Donation Request Letter: What It Is and Why You Need One
How to Write a Winning Donation Request Letter
Nonprofits spend a significant amount of time asking people for donations. Crafting a thoughtful donation request letter is one of the most effective ways to secure the funding you need—but only if it’s done well.
A strong donation letter requires careful attention to what you say, how you say it, and what you offer in return. Some organizations simply send letters and hope for the best, while others include meaningful context that helps readers understand the mission, values, and real-world impact of the organization. This approach allows potential donors to decide whether your cause aligns with their beliefs—and shows how their support can make a difference.
Below are key elements to keep in mind when creating a donation request letter that gets results.
Use Emotional Appeal
Stories that connect emotionally are far more powerful than a direct request for money. Take time to share your organization’s story—what you’ve accomplished so far and what you hope to achieve in the future.
By appealing to emotion, you create a human connection that encourages empathy, trust, and generosity. This emotional bond can also strengthen relationships beyond a single donation.
Explain How Donors Can Help
Clearly explain how donations will be used. Phrases like “your donation” and “your support will provide” help donors feel ownership over the impact they’re creating.
When donors can clearly see how their contribution leads to meaningful outcomes, they’re much more likely to give—and to give again.
Don’t Forget the Details
While storytelling is important, a donation request letter must also be practical.
Be sure to include:
How and where donors can give
Payment options or links
Contact information for questions or follow-up
Even the most compelling letter won’t succeed if donors aren’t told exactly how to take action.
With thoughtful planning and clear messaging, you can create a donation request letter that truly resonates with your audience.
In addition to written appeals, donor recognition can also capture attention and inspire generosity. Consider creating a recognition wall for major supporters or presenting a standout donor plaque to show appreciation and reinforce the value of giving.
By keeping these principles in mind, you’ll not only make fundraising easier—you’ll also highlight your most dedicated supporters and encourage others to get involved.