Fundraising letter template

It’s Fall, which means it’s time to plan your Fall fundraising appeal—and that starts with a great fundraising letter template.

If your appeal is already planned or even in the mail, fantastic! But if you haven’t started yet, don’t panic. You still have time—but only if you take action now.

Good news: I’ve created a fundraising letter template that’s proven to raise big dollars for small nonprofits, and I’m sharing it with you today.

Before You Start on That Fundraising Letter…

Before diving into your fundraising letter, take a few steps to set yourself up for success.

These prep steps will save you time, minimize costs, and maximize your donations.

1. Clean up your mailing list.Don’t waste resources sending your appeal to contacts who aren’t engaged.

A clean list, with the most current email and mailing addresses, will save you money and help you reach the right people fast.

2. Plan your story and ask. What story will you tell in the letter? What will you ask donors to give? What impact will their gift make? When does your appeal need to go out?

Planning out your appeal can help you get it done in a short period of time.

fundraising letter template3. Set clear goals for your appeal. Don’t just mail or email a letter and hope to raise money. Be clear about the specific results you want from your appeal.

There’s actually a LOT of math you can do to calculate the results you might get.

I usually crunch the numbers below for my clients, so at a minimum, I encourage you to consider these goals:

  • Largest number of gifts possible – Exactly how many would that be for your nonprofit?
  • Highest possible gift from each donor – What is your typical average gift size?
  • Smallest cost possible for the mailing – Will you print, fold, and stuff in-house or outsource the work?
  • Best return on investment – What can this be, considering the dollars you spend?

Tips for Writing an Effective Fundraising Letter

fundraising letter templateMost fundraising letters I see fall short of their potential brilliance.

They’re written by committee (deadly mistake!) or written by someone who doesn’t understand the psychology behind a successful appeal.

Sadly, some people think they can simply throw some words on a page, and then sit back and collect the money.

Bad news – it doesn’t work that way.

An appeal that’s, well, not so appealing, talks about how great the organization is, how long they’ve been around, and how amazing their work is.

A great appeal tugs donors’ heartstrings and moves them to reach for their wallets.

See the difference? It’s about who the letter is focused on. More on that in a minute.

Here are some tips to help you write the best possible letter, with or without a template.

  • Be donor-focused. Don’t write an appeal that’s all about you. Don’t talk about how great the year was or how challenging it’s been – no one wants to hear that.

    Instead, tell a story about someone whose life has been changed by the work your nonprofit does. It’s way more interesting to the donor and engaging.

    Being self-centered is the biggest mistake you can make with your appeal.

  • Write to ONE person. As you write your appeal, don’t think about the hundreds of people who will receive it.

    Instead, picture one donor in your mind, and write to that one person.

    Your letter will be way more conversational and interesting.

  • Start with a hook (click here for examples). Short and hooky will grab the reader’s attention. If you start by talking about your organization or your programs, you’ll lose the reader.

    The first sentence should grab them and pull them in.

    The next sentence keeps them reading, and so on.

  • Keep it simple. It’s tempting to tell EVERYTHING about your organization. After all, you want your donor to understand how it all works, right?

    Don’t. It’s overwhelming.

    Only share what the reader needs to know to make the decision to give.

    Use short paragraphs, clear language, and avoid jargon. If an 8-year-old can understand it, so can your donors.

My Foolproof Fundraising Letter Template

I write a LOT of fundraising letters for clients. Like dozens a year.

Once I get the story and the angle in my head, I can usually whip up a letter in about 30 minutes, and my clients love the results they get!

On a recent coaching call, I rewrote an appeal for a homeless ministry and they raised over $20,000 with it! So I KNOW this works!

Here’s the fundraising letter template that I personally use:

1. Hook: Start with a short, compelling first line that pulls the reader into a story.

2. Tell the story: Highlight the need your nonprofit addresses. Keep paragraphs short and readable.

3. Show the gap: Explain how many lives are helped vs. how many are still waiting. This puts your message into context.

4. Create urgency: Transition into why you need your reader’s help and the urgency of the need.

5. Make the Ask. Ask for a specific amount of money and talk about what that money will do.

6. Clear call-to-action: e.g., “Use the enclosed envelope to send your best gift today.”

7. Signature: From a top-ranking staff member for credibility.

8. P.S.: Reinforce the Ask in one short line.

This template works. Every. Single. Time.

Add Some Sizzle to Your Appeal

fundraising letter templateWant to make your fundraising letter irresistible? Try one of these:

  • Add photos of the person/animal in the story. Stick to photos where we can see the person’s/animal’s eyes. The eyes connect the donor emotionally to the need.
  • Add a link to a video online where the donor can see and hear more about the person/animal from the story.
  • Follow up a print letter with a shorter email version to remind the donor to give. This is a terrific one-two punch that can encourage giving from those who didn’t take action on the letter alone.
  • Support the story in the letter with social media posts, especially if you can link to the video. This reinforces the story and the need for those donors who see both. For those who only see the social media post, it’s a chance for them to give.
  • Have your Board members add handwritten notes on the letters to people they personally know. A personal connection can make a big difference in whether or not someone gives and how much they give.

The Bottom Line

Whether you’re sending a print letter, an email appeal, or both, following this template ensures your donors clearly understand your mission—and your Ask.

Use this fundraising letter template this Fall (or any time of year) and watch your donations—and your impact—grow.