Make More Money With Your Fundraising Letter

As you can probably see in the live video I was genuinely pumped to reveal what consistently helped me 10X fundraising with annual appeal letters. I'm handing you the keys to crafting a donation solicitation letter that not only raises funds but leaves a lasting impression. So get comfy, and let's dive into these seven game-changing tips.

Tip 1: Include a Color Photo (First Impressions Matter)

You wouldn't believe how often this gets overlooked. A color photo, strategically placed above the fold, transforms your letter from a mere document to a powerful connection tool. Invest in color – it's not just an expense; it's an investment in making your message unforgettable.

"But Kelly, what about the budget?" I get it. But, here's the real deal – to make money, you often have to spend some. In the world of annual appeals, color isn't a luxury; it's a necessity. Don't just spend; invest wisely for a solid return.

We have moved past where it should look like a typewriter, so if you're using just your letterhead in black and white or maybe just two color and it looks like a typewriter, could have done it, stop. Your solicitation letter should be a visually prominent and powerful. Your logo and branding should be in vibrant colors across the letter. It's not just about looking good (though that's a bonus); it's about projecting strength and identity.

Tip 3: Tell a Transformational Story (Emotions Drive Action)

I want you to hear the difference between the summary of versus an actual story.

“We've helped 600 women continue their education” versus “now, let tell you about Juana. Juanita came to us having taken 20 years out of the workforce to raise her children. And she didn't have a lot of self-esteem, and she wasn't in a good place. But after going through a recent divorce, she knew to get on public assistance, she needed to be able to care for herself. And her first step was education.

I still remember seeing Juanita the first day with her head down, nervous, no feeling like she didn't belong. And with our wraparound mentoring program, she not only was able to finish her associate's degree, she was able to find a community of women just like her to connect and grow with. Juanita now is a case manager partnering with other women who are in the same place in life she is to help them find the same success she did”

Okay, I don't know Juanita, that she's not a real person. I don't know the organization, I was making it up as I was going, but you can feel the difference between that random number and a specific story. Ideally, it should be an authentic real story of your client, volunteer, whatever that shows some success. But with that specificness, you're going to tell a story that wraps someone in, and that's the biggest way nonprofits go wrong.

Don't settle for generic summaries that read like a checklist. Break away from the ordinary and dive deep into a specific transformational story. Your letter should be a journey, not a list of activities. Let's evoke emotion and make your donors feel the impact.

Tip 4: Craft a Super Specific Story (Details Make the Magic)

Building on that, specificity is key. We want a story that's so detailed, it becomes universally relatable. Move away from generic summaries and guide your donors through a real, tangible experience. The power lies in the specifics.

Nine times out of 10, if you're telling the story and it's not working, it's not specific enough. If you need to capture a specific moment within that story where transformation happens, and make sure that is captured.

"But Kelly, how do I know if my story is hitting the right chords?" That's where the goosebumps test comes in.

Tip 5: Do a Goosebumps Test (Goosebumps Don't Lie)

Storytelling is an art, and we want goosebumps! Share your story with a few unbiased souls and observe their reactions. If the story doesn't evoke those tingles, refine and perfect until you've crafted a narrative that hits right in the feels.

Tip 6: Make a Bold Ask (You're Worth It)

No beating around the bush – ask for that donation directly! Let your donors know the impact they can make. Stick a direct ask in the body and repeat it in the PS. And please, don't waste that PS on anything other than reinforcing your story or donation ask.

Tip 7: Nail the Sending Part (Details Matter, Even in Delivery)

How you send the letter is as crucial as its content. Follow best practices – use a stamp, a colorful envelope with your logo, and add a handwritten touch. Personalize the process.
In the post covid world, we are craving personal connection. And if you can put stamps and handwritten on all your solicitation letters, that's when you get to those 10 times more money. Annual appeals, it's all the right things outside and inside, but it's better to do it well for your top segment of donors, whether that be your most engaged or your highest givers than to not do that at all. You're killing your response rate whenever you make it less personal

In Conclusion: Your Fundraising Secret Weapon

Implement these seven tips, and you're 90% closer to a donation solicitation letter that will bring you closer to your goal!

"But Kelly, how do I put all this into practice?" Download the checklist that ensures you're not just 10X-ing your appeal but doing it right. Share your successes and challenges in the comments, and hit subscribe for more nerdy insights from yours truly.

Here's to a fundraising season that breaks all records!