Donation letters are a great way to communicate the needs of your organization, and many nonprofits use them a few times a year to reach out to potential donors. After all, they’re a simple way to help others understand how they can help and get them involved in the cause. Not every donation letter is effective, though. What distinguishes those letters that work well from those that don’t? The best donation letters have these elements.
- They Tell a Story: A good story does what bland words on the page simply can’t – it emotionally connects with potential donors. Your brain is actually wired to learn though stories, and when you tell them well, potential donors experience actual emotions connected with them. Without telling your donors a good story, you risk not emotionally connecting with them, and that may mean you don’t get the donation you want.
- They Explain the Nonprofit’s Goals: By explaining the problem, your mission, and what you’re trying to do, people who want to donate understand exactly what you’re planning to do with their gifts, and that means they understand just how it will make a difference in the lives of others.
- They Offer Specific Information about Donation Impacts: There are lots of organizations around the world seeking donations. People want to help not just causes they support, but also causes that can show where donations like theirs have had an impact. Imagine, for example, what your nonprofit can do with $50. Maybe it helps a particular number of recipients or provides a certain number of supplies. Mention that in your letter.
- They Add Additional Opportunities: Most nonprofits could use more than donations. Most could use volunteers, event help, and more. Don’t forget to add those to your letter. They may still donate money, but they may be able to do more for your group than you initially imagined.
- They Give a Solid Call to Action: You need donations immediately, and the call to action is the space where you can convince them to act quickly. The best donation letters have a carefully crafted call to action that mentions donors should address the issues at hand sooner rather than later.
Donations are a must for your organization, but once the donors give, how do you manage the list and further campaigns? If you haven’t yet considered a CRM designed specifically for nonprofits like yours, there’s never been a better time. Reach out to us today to learn more about WinFunds Nonprofit CRM and what it can do for your organization before you send out your next donation letter.