Fundraising Friday: How to Write an Effective Fundraising Email

These days, I spend most of my time in the realm of major and planned giving, but I cut my teeth in fundraising writing appeals as the leader of a university annual giving program.

And here's something I learned the hard way all those years ago:

Most of us make writing an appeal harder than it needs to be.

We write, and rewrite, and overthink, and second guess.

We worry about word choice and wonder whose name should go at the end.

But here's the thing ... you really only need six elements to write an effective appeal:

1. An ask with a deadline

2. The outcome of a gift

3. A reason to give now

4. A shared value

5. Another ask with a deadline

6. A P.S. with another ask

That's it. Skilled copywriters can (and do) layer in more, but these 6 elements are really all you need.

In fact, some of the best email appeals I've tested only had 6 sentences ... one for each element above.

Let's go step-by-step through each element starting with the first and most important part ...

1. An ask with a deadline.

Keep your first sentence super simple. Get straight to the point. No fluff. Remember, people are busy. Don't make them work to know why you're writing.

Try something like:

"Michael - I'm writing today to invite you to send a gift before June 30th to help children and families in our community."

Or frame it as a question:

"Michael - Will you consider making a special gift before June 30th to help children and families in our community?"

Simple. Direct. Straight to the point. That's all you need to say.

Now that you've told them what you want, it's time to tell them why it matters.

2. The outcome of a gift.

Resist the temptation to get into the weeds talking about your programs.

Instead, describe the outcome that will happen when someone gives because of the work of your organization and programs.

Here's what I mean:

If you recruit and train volunteers to support foster families, don't say:

"Your gift can help recruit and train volunteers to support foster families."

This statement may be accurate, but most people who give to your cause care WAY more about kids in foster care than they do recruiting volunteers to support foster families – this is true even for the people who DO care about helping you train and recruit volunteers to support foster families.

Say something like this instead:

"You can help kids in foster care feel safe and loved by helping make sure foster families have all the support they need."

Remember, an outcome is the change that's going to happen in someone's life because of your work. An outcome is not the programs that make the change happen.

Training volunteers to support a foster family is an activity. For a child in foster care, experiencing safety and love are outcomes.

People give some to make activities happen, but they will give more to make outcomes happen.

After you've shown them the difference they can make, create a little momentum by giving the reader ...

3. A reason to give now.

Most appeals feel about as urgent as watching paint dry.

Don't write that appeal. Give people a specific reason to give today.

You could:

• Mention a matching gift opportunity
• Invite people to help hit a specific timebound goal
• Share a timely need that must be met <-- ALWAYS THE BEST APPROACH

Here's what that looks like:

"Every few days, another child in our community enters foster care, and there aren't enough well-supported families to keep up. Your help is needed now to make sure there are more than enough safe, loving homes available to welcome them."

See what we're doing there? We're offering the reader a current need they can meet by giving today.

Once you've established a little urgency, you have to make it personal. One way to do that is with ...

4. A shared value.

This is where you connect with your reader's identity – where you talk to them based on who they are and what you know they care about.

You might say something like:

"Michael, I know you care about helping kids in foster care feel safe and loved."

Or:

"I know from your previous giving that you care about helping kids in foster care feel safe and loved, and I'm hoping you'll send in a special gift today."

At this point, you've built your case. Now it's time to bring it home with ...

5. Another ask with a deadline.

Don't overthink this part. All you have to say is:

"Will you consider making a gift by June 30th?"

Once you've done that, you're almost done.

Sign the email with the name of a real human being, but don't fret too much about whose name it should be. People way smarter than me test this ALL OF THE TIME, and the results are inconclusive at best.

After you've put someone's signature on the email, the last thing you need is ...

6. A P.S. with another ask.

Remember, even if someone skims over every other part of your letter, they will almost ALWAYS read the P.S. It's the MOST read part of any letter or email.

"P.S. Do you want to double your impact and help even more kids feel safe and loved? Give today at {INSERT A NICE CLEAN URL THAT GOES DIRECTLY TO YOUR GIVING PAGE HERE} Every gift before June 30th will be doubled thanks to an anonymous matching pledge!"

And now you're done. Here's a quick recap of what you've written:

1. An ask with a deadline at the start
2. The outcome of a gift
3. A reason to give now
4. A shared value that connects
5. Another ask with a deadline
6. A P.S. with one final ask

Six elements. In that order. Using clear, direct language.

All things being equal, you'll raise more money following this outline than you will without it.

I know it seems simple.

That's because it is simple.

You can certainly make it more complicated. You can add stories. You can build out some of the sections to give it more nuance. You can always say more, but you don't have to make this any more complicated than those 6 elements.

What you're doing with this framework is taking options off the table so you can focus on what matters most: inviting good people to do good things for a great cause they care deeply about.

Happy Friday Friends!

-Michael