13 donation request letter templates + how to write your own appeal letter
Your organization depends on the generosity and goodwill of its donor base, but how you ask for donations plays a major role in the success of your fundraising efforts. One of the simplest ways to gain support is by sending a donation request letter to potential donors.
A fundraising appeal or donation request letter is a relatively straightforward way to invite donors to make a first-time or recurring gift, and the general structure can be adjusted and personalized to appeal to each individual recipient.
Keep reading to learn about some of the most common types of donation request letters and access free downloadable templates to get you started.
What is a donation request letter?
A donation request letter simply refers to a written request for donations to an organization. There are several types of letters you can send, depending on factors like:
- The nature of your organization
- Who you’re asking
- What kinds and amounts of donations you need
- The frequency of donations you’re requesting
- The reasons you need donations
- Whether you’re requesting donations via mail or online
Compared to a sponsorship letter, donation requests may seek smaller donations or contributions from more donors. Both types of requests aim to connect with prospective donors and build meaningful relationships to support your organization’s mission.
13 sample donation request letters you can customize
The key to writing a successful donation request is personalization. By tailoring your letter to each potential donor, you can appeal for their support in a way that resonates with them. Modifying a sample donation request letter for nonprofit organizations is a great way to start.
Whether you’re starting from scratch or editing a template, make sure you follow best practices for writing a donation request letter. Keep reading to find 13 sample letters asking for donations you can download and customize to your audience and your organization’s needs.
1. General donation request letter
A general request for donations can be a flexible tool. You can use these for virtually any kind of fundraising initiative. While versatile, general donation request letters can read as generic without enough personalization.
Including anecdotes and examples of your organization’s impact, as well as specific details regarding why you’re asking for donations at this time, can help you connect with potential donors and help them understand how they can help your organization achieve its mission.
2. New donor request letter
Some donors may not feel like their contributions make a difference, but individual donations add up. Even if you have a loyal donor base, seeking new donors is a crucial part of fundraising.
When requesting first-time donations, try to connect with potential donors with personalized messaging that acknowledges their connection to your organization, whether that’s attending events, following you on social media, or subscribing to your newsletter.
3. Current and past donor request letter
Reaching out to individuals who have donated to your organization in the past is a great way to encourage additional or recurring contributions. By expressing gratitude for their previous donations and explaining how they directly support your mission, you can boost donor retention and foster more meaningful relationships.
Corporate donation request letter
Corporate contributions can drastically affect your organization’s impact by directly supporting your primary initiatives. Partnering with larger businesses, especially as part of their corporate social responsibility (CSR) program, can be mutually beneficial — so it’s crucial to highlight the advantages of supporting your organization in a donation request letter.
When writing a letter asking for donations from businesses, you should primarily focus on how a partnership could benefit them, from increasing brand awareness to improving employee engagement. Providing clear insights into how their donations will help your organization accomplish its goals will also demonstrate tangible value.
5. Small business donation request letter
Compared to corporate requests, seeking donations from small businesses often requires more of a personal, empathetic approach. Rather than prioritizing bottom lines and measurable results, you may have more success focusing on emotional ties and local impact.
Small businesses may not be able to donate as much as larger corporations, but their support and involvement can help unite and strengthen your community.
6. Event donation request letter
If your organization is hosting a gala, auction, or other fundraising event, you’ll likely need to secure additional funding to make it happen. Write an engaging donation request that highlights event specifics, including why it’s happening and your goals for the event, as well as when and where it will be held.
You can also provide additional benefits to individuals and businesses to entice contributions, such as complimentary tickets or placement on banners or other materials.
7. In-kind donation request letter
Monetary donations are always welcome, but in some cases, you may seek alternatives. Requesting in-kind donations can help your organization acquire essential supplies, resources, or services that you would otherwise need to purchase.
For example, you can seek in-kind donations of toiletries, office supplies, or marketing services to better support your mission and sustain your day-to-day operations. It’s important to carefully consider who receives in-kind donation request letters; tailor each request to the individual or business to increase your chances of success.
8. School donation request letter
Nonprofit organizations aren’t the only ones who need to raise money; fundraising for schools is a year-round endeavor that requires careful planning and consistent effort. Writing effective donation request letters means choosing the right recipients, such as alumni and parents of current students, and clearly explaining how your school plans to use the funds you raise.
9. Church fundraising letter
Encouraging donations from past and current members of the congregation, as well as other community members, can help churches provide community services, fund international trips, or complete building renovations.
Warmth and gratitude are especially important in these fundraising requests. Most churches get the majority of their donations from their congregation, so in-person requests during regular gatherings can be instrumental in fundraising efforts.
10. Online donation request letter
Sending a short donation request message on social media, through email marketing, or via a text-to-give fundraising message can engage potential donors and simplify the donation process. Online donation requests are typically brief but engaging with a clear call to action, making it quick and easy for recipients to donate.
Here are four examples of short messages you can send over text or social media to request donations.
| Message description | Sample message |
| Direct and mission-centric | Support [Organization Name]’s vital mission to [briefly state core mission]. Your generous donation will directly impact our ability to [briefly state a key activity or outcome]. Click here to make a secure contribution now: [Shortened Donation Link] |
| Personalized narrative | Your gift helps [briefly mention a person or story, e.g., “Maria, a single mother, access essential resources”]. You can be part of their story by donating here: [Shortened Donation Link] |
| Timely and event-specific | Join us at [Event Name] and support our mission to [briefly state mission] by donating. Your contribution helps us [briefly state how donations will be used at the event]: [Shortened Donation Link] |
| Specific donation amount request | Just $10 can [short impact example, e.g., “provide a hygiene kit to an individual experiencing homelessness”]. Donate now to make it happen and directly [briefly describe how this donation will support your mission]: [Shortened Donation Link] |
11. Pledge campaign donation request letter
If you want to meet your pledge campaign goals, you’ll need timely, engaging donation requests. Make sure you emphasize specific fundraising goals and applicable time limits to encourage donors to act.
As with other donation letters, demonstrating your desired impact and creating an emotional connection can more effectively compel potential donors to participate.
12. Annual fund contributions request letter
A nonprofit organization’s annual fund helps support ongoing initiatives and expenses as they arise. Rather than acquiring donations for specific events or programs, requesting contributions to your annual fund can help your organization pay for building costs, salaries, and other miscellaneous expenses so you can focus on pursuing your mission.
A compelling annual fund donation request may include highlights from previous initiatives, measurable impact statistics, heartwarming success stories, or plans to demonstrate your organization’s charitable work.
13. Donor appreciation letter
Expressing sincere gratitude and telling donors how their contributions made an impact not only helps donors feel good but also encourages future donations.
Memorable donor appreciation letters should reference how you used donations and the impact of those contributions to emphasize how your organization benefited from their generosity.
How to write a donation request letter
The goal of an appeal letter is straightforward: for donors to read it and then make a gift to your organization. To that end, take these considerations into account when you draft and revise your letter:
1. Decide on a structure
When you write a donation request, make sure to include all the information and context a potential donor would want to know — but it’s also important to structure your letter in a clear, compelling way. Essential components of any donation request letter include:
- An engaging subject line
- A personalized greeting
- The name and mission of your organization
- The reason why you’re seeking donations
- Suggested donation amounts, when appropriate
- How donations will directly impact your work
- A clear call to action
- An expression of gratitude
- Your contact information
Ultimately, you should strive to write a letter that is easy to read and understand but also conveys the importance of your mission, as well as your sincere need and appreciation for donations.
2. Make the copy easy to read
How you write the content of a fundraising appeal or donation request letter is just as important as what you write in it. If your copy is concise and easy to read, donors are more likely to read the entire letter and reach the call to action. To improve readability, try these tips:
- Keep paragraphs short and format any lists with bullet points.
- Add images related to your organization’s purpose to illustrate the copy and break up the text.
- Use bold and italics for emphasis where appropriate, but include them sparingly.
- Include relevant photos.
- Make sure you can print the document on the front and back of one sheet of paper.
Before you finalize your letter, ask another staff member at your organization to read it and provide feedback on both the content and the format. You should also review the spelling and grammar to ensure a polished, professional look.
3. Determine what organizational information to include
One of the best ways to get donors on board with giving is to showcase your nonprofit’s strengths in your fundraising appeal letter. While including some statistics can demonstrate your recent successes, this data will be more impactful if you incorporate it into a story that allows donors to connect emotionally with your purpose.
For instance, an animal shelter could use the statistic of finding homes for 200 dogs and cats last year as an example of its success. Telling the story of how a particular dog came to the shelter and received care and then explaining how that dog was one of 200 pets who found a home through that shelter establishes the shelter’s credibility while emotionally inspiring donors to give.
4. Draft a compelling call to action
Your fundraising appeal letter’s call to action gives recipients a way to donate to your organization. Make a point to give potential donors an idea of how their donations will support your mission in concrete ways.
Consider choosing two methods for donors to give, one physical and one digital, to provide them with some flexibility. Donation methods may include:
- Mailing a check in a provided return envelope
- Filling out a tear-off pledge form
- Using an easy-to-type link to access your online giving form
- Scanning a QR code to give from their mobile devices
- Adding a one-click donation option to your donation page
When writing your call to action, provide clear instructions on each method while stressing the overall importance of contributing. Additionally, take steps to allow donors to contribute as quickly as possible, such as pre-addressing the return envelope.
5. Personalize each letter
As you begin your fundraising appeal letter, remember that personalization is key. Donors are much more likely to respond to a letter that begins “Dear [donor name],” than one that begins “Dear valued donor.”
Some donors will be happy for you to use their first name or even a nickname, while others would prefer a more formal greeting. In your donor database, note the supporter’s preferred name, title, and pronouns to ensure you address each one appropriately.
Addressing recipients by name shows that your nonprofit sees them as individual people rather than just sources of funding. Personalization and emotional appeal are the keys to connecting with your donor base and encouraging their continued support.
6. Identify who will sign the letters
In many cases, fundraising appeal letters are signed by a nonprofit’s executive director or board chair. This strategy increases the letter’s credibility and is particularly effective for formal appeals.
However, there are a few situations where having someone else sign would be beneficial. If your organization acquired a major donor through their personal connection to a different staff member or board member, it may be more effective to have the letter come from that person. Also, for a less formal and more emotionally involved appeal, you could ask one of your organization’s beneficiaries or a passionate supporter to sign.
7. Choose a distribution method
The considerations discussed so far apply mostly to direct mail fundraising appeals, which some donors prefer. But others might prefer to receive fundraising letters via email, and some might not read letters at all, instead interacting with your organization through your website and social media.
Many aspects of your fundraising appeal letters could be reformatted using an email template — just revise them to be more concise and include a link to your online donation page as the call to action. You could also reuse photos, statistics, and stories from your letter in a blog article or social media post to reach even more donors.
8. Track and analyze performance data
As you start sending out donation request letters, you should collect and analyze performance data to inform future outreach efforts. Try to answer questions such as:
- Is social media, email, or traditional mail more effective?
- What messaging resonates the most?
- What demographics are contributing?
Using a robust system like Bonterra Fundraising and Engagement software can simplify your data organization and critical analysis. Segmenting your donors, tracking response rates, and calculating total donation amounts will give you valuable insights into your fundraising strategy so you can continue improving how you engage with your donor base.
Power your appeals with an effective donation request letter
Taking the time to write a new fundraising appeal letter or refresh your nonprofit’s existing one is a worthwhile exercise. You can offer your donors a new angle on your organization’s work, share the impact of their support through storytelling, and bring in even more funding to further your purpose.
Whether you’re seeking one-time contributions for an upcoming event or aiming to secure recurring donations for ongoing initiatives, a personalized, thoughtful donation request letter can make all the difference.
Streamline your organization’s application of the tips in this guide by investing in fundraising software that can maximize the impact of your donation request letters and inspire the lasting donor relationships your organization needs.
FAQ
When writing a request for donations, include the following:
-
- A personalized greeting and tailored messaging
-
- A description of your organization’s mission and initiatives
-
- A compelling example or story of your organization’s success
-
- A description of the reason you’re requesting a donation
-
- An explanation of how the donation will benefit your organization
-
- A concise call to action
-
- A show of appreciation for their support
-
- Essential contact information for your organization
Be sure to adjust your letter based on your organization, your needs, and the recipient to increase your chances of receiving a donation.
Work with Bonterra
Ready to drive more impact?
