How to write a persuasive fundraising letter: 6 templates & tips
A fundraising letter is a simple way to bring your online fundraiser to the next level. A written appeal to your friends and family members can bring in new donations, recurring donations, and most importantly, it can help everyone better understand why your fundraising cause is important to you.
But before you put pen to paper—or fingers to keyboard—and mail that letter, it’s a good idea to take the time and read up on the best ways to write a fundraising letter. This guide offers specific tips on how to write a donation letter with content that’s compelling and persuasive. We’ll also provide a donation letter sample to give you a solid starting point.
Tips before you start writing a fundraising letter
Writing a fundraising letter may not be something that comes naturally. Some people struggle with how to phrase requests, or feel awkward asking for donations. However, a letter is often one of the most polite and effective ways of raising awareness of your cause, and if done right, can have a positive impact on your efforts.
A good donation letter example should get a potential donor emotionally invested in your story while spelling out exactly what your cause is. Don’t be shy about explaining why you’re starting a fundraiser and what you will do with the donations you receive as well. People will want to know exactly how they can help you meet your goal.
If you’d like to persuade friends and strangers alike to support your cause, take a look at our other tips below for writing a donation request letter.
1. Consider your audience
Address the emotions of your audience in your letter. Think about the reasons why they might want to support this cause – do they have personal experience, or have they previously run their own fundraisers for this or a similar cause? Emotionally invested parties are more likely to want to donate.
2. Tell a compelling story
It’s not enough to just say “please give to this cause”. You have to tell a compelling story that people can relate to and be emotionally invested in. Depending on the type of cause, you could highlight the story of one individual that the funds will help or have helped in the past. Alternatively, you could give some background about work your chosen charity has done in the past or plans to do in the future.
3. Provide easy donation instructions
The easier you make it for people to donate, the more likely they will be to do so. Setting up online payments that can be put through in just a few clicks is a great way to encourage people to take just a few seconds out of their day to make that donation. When you use GoFundMe, you know that online payments are trusted and secure.
What to include in a fundraising letter
The specific elements you add to your fundraising letter may vary, depending on who you’re supporting, who you’re asking for donations from, and the type of fundraiser you’re running. However, there are certain elements that should be included in any good fundraising letter.
1. A personal touch
Write it as if you are talking to a friend. Use personal pronouns (“I, we, they, you”) to engage the reader and strike an emotional chord. Add a personal note where appropriate, such as “it was great to see you at [insert event] last month”. Things like this let the person know their time and support is valuable to you. Describe why supporting your cause will make readers feel good. People help because they want to experience good feelings about their giving.
2. Photos and imagery
Include photos and imagery in your letter, so people can visualise how their support will be used. Mention that more photos and videos are posted on your GoFundMe to increase understanding about your cause.
3. Invitation to donate
Offering people the ability to pay online is a good way to attract donations. Make sure your crowdfunding website is easy to use, secure, and has a good reputation. Don’t forget to invite people to take action. Don’t be shy about your need to raise funds for your cause and let people know how they can give.
4. Say thank you
Be sure to express your gratitude for the donor’s support, even if they haven’t agreed to it at this stage. This can help encourage people to donate, and also make them more receptive to further requests in the future. If they do donate, be sure to thank them again!
6 fundraising letter templates to help you reach your goal
When it comes to writing compelling donation messages, examples help immensely. If you’re stuck coming up with the right words, these sample donation request letters can help get you started.
1. Business fundraising letter example
Asking for the support of local businesses is a good strategy when you’ve already reached out to friends and family members—especially if you plan on working with the business for a local fundraising event. Below is a sample letter asking for donations from businesses.
Subject line: [Keep it short and avoid CAPS and exclamations]:
Hi [insert name],
I recently started a fundraiser for [insert cause or reason you’re fundraising]. I believe that local businesses like yours can really make a difference in our community, and that’s why I’m looking for your help. [Insert 1-2 sentences about your cause and how this ties into the local businesses or why it may interest them.]
So far, I’ve been able to raise [insert amount] with the help of our community—but I still have some work to do to meet my goal.
Would you be able to make a contribution to my cause? A donation of any amount will make a difference and would mean so much to me.
To learn more about my fundraiser and give a gift of any amount, simply click the link below:
[Insert link to fundraiser]
Thank you so much.
Best,
[Your name]
[Your contact info]
2. Charity fundraising letter example
If you’re a nonprofit or a charity, you might already know how effective a fundraising letter can be. Try this charitable donation letter template, or some version of it, to raise more awareness about your nonprofit.
Subject line: [Keep it short and avoid CAPS and exclamations]
Dear [insert name],
Our organisation recently started a new fundraiser for [insert an explanation about your cause]. As a Certified Charity whose mission is to [insert a short explanation of your mission], we’re very excited to involve our community in our latest fundraising efforts.
With these funds, our organisation will be able to [insert a few specific ways the funds will make an impact.] To find out more about how we plan to make a difference, click on our fundraising link below:
[Insert fundraiser link]
In order to meet our fundraising goal, it will truly take a village. Are you able to support this incredible cause? Any amount you can contribute will make a difference—even £5.
Thank you for reading about our latest mission, and please reach out if you’d like to learn more and get involved with our fundraising efforts.
Best,
[Your name]
[Your contact info]
3. Sports fundraising letter example
Sports teams may have many causes to raise funds for, from team sponsorship to one-off needs like new equipment or the costs of entering a tournament. The following template can be used to appeal to local businesses for support.
Subject line: [Keep it short and avoid CAPS and exclamations]
Dear [insert name],
My name is [insert your name], and I’m the head coach of the [insert sport’s team name] sports team. I’m writing to you today because we’re looking for your help in [purchasing new equipment/covering tournament costs/funding our upcoming season].
The [insert sport’s team name] sports team is a [describe the type of team] that works to maintain a positive and enriching experience for all our members. [We are currently looking to update our equipment/make it possible to enter X tournament/seeking sponsorships for next season].
[Sponsoring our team/making a donation] would be a great way for you as a local business to reach the community and gain valuable marketing exposure, as well as supporting the team.
If you’re interested in supporting our team, you can contact me at [insert email address]. I would be happy to provide more information and answer any questions you might have about our team, and how your money would be put to work.
Thank you for your time and consideration.
Sincerely,
[insert your name]
Head Coach, [insert team’s name] sports team
4. Sample fundraising letter for a school event
For school events, you are most likely to be reaching out to either parents or local businesses, depending on the type of event. The below template is designed for local businesses.
Subject line: [Keep it short and avoid CAPS and exclamations]:
Hi [insert name],
My name is [your name], and I am [your position] at [name of school]. We are hosting an event on [date], and I am reaching out to see if you would be interested in [donating to our cause/volunteering your time/being an event sponsor].
In exchange for your support, your business will receive:
- Lots of publicity and recognition during and prior to the event
- An ad banner linking to your business website at our online school store
- [insert any further benefits]
To receive these benefits, we would be looking for a donation of [insert amount].
If you do not want to sponsor the event but would like to donate in other ways, you can contact the school at [insert email address]. We really appreciate any support you can offer and look forward to hearing from you soon.
Sincerely,
[Insert your name]
[Your contact info]
5. Sample fundraising letter for friends and family
With the people who know you best, you can afford to be a bit more vulnerable and offer details that you may not feel as comfortable sharing with businesses or other potential donors. Use this template as a framework for your letter or email, but don’t be afraid to customise it more.
Subject line: [Keep it short and avoid CAPS and exclamations]:
Hi [insert name],
I wanted to reach out and let you know that I’m fundraising to [insert reason why you’re fundraising]. As you probably already know, this cause is very important to me. [Write 1-2 more sentences about your history with this cause, and why it means so much to you.]
Would you be able to contribute to my fundraiser? A donation of any amount would truly help me reach my goal.
To help me [list goal—for example, “go on my mission trip”], simply click the link to my fundraiser below:
[Insert fundraiser link]
If you could also share my fundraiser link with your friends, it would mean so much. The more people hear about my cause, the quicker I can reach my fundraising goal.
With love/Sincerely,
[Your name]
[Your contact info]
6. Church fundraising letter example
Church fundraising letters are typically aimed at members of the congregation, asking for support to maintain the church or to fund specific activities, such as missionary trips. These can be more personal than most professional fundraising letters, as the recipients will already be familiar with the work of the church.
Subject line: [Keep it short and avoid CAPS and exclamations]:
Hi [insert name],
We would like to thank you for your support of [insert church name] over the years. You are a valued member of our congregation, and your help with past fundraising efforts has been much appreciated.
We are currently seeking funds for [insert cause] and would like to ask for your help once more. Any donation, large or small, will help us reach our target. You can make a donation in person, or by [insert options]. [You may want to add a line or two about what different donation amounts will pay for here]. If you have any questions, you can contact the church development officer at [insert contact details].
Thank you so much for any support you are able to provide. It is through the help of our congregation that we are able to continue [insert programmes, causes, etc].
I look forward to hearing from you soon, and to seeing you in church.
Yours sincerely,
[insert name]
[Your contact info]
How to set up a fundraiser with GoFundMe
Setting up a fundraiser with GoFundMe is quick and easy; it can be done in just a few simple steps.
- Click the “Start a GoFundMe” button
- Follow the prompts to add your fundraiser details and set your target
- Send your page live and start sharing with family and friends
- Add your bank details to start securely receiving funds, or ask your recipient to add theirs
GoFundMe is easy to use, fully transparent, and has lots of handy resources to help make your fundraiser stand out. The fundraising tips guide has lots of ideas for creating a fundraiser that people will notice. You can tell a story, add photos and images, or even videos. You can also update the page as often as you like, so you can share details of how your fundraiser is progressing.
When you use a crowdfunding platform it makes it simple and quick for others to contribute to your cause. You won’t have to worry about collecting donations from everyone because donations will be sent straight to your bank account.
An online fundraiser also makes it easy for others to support you in other ways. Friends and family can easily share your fundraiser link with all of their contacts to bring in even more support for your cause.
How fundraising request letters work
Here we’ve answered some of the most frequently asked questions about how fundraising letters work.
Who should you send fundraising letters to?
Some of the best people and organisations to send fundraising letters to are those that have a prior connection with either yourself, or with the cause you;re raising funds for. These include:
- Current and past supporters
- Local businesses
- Volunteers and event attendees
- Board members, particularly if you have a personal connection
- Friends and family
Should you suggest a donation amount in a fundraising letter?
Yes, it’s a good idea to suggest a donation amount in a fundraising letter, although you should always emphasise that any amount will help. Tailor your suggestions according to the audience – higher for repeat sponsors or businesses, lower for new supporters and individuals. You can also add tangible impacts, such as “£50 will feed and shelter a dog for a week”.
Can you add QR codes to a fundraising letter?
Yes – adding QR codes to fundraising letters can make it easier for the recipients to donate. All they have to do is scan the code with their phone and enter their details. If you’re including a QR code, place it near a prominent CTA and link directly to the donation page.
How do you thank donors after sending a fundraising letter?
There are lots of ways to thank donors after sending a fundraising letter, and studies have shown that people who feel appreciated are more likely to donate again. You could send individual thank you notes or emails, call your donors, or share a video thanking everyone online.
Start writing fundraising letters and raising more money
Now that you know how to write a persuasive fundraising letter, you can start setting up your fundraiser and supporting your chosen cause. A fundraising letter helps to spread awareness of your cause as well as attracting donations, and can help build trust with potential new donors.