Beginner? How to write appeals that work

It’s been a long time, but I remember when I first began writing appeals.

This was before we had access to the internet and a huge amount of information at our fingertips. I was smart enough to subscribe to Jerry Huntsinger’s newsletter, though. (On paper, mailed to me!) As I mentioned recently, I took my first fundraising job, and within months, I was the fundraising staff.

Now, you have so much information at your fingertips! But that flood of information has its downside: what’s good advice? How do I separate it from not-so-good advice?

So, thank you for coming to me.

Beginner appeals that work: keep it simple

Today, I want to keep it simple for you. Because while the opportunity to improve is endless… you have money to raise, right? Decades in, I’m still learning… so I suggest you get comfortable with doing your best and learning from what doesn’t work.

That’s why keeping it simple is my first advice for you. Don’t overcomplicate it. Be clear, be straightforward, be kind. The more your appeal sounds and feels like one human talking to another, the better.

Remember the focus: not on selling your organization, but showing kind people how they can help.

Remember you’re writing a letter

Imagine you’re writing to a beloved, older relative. And think about a paper letter. Do you remember getting a handwritten letter in the mail? How it felt, what it looked like?

When I was in college, my family moved overseas for a couple of years. Phone calls were far too expensive, so we depended on letters. Via airmail. I loved hearing from my mom or dad! I’d rip open the onion-skin paper and gobble up every word. Through the words, I could tell if Mom was worrying about me, or if Dad was worrying about Mom worrying. 🙂

Can you recreate that feeling and its emotional impact?

Remember: an appeal is not a legal argument or a term paper. It’s not even a grant proposal. It’s far more accessible and human than that.

The warmer and more personal it feels, the better.

What you need to begin

1. You need a rock-solid case.

Why should someone send money? What will it change? You’ll need to break this down into something simple. People give to people… so your offer (why someone should give and what happens when they do) needs to be about one person or family or animal… and how they’ll benefit from the gift. The stronger your offer, the more likely people will give.

More about offers here.

2. You need to ask in your appeal

As you write your appeal, you’ll need to ask – often. One request in a sea of explanation won’t do it. There are some obvious places an ask needs to be: in the P.S., and places where the eye naturally falls (anything bold or underlined, or near the top of a page, and sometimes even before the salutation.)

But understand that people don’t actually read your appeal. They skim it. They skip around. That’s why you need to repeat the important part. And why you need to ask, over and over again.

3. You need a story

Stories are how we communicate best. They’re the spoonful of sugar that makes information go down. They allow you to show the need more than tell it. And we humans love of stories! A compelling story is will allow readers to not just understand the need, but feel it. So this is when you take your organization’s mission and focus it on the story of one.

More on storytelling here and here.

4. You need space

You need space to tell the story and ask multiple times. So do not let anyone tell you your appeal needs to fit on one side of one page. It won’t work. Test after test shows that longer letters get better results. That’s because you need the space to include a good story, compelling photos, and design that lets the letter breathe. (Serif font, at least 12 pt though 14 is better, indented paragraphs, short paragraphs, wide margins.)

And remember how people skip around? Holding two pages is better than holding one. The more time they spend with your appeal letter, the more likely they’ll choose to give.

Read more from Lisa Sargent here. (Then sign up for her newsletter!)

5. You need photographs

Compelling photographs can do so much of the heavy lifting. Look for a story in a photo. Eyes on the camera. And in need of help.

6. You do not need a happy ending

What you don’t need? A happy ending. At least not in the appeal. (Save it for your newsletter and the thank you letter.)

I realize the powers that be may hate this. They fear it shows your organization in a bad light. You’re not doing your work!

But here’s what you are doing. You’re making the space for the donor to join your mission by giving. If there isn’t a compelling need, why give?

7. Your appeal needs urgency

If the problem doesn’t need to be solved right now, why respond? Build urgency with words like “today” “before school starts” or “before they lose their home”. You get the idea.

8. Your appeal isn’t done until you write a thank you letter

Yup, do it now. Make it warm and personal. Your donors will feel the love and want to give again!

More about thank you letters here.

Beginner appeal writer? Here’s the best part

Even expert writers know that sincere and warm wins every time. And that the appeal not sent raises no money. As long as you ask clearly and with feeling, you’ll do fine. “Pretty” often backfires… so don’t worry too much about fancy paper or professional photos. Those are nice, but not necessary.

Beginner appeals that work? Keep it simple and heartfelt.