How To Write A Fundraising Appeal

Most fundraising appeals sound like requests. The best ones sound like 𝘳𝘦𝘮𝘪𝘯𝘥𝘦𝘳𝘴. Not “please give.” But “this is who you are.” Here’s the difference: 𝗔 𝗿𝗲𝗾𝘂𝗲𝘀𝘁 𝘀𝗮𝘆𝘀: We need your help. 𝗔 𝗿𝗲𝗺𝗶𝗻𝗱𝗲𝗿 𝘀𝗮𝘆𝘀: You’ve already made a difference—let’s keep going. Donors don’t need more urgency. They need more 𝘮𝘦𝘢𝘯𝘪𝘯𝘨. They want to feel like their gift fits into a bigger story. That they’re not just responding to need— They’re living out their values. So write your next appeal like this: 𝗦𝘁𝗮𝗿𝘁 𝘄𝗶𝘁𝗵 𝘄𝗵𝗼 𝘁𝗵𝗲𝘆 𝗮𝗿𝗲 “You’ve always shown up when it mattered most.” 𝗖𝗼𝗻𝗻𝗲𝗰𝘁 𝘁𝗵𝗲 𝗺𝗼𝗺𝗲𝗻𝘁 𝘁𝗼 𝘁𝗵𝗲𝗶𝗿 𝗶𝗱𝗲𝗻𝘁𝗶𝘁𝘆 “Right now, another child needs someone like you.” 𝗠𝗮𝗸𝗲 𝘁𝗵𝗲 𝗮𝘀𝗸 𝗳𝗲𝗲𝗹 𝗹𝗶𝗸𝗲 𝗮 𝗰𝗼𝗻𝘁𝗶𝗻𝘂𝗮𝘁𝗶𝗼𝗻, 𝗻𝗼𝘁 𝗮 𝗱𝗶𝘀𝗿𝘂𝗽𝘁𝗶𝗼𝗻 “This is the next chapter in the story you’ve already started writing.” Great fundraising isn’t about pressure. It’s about 𝘢𝘭𝘪𝘨𝘯𝘮𝘦𝘯𝘵. Remind donors who they are— And they’ll keep proving you right. What’s the last line in an appeal that made 𝘺𝘰𝘶 want to give?

Before it was about getting donors to write checks. Now it’s about involving them in your ecosystem. Here’s 5 steps to get started today: You’re not just fundraising anymore. You’re onboarding stakeholders. If you want repeatable, compounding revenue from donors, partners, and decision-makers, you need to stop treating them like check-writers… …and start treating them like collaborators in a living system. Here’s how. 1. Diagnose your “center of gravity” Most orgs center fundraising around the mission. But the real gravitational pull for donors is their identity. → Ask yourself: What is the identity we help our funders step into? Examples: Systems Disruptor. Local Hero. Climate Investor. Opportunity Builder. Build messaging, experiences, and invites around that identity, not just impact stats. 2. Turn every program into a flywheel for new capital Stop separating “program delivery” from “fundraising.” Your programs are your best sales engine → Examples: • Invite donors to shadow frontline staff for one hour • Allow funders to sponsor a real-time decision and see the outcome • Let supporters “unlock” bonus services for beneficiaries through engagement, not just cash People fund what they help shape. 3. Use feedback as a funding mechanism Most orgs treat surveys as box-checking. But used right, feedback is fundraising foreplay. → Ask donors and partners to co-define what “success” looks like before you report back. Then build dashboards, stories, and events around their metrics. You didn’t just show impact. You made them part of the operating model. 4. Make your “thank you” do heavy lifting Thanking donors isn’t the end of a transaction. It’s the first trust test for future collaboration. → Instead of a generic “thank you,” send: • A 1-minute voice memo with a specific insight you gained from their gift • A sneak peek at a challenge you’re tackling and ask for their perspective • A micro-invite: “Can I get your eyes on something next week?” You’re not closing a loop. You’re opening a door. 5. Build a “Donor OS” (Operating System) Every funder should have a journey, not just a transaction history. → Track things like: • What insight made them first say “I’m in”? • Who do they influence (and who influences them)? • What kind of risk are they comfortable taking? • What internal narrative did your mission fulfill for them? Then tailor comms, invitations, and roles accordingly. Not everyone needs another newsletter but someone does want a seat at the strategy table. With purpose and impact, Mario

✍️❤️ Want no-BS tips for better #fundraising writing? These 9 will serve you well: (1) Be clear over clever. I am NOT the first fundraising writer to say this. But I say it All. The. Time. Sometimes you get lucky, and clever copy works. Smarter is to be clear first. (2) Use repetition. Someone will try and stop you. They're wrong: Repetition works. We repeat because you (the writer) cannot assume I (the donor) will read your appeal in linear order. Plus, brain science shows repetition sparks long term memory and signifies importance. So? Say it with me now: Repetition works. Use repetition. (3) Ask for the right donation. Not just any donation. The one that's right for your donor's giving history... that's based on a solid offer... that fits your overall giving segment... that kind of thing. Make your gift make sense. Free PDF on Asks? See first comment to this post for link. No sign-up needed. (4) Avoid jargon and death-by-acronym. Do you really need "paradigm" in an appeal? Really? If you say, "underserved," do your donors understand what that means? Are you using unresolved acronyms that no one gets? (5) Talk to your donor. You're having a one-to-one conversation. Dramatic. Personal. Compelling. Tell a good story... and one I can pick up on page 2 or 3 or 4 of your letter, and want to go back and read the whole thing. (6) Have a strong offer. Sorry, writing friends, I have news. Your offer matters as much or more as the writing itself. Urgent, simple, compelling, concrete, solves a problem, connects to the donor and the story, etc. Weak offer + strong writing? Still won't perform like it could have. (7) Add urgency. See tip 6. I am NOT telling you to make everything urgent, all the time. I'm saying give me a compelling reason to give now, today. Not next month. Not next year. Now. (8) Write from the heart. Emotional. Epic. Dramatic (there's that word again). Give me a reason to care. A reason to believe. (9) Say the bravest, truest thing you can. NEVER lie. Never belittle. Never demean. Tell your stories with truth and courage. Enough said. ==== Want more on effective, engaging fundraising writing and nonprofit storytelling in general? I send new stuff every two weeks if you’re on the list 😊 lisasargent.com/newsletter  

Your major donor is juggling year-end work deadlines and their kid's holiday concert. They're trying to decide where to give $100,000 on the margins of their life. Let's step into their world for a minute. Their own work has to get done before the holidays. Their calendar is filled with school events, family commitments, and travel plans. Their inbox is a firehose of appeals from dozens of organizations just like yours. They have a deep desire to be generous. This isn't a chore for them. It's a priority they are trying to fit into a chaotic schedule. Your generic, five-page appeal letter doesn't help. It's just another task on their to-do list. Another thing they have to read, process, and make a decision on. What works? A two-minute phone call that respects their time. A personal email with a clear, one-paragraph summary of the impact their gift will make. A text message that says "Thinking of you during this busy season, let me know if a quick chat is easier." Make it simple. Make it personal. Make it clear. Your job right now isn't to add to their to-do list. It's to make generosity the easiest and most joyful decision they make all week. Because in fundraising, the organizations that get year-end gifts are the ones that make giving easy, not another item on a chaotic to-do list.

Here are 7 ways you can "show, don't tell" in your fundraising copy. But first...why does it matter? Because of a psychological state called "narrative transportation." It's when we become so absorbed in a story, that we mentally step into it. Research shows that our imagination takes over—we picture the scene, feel the emotions, and experience the story as if we're part of it. We're not just reading copy...we're living it. And that sounds like something we want to invite our donors into in our fundraising copy. So here's a few techniques you can try today. --- 1. Zoom into a single moment Instead of describing a situation broadly, pick one moment that represents it. Telling: The hospital workers were exhausted. Showing: The nurse rubbed her temples, looked at the clock — 3:47 a.m. — and whispered, “I still have two more rounds.” Ask yourself: What was one thing that happened that proves this is true? Write that. --- 2. Use sensory details (but go easy) Touch, sound, sight, temperature. One or two is enough. Telling: The shelter was overcrowded. Showing: Every cot was taken, so new arrivals sat shoulder-to-shoulder on the floor, warming their hands around paper cups of instant coffee. Ask yourself: What could I see, hear, smell, or touch if I stood there for 10 seconds? --- 3. Quote people, and let them do the telling Real words from real humans are the fastest shortcut to showing. Telling: The family was grateful. Showing: “I didn’t think anyone cared about us,” she said as she tucked the food hamper under her arm. --- 4. Use “micro-scenes” and small slices of life You don’t need a full story. Just a slice. Telling: Donations like yours make a big difference. Showing: Because of you, Jamal walked into class with a backpack that didn’t sag open at the seams. --- 5. Replace abstractions with concrete nouns Avoid words like “dignity,” “support,” “opportunity,” “impact,” “food insecurity,” etc. Replace them with something you can touch. Telling: Your gift gives children dignity. Showing: Your gift gives Maya a clean set of clothes she can choose herself before school. --- 6. Use verbs that show movement Telling is static. But showing is active. Weak verbs: is, are, have, feel, struggle, etc. Strong verbs: lifts, carries, unfolds, whispers, pushes, hands, opens, etc. Telling: The storm damaged their home. Showing: The wind peeled the roof back like the lid of a sardine can. Try circling every “is/are/was/were.” Try swapping with a verb that has motion. --- 7. Start your paragraph in the middle of the action Avoid warm-up sentences. Drop the donor right into the moment. Telling: Winter can be hard for families without proper heat. Showing: By the time Elena smelled smoke, she had already piled three sweaters onto her son trying to keep him warm. Try cutting the first line of your draft. Most of the time, the real opener is underneath. --- Most fundraising appeals tell. But the best ones transport.

Here’s how I’d turn your nonprofit email list into a fundraising advantage in 2026: No gala expansion. No “we just need richer donors." No hoping a grant saves the quarter. Media companies don’t “send newsletters.” They build obsession-level loyalty (and fundraisers should, too). I just got back from New Media Summit, and this one moment should change how you think about email: 1️⃣ “99% of the world is already unsubscribed.” 🤯 So stop writing scared to avoid a few unsubscribes. Write for the people who actually want your work!! (Matt Paulson) 2️⃣ Low-lift IRL meetups build trust fast. Not a ballroom. Not a burned-out committee. Coffee. 20–30 people. One theme. Trust is what drives upgrades, monthly giving, and faster yeses. (Sam Parr) 3️⃣ Make your newsletter enjoyable. If it reads like an internal report, it performs like one. Brevity. Personality. Point of view. (Sean Devlin) 4️⃣ Make fundraising emails insanely valuable. Your appeal isn’t just an ask. It’s a relationship deposit. Teach. Reframe. Give supporters language to repeat. If your fundraising emails disappeared, would anyone miss them? (Chenell Basilio) 5️⃣ Expect unsubscribes when you ask. Some people leave. Others lean in because you’re finally clear. (Isaac Saul) 6️⃣ Send more email, but smarter. Clicks, replies, page visits = signals. Follow up with the engaged segment using triggers, not blasts. (Dan Krenitsyn) 7️⃣ Build for 10-year supporters, not quick spikes. Reliable quality + consistent rhythm = compounding trust. (Theme across New Media Summit speakers) 8️⃣ Re-engagement emails should happen sooner than you think Start sending 21-30 days to re-engage. (Matt McGarry) Email is more than a newsletter. It’s a fundraising relationship engine. If you want my list of 10 subject lines that consistently raise more money (and 10 that quietly kill campaigns), comment SUBJECT. #nonprofit #fundraising #nonprofitmarketing

You spend weeks crafting the "perfect" appeal. But you're making one fatal mistake: you're guessing what will motivate your donors to give. The highest-performing organizations don't guess; they ask. Sending a simple one-question survey can increase a donor's subsequent gift by up to 50%. Donors who feel listened to are 4.7x more likely to recommend an organization. Feedback-driven personalization can lift revenue by 5-15% and increase marketing spend efficiency by 10-30%. A youth center I work with sent a survey asking, "What is the most important outcome you hope for our kids?" They used the responses to create three versions of their next appeal, each highlighting a different program area. The result was a 41% increase in their campaign revenue. Stop writing for a faceless crowd. Start a conversation with a person. What is the most powerful question you've ever asked your donors?

The Art of the Fundraising Email: 7 Secrets to Skyrocket Your Open Rates Let's face it: most fundraising emails end up in the digital graveyard known as the spam folder. But it doesn't have to be that way. With the right approach, your emails can cut through the noise and inspire action. Here are 7 time-saving tips to craft compelling fundraising emails that actually get opened: 1. Nail Your Subject Line Keep it under 41 characters. Tease content without giving it all away. Use power words like "Exclusive," "Breaking," or "Urgent" (but only when it's true!). 2. Personalize Beyond "[FNAME]" Reference past interactions, donor history, or shared interests. Make them feel like this email was written just for them. 3. Tell a Story Start with a compelling anecdote. Make it visual. Make it emotional. Make it real. 4. Keep it Scannable Use short paragraphs, bullet points, and subheadings. Remember, people skim emails before deciding to read in depth. 5. Make Your Ask Clear and Compelling Don't bury the lead. State your ask clearly and explain the specific impact it will have. 6. Use a P.S. Many readers jump to the P.S. first. Use it to reinforce your key message or add urgency. 7. Test, Test, Test A/B test your subject lines, send times, and content. Let the data guide your strategy. Pro Tip: Write your email, then cut it in half. Then cut it in half again. Brevity is your friend. Remember, the goal isn't just to get your email opened—it's to inspire action. Every word should serve that purpose. Now, it's your turn: What's your go-to trick for crafting killer email subject lines? Share your best practices in the comments. Your tip could be the key that unlocks better email performance for fundraisers everywhere!

As a nonprofit email consultant, I’ve seen firsthand how small adjustments to your email strategy can lead to big increases in donation rates. These are some of the strategies I’m actively implementing with my clients to help them engage supporters and drive results: 1. Focus on audience targeting: Segment your email list to send messages that feel personal and relevant. For example, a lapsed donor may need a different message than a first-time giver. 2. Lead with impactful stories: Stories that highlight the direct results of donations—paired with a clear, actionable ask—are incredibly powerful. “$25 provides a meal for a family” resonates far more than a general appeal. 3. Optimize for mobile: With so many emails opened on mobile devices, it’s crucial that designs are clean, buttons are easy to click, and content gets straight to the point. 4. Create a sense of urgency: Deadlines or limited-time opportunities like matching gifts can be effective motivators. I’ve seen significant lifts in response rates when urgency is baked into the message. 5. Test and analyze everything: From subject lines to donation ask amounts, I encourage my clients to test different approaches and make decisions based on the data. A small tweak can make a big difference. 6. Always follow up: A simple thank-you email after a donation not only builds goodwill but also lays the groundwork for future giving. I know every nonprofit’s audience is different, but the common thread is that thoughtful, intentional email campaigns can create meaningful connections and drive real impact. I’d love to hear what’s working for you—what’s been your most effective email fundraising tactic?

Lapsed donors aren’t lost causes. They’re just waiting for a better invitation. Let’s stop pretending your “We miss you!” email blast is doing the trick. It’s not. It’s background noise. And donors? They’ve got inboxes full of it. Here’s how you actually bring lapsed supporters back—without sounding desperate, and without starting from scratch. 1. Ditch the generic. Go personal. If your message could go to anyone, it will resonate with no one. Go beyond “Dear Supporter” and reconnect with their impact. Try this: “Hi Jordan — your gift last year helped provide safe housing for 20 families. We’re building on that work right now, and we’d love for you to be part of it again.” Better still? Send a personalized video or handwrite a note. People remember when you remember them. 2. Add a reason to come back—besides guilt. Sometimes people need a nudge. Not a push. Offer meaningful incentives: – A matching gift opportunity – An exclusive update or behind-the-scenes invite – Public recognition on your donor wall Make it feel special, not transactional. The goal is to make re-engaging feel like a win—for them and your mission. 3. Show your progress, not your panic. Donors want to be part of momentum, not rescue missions. Instead of saying, “We need your help more than ever,” say: “Since your last gift, we’ve provided 10,000 meals. And we’re just getting started.” Show what their past support made possible—and what’s next. 4. Use social proof like a pro. People want to belong. Show them that others are stepping up again. Spotlight returning donors in your newsletter. Share short quotes or videos from beneficiaries. Send a message like:“You’re not the only one we’ve missed—supporters like Maria just renewed their gifts this month. We’d love to welcome you back too.” Validation + community = powerful combo. 5. Make coming back ridiculously easy. This is where most nonprofits drop the ball. Don’t make someone dig through your website or hunt for the donate button. Use: – Direct donation links – Pre-filled forms – One-click options – QR codes in print materials And yes—make sure your mobile experience isn’t stuck in 2012. Lapsed donors aren’t a lost file in your CRM. They’re people who already said yes once. Your job? Remind them why.