3 tips for writing a donor recruitment letter

Direct mail is still the most effective way to recruit donors. With a good letter you can ensure that new donors give to your organisation or that existing relations give again. There are three important things to consider when writing a successful recruitment letter.

1. Your target audience

Who are you writing to? Are aiming to recruit prospective donors or are you writing a letter to contacts who have previously donated to your organisation? The target group determines the key elements of your letter.

Key parts of letters to potential donors:

  • Who you are and what you do
  • What you want
  • Why should the prospect trust you?
  • Why your organisation is important
  • What you can mean to the potential donor
  • Why you are asking for action now

Key parts of a letter to existing donors:

  • What you did with the previous donation
  • Were you grateful for it?
  • What you want now
  • Prove that you are doing a good job
  • Explain who you are again
  • Why you are asking for action now

2. Be personal

Use the recipient’s name. Use personal pronouns like you and me. Use characteristics of your reader: “as a parent you also know …” or “as a resident of …” Use handwriting in your letter.

3. Content counts

Your letter is not a brochure. Think of your fundraising letter as a written conversation with your donor. The structure and content of your letter determine its success. Use the checklist below to check the content of your letter.

Checklist for a good promotional letter:

  • Is your opening sentence short and clear?
  • Is your letter personal? Use “you and me” as much as possible
  • Is the reason for your letter clear? “I am writing to you because …”
  • What is the promise you can make?
  • Is the letter urgent? Why are you writing now?
  • Ask, Ask, Ask. Use at least three moments in your letter to ask for a donation.
  • Is your (potential) donor at the heart of your letter? They are the hero of your story!

We love results

Mindwize is a fundraising agency. We believe in quantifiable results, that’s where our heart lies. Through proven, successful dialogue marketing techniques, we can achieve the highest net result for your organisation. Contact us today for a chat about getting better results for your organisation.

Newsletter for fundraisers

Would you like to receive regular tips and news about recruiting and retaining donors?

Receive fundraising news in your inbox every month.

More fundraising tips