Part 2, Step 1:Write the Letter That Actually Gets Read (Not Filed in the Junk Drawer)
- Rebecca J Diamond
- 35 minutes ago
- 2 min read
If you’re sending an end-of-year fundraising letter and expecting magic, think again. Most letters get skimmed, ignored, or filed somewhere between “I’ll read this later” and “junk.” But yours doesn’t have to.
Here’s how to make donors stop scrolling, pick up their pen (or click “donate”), and act.
1. Lead With Urgency, Not Guilt
Forget “we hope you can help” — that’s polite code for “please ignore us.”
Try: “We’re standing at a crossroads. And we need your help to keep our programs alive.”
Your readers should feel a little alarmed, but inspired — urgency drives action.
2. Keep It Human, Not Corporate
Donors respond to stories, not stats.
Feature one real person, one impact story. Just one.
Show them exactly how their past support changed a life, and why your work still matters.
3. Make It Clear What You’re Asking For
No vague “consider a gift.” Tell them exactly: “A gift of $50 feeds 3 families. $250 keeps our after-school program running for a week.”
Break it down. Be direct. Make it easy for them to act immediately.
4. Add a Tiny Sense of Exclusivity
Let donors know they’re part of the solution, not just another name on a list.
Example: “Because you’ve stood with us before, we want you to see what your continued support can make possible.”
5. Make It Easy to Act
Include multiple ways to give: check, online link, QR code, Venmo if appropriate.
One action per paragraph. Remove friction — you’re not sending them on a scavenger hunt.
Email me to review your end of year appeal letter together!
Pro Tip:
Before you hit “send,” ask someone outside your organization to read it. If they don’t feel compelled to respond, rewrite. And yes — rewriting is worth it.
This is your first real push to secure funds before December hits hard. Nail the letter, and you’ve already taken a huge step toward hitting your year-end goals.
Comments