Writing an annual fundraising appeal letter can be a daunting task, especially considering the cost in time and resources to produce and the potential impact on your fundraising goals. Follow these tips from Tom Ahern to ensure that your letter is as effective (and fun to create!) as possible:

How To Write An Annual Fundraising Appeal Letter

Download a printable .pdf version here.

If your letter is a meant to create a new donor, remember to answer these questions about your organization:

  1. Who are you?
  2. What do you want?
  3. Why should I trust you?
  4. Why do you matter?
  5. How do you relate to me?
  6. What’s the rush?

If your letter is being sent to an existing supporter, remember to answer these questions:

  1. Who did you do with my prior gift?
  2. Are you grateful?
  3. What do you want now?
  4. Do you have proof?
  5. Again: Who are you?
  6. What’s the rush?

Don’t forget personalization, your SMIT (single most important thing) and multiple asks!

Need help? Download this free thank you letter template!

Get a free demo of the Bloomerang software.

Kristen Hay

Kristen Hay

Marketing Manager at Bloomerang
Kristen Hay is the Marketing Manager at Bloomerang. She also serves as the Director of Communications for PRSA’s Hoosier chapter.
Kristen Hay