How to write a donation letter
Something within us resists the idea of asking others for help. Asking for money can feel demeaning—like begging. If you expect to compose an effective donation letter, you will have to shake off those negative beliefs.
Your organization has a vital mission. You have something worthwhile to contribute to the community. Your plans will benefit mankind.
But the only way you can carry out your mission is to secure the funds. A donation letter must contain certain vital elements if it is to be a success. Look at the steps below to learn how to write a donation letter.
AIDA: Learn from the pros
According to marketing experts, a good sales letter contains four elements using the letters AIDA. They are Attention, Interest, Desire, and Action. Your goal is not to sell, but to move your contributors to donating to your cause. The same psychology that goes into a successful sale works for asking for contributions as well.
Getting your prospective donor’s attention is the first part. Unless you can persuade him or her to open the envelope or read the letter, your efforts will be in vain. You may want to include teaser copy on the envelope to encourage the recipient to open it: “We have an urgent need.” “We need your help.” Graphics, such as a logo, can also help capture your reader’s attention. The first paragraph is where this needs to happen.
Once you have caught your reader’s attention, you can go on to explain your project in a way that will create interest. Next, you stoke the desire to be a part in inging it about. Finally, you stir the donor to action. Don’t neglect to explain exactly what action needs to be taken and when it should be done: “Send your check now.” “Renew your pledge by phone today.”
Target your audience
If you have a list of previous contributors, you are off to a good start. You can approach prior donors with more confidence because they have already demonstrated their willingness to be a part of your program.
It can be helpful to separate your previous donors from prospective donors in your mailings. Then you can refine your comments to fit the situation. You can thank previous donors for their help in the past. You might even mention the success of a particular venture that they helped ing about. The tone of your letter to prospects will be slightly different. They will need to know more specifics about your organization and its goals, as well as the current project.
With the latest computer programs it is easy to personalize your letters. Instead of addressing letters to “Dear Contributor” or “Dear Friend of Our Association,” you can add the person’s name: “Dear Margaret” or “Dear Mr. & Mrs. Edwards.” Everyone likes to hear his or her name—or see it in print. Although nearly everyone is aware that this is computer-generated personalization, the effect is the same.
State your cause
This is the heart of your argument. Your reader will need to know a little about your organization. A ief statement of your vision and/or mission is essential. Stressing the urgency of the proposed project is even more so. Be as specific as possible. Strengthening your political party may be an admirable goal, but electing a specific candidate who promises to help overcome corruption in your home town is more pressing.
Facts & figures
Specifics always improve a message. Tell how many children died of AIDS in the previous year. Or how many spotted owls are left on the planet. How many village churches you are supporting. How much money is needed to alleviate these problems.
If possible, eak down to how an individual contribution can help: Only $10 a month will feed an orphan child in Nigeria. Giving a specific amount can help your donor decide how much to contribute.
Personalize and visualize
Move past the figures and illustrate the situation with anecdotes of real people. Tell how building a well ought new life to a village in the Sahara. Share the testimony of a doctor who provided free medical care for the Kombai tribe in Papua, New Guinea. List the supplies that were airlifted to Banda Aceh, Indonesia after the tsunami. Go beyond the stories and include pictures.
Make it easy
Including a self addressed envelope will increase your chances of receiving a donation, especially if it is postage paid. A separate coupon filled out with their information makes it easy for you to keep up with their contributions. The same coupon should make it easy for them. Include places for them to check off a specific amount. List several desirable donation amounts, including “other.” You want your donor to feel comfortable with the amount of the gift.
Make sure they know how to make out the check. If your organization can accept credit cards or online donations, explain how they can go about it. Expand the payment options and you oaden the base of contributors.
No whining
If your letter has a negative tone, you can lose readers in the first paragraph. Using words such as “no,” “not,” and “never” can give the impression of failure or hopelessness. Choosing positive ways to frame the information improves your chances of achieving the desired results.
PS
After closing the letter with an enthusiastic signoff and your signature, add a PS. Even people who don’t take time to read the letter may take a look at the PS. Add plenty of punch to this one- or two-liner as a final call to action: “Help starving children today with your contribution of $25 or more.”
The bottom line
Writing an effective donation letter can determine whether your organization survives. Learn how to write a donation letter and you can expect to create a healthy bottom line and accomplish your mission.
