Year-end giving is a 41-day window. Donors read your letter with 12 others on the counter and decide in 40 seconds.
What most nonprofits send
"As we approach the end of another year, our organization continues its important work…"
Every nonprofit writes a version of this. It puts the work back on the donor to figure out why they should care.
The shape that works
Four parts, in order, on one page, under 450 words:
- One person, with a first name and a Tuesday. Not "families we serve." Marisol, on a Tuesday in October.
- A single specific ask. Not "any gift helps." $120 covers a week of groceries for one family.
- A deadline that means something. "Before December 31", with a match if you can pull one.
- A P.S. that restates the ask. More people read the P.S. than the second paragraph.
The signer
Sign it as a person, with a real email address. "Kara Nguyen, Executive Director" beats "The [[Org]] Team" by a wide margin. Donors give to people, not orgs.
The envelope
A teaser on the envelope earns the open. "Marisol thought she'd have to skip dinner. Here's what changed." beats "Year-End Giving Enclosed."
Draft yours with the Donor Appeal Letter tool.