Listen, my friends: I’ve been trying to tell you how to write the ideal appeal letter in many different ways.

I’ve mentioned that your Board is not your audience, it’s your donors…and that you need to make your donor feel like the hero of the story, and get to know them, remember them, and thank them.

Forget what I said. Someone I just met said it better.

Why Donors Give

I was speaking to a conference of people with disabilities in the northeast U.S. last week. I was explaining that bragging about your organization and its accomplishments may make donors say, “That’s nice, but why should I care?”

I told them donors give not because you do good work but because giving makes them feel good about themselves. “Because of you,” the nonprofit should say to the donor, “a wonderful thing is happening.”

One participant at the conference turned his wheelchair to face me and raised his hand. “Now I get it,” he said.”What you’re saying is You want to write the donor a love letter. Share on X

Why a Good Appeal Letter is like a Love Letter

No heartsick suitor ever won his lady’s love by boasting. “I’m so great. I’ve done so well in so many ways. I deserve your love, so love me.” Sorry, Romeo, that’s not going to touch the heart.

What you have to say in your letter is what makes the other person–in this case, the donor–so love-able. Their values. The cause they support. The difference they make with each donation.

Persuade your donor that it’s their action that changes the world for the endangered people, species, or ecosystem they care about. Your organization is the vehicle by which they express what’s best about themselves–but only the vehicle.

Don’t focus on getting them to love you. Show the donor you love them.

Are you puzzled about how to write a love letter to your donor? Email me at [email protected]. I’ll be your Cyrano and show you the way to your donor’s heart.