It’s that time of year again—annual appeal season. You sit down to write your letter, pour your heart into explaining your mission, and hit send or drop the stack in the mail… only to be met with silence.
The truth is: even the most passionate appeal will fall flat if it’s not read.
Your donors are busy. Their inboxes and mailboxes are crowded with end-of-year asks. If your letter doesn’t grab their attention and make it easy to respond, you risk missing out on critical support.
In this blog, we’ll walk you through five practical steps to make sure your annual appeal doesn’t just get sent—but actually gets read, remembered, and acted on.
Step 1: Craft an Irresistible Opening
The first few lines of your appeal are the make-or-break moment. You have 5–10 seconds to capture the reader’s attention and keep them reading.
🔹 Start with a Story or a Bold Statement
Skip the generic “Dear Friend” introduction and start with something that makes the reader feel something:
Example 1 (Story):
“When Maria walked into our shelter last winter, she was carrying everything she owned in a plastic bag.”
Example 2 (Bold Statement):
“Hunger in our city has doubled since last year—and we need your help.”
These openings work because they’re concrete, emotional, and urgent. They immediately pull the reader in and set the stage for why their support matters.
🔹 Avoid Organizational Jargon
You’re writing to humans—not funders or policy experts. Keep your language simple, clear, and conversational.
Step 2: Make the Donor the Hero
Most annual appeals make the mistake of talking too much about the organization:
“We’ve served 10,000 meals this year. We expanded our after-school program. We…”
There’s nothing wrong with sharing your accomplishments—but the donor should be at the center of the story.
🔹 Use “You” Language
Swap “we” for “you” as much as possible.
Instead of:
“We’ve helped 1,000 students graduate.”
Try:
“Because of you, 1,000 students walked across the graduation stage with confidence.”
🔹 Show the Impact of Their Past Support
Remind donors that they’ve already made a difference. This builds trust and reinforces their role in your mission.
Example:
“Last year, your gift helped us open two new classrooms. This year, we need your help to keep them running.”
Step 3: Keep It Focused and Easy to Read
Your appeal is not the place to include every detail about your programs or every metric from the past year. In fact, less is more.
🔹 Stick to One Clear Theme or Story
Choose one story, one need, or one focus for this year’s appeal. This helps the reader stay engaged and emotionally invested.
🔹 Use Short Paragraphs and White Space
No one wants to read a wall of text. Make your letter easy to skim by using:
- 2–4 sentence paragraphs
- Bolded headers or callouts
- Bullet points (sparingly)
- A readable font in a 12–14pt size
🔹 Limit the Letter to One Page (or 500–600 words)
Especially for mailed appeals, one page is a good rule of thumb. Email appeals can be a little longer but should still be tight and scannable.
Step 4: Make a Clear, Compelling Ask
Here’s the truth: most appeals fail because the ask is vague, buried, or missing entirely.
🔹 Ask Early—and More Than Once
Make your ask within the first third of the letter, and then repeat it once or twice more (especially near the end).
Example:
“Will you give today to help provide emergency shelter to families like Maria’s?”
🔹 Be Specific About the Impact
Don’t just ask for “support.” Tell the donor what their gift will do.
Instead of:
“Please consider donating.”
Try:
“Your gift of $50 provides a backpack full of school supplies for one student.”
🔹 Offer Suggested Giving Levels
Suggested amounts help guide donors to give more—and reduce decision fatigue.
Example:
“Give $25 to feed a family for one day, $75 for three days, or $150 for a full week.”
Step 5: Make It Easy to Give
The easier you make it for donors to give, the more likely they are to follow through.
🔹 Include a Reply Mechanism
- For print letters: Include a reply slip and pre-addressed return envelope.
- For email appeals: Include multiple, clear donate buttons.
🔹 Use a Clean, Mobile-Friendly Donation Page
Make sure your online donation form:
- Loads quickly on mobile
- Requires minimal clicks
- Offers suggested gift amounts
- Clearly restates the campaign or story
🔹 Create a Sense of Urgency
Give donors a reason to act now, not later.
Examples:
- “Give before December 31 to receive a 2025 tax deduction.”
- “Help us reach our $25,000 goal by Friday!”
Bonus Tips: Small Tweaks That Make a Big Difference
✔ Personalize When You Can
Use donor names and reference past giving if your system allows for it. Even a simple “Thank you for your support last year!” goes a long way.
✔ Include a P.S.
Your P.S. is often the most-read part of the letter. Use it to reinforce the ask and deadline:
P.S. Your gift by December 31 will help us provide warm meals to 100 more families this winter. Will you help?
✔ Test Subject Lines and Headers
For email appeals, your subject line determines your open rate. Test variations like:
- “You can change a life before midnight”
- “Maria needs your help”
- “There’s still time to give”
Try using urgency, curiosity, or donor-focused language.
Final Thoughts: Focus on Connection, Not Perfection
At the end of the day, an effective annual appeal is about connection. It’s not about being perfectly polished—it’s about making your donor feel like they matter.
If you:
- Start with a strong hook
- Make your donor the hero
- Share a clear, focused message
- Ask clearly and early
- Make giving simple
…you’ll not only raise more money—you’ll build stronger relationships with the people who care most about your mission.
Need help crafting your next appeal?
We specialize in helping nonprofits write donor-centered, high-performing fundraising letters. Contact us today to see how we can help.