How to Write a One-page Fundraising Letter

Though two-page fundraising letters almost always get more response, one-page letters work well as reminders. If you've already sent out a two-page fundraising letter, it's helpful to send a one-page follow-up reminder a few weeks later to those donors who have yet to respond.

Instructions

1. In the first paragraph, tell the donor why you're writing. For instance, "As you may recall from my last letter, ABC Food Bank needs to raise $100,000 by December 15" or "Time is running out for us to make the most of that matching gift opportunity I told you about in my last letter." Provide further details of the opportunity in another sentence or two.

2. In the second paragraph, remind the donor of the importance of her response. For instance, "Only friends of ABC Food Bank can help us reach this goal." Provide further details of the importance of dedicated giving to your organization in another sentence or two.

3. In the third paragraph, remind the donor that he has yet to respond. "Unfortunately, we have yet to hear from you -- one of our most dedicated supporters whose help we're depending on." Provide further details of his importance to your cause in another sentence or two.

4. In the fourth paragraph, explain to the donor how her gift is going to help. For instance, "Your gift of just $25 will provide enough resources to cover the cost of 150 meals." Provide further details of your programs and services in another sentence or two.

5. In the final paragraph, ask the donor to respond immediately. For instance, "If you want to help ensure we meet this critical goal, please send a gift of support with the enclosed reply card." Provide further detail of the urgency, such as the date a response is needed by, in another sentence or two.

6. Write a P.S. that summarizes the points in the letter, as this is often what the donor reads first. For instance, "We cannot afford to fall short of this goal -- too many hungry families are depending on us for help. As someone who cares about your neighbors in need, please help us overcome our $100,000 shortfall by sending your next gift of support to ABC Food Bank today."

Tips & Warnings

• One-page fundraising letters also work well to introduce enclosed brochures, newsletters and annual reports. It's a good way to give the donor an overview of what he can expect to find inside the insert, why you're sending it to him and what you want him to do after he reads it. Just don't give too much away -- reveal only enough in the letter to intrigue the donor to read the enclosure. If personalizing the salutation with the donor's name is not a possibility, "Dear Friend" or "Dear Community Member" are good alternatives. "Sincerely yours" is always an appropriate way to close a letter, but you can also get creative. For instance, "Counting on you" or "Hoping for your help." As in all direct mail campaigns, write your one-page fundraising letter in a conversational tone. It helps to read it aloud as you go. Vary paragraph length -- two lines, four lines, one line and so forth. Steps One through Five suggest that after opening each paragraph, you provide further detail in another sentence or two. This is only a guideline. Don't be afraid to let one sentence stand on one line by itself. Just be sure it communicates a powerful message, as it will stand out as the first thing the reader sees when she opens the lift note.

References

• Janus Charity Challenge: Writing a Successful Fundraising Letter