4 Most Effective Fundraising Appeal Letters for Your Campaigns

Even though fundraising can be very challenging, the use of a fundraising appeal letter and envelope can help efforts. Once donors look inside the envelopes, chances for your organization collecting a donation increase. Here are some tips based on research that can help a fundraising campaign raise money with appeal envelopes.

1. Use Plain White Envelopes

The reason a plain white envelope helps you connect donors with your fundraising appeal message is because it looks more personal. That’s why it’s just as important to use a handwritten address. It gives the appearance of a personal letter rather than a faceless organization asking for money. A first-class stamp adds to this perception.

This concept is not necessarily meant for your entire donor list, which might not be practical. Giving the personal touch to about 10 percent of your letters can make a difference.

2. Include Bright Colors

While the envelope should be white, you can use bright colors on the envelope to look more eye-catching. In a pile of white envelopes, bright colors stand out. The colors can be used for the logo or other imagery on the fundraising appeal envelope. Emphasizing your brand’s color will help create consistency. Fluorescent colors particularly have a strong impact.

If you include a colorful image, keep in mind it doesn’t need to be fancy. Sometimes too much flair can be overwhelming. Many people have learned that fancy imagery only adds up to the hype when it comes to any type of mail marketing.

3. Stand Out with an Oversized Envelope

Using an oversized envelope is another effective way for a package to stand out in a pile of mail. Although it costs more to use bigger envelopes, it helps increase the odds the recipient will perceive the larger size as more important and authoritative. One way to cut this cost is to use a greeting card-sized envelope as the appeal letter folds in half.

4. Avoid Window Envelopes

The reason to stay away from envelopes with windows is that they look too much like common junk mail. The window serves as both a template and reminder that the letter was mass-produced. The window communicates that the recipient is just a statistic. It’s much more effective to avoid generic approaches and do things that make the letter stand out as more unique.

5. Following Your Own Research

Choosing one of the first four ideas on this list can set your fundraising campaign in motion. At the same time, it’s important to do what’s appropriate for your specific organization. You may already know, for example, the presentation your donors expect from conducting surveys or fundraising tests.

The most important takeaway is that what works for one donor might not work for another. Mixing up the approach can help with your research in determining what gets the best results. Another important point to remember is the recipient isn’t necessarily interested in opening every piece of mail. That’s why making the envelope attractive helps put it in the keeper stack.

If your research and testing show a low return on donor envelopes, then look for other communication channels that may be more appropriate. Try to keep your strategy simple so that it doesn’t look like you’re begging for attention or money. Avoid any concept that could mislead the reader, which can be an instant credibility burner.

Fundraising is an activity heavily dependent on reaching the right target audience, so prioritize making sure your donor list is updated regularly with the correct contact information.

Raising money through the mail often comes down to the quality of the fundraising appeal letter and the envelope it arrives in. Would you like to know more fundraising tips? Contact the experts at Colorado Nonprofit Insurance Agency, part of HUB International in Denver, Colorado, at 303-894-0298. We will work with you to ensure you have optimum coverage in place.