How to Write Fundraising Appeals That Inspire Giving
Ever poured your heart into a fundraising letter, only to wonder if it ended up unread in the recycling bin? You're not alone. The art of writing an appeal that cuts through the noise, grabs attention, and inspires action is a challenge every fundraiser and volunteer faces.
In a recent workshop for the Yale Alumni Fund, fundraising expert Ed (Yale College Class of 1982) shared decades of wisdom from the worlds of direct marketing and nonprofit development. His insights, rooted in proven psychological principles, can transform your appeals from forgettable to effective.
Here are the key takeaways to help you craft your next great fundraising appeal.
The 20-Second Test: Surviving the Disposal Cycle
Your beautifully written message has less than 20 seconds to survive its first test. That's how long a reader typically takes to decide whether to keep reading or toss it. In that brief window, their brain is rapidly asking a few key questions:
- Who is this from? (Is it a person or a faceless organization?)
- What do they want? (Is this a bill? An ad? A request?)
- What's in it for me? (Why should I care?)
- Is this even for me? (Did they get my name right?)
If your appeal doesn't provide clear, quick answers, it's destined for the bin. Your first job is simply to survive this initial scan.
The Secret Path of the Reader's Eye
Here’s some tough news: nobody reads your letter from top to bottom on the first pass. We write it that way, but recipients read it very differently. Decades of research, including eye-tracking studies, reveal a common pattern called the "reading curve."
- The Signature: The reader’s eye jumps right to the bottom. Who sent this? Is it a real person? Do I know them? A legible, personal signature is crucial.
- The P.S.: Next, they'll read the postscript. The P.S. acts as a mini-summary of your entire letter. If you write nothing else, write a compelling P.S. that hooks them in.
- The Salutation: They glance back to the top. How did they address me? Personalization matters.
- The Skim: Only after all that will they skim the body of the letter, catching bolded words, short sentences, and underlined phrases.
If you’ve successfully intrigued them through this journey, they might finally go back and read your message from the beginning.
Tactical Tips to Grab and Hold Attention
Knowing how people read, you can use simple formatting tricks to make your appeal more engaging.
- Embrace White Space: Use short paragraphs (2-4 sentences max). A dense block of text is intimidating and signals a chore. Short paragraphs are inviting and easy to scan.
- Be a Guide: Use bolding and underlining strategically. These tools are signposts for the skimming reader, highlighting key benefits and the most important parts of your message. Think of them as a "short answer" to the question, "What's this all about?"
- Sign It Right: Your signature should be legible and personal. Sign with the name you actually use. "Ed" feels more authentic than "Edward M. Villa." It reassures the reader that a real human being is reaching out.
The Story is Everything: Make Your Donor the Hero
Tactics will get your letter read, but a story will get it felt. A great appeal doesn’t just ask for money; it invites the donor into a narrative where they can make a difference.
The most effective fundraising stories contain five key elements:
- Exposition: Set the scene. What makes your cause special? What are its current strengths?
- Inciting Incident: Introduce a challenge or an opportunity. What problem needs solving?
- Rising Action: Raise the stakes. Why is this urgent? What will happen if nothing is done?
- Crucible Moment: This is the call to action. Present a clear, values-driven choice for the donor to make things right.
- Resolution: Show how the donor's gift solves the problem and makes them the hero of the story. Your gift provides the resources for a student to succeed; your support helps find a cure.
Ultimately, your goal is to show the donor: "You can be the hero. By giving, you can solve this problem and change the world."
A Masterclass from a Galaxy Far, Far Away
Believe it or not, one of the greatest fundraising appeals ever written comes from Star Wars. Princess Leia’s holographic message to Obi-Wan Kenobi is a perfect example of these principles in action.
Let's break it down:
- Addresses the recipient correctly: "General Kenobi."
- References past support: "Years ago, you served my father in the Clone Wars."
- Tells an urgent story: "My ship has fallen under attack... this is our most desperate hour."
- Has an unashamed call to action: "You must see this droid safely delivered to him on Alderaan."
- Makes the donor the hero: "Help me, Obi-Wan Kenobi. You’re my only hope."
The result? It kicked off a chain of events that generated billions of dollars in revenue—and saved the galaxy. Your appeal can be just as compelling. By understanding your reader, structuring your message strategically, and telling a powerful story, you can turn a simple letter into a powerful force for good.
