How to Write Fundraising Letters Using Heart Warming Stories

If you run a small charity in today’s hard times, you probably can’t afford expensive consultants to create your campaign.   You must produce your fundraising letters yourself – and that need not be a daunting prospect. Here are five simple steps to a wallet-opening letter.

1. Be clear on your mission.

The may seem like a no-brainer but you need your purpose boiled down to a one line statement you can tell your readers.  

“We rescue Jack Russell terriers and find them new homes.”  

“We are raising money to build and maintain a daycare center in our neighborhood.”

“We support a literacy program for troubled youth.”

2. Pick a single story.

Resist the temptation to write about all the creatures and people that need your help.  Potential donors need a single story to see in their imaginations and touch their hearts. Choose one case to write about, making sure it has emotional punch.

“Skippy is a game little black and white terrier so devoted that she struggled desperately to stay with her mistress after the car crash that so injured them both.  Unfortunately, Skippy’s mistress died in the hospital.  Skippy came to our shelter missing an eye and mourning her lost owner”

“Marnie is a young single mother very anxious to enroll in the practical nursing program that will improve life for herself and her baby daughter. Yet without reliable daycare in her own community, Marnie will have to stay at her low-paying job and give up her dream.”

“When Connor came to us, he was angry, hostile and already in trouble with the law.  Our counselor, didn’t give up.  She soon uncovered Connor’s painful secret.  The teenager didn’t want anyone to find out he couldn’t read.”

3.  Show how your organization is helping.

“With constant love and attention, Skippy is coming round.  She now greets us with wagging tail and has even played with our other dogs.  But she won’t be her old bouncing, enthusiastic self until we find her a new owner to adore.”

“Marnie has heard about our neighborhood project and volunteers with us when she can.  Her face lights up with hope at the thought of a good daycare only blocks from her home.”

“We worked hard to convince Connor he wasn’t dumb, he’d just had some bad breaks. He could learn to read just like everyone else.  Now Connor shows up regularly, his sullen expression replaced with eagerness.”

4.  Explain why you need donations.

“Skippy’s safe haven at our shelter depends on donations from caring supporters like you.  Each month we worry about covering costs to care for Skippy and others like her.”

“We have already raised enough funds to rent space for year.  Now we need your help to pay for the salaries of the day care staff.  If you can help us reach our goal of opening by September, Marnie will be able to enroll in her courses.”

“Connor’s literacy training is funded completely by donations.  We almost couldn’t accommodate him due to our strained budget.”  
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5. Ask for action.

“It might take a while for Skippy to find a new home because of her injury.  Please be generous so that Skippy and other abandoned terriers can be safe and cared for.”

“Marnie and her baby daughter look you for a brighter future.  Please give now so that Marnie can take get the training she needs to better her life by learning to help others.”

“You generosity today will help us continue Connor’s literacy training and turn many other troubled young people from the wrong path.  By giving today, you can change a life forever.”

There, you have a strong appeal created from a story you already know by heart.  All you have to do now is wait for the donations to flow in.

Copyright Gail Hamilton 2009