How to Write a Donation Letter

Key Elements of a Donation Letter

1. Header
   • Include non-profit's name and branded logo (if available).
2. Contact Information
   • Include physical address and phone number.
   • Listing a contact person; non-profit website and email address are optional.
3. Donor Salutation
   • Address the donor by their preferred name (formal/informal).
4. Non-Profit Story
   • The hook that connects the reader emotionally to the mission.
5. Call to Action
   • Clear and direct call to action outlining exactly what you want from the reader.
6. Thank and Sign
   • Thank the recipient and choose an employee, board member, or key volunteer to sign.
   • Promotes a human-to-human connection.

Writing Your Story

• Need:
  • Describe the problem you aim to solve.
  • Focus on who or what is in need; be descriptive.
  • Use images or statistics.
• Solution:
  • Describe what your organization does to address the need.
  • Explain the ideal result and how the problem is solved/prevented.
• Hero:
  • Position the donor as the hero of the story.
  • Mention how their support enables change.

Example: Feeding America

• Need:
  • Hunger in America affects over 50 million people (1 in 6 of the U.S. population).
  • Includes more than 1 in 5 children.
• Solution:
  • Get nourishing food from farmers, manufacturers, and retailers to people in need.
  • Building a path to a food-secure future.
• Hero:
  • Monthly donors create a reliable funding source.
  • Each dollar provides at least 10 meals to families in need.

Example: World Wildlife Fund Email

• Need:
  • Context about the issue (e.g., snow leopards).
  • Detailed in the header image and the first paragraph.
• Solution:
  • Provided in the final paragraph and through links.
  • Keeps the message short and engaging.
• Hero:
  • Reader's name is mentioned, emphasizing their role in creating change.
  • Clear long-term goal (e.g., protecting nature).

Best Practices

1. Friendly Tone
   • Write as you would speak to a friend.
   • Avoid internal lingo and jargon.
2. Authenticity & Human Touch
   • Use a real signature and include headshots.
3. Offer Alternatives
   • Options beyond monetary donations (e.g., volunteering, sharing on social media).
4. Ease of Contribution
   • Make it clear and easy for potential donors to contribute.
   • Use large, standout call-to-action buttons.
5. Track Data
   • Record response rates and improve future letters.
   • Email automation tools can help (e.g., Mailchimp, Wild Apricot).

Resources

• Donation letter templates provided in the video description.
• Free email automation tool suggestion: Wild Apricot.