Most year-end appeals fail for the same reason: they try to say everything. A donor gives a letter a few seconds before deciding whether to keep reading. These seven steps keep your letter focused on the one thing that matters, the gift.
1. Tell one story, about one person
Pick a single person your organization helped this year and tell what changed for them. One clear story beats a list of programs every time. Use their words where you can, with permission.
2. Make one clear ask
Say exactly what you want the reader to do and what it will make possible: "Will you give $50 today so another family can..." Ask early, ask again in the middle, and ask once more at the end.
3. Write to one reader
Use "you" far more than "we." The donor is the hero of the letter. Your organization is how they make a difference.
4. Write different versions for different donors
A first-time donor, a loyal monthly giver and someone who hasn't given in two years need different letters. Even small changes, like thanking loyal donors for their years of support, lift results.
5. Don't skip the P.S.
Many readers skim straight to the end. Restate the ask and the deadline in the P.S., in one or two sentences.
6. Make it easy to read
Short paragraphs, plain words and a readable font size. Underline or bold a few key phrases so a skimmer still gets the point.
7. Back the letter with email
Send a short email series that matches the letter: one when the letter lands, one on Giving Tuesday and one or two in the last days of December, when many donors make their year-end gifts.
Need a hand this year?
I write year-end appeals, reply cards and matching email series for nonprofits. See how fundraising appeal writing works, or book a free call.