Nonprofit organizations rely on donor generosity to continue their work of making a positive impact in the world. An effective way to reach out to current and prospective donors is through an appeal letter. They can also be customized with previous donation amounts and names, making them more personalized. Read on to learn the basics of nonprofit appeal letters and how partnering with a dependable direct mail provider can help you build relationships with your donors.
Nonprofit appeal letters, also referred to as fundraising appeal letters, are direct mail pieces designed to ask for support from current and prospective donors. These letters typically include a brief description of your organization, a mission statement, and how donations will be used to further your organization’s goals. The primary purpose of an appeal letter is to build relationships with your supporters and increase contributions.
When it comes to maximizing your fundraising potential with an effective appeal letter strategy, there are several key benefits that you need to consider. Nonprofit appeal letters are a great way to engage with donors and build relationships. They provide a platform for your organization to tell its story, allow you to share your mission, and explain how donations will help you achieve it. This helps you create an emotional connection with potential donors and encourages them to give to your cause.
Additionally, these letters can be personalized with donor names, donation amounts, and other personal touches to make them more impactful. This helps reinforce the notion that their support truly matters, makes them feel appreciated, and encourages them to give back to your cause.
Writing a good nonprofit appeal letter is not as difficult as you think. By including a few items in your nonprofit appeal letter, you can appeal to decision makers, expand your donor database, and effectively raise money for your organization. Here are a few things you should consider including in your appeal letter.
To write an effective appeal letter, your donors need to be aware of the role they play in the success of your actions. One of the best ways to do this is to use inclusive “you” language that makes your donors feel like heroes.
- Consider the difference between these two sentences:
“This year, we raised over $40,000 to provide public school children with the supplies they need to learn effectively.”
- “Thanks to your generous contributions, public school children now have access to the supplies they need to learn effectively.”
In both sentences, it’s clear that you’ve raised enough money to provide school children with the tools and resources they need. However, in the second sentence, the emphasis is placed on the donor’s impact—their contribution helped students directly. This small change allows donors to see themselves as difference makers aiding your cause.
Similarly, you need to show that donations have a direct impact on your organization’s success. When donors see that your organization is making a real, tangible impact within the community, they’re more inclined to donate to you in the future.
Your nonprofit appeal letter can include infographics or charts to lay things out plain and simple. These visual tools provide a concrete example of your organization’s success and show donors the difference their contributions make.
When you write an appeal letter, you also need to include a sense of urgency. Show donors that there is a need within your community, state, or country and that your organization is able to fill that need.
Let’s use the same example mentioned above. Students will be underprepared for the school year and struggle to succeed if they don’t have access to the right resources. However, timely donations can promote a positive learning environment and encourage students to work hard and stay in school. When donors can see this impact, they are more likely to donate before the school year begins.
A compelling call to action uses persuasive language to encourage donors to support your organization. This can be a short sentence or two near the end of your nonprofit appeal letter that instructs donors how to send their contributions or a tear-off form that allows them to do so immediately.
You should also take the time to thank your donors. While it may seem obvious, this is an essential element of your appeal letter that shows you are grateful for their support.
Once you’ve written and proofread your letter, it’s time to print it and send it out to donors. The most effective way to do this is to partner with a direct mail provider. These providers have the resources to print and distribute your fundraising letters on a large scale, helping you maximize your fundraising potential. They also have the tools to help you craft a specific donor list based on metrics such as a geographic area, charitable donor tendencies, and demographics. They can even pull from past data to include the previous donation amount, their propensity to donate, and more.
Your direct mail and print provider helps you get your fundraising appeal letter out to as many potential donors as possible, allowing you to increase the impact you have on your community significantly.
At Presort Inc., we’re committed to helping you positively impact your community—we’re an all-in-one solution for all your outreach needs. Whether you’re looking to build a list of potential donors, wow them with eye-catching designs, or customize your nonprofit appeal letter to each individual donor, we have the tools to do so.
With us as your direct mail partner, reaching out to recurring and prospective donors is easy. Contact us today, and let us help you make a difference.