Your donation will help us continue this momentum as we work towards [future goal].
We're deeply grateful for your partnership in our mission. Thank you for believing in what we do.
Warmest regards,
[Your Name]
[Your Position]
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Dear [Recipient],
We have a unique and powerful opportunity that requires a bold vision — and the support to make it happen. As one of our most valued supporters, we’re inviting you to be at the forefront of this initiative with a major gift that will directly fund [specific project or need].
The impact of your contribution:
Why now?
This is a pivotal moment for [Nonprofit Name] and your support can take us to the next level. Together, we can make an extraordinary impact—one that will resonate for years to come.
To discuss this opportunity further, please contact me directly at [Contact Information].
Thank you for considering this incredible opportunity to make a difference.
Sincerely,
[Your Name]
[Your Position]
[Nonprofit Name]
Subject line: Your Opportunity to Make a Major Impact
Email preview text: A unique opportunity to make a transformative impact on [cause/project name]
Thank you letter text:
Dear [Donor Name],
We are profoundly grateful for your extraordinary gift of [amount] to support [specific project/initiative]. Your generosity will have a transformative impact on [cause/community].
Your support will enable us to [specific outcomes of the project]. This level of impact wouldn't be possible without faithful supporters like you.
We look forward to keeping you updated on the progress of this initiative. Thank you for your partnership in making a lasting difference.
With deepest appreciation,
[Your Name]
[Your Position]
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Dear [Recipient],
Imagine making a difference every single month, without ever having to lift a finger. That’s the power of joining our Monthly Giving Program. It’s the easiest way to provide steady, reliable support that helps us plan ahead and respond to needs as they arise.
Here’s What Your Monthly Gift Can Do:
Why monthly giving matters
Consistency is key to our work. Your regular support means we can reach more people, do more good and keep making progress month after month. Plus, you’ll receive exclusive updates showing exactly how your contributions are changing lives.
Join now [Donation Link] and become a part of our most dedicated group of supporters.
Together, we can do so much more.
With gratitude,
[Your Name]
[Your Position]
[Nonprofit Name]
Subject line: Small monthly gifts. Big impact. Become a sustaining member today!
Email preview text: Join our monthly giving program and make a difference all year round
Thank you letter text:
Dear [Donor Name],
Thank you for becoming a monthly donor to [Nonprofit Name]. Your ongoing support provides us with the steady, reliable funding we need to plan effectively and respond quickly to emerging needs.
Every month, your gift of [amount] will [specific impact]. That's [X] lives changed, [Y] meals provided or [Z] acres protected every year because of your generosity.
We're honored to have you as a valued member of our community. Thank you for your commitment to our mission.
Gratefully,
[Your Name]
[Your Position]
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Dear [Recipient],
Right now, [Nonprofit Name] is facing an urgent crisis that threatens our ability to continue our critical work. Due to [specific emergency or crisis], we are reaching out for immediate support to keep our programs running and ensure we can meet the increased needs of those we serve.
Here’s the situation:
We need your help — now more than ever.
Time is of the essence. Every dollar raised will be put to immediate use, allowing us to act quickly and effectively. Please consider making an emergency donation today.
Donate now [Donation Link] to help us through this crisis.
Thank you for standing with us in this critical moment.
Sincerely,
[Your Name]
[Your Position]
[Nonprofit Name]
Subject line: Urgent: We need your help to respond to [Crisis]
Email preview text: Your help is needed to respond to [crisis]. Here's how you can make a difference.
Thank you letter text:
Dear [Donor Name],
In times of crisis, we see the true strength of our community. Thank you for your swift and generous response to our emergency appeal. Your gift of [amount] is already at work, helping us [specific crisis response actions].
Your support means we can [specific impact of donation]. In this critical time, your generosity is making a real difference in people's lives.
Thank you for standing with us and those we serve during this challenging time.
With heartfelt thanks,
[Your Name]
[Your Position]
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Dear [Recipient],
Right now, your gift can go twice as far. Thanks to a generous matching gift from [Corporate Partner or Major Donor], every dollar you give will be doubled, making an even greater impact on [Nonprofit Name] and the people we serve.
Why your support matters now:
Don’t miss this chance to double your gift [Donation Link]!
This match won’t last long — act now to make the most of this incredible opportunity.
Thank you for your support and generosity.
Warm regards,
[Your Name]
[Your Position]
[Nonprofit Name]
Subject line: Double your impact: Every dollar matched!
Email preview text: Double your impact! Every donation matched dollar-for-dollar until [date].
Thank You Letter Text: Dear [Donor Name],
Thank you for your generous gift of [amount] to our matching gift campaign. We're thrilled to inform you that your donation has been doubled, resulting in a total impact of [doubled amount]!
Your amplified gift will help us [specific impact]. This level of support is truly transformative for our work.
We're grateful not just for your donation, but for your partnership in maximizing our impact. Thank you for making the most of this opportunity to double your giving.
With gratitude,
[Your Name]
[Your Position]
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Dear [Recipient],
Welcome aboard! We’re thrilled to have you join us and we can’t thank you enough for your first donation. Your support means the world to us — and to everyone who benefits from our programs.
What your gift is already doing:
What’s next?
We’d love for you to stay involved. Whether it’s through volunteering, attending events or simply staying informed, there are so many ways to be part of our community. If you feel inspired, consider making your support ongoing — every bit helps!
Explore more ways to get involved [Link].
Thank you again for choosing to support [Nonprofit Name]. We’re excited to see what we can achieve together.
Warmly,
[Your Name]
[Your Position]
[Nonprofit Name]
Subject line: Welcome to the [Nonprofit Name] family!
Email preview text: Welcome to the [Nonprofit Name] family! See the impact your first gift is already making.
Thank you letter text:
Dear [Donor Name],
Welcome to the [Nonprofit Name] family! We're thrilled to have you join us as a supporter. Your first gift of [amount] is already making a difference by [specific impact].
As a new donor, you're now a crucial part of our mission to [organization's goal]. We look forward to sharing updates with you about the impact of your support.
Thank you for taking this first step with us and we're excited to have you on this journey!
Warmly,
[Your Name]
[Your Position]
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Dear [Recipient],
It’s been a while and we’ve missed having you with us. Your past support helped us achieve so much, from [specific achievement] to [another impact]. But there’s still more work to be done and we’d love to have you back on board.
Here’s what’s new:
Will you consider re-engaging with us? [Donation Link]
We can’t wait to see the difference we can make together.
Warmly,
[Your Name]
[Your Position]
[Nonprofit Name]
Subject Line: We missed you! Your impact was incredible — come back and help us do more.
Email preview text: We've missed you! See what's new and how you can make an impact today.
Thank you letter text:
Dear [Donor Name],
Welcome back! We're thrilled to have you rejoin us as a supporter of [Nonprofit Name]. Your renewed gift of [amount] comes at a crucial time and will help us [specific impact].
In your absence, we've [new developments or achievements]. Your return as a donor will help us build on this momentum and [future goals].
Thank you for choosing to support us once again. Your renewed commitment means the world to us.
Gratefully,
[Your Name]
[Your Position]
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Dear [Recipient],
I’m excited to share that I’m raising funds for [Nonprofit Name] and I’d love for you to be part of this journey. Whether it’s a donation, sharing my campaign or just cheering me on, every bit of support makes a huge difference.
Why this matters to me:
Donate now [Donation Link] or share my campaign to spread the word.
Thanks for being a part of something special.
Best,
[Your Name]
[Your Position]
[Nonprofit Name]
Key elements: Authentic, conversational and focused on personal connection—key traits of Dave Gerhardt’s style.
Subject line: Help me support [Nonprofit Name] — join my fundraising team!
Email preview text: Join [Fundraiser's Name]'s campaign to support [Nonprofit Name] and make a difference today!
Thank you letter text:
Dear [Donor Name],
Thank you for your generous donation of [amount] to [Fundraiser's Name]'s campaign in support of [Nonprofit Name]. Your gift is helping us [specific impact] and bringing us closer to our goal.
We're touched by your willingness to support our cause through your friend's fundraising efforts. Supporters like you make our work possible.
Thank you for being part of our extended community and for your commitment to [cause].
With appreciation,
[Your Name]
[Your Position]
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Dear [Recipient],
We’re launching an exciting new project: [Campaign Name]. With your help, we can [specific project goal], bringing us closer to [specific impact or outcome].
Why this campaign?
Be a part of something big — donate today [Donation Link]!
Thank you for considering this special opportunity to make a difference.
Sincerely,
[Your Name]
[Your Position]
[Nonprofit Name]
Subject Line: Help us launch [Campaign]: Your support makes it possible
Email Preview Text: Be part of [Campaign Name] and help us [campaign goal]. Your support can make it happen!
Thank you letter text:
Dear [Donor Name],
Thank you for your generous contribution of [amount] to our [Campaign Name]. Your support is crucial in helping us achieve our goal of [campaign objective].
With your help, we're now able to [specific impact of the campaign]. This is a significant step towards [broader organizational goal].
We're grateful for your partnership in this important initiative. Thank you for helping make our vision a reality.
Sincerely,
[Your Name]
[Your Position]
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Dear [Recipient],
Losing someone special is never easy. But their memory can live on in a meaningful way — through a gift that honors their life and continues their impact on the world. Our Tribute and Memorial Giving program offers you the chance to celebrate your loved one’s legacy while supporting a cause close to their heart.
How it works:
Honor someone special today [Donation Link].
Let’s keep their memory alive together.
With deepest appreciation,
[Your Name]
[Your Position]
[Nonprofit Name]
Subject line: Honor their legacy with a difference-making gift
Email preview text: Honor a loved one's memory while supporting a cause close to their heart
Thank you letter text: Dear [Donor Name],
Thank you for your thoughtful gift of [amount] in [honor/memory] of [Honoree's Name]. Your generosity ensures that [his/her] legacy continues through the important work of [Nonprofit Name].
Your tribute gift will help us [specific impact], a cause that was close to [Honoree's Name]'s heart. We're honored to be entrusted with carrying forward [his/her] values in this way.
We've sent a letter to [Recipient Name] informing them of your meaningful gesture. Thank you for choosing to remember [Honoree's Name] through support of our mission.
With gratitude,
[Your Name]
[Your Position]
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Dear [Foundation/Corporation Name],
We’re writing to request your support for [Project Name], a transformative initiative aimed at [specific goal]. This project addresses [specific need] and with your grant, we can achieve [specific outcomes].
Project overview:
Why your support matters
Your funding will directly enable us to [specific impact], ensuring that [desired change]. We’ve included a detailed project proposal and budget for your review.
We look forward to the opportunity to partner with [Foundation/Corporation Name] on this impactful initiative.
Thank you for considering our request.
Sincerely,
[Your Name]
[Your Position]
[Nonprofit Name]
Subject line: Request for grant funding: Supporting [Project Name]
Email preview text: [Nonprofit Name] seeks support for innovative project to address [issue]
Thank you letter text:
Dear [Grant Manager's Name],
On behalf of everyone at [Nonprofit Name], thank you for [Foundation/Corporation Name]'s generous grant of [amount] to support our [Project Name].
This funding will allow us to [specific project goals and impacts]. We're excited to put this grant to work and create meaningful change in our community.
We look forward to providing you with updates on the project's progress and outcomes. Thank you for your trust in our organization and your commitment to [cause].
Sincerely,
[Your Name]
[Your Position]
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Dear [Recipient],
As the year comes to a close, we’re reflecting on all we’ve accomplished together and looking ahead to the possibilities of the new year. Your generosity has driven incredible progress, from [specific achievement] to [key milestone] – but there’s still more to do.
Why give now?
Will you consider making a year-end gift? [Donation Link]
Let’s close out this year with hope and head into the next one ready to do even more good together.
Warm regards,
[Your Name]
[Your Position]
[Nonprofit Name]
Subject line: Wrap up the year with a gift that makes a difference
Email preview text: Make your year-end gift count. Help us start the new year strong!
Thank you letter text:
Dear [Donor Name],
As we close out the year, we want to express our heartfelt thanks for your generous year-end gift of [amount]. Your support helps us enter the new year ready to make an even bigger impact.
This year, with the help of donors like you, we've [major accomplishment]. Your donation will help us build on this success as we [future plans].
Thank you for choosing to make [Nonprofit Name] part of your year-end giving. We're grateful for your partnership in our mission.
Wishing you all the best in the new year,
[Your Name]
[Your Position]
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Subject line: Partner with us: Sponsorship opportunity for [Event/Program]
Dear [Recipient],
We’re offering an exclusive opportunity for your company to partner with [Nonprofit Name] as a sponsor of our upcoming [Event/Program]. This is your chance to align your brand with a cause that resonates deeply with our community and gain exceptional visibility.
Why sponsor?
Sponsorship levels:
Ready to Partner? Contact us at [Contact Information] to secure your sponsorship and start making a difference with us today.
Thank you for considering this impactful partnership.
Sincerely,
[Your Name]
[Your Position]
[Nonprofit Name]
Subject line: Partner with us: Sponsorship opportunity for [Event/Program]
Email preview text: Partner with [Nonprofit Name] and showcase your commitment to [cause]
Thank you letter text:
Dear [Sponsor Contact],
Thank you for [Company Name]'s generous sponsorship of [Event/Program] at the [Sponsorship Level]. Your support is instrumental in making this initiative a success.
Your sponsorship will help us [specific impact of the event/program]. We're excited to showcase your company's commitment to [cause] through this partnership.
We look forward to working closely with you to ensure you receive all the benefits associated with your sponsorship level. Thank you for your support of our mission.
Best regards,
[Your Name]
[Your Position]
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Dear [Recipient],
Imagine a future where your values and generosity continue to make a difference long after you’re gone. That’s the power of legacy giving. By including [Nonprofit Name] in your estate planning, you can ensure that your commitment to [cause] lives on.
Your planned giving options:
Why it matters
Your legacy gift helps secure the future of [Nonprofit Name], ensuring that we can continue our mission for generations to come. It’s an enduring impact that speaks to your values and dedication.
Learn more [Link] about how you can leave a legacy that lasts.
Thank you for considering this meaningful way to give.
Sincerely,
[Your Name]
[Your Position]
[Nonprofit Name]
Subject line: Leave a legacy that lives on: Planned giving with [Nonprofit Name]
Email preview text: Learn how you can leave a lasting legacy through planned giving with [Nonprofit Name]
Thank you letter text:
Dear [Donor Name],
Thank you for your decision to include [Nonprofit Name] in your estate plans. Your foresight and generosity will have a lasting impact on our mission for generations to come.
By making this commitment, you're ensuring that [specific long-term impacts]. Your legacy gift will play a crucial role in shaping the future of [cause/community].
We're deeply honored by your trust in our organization to carry forward your values. Thank you for your visionary support.
With sincere appreciation,
[Your Name]
[Your Position]
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Dear [Recipient],
Your time, passion and hard work have already made a huge impact on [Nonprofit Name]. But did you know there’s another way you can help drive our mission even further? By becoming a donor, you can amplify your efforts and ensure we continue making strides.
Why give?
Ready to make your gift? [Donation Link]
Together, we can achieve even more.
Thank you for everything you do.
Best regards,
[Your Name]
[Your Position]
[Nonprofit Name]
Subject line: You’ve already made a difference — here’s how you can do even more
Email preview text: Your time makes a difference. See how your financial support can amplify your impact.
Thank you letter text:
Dear [Donor Name],
Thank you for your generous gift of [amount] to [Nonprofit Name]. As a valued volunteer, you already given so much of yourself to our cause and we're touched that you've chosen to support us financially as well.
Your donation, combined with your volunteer efforts, will help us [specific impact]. Your awesome support as both a volunteer and donor is truly invaluable to our work.
Thank you for your continued dedication to our mission, both through your time and your financial support.
Gratefully,
[Your Name]
[Your Position]
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Dear [Recipient],
Our [Program Name] has been a game-changer, providing [specific service or support] that’s transforming lives. But to keep this momentum going, we need your help.
What we’ve accomplished so far:
The need is still great.
With demand growing, your support today means we can reach even more people, expand our services and continue making a real difference.
Make your gift today [Donation Link] to keep [Program Name] thriving.
Thank you for believing in the power of [Program Name].
Sincerely,
[Your Name]
[Your Position]
[Nonprofit Name]
Subject line: Support [Program Name]: Help us do more of what matters
Email preview text: See the impact of [Program Name] and how you can help us do even more
Thank you letter text:
Dear [Donor Name],
Thank you for your generous gift of [amount] to support our [Program Name]. Your donation will have a direct impact on the lives of those we serve through this vital program.
With your support, we'll be able to [specific program outcomes]. Your gift is instrumental in helping us strengthen and expand this important work.
We're grateful for your commitment to [cause] and your trust in our approach. Thank you for partnering with us to make a difference.
Sincerely,
[Your Name]
[Your Position]
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Dear [Recipient],
We’re in need of vital resources and you can help without even opening your wallet. Our in-kind donation program seeks essential items like [specific needs: equipment, food, clothing, etc.] that help keep our programs running smoothly.
How you can contribute:
The impact of your gifts:
Every item donated directly supports our work, from [specific impact] to [specific outcome]. Your in-kind contribution helps us stretch our budget and do more for those in need.
Ready to donate? [Link] Learn more about how to give.
Thank you for your generosity!
Warmly,
[Your Name]
[Your Position]
[Nonprofit Name]
Subject line: Your in-kind donations make a big impact — here’s how to help
Email preview text: Your donations of goods and services can make a real difference. Here's what we need most.
Thank you letter text:
Dear [Donor Name],
Thank you for your generous in-kind donation of [specific items/services] to [Nonprofit Name]. Your contribution helps us stretch our budget further and enhance our services.
Your donation will be used to [specific use or impact of the in-kind gift]. This support is crucial in helping us meet the needs of those we serve.
We're grateful for your thoughtful contribution to our work. Thank you for supporting our mission in this practical and impactful way.
With appreciation,
[Your Name]
[Your Position]
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Dear [Recipient],
Your ongoing support has been invaluable and because of you, we’ve been able to achieve incredible things. But what if you could do even more? By increasing your monthly gift, you can help us expand our reach, boost our programs and tackle new challenges head-on.
What your increased gift can do:
Are you ready to upgrade? [Donation Link]
Thank you for being such a dedicated part of our mission. Let’s take this next step together.
Gratefully,
[Your Name]
[Your Position]
[Nonprofit Name]
Subject line: You’ve been amazing — are you ready to take your impact up a notch?
Email preview text: Thank you for your ongoing support. See how increasing your monthly gift can make an even bigger impact.
Thank you letter text:
Dear [Donor Name],
Thank you for increasing your monthly gift to [new amount]. Your decision to upgrade your support will have a significant impact on our ability to [specific outcome].
As a sustaining donor, your faithful support allows us to plan more effectively and respond quickly to emerging needs. By increasing your gift, you're helping us [expanded impact].
We're deeply grateful for your ongoing commitment to our mission and your trust in our work. Thank you for taking your support to the next level.
With heartfelt thanks,
[Your Name]
[Your Position]
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Dear [Recipient],
Your membership means more than just dues — it’s a commitment to [Nonprofit’s Mission]. As one of our valued members, you’ve been a crucial part of [specific achievements or community impact]. It’s time to renew your support and we’d love to have you continue this journey with us.
Why renew your membership?
Renew today [Renewal Link] and let’s keep the momentum going!
Don’t miss out on all the great things we have planned. Your renewal keeps us moving forward.
Thank you for being such an important part of our community.
Warm regards,
[Your Name]
[Your Position]
[Nonprofit Name]
Subject line: Don’t miss out — renew your membership and keep the momentum going!
Email preview text: It's time to renew your membership! See what we've accomplished together and what's ahead.
Thank you letter text:
Dear [Member Name],
Thank you for renewing your membership with [Nonprofit Name]. Your continued support is vital to our work and we're thrilled to have you with us for another year.
This past year, with the support of members like you, we've [major accomplishment]. Your renewed membership will help us [future goals] in the coming year.
We look forward to another year of working together to [mission statement]. Thank you for your ongoing commitment to our cause.
Warmly,
[Your Name]
[Your Position]
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Dear [Recipient],
We’re embarking on the most ambitious project in our history: [Capital Campaign Project Name]. This major initiative will [describe project goal, e.g., build a new facility, renovate a key space] and we’re inviting you to be a part of it from the ground up.
Why this project matters:
Levels of support:
Act now [Donation Link] to Join us as a founding partner!
Together, we can bring this vision to life. Your support will help create a lasting legacy for [community/cause].
Sincerely,
[Your Name]
[Your Position]
[Nonprofit Name]
Subject line: Be a founding partner: Support our vision for [Project Name]
Email preview text: Be part of something transformative. Support our Capital Campaign and leave a lasting legacy.
Thank you letter text:
Dear [Donor Name],
Thank you for your extraordinary gift of [amount] to our Capital Campaign. Your generosity is helping to turn our vision for [project name] into a reality.
Your support will enable us to [specific outcomes of the capital project]. This project will have a transformative impact on our ability to [broader impact on mission].
We're deeply grateful for your belief in this ambitious project and your commitment to the future of [Nonprofit Name]. Thank you for helping us build for tomorrow.
With sincere appreciation,
[Your Name]
[Your Position]
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Use the Fundraiser Letter Generator! Meet your expert fundraising letter writer bot – a virtual wordsmith trained in the art of persuasive fundraising communication.
1) ChatGPT Premium (Requires GPT Premium Access)
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Our team of design artisans made some compelling templates you can use to create more attractive letters.
Looking for letters to fit your church or faith organization? Look no further. Our wordsmiths labored to develop over 105 masterfully crafted templates you can use for free!
Make fundraising for schools easier with our free ready-made templates!
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The primary focus for any fundraising letter looking to successfully engage potential donors is the “target audience.” Understanding your target audience helps to inform and guide you on how best to appeal to them by crafting fundraising letters that capture the motivations, interests, emotions and preferences of your potential donors or corporate sponsors. This way, you can tailor your message in a more engaging and compelling way.
Understanding the key components of a fundraising letter format helps you structure it to appeal to your target audience. Here are the key components:
When writing a fundraising letter, the salutation sets the tone for the entire communication, so it is important to get it right. For the best results, personalize the salutation by addressing the recipient by name. For example, instead of using a generic greeting like "Dear Donor," personalize it with "Dear [Donor's Name]." While this might mean editing the letter for each donor, it pays you back with better engagement and higher success rates.
Personalized fundraising letters are more engaging and produce better results. Here are a few tips to help you personalize your salutation in a fundraising letter:
The Hook: The best way to start your intro is to kick off with a compelling statement to immediately capture the reader’s attention. It could be a statistic, fact, data or quote. For instance, "Every hour, 20 children in our community are diagnosed with a preventable illness. Together, we can change this."
The Purpose: Once you catch their attention, tie the hook to the purpose of your letter. Clearly communicate the purpose and link it to how their involvement can make an impact.
Now you set the stage for the next key component.
The Need: Why do you need support? What specific issue are you addressing? What makes you think the recipient is in a position to help? You should be able to provide details on the issue and how you plan to address it.
The Appeal: A key part of your body is the “emotional factor.” Use the art of storytelling to get your reader emotionally invested in the cause and the real impact of their contributions or donations.
The Impact: Although you briefly mentioned this in the first part of the body, highlighting the impact clearly in a succinct manner is one of the most effective ways to success. Emphasize how their donations would make a difference, in a direct sentence or short bulleted list. For instance, "Your donation can provide essential medical supplies to 100 families in need."
An Example: To tie it all together, provide a practical example that the reader can understand. For example, a school fundraising letter might have body that looks like this:
"Last year, with your help, we provided school supplies to over 300 children in underserved communities. This year, we aim to double that number. With just $50, you can ensure that a child has the tools they need to succeed in school."
This part of your letter tells the reader what is expected of them. After going over the details, it is time to ask for immediate action. Your CTA should be concise, clear and compelling and should come immediately after highlighting the impact.
For example, "Donate today to help us reach our goal of providing meals to 1,000 families this holiday season!"
You do not always need a conclusion because the CTA does the job. However, a conclusion can be a key component when used the right way to reinforce the main points of the letter. In your conclusion, you should:
Once you complete all the main components, seal it with your signature. Keep it short and personalized but do not be overly casual. Something like this:
"With heartfelt gratitude,
[Your Name]
[Your Position]
[Your Organization]"
The postscript is useful when you want to point out an important detail that might get lost in the words in your letter. It could be about an upcoming deadline or a matching donation opportunity. An example of a postscript is one where you double down on the impact, for example:
"P.S. Double your impact! Every donation made by December 15 will be matched dollar for dollar by a generous donor."
Depending on the structure or mode of donation, you can add a few other elements to enhance your donor engagement letters:
Storytelling is a powerful skill in writing fundraising letters, which can make the difference between high engagement and low engagement. Storytelling involves creating an emotional connection between the purpose and the impact or the donor and the cause. Good storytelling can transform basic fundraising appeal letters into compelling narratives that resonate with donors. Here are some tested and trusted techniques used to draft a compelling story in fundraising:
Example:
"Last year, we met Sarah, a young girl who was struggling to stay in school due to her family’s financial difficulties. With the help of generous donors like you, Sarah not only stayed in school but also excelled in her studies. Today, she dreams of becoming a teacher to help others in her community."
Here are two examples of fundraising letter templates that demonstrate the essential elements:
Example 1:
Dear [Donor’s Name],
I hope this letter finds you well. Today, I’m writing to share a story that I believe will touch your heart.
Last month, we met John, a father of two who had been struggling to provide for his family. After losing his job during the pandemic, John turned to us for help. Thanks to the support of donors like you, we were able to provide him with essential resources and job training. Now, John is back on his feet, working a full-time job, and supporting his family once again.
This is the kind of impact your donation can have. With just $20, you can help families like John’s get the support they need to thrive.
Will you join us in making a difference?
Thank you for your continued generosity.
With heartfelt gratitude,
[Your Name]
[Your Position]
[Your Organization]
Example 2:
Dear [Donor’s Name],
We are thrilled to share some incredible news with you! Because of the kindness of donors like you, our recent fundraising campaign has exceeded expectations and helped more than 500 children receive life-saving medical care.
But the work doesn’t stop here. Thousands of children are still waiting for the support they desperately need, and we are counting on you to help us reach them.
With your donation of just $25, you can provide vital medical supplies to one child in need.
Please consider making your donation today. Together, we can change lives.
Thank you for being part of this incredible journey.
Sincerely,
[Your Name]
[Your Position]
[Your Organization]
You can use any of these sample letters as a guide to draft your own custom nonprofit fundraising letters.
Beyond a bunch of words and emotional attachments, how you format and structure your fundraising letter can make a big difference. According to Oxford Academics, “potential donors make inferences about the soliciting organization based on the aesthetics of the solicitation materials. In general, highly aesthetic elements increase perceptions of organizational professionalism, which consequently leads to greater donations.”
When it comes to formatting and structuring fundraising cover letters, here are a few guidelines to keep in mind.
“When” is a critical question to answer when you think of the timing and frequency of your letter to potential donors. Good mailing optimization is key to better engagement and here are a few ways you can do this:
The channel through which your fundraising letter goes from you to potential donors is critical. When sending a fundraising letter, here are a few things to keep in mind for packaging and logistics:
A good fundraising letter should match with potential donors. This means that targeting the right audience for your cause is critical in fundraising. Here is how you can target your letters to reach a potential donor:
To successfully land a donor to your cause, you must understand what would compel a potential donor to engage with your project. Look into the psychology of donors and how it impacts their behavior toward fundraising. According to the Society for Nonprofits, introducing emotional triggers, such as empathy, guilt and a sense of responsibility, make have the most influence on donor response rates. In some other cases, seeing how their donations can make an impact and turn into tangible, measurable results is another critical factor for donors. Storytelling is a powerful tool you can use to tap into triggers and impact and build trust and a personal connection with a potential donor.
For example, donation request letters that share a story of how lost puppies were reconnected with their young mother, taken to a shelter and adopted into a loving home by a nonprofit’s work can make a profound impact. By making the best use of storytelling in writing effective fundraising letters, you can vastly increase engagement and donations from your potential donors.
It’s important to understand the science of persuasion when crafting fundraising letters. Dr. Robert Cialdini has spent decades studying persuasive psychology. In his studies, he found Six Key Principles of Persuasion. He also went on to state, “Most people can’t explain why they made a particular decision.” He then examined experiments and studies to see the underlying factors that drive individuals to make decisions.
The six principles are:
When requesting a contribution from a donor, be specific on your donation form. You can do this by setting donation amounts, options or packages with a phrase on the impact of each donation option.
This study reveals that “Including suggested donation amounts on your giving page makes it easier for people to decide how much they’ll give. It’s a small thing, but it helps prevent decision fatigue that can prevent someone from making a gift.”
Here’s an example:
|
Tier |
Donation Amount |
Impact |
Duration |
|
1 |
$25 |
Feeds one family |
1 week |
|
2 |
$50 |
Provides school supplies for a child |
3 months |
|
3 |
$100 |
Funds a community healthcare initiative |
1 month |
Aside from suggested amounts or “tiers,” consider offering and encouraging these features:
When writing a fundraising letter, keep in mind that most of these donors are not aware of the project or do not fully understand what is involved. It means that potential donors might have questions, and you must handle possible objections they have in your fundraising letter. Here’s how to handle these objections effectively:
A study revealed that over 60% of donors are more likely to give when they understand how their contributions will be used. Offering transparency and addressing concerns head-on can significantly improve response rates.
Annual appeal letters for fundraising can also be sent to potential donors via email. However, you must take certain key factors into consideration when converting a letter to an email format:
To help you create the best fundraising emails, we have created and trained two bots that can draft email fundraising content effectively and efficiently based on your nonprofit’s unique requirements:
When migrating to digital channels for your fundraising, consider user-friendly online donation options that can help donors complete the process digitally. You can do these with:
With social media, you can further extend the reach and impact of your fundraising campaign letters on a global scale and elevating donor engagement and retention. Here are some of the most effective ways to leverage social media in your campaign efforts:
You can track the performance of your social media efforts by monitoring key metrics such as engagement rates, reach and click-through rates. Use tools like Hootsuite or Buffer to schedule posts and analyze performance, allowing you to fine-tune your strategy over time.
According to Bloomerang, thank-you responses and follow-ups are a significant component in an organization’s fundraising success. In fact, they estimated this can add a 20% contribution to future fundraising success. Here are some key considerations when it comes to thank-yous and follow-ups:
Each of our fundraising appeal templates includes a donor acknowledgement letter. Simply scroll to the bottom of each letter type to access a free template for that situation.
This tool collects a few inputs from you and then generates a complete and heartfelt acknowledgement letter. You can access it in one of two ways:
After every fundraising effort, it is crucial to measure your results. This will help you analyze your results and refine your strategies for future fundraising efforts. Here is a guide to help you track your results:
Fundraising activities are subject to several legal requirements that ensure transparency and protect donors’ rights. These include:
In the U.S., privacy rules include providing an opt-out option for future communications and ensuring that donor data is securely stored among several other requirements. For a full breakdown of compliance details, this is a good place to start. The article details everything you must know to be in compliance.
Currently, these standards don’t apply everywhere. However, many states have adopted them since the European Union first implemented them. It is best to know and understand these details that go a bit further than long-standing regulations on privacy and the protection of personally identifiable information. If you’re concerned about adhering to GDPR principles, take the three steps outlined here to start.
Imagine setting up your next fundraising event in just five minutes. That’s what Vanco does for you—no learning curve, just a quick setup and an easy, intuitive system. You can try it risk-free and discover what thousands of nonprofits already know: event management doesn’t have to be a chore.