Marketing:
How to Write a Fundraising Letter: The Best Donor Appeals Include 5 Key Elements
How some nonprofits doubled their gifts during the 2020 pandemic
The donor was ready to sell stock to give a $200,000 gift because he knew the education institute needed the money. But it was March 2020, and markets were collapsing. Why would he be so generous at such an uncertain time?
“I’ve found when I fear the Lord, nothing else in the world frightens me,’’ he answered. “But when I stop thinking about God? Then everything else frightens me.’’
Despite a pandemic that kept 4 billion people in lock-down, several nonprofits found it was the perfect time to send out fundraising appeal letters.
For example, when Orchard Lake Schools had to cancel three of its biggest fundraising events (the Ambassador’s Ball, Founder’s Day, and the St. Mary’s Polish Country Fair), a fundraising letter went out spelling out all the numbers: how much was lost and what was needed. Money poured in.
Similarly, our friend Al Kresta at Ave Mario Radio emailed supporters saying $300,000 was needed “to make up the deficit we incurred by canceling our Spring membership drive.’’
