In the nonprofit space, financial margins are low, and there’s always a need to fund the mission. But amid chaos and low trust, how can fundraisers create messages that actually get donors to respond? The fact is that most fundraising donation request letters fail, which is why we created this free guide of donation letter examples for nonprofits.
Fundraising is part science and art. Concerning the “art” part of the equation, most solicitation letters fail because the message didn’t connect, and not because the mission isn’t a worthy one to support. Letter fails happen when they’re too vague, formal, or bury the ask in a lot of speak that doesn’t connect with donors. So, let’s dive into what makes a great letter!
What Makes a Donation Letter Effective?
It’s essential for every organization involved in philanthropic fundraising first to understand what moves people to support a cause. And in the digital world, it’s important to master how to do it in person, digitally, and by mail via letter. A letter still makes sense today because it’s unexpected, but you’ll see in our guide of donation letter examples for nonprofits that there are practical ways to make it effective.
Most people don’t expect mail, so when they receive something in the post, the chances are high they’ll open it. And that’s why you have a great opportunity if you create a letter asking for donations that first moves them emotionally and then rationally. That’s always the trick. First aim to move with emotion, and then with the mind.
The best solicitation letters for a nonprofit do the following things well:
- They’re written to a person. Always, always, always direct the letter to a person and avoid “Hello Friend.”
- Hook the reader with a story of a person, not the program.
- From that point, they transition to how the organization is supporting the lede in the story. In short, where the money goes. Be specific.
- Solicitation letters that win are specific about the ask. It’s essential to ask for a specific amount. If they’ve given in the past or recently, thank them for their past support.
- Make it super easy to donate. If you have a text-to-give program, let them know where to text or the URL for your donation page.
And when they do respond with a donation, make sure you send an acknowledgement letter! The fact is that saying thank you will increase your donor retention rate.
Donation Letter Examples for Nonprofits
Now that you know the essentials of a good solicitation letter, let’s move into five (5) donation letter examples for nonprofits. Each one is for a specific use case, and each can be adapted to your fundraising campaign.
1. General Donation Request Letter
Best for: Annual campaigns, general fundraising, and community outreach.
The following letter is the one you’ll use most often by adapting the story. Always make it a point to keep the conversation going and lead with a story, then shift to mission impact.
Hi [NAME],
Today, I’d like to share the story of [INSERT COMPELLING STORY RELATED TO THE SPECIFIC FUNDRAISING PROGRAM OR CHALLENGE].
Last year, [ORGANIZATION] supported [NUMBER] of families like [FIRST NAME OF PERSON IN OPENING STORY ORGANIZATION HELPED]. None of it has happened by accident. Instead, it’s been a result of our partnership with supporters such as yourself who showed up.
Today, we need you and ask, please, to show up again so that we can [INSERT A SPECIFIC EXPLANATION OF WHY YOU NEED THE MONEY].
Please consider a gift of $100, or any gift you can afford, to [PROVIDE SPECIFIC OUTCOME]. Every dollar we receive goes directly to [REITERATE HOW FUNDS ARE USED].
You can give easily via our text-to-give program at: [INSERT INFORMATION]. You can also visit the Donate Now page of our website: [INSERT WEBSITE URL].
We thank you now and always for being part of our community.
Sincerely,
[NAME]
[TITLE]
[ORGANIZATION NAME]
2. Event or Campaign-Specific Donation Letter
Best for: Fundraising events, seasonal campaigns, or cause-driven appeals, such as a letter to collect money for cancer patients, disaster relief, etc.
Hello [NAME],
We want to invite you to join our community on [EVENT NAME AND DATE] in support of [INSERT NEED]. The goal isn’t simply to raise funds, but to bring people together in support of others so our community can stand together, and people know that they’re not alone.
Every dollar raised during this very special event will go directly to the following [INSERT SPECIFIC PROGRAMS AND WHAT THEY DO].
We hope you join us at [EVENT NAME] so everyone in our community can show their support. Your gift of $50 will secure your place at the event, but any amount you can give sends a message of support.
Please visit [EVENT URL] or text [INSERT INFORMATION] to ensure you’re counted in.
Thank you so much, now and always, for standing with us.
Sincerely,
[NAME]
[TITLE]
[ORGANIZATION NAME]
3. Corporate or Business Donation Letter
Best for: Local solicitation outreach to local businesses, corporate sponsors, and community partners. Remember that businesses are motivated to get their brand name into the community for social good without it feeling transactional.
Dear [BUSINESS OWNER/CONTACT],
For years, [INSERT YOUR ORGANIZATION NAME] and business and corporate partners have stood together making sure that our community has what it needs to thrive.
We want to count [INSERT BUSINESS/COMPANY NAME] among our leadership partners in ensuring that, together, we support the civic and social needs of our city.
There are several ways that we could partner, which have benefits for both organizations that include:
- Event and financial sponsorship
- In-kind donations or services
- Service days for your employees
- Matching Gifts
In return for the support of our business and corporate partners, we always ensure we recognize them in our social media, marketing, and communications materials, and events, which reach an audience of [INSERT SIZE OF DATA BASE] people.
We’d like to schedule a call or meeting with you to discuss a potential partnership. I will call your office next week to see when we can set up a time. In the meantime, thank you for your leadership in the community.
Sincerely,
[NAME]
[TITLE]
[ORGANIZATION NAME]
4. Follow-Up Donation Letter
Best for: Reconnecting with lapsed donors, following up on solicitation when there’s no response, or re-engaging donors. Often, it’s essential to provide a second or even a third touchpoint to get a response that leads to action.
Hello [NAME],
I am following up on a letter I sent a couple of weeks ago about our [INSERT CAMPAIGN OR CAUSE].
I know you’re busy, so I’ll keep this short. We’re asking our generous donors to please support our special fundraising campaign to support [INSERT CAUSE AND WHERE THE FUNDS GO].
We’d very much like to count you in, as we’ve done in the past. Can you contribute $50 for this special campaign? That said, every contribution, no matter the amount, makes a meaningful impact on our cause.
To count you in, please [DONATION PAGE URL LINK OR TEXT-TO-GIVE INFORMATION].
Thank you so much for generously keeping [ORGANIZATION NAME] in mind.
Sincerely,
[NAME]
[TITLE]
[ORGANIZATION NAME]
5. Emergency or Crisis Fundraising Letter
Best for: Rapid-response solicitation campaigns, disaster relief, or urgent community needs. When there’s an urgent, get to the point quickly and be honest about what’s happening and what’s at stake.
Dear [NAME],
Right now, we need your support more than ever. As you know, [EXPLAIN THE SPECIFIC CRISIS SITUATION].
As a result, we’re reaching out urgently to our community to ask for their support as we mobilize a rapid response team to ensure we can serve those in need at this moment.
We need to raise a total of $[INSERT GOAL] by [INSERT SPECIFIC DATE], and we’re asking everyone in our database to please contribute $50 if possible. If you can give more, that would be wonderful, and please remember that any donation, no matter the amount, is critical.
If you can support this urgent moment, please [DONATION PAGE URL LINK OR TEXT-TO-GIVE INFORMATION].
Thank you for your generosity and quick action.
Sincerely,
[NAME]
[TITLE]
[ORGANIZATION NAME]
Tips for Customizing Your Donation Letters
The aforementioned donation letter examples for nonprofits are a starting point. But what actually drives results is how well you tell the story and adapt it to your audience. Remember that individuals need the human story and then the rational impact. Businesses want to partner with nonprofits to be recognized as community leaders.
1.    Segment before you send your solicitation letter.
People who have never given to you before need a different message than donors who have supported you for years. With predictive analytics, identify the messages that resonate with donors and segment to achieve higher response rates.
2.    Use real names and stories.
If you want people to think of your organization, make it a point to think of them with consideration. Reference their name, a previous gift, and something specific about them. Also, share real stories that ground the work you do in a person’s life.
3.    Keep a letter asking for donations short.
The best solicitation letters are one page or less. People are busy, and gone are the days when you could hold people’s attention for a long time. Respect their time and assume you have at most 30 seconds or less to get them to act on your letter.
4.    Pair your solicitation letter with digital outreach.
Pair your direct mail letter with digital to ensure the highest performance. A letter paired with a multi-channel campaign across social media, for instance, ensures that donors are getting the same messaging everywhere they see your band.
5.    Show the impact, not just the need.
A final tip: donors don’t like receiving communications from nonprofits only when they need funds. So, make it a point to update them with progress reports, stories, and wins. Create a community of supporters who feel part of something and not just like ATMs.
Looking for an Alternative to Asking for Cash?
The struggle is real for nonprofits with donor fatigue. However, not everyone can give money at all times. So, nonprofits need to realize that they can go beyond letter examples for nonprofits and not just ask for funds. You see, you can also ask for shoes. Most people have in their closets shoes they don’t wear anymore.
Well, those shoes have currency, and they still have value. A shoe drive fundraiser in partnership with Funds2Orgs can help your organization bring the community together and combat donor fatigue. All you have to ask people for is their gently worn, used and new shoes. Funds2Orgs issues you the funds for the shoes you collect. It’s that simple.
The benefits of this fundraiser are clear:
- No out-of-pocket costs.
- A fundraiser where you don’t sell anything or ask for money (just shoes!).
- A fundraiser that complements any other existing fundraiser or letter asking for donations.
- And you get a fundraiser that’s a win/win/win: 1) Your nonprofit; 2) Micro-Entrepreneurs worldwide; 3) Environmental sustainability.
Sounds like something you’d like to learn more about for your organization? You can get started by requesting free information and find out why Funds2Orgs has paid out more than $19 million since its founding.
A Simple Letter Can Still Change Everything
There’s nothing especially glamorous about a donation example for nonprofits, but they do mean something. You see, every time someone takes action in response to your solicitation letter, it means they trust you. People don’t just give their hard-earned money to anyone. So, when they give it to your fundraiser, they trust you to make an impact.
Each contribution is a start or continuation of a relationship that can sustain your nonprofit for years. So, use the donation letter examples for nonprofits simply as a foundation for your fundraising efforts. Adapt the tone and stories, and make a specific ask when you’re asking for funds. And don’t forget to ALWAYS show your appreciation with a thank you!
And if you ever want to diversify your fundraising efforts, the team at Funds2Orgs is always here for you. You can schedule a call with one of our fundraising coaches if you’re ever looking for a creative fundraiser that brings your community together without any selling or asking for money—just gently worn, used, and new shoes.
Check out our webinars, eBooks, YouTube, or Facebook.
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