A fundraising appeal (or fundraising letter) is a simple yet crucial way to take your fundraising efforts to the next level. Whether you have been planning a fundraiser for a while or are setting up an emergency appeal for an unprecedented event, writing a compelling appeal is the key to securing important donations for your cause, and informing everyone exactly what your fundraiser is all about including where their money will be going.

So, in this guide, the team at GoodHub have compiled a list of helpful strategies and tips for writing a persuasive fundraising appeal that will be sure to set your fundraiser up for success.

Writing a winning fundraising appeal: Our tips

Crafting a compelling fundraising appeal involves a blending the right combination of emotion, storytelling, and persuasion. So before putting pen to paper, or hand to keyboards, read GoodHub’s expert fundraising appeal tips below:

Know Your Audience

Before you start writing your fundraising appeal, it’s crucial to have a deep understanding of your target audience. Ask yourself:

  • Who are the people you’re trying to reach?
  • What are their values, interests, and concerns?
  • How do they prefer to receive information (e.g., email, social media, direct mail)?
  • What motivates them to support your cause?
  • Tailoring your message to the specific needs and interests of your audience will significantly increase your chances of success.

Craft an Attention-Grabbing Headline

Your fundraising appeal needs a captivating headline that immediately draws readers in. Make it concise and powerful, highlighting the essence of your cause or project.

Tell a Compelling Story

People connect with stories on a deep emotional level. Share a compelling narrative that illustrates the impact of your cause. Use real-life examples and personal stories to humanise your appeal like Usha has done in her Everest Base Camp appeal, in support of the Better Lives Foundation. Describe the challenges your beneficiaries face and how your organisation or project is making a difference.

Make sure your story has the following elements:

  • Character: Introduce a person who has benefited from your organisation’s work.
  • Conflict: Highlight the challenges or issues your organisation is addressing. Explain why your work is vital in resolving these challenges.
  • Resolution: Share how your organisation has made a difference in the character’s life or in solving the problem. Use specific examples and anecdotes to illustrate this.
  • Call to Action: After sharing your story, make a clear and compelling call to action. Tell your audience how their support can contribute to more success stories.
fundraising appeal example

Be Transparent

Transparency is crucial in building trust with your donors. Be honest about where their money will go and how it will be used. Clearly outline how their contributions will make a difference and provide concrete examples of past successes.

Show Impact

Demonstrate the impact of your organisation’s work with concrete data and statistics. Use visuals like charts and graphs to make the information more digestible. Showing donors that their contributions will lead to tangible results can be a strong motivator.

Keep It Concise

While storytelling is essential, don’t get carried away with excessive details. Keep your appeal concise and focused. A lengthy appeal risks losing the reader’s interest. Stick to the most compelling and relevant information.

Personalise Your Fundraising Appeal

Where possible, address donors by name, acknowledge their past contributions, and tailor your message to their interests and giving history. Personalisation can significantly increase response rates. It also shows that you value their involvement.

Use Multi-Channel Marketing

Consider using multiple channels to reach your audience. In addition to traditional written appeals, utilise email, social media, video, and your website to spread your message. Different donors may respond better to various formats, so diversify your approach.

Follow Up

After receiving donations, send follow-up messages to update donors on the progress of your cause or project. Transparency about how their contributions are making a difference can help build trust and encourage future support.

GoodHub’s Guide to Writing a Compelling Fundraising Appeal

Fundraising Made Easy with GoodHub

We hope our fundraising guide has helped prepare for writing your own fundraising appeal. At GoodHub, we aim to provide you with a fundraising platform that redefines what it means to give. We’ve established a giving culture focused on genuine effect, driven by our vision, and we think that every act of generosity, no matter how little, has the capacity to create great change.

So, if you’d like to make a difference today, come join us in our mission to give better. To register your charity or non-profit, or to donate or fundraise for a worthy cause, just hop onto the GoodHub platform or get in touch with one of our friendly support team members.