How to Write the Perfect Donation Letter (or Email)

Introduction

This tutorial will guide you through the process of writing an effective donation letter or email. By following these steps, you can inform potential donors about your organization's mission and motivate them to contribute to your cause. You'll learn what to include in your letter, how to craft a compelling story, and best practices to enhance your communication.

Chapter 1: What to Include in a Donation Letter

When writing a donation letter, ensure you incorporate the following essential elements:

1. Header

   • Include your non-profit's name and branded logo.

2. Contact Information

   • Provide your physical address, phone number, and a contact person.
   • Optional: Include your website and email address.

3. Donor Salutation

   • Address the donor by their preferred name.
   • Choose between a formal salutation (e.g., "Dear Mr. and Mrs. Richard Smith") or an informal one (e.g., "Hi Rick").

4. Non-Profit Story

   • Share your organization's story to connect emotionally with the reader.
   • Focus on the need, your solution, and position the donor as the hero.

5. Call to Action

   • Clearly outline what you want the reader to do (e.g., donate, volunteer).
   • Avoid assuming the reader knows what action you expect.

6. Thank and Sign

   • Thank the recipient for their time and support.
   • Sign the letter personally from an employee, board member, or key volunteer to promote a human connection.

Chapter 2: How to Write a Compelling Story

A strong narrative can significantly impact your letter's effectiveness. Follow this format to craft your story:

1. Start with the Need

   • Clearly define the problem your organization is addressing.
   • Use descriptive language, images, or statistics to illustrate the issue.
   • Example: "Hunger in America affects over 50 million people, including one in five children."

2. Present the Solution

   • Describe how your organization addresses the identified need.
   • Explain what you do and the ideal outcomes you aim to achieve.
   • Example: "We work to distribute nourishing food from farmers to people in need, aiming for a brighter food secure future."

3. Highlight the Hero

   • Position the donor as the hero of your story.
   • Explain how their contributions make a difference.
   • Example: "By becoming a monthly donor, you provide meals to families facing hunger, with every dollar creating at least ten meals."

Chapter 3: Example Donation Letters

To illustrate effective donation letters, review the following examples:

1. Feeding America

   • The letter starts with a strong header image and context about hunger.
   • It follows with the need for food assistance, the organization's solution, and concludes by making the reader feel like the hero.

2. World Wildlife Fund

   • This email uses an engaging header image and begins with the need for conservation.
   • It provides a succinct solution and positions the reader as a change-maker, encouraging them to take action with a compelling call to action.

Chapter 4: Key Takeaways

Keep these best practices in mind while writing your donation letter:

• Make it Friendly

  • Write in a conversational tone as if speaking to a friend.
  • Avoid jargon and complex language.

• Make it Authentic

  • Use a real signature from a recognized person in your organization.
  • Include headshots for a more personal touch.

• Give Options

  • Provide alternatives for contribution, such as volunteering or sharing your mission on social media.

• Make it Easy

  • Ensure your call to action is clear and visually prominent.

• Track Your Data

  • Monitor donor responses to improve future letters.
  • Consider using email automation tools like Mailchimp or Wild Apricot.

Conclusion

By following these steps, you can create a compelling donation letter that resonates with potential donors. Focus on crafting a relatable story, clearly stating your needs, and making it easy for donors to contribute. With practice, your letters will not only inform but also inspire action. Start writing today, and consider utilizing the provided templates for added guidance.