Hey, Nonprofit Fundraisers! Let’s Talk Annual Appeal Letters

Hey Nonprofit Leader—What’s keeping you awake at night?

Ah, the annual appeal letter. That little paper (or digital) beacon of holiday cheer that shows up in mailboxes and inboxes just in time for end-of-year giving season. It’s the letter your supporters are expecting, the one they might even look forward to as they mull over their end-of-year donations. But here’s the kicker—crafting a letter that actually gets results? That’s where the real magic happens.

So, in this digital age where we’re all used to flashy online campaigns, what does it take to write a direct mail letter that stands out? You know, the kind that doesn’t immediately meet its doom in the recycling bin.

Step 1: Tell a Story That’s Gonna Stick

Your letter should hit readers right in the feels. Not in an overly dramatic, made-for-TV way, but in a way that makes them pause and say, “Wow, I can make a difference here!” You want to share the story of someone your nonprofit has helped or a challenge you’re addressing. And make sure to clearly show how their support can create real impact.

Keep it simple and honest. If you wouldn’t say it to your grandma or your best friend, don’t put it in the letter. Warmth beats formality every time—your readers will appreciate it, and you’ll avoid sounding like a tax form.

Step 2: Be Clear About the Ask—Yes, Be Blunt!

Look, you’re fundraising here. It’s okay to say so. Tell your readers exactly what you’re raising money for, and be specific about the amount you’d like them to consider giving. Don’t be shy! People appreciate knowing what’s needed, and a clear ask lets them decide if they can help.

Pro tip: Segment your donors! A big-time donor might want to give more than your average supporter, and you don’t want to undersell them. But you also don’t want to scare off new donors with amounts that seem out of reach. Be thoughtful and customize where you can.

Step 3: Thank ‘Em—and Don’t Forget the P.S.!

A simple “thank you” goes a long way, even in a fundraising letter. Thank your donors in advance for considering a gift, and let them know how much their support means to your organization. And whatever you do, don’t skip the P.S.! Studies show it’s often the first thing people read—go figure! Use this valuable space to reinforce your message and remind them one more time why their gift matters.

Make It Easy to Give—Like, Really Easy

Include a return envelope, put in a link for online giving, and maybe even add a QR code (because who doesn’t love a shortcut?). Make sure there’s no way for a donor to get lost on the way to making a contribution.

In a nutshell, your annual appeal letter is the star of your year-end fundraising campaign, and it has the potential to bring in some of your most flexible, unrestricted funds. So, skip the jargon, be warm and relatable, and don’t bury the ask under a mountain of words. Let’s make this season merry and bright—for your nonprofit and for the community you serve!

Now, go make some magic happen with that letter! And if you need a second opinion, I’m just an email away. And, if you start drafting your annual appeal TODAY, you might find you will sleep better TONIGHT! Happy fundraising, and may the donations roll in!