Tis the Season…for Nonprofit Appeal Letters

When faced with the daunting task of writing an organization’s annual appeal letter, I remember staring at a blank Microsoft Word document for what felt like hours. Pondering whether or not recipients actually read these things, I was tempted to use size 48 Comic Sans font and type “Dear Salutation, Please Donate. Thanks, Director.” 

In a time when digital messages are pervasive and plentiful, it feels antiquated to invest in sending a printed letter to thousands of potential supporters. Printing costs, time to draft and produce the piece, postage expense – it all adds up. Clients often ask, “Is it worth it??”

Yes! Direct mail is still working. Perhaps it’s because our internet lives are inundated with emails and messages that a mailed letter actually pierces through the noise and hits home. 

This isn’t to say I’d recommend mailing 20,000 pieces to every single person who has encountered your nonprofit’s work during its 30-year history. Being strategic about who you reach out to as well as how you communicate can go a long way toward minimizing expense and maximizing potential return.  

A few things to keep in mind:

Pay attention to how you talk about yourself.

Organizations often use inward-focused language to describe what they need. I recently received an email solicitation that said: “We have done well this year with ticket sales and fundraising, but we still need to raise $250,000 to meet our operating expenses.” Recipients would probably be more inclined to donate if the nonprofit talked about how constituents’ lives have changed as a result of their programs as opposed to budget concerns. Some simple changes can reframe how we talk about our organizations to put the focus on impact and the donor. 

Think of your potential recipients as a bullseye.

Your current donors are the center. Lapsed donors are the next ring. Ticket buyers or others who might already know you are next. People who have never heard of you are the outer ring. If your budget is super limited, send the appeal to your current donors. If you have a little wiggle room, expand a ring to include lapsed donors. More to spend? Reach out to those warmer prospects. Unlimited funds? Purchase a list and go for it. The order is important – those closer stakeholders are more likely to respond and represent a better investment.  

Try to personalize. 

Instead of “Dear Friend” use the recipient’s name. Include the amount the donor gave last year. Add (legible) hand-written messages on major donor letters. Consider segmenting your donors so you can craft language appropriate for certain groups. For example, for donors who haven’t contributed in a few years, a simple “we’ve missed you!” can make it clear you took the time to acknowledge their specific giving history.

If you’re not using a mail house, make your own!

Getting your board together to help fold, stuff, seal, and send these letters is a great way to engage them while multiplying capacity. Board members can add notes, write their names over the return address on the outer envelope for contacts they may know, and also get to know each other. Hint: wine and pizza help.

Create a follow-up strategy and calendar.

Send an email appeal a few weeks after your letter hits, support the campaign with your social media posts, and consider a second mailing for current donors who didn’t respond. And most crucially, don’t forget to thank your supporters! 

I know this process can seem overwhelming, but it really is worth it. Even if just a handful of donors respond, these are individuals who are now much more likely to become long-term contributors over the years. And if they don’t give now, your appeal is elevating awareness of your organization’s important work and reminding people of the value of supporting your mission. What could be more appealing than that?