How to write a donation request letter that gets results

It’s just about knowing what to say and saying it like a real person, someone who cares about the cause and the community behind it.

If you're part of a nonprofit or a small team doing big things, you’ve probably worn many hats already, program manager, event planner, maybe even part-time graphic designer. So when it's time to ask for donations, you want something that’s simple, clear, and works.

That’s where this guide comes in. We’ll walk through exactly how to write a donation request letter that doesn’t just ask for money, it builds real connection. You’ll get practical steps, easy templates, and tips we’ve learned from working with hundreds of nonprofits just like yours.

Why donation letters still work in a digital world

Even with all the digital tools out there, email, social media, texting, donation letters haven’t gone out of style. Why? Because they feel personal. Whether it’s printed and mailed or sent as an email, a letter gives you space to tell your story, connect with your supporters, and clearly explain what you need.

Letters work especially well for building trust. People want to feel like they’re giving to something real, something that matters. A letter gives them that window into your world. It also gives you a chance to speak directly to someone without all the noise of the internet getting in the way.

And just because it’s a letter doesn’t mean it can’t be digital. You can send letters that look great on a screen and include links to your donation page, event info, or even a thank-you video. So you get the warmth of a letter, with the convenience of online giving.

How do you write a donation request letter? A step-by-step guide

1. Define your fundraising goal and audience

Before you start writing, get super clear on what you're asking for and who you're asking. That might sound obvious, but skipping this step can make your letter feel generic or confusing.

Are you trying to raise money for an upcoming event? Do you need supplies for your programs? Maybe you're launching a new service in your community. Whatever the goal is, write it down in simple terms. That’s what your letter is going to center around.

Next, think about your audience. Are you writing to longtime supporters? A local business? First-time donors who’ve never heard of you? Each group needs a slightly different tone. Someone who already believes in your mission might just need a quick update and a nudge. But someone new? They’ll need a little more context about who you are and why their support matters.

2. Craft a compelling story

Now that you know your goal and your audience, it’s time to tell a story. Not a long one, just a clear, honest story that shows why your mission matters.

Think about someone your organization has helped. Or a moment that made you feel proud of the work you do. That kind of real, human story helps your reader understand the impact they could have by giving.

Keep it simple and specific. Talk like you're explaining it to a friend over coffee. You’re not trying to impress; you’re trying to connect.

Here’s an example:
“Last winter, we met a family who had just moved to the area and couldn’t afford coats for their kids. Because of donations from supporters like you, we were able to give them everything they needed to stay warm.”

That’s all it takes, a moment that makes the mission real.

3. Make a clear ask with specific calls to action

This is where you get to the point: what exactly are you asking for?

Be specific. Instead of saying “any amount helps,” try “a gift of $25 can provide a week of meals for one family.” Show them what their donation will do.

Also, don’t hide the ask in the middle of a long paragraph. Put it on its own line if you can. Make it easy to find and even easier to act on.

Add a call to action that’s direct and simple:

• “Give today to help a neighbor in need.”
• “Click here to donate now.”
• “Join us by making your gift before Friday.”

If you’re including a phone number or donation page link, put it somewhere obvious, top and bottom are best. 

4. Personalize for better results

No one likes getting a letter that starts with “Dear Supporter.” It feels cold. So if you have their name, use it. If you know they’ve given before, say thank you.

A little personalization goes a long way, it shows people they matter, and that you’re paying attention.

If you’re sending letters to different types of donors, tweak your message slightly for each group. First-time givers might need more background. Long-time supporters might just need an update and a reminder.

This kind of personalization might sound like a lot of work, but it’s not, especially if you're using a platform like Harness. You can customize messages by donor type, giving history, or even how they like to give (online, text, in-person).

5. Add supporting elements (visuals, infographics, testimonials)

You don’t need to go overboard here, but one or two strong visuals can make your letter more powerful.

• A photo from a recent event
• A quote from someone you helped
• A quick stat graphic (like “85% of donations go directly to programs”)

These little details give your letter more weight, and help people feel confident their donation is going to good use.

6. Edit, proofread, and format for clarity

This part matters more than most people think. A clean, typo-free letter shows professionalism and care. It builds trust.

Keep your sentences short. Break up long paragraphs. Use headers or bold text to guide the eye.

And always read it out loud. If it sounds awkward when you speak it, it’ll read awkward on the page too.

Also think about where your letter will be read. On paper? On a phone? In an email inbox? Format it so it works in that space. Design to look great across all devices, mobile, desktop, tablet.

Donation request letter template library (customizable)

You don’t need to start from scratch. Below are donation request letter templates you can copy, paste, and tweak to fit your needs. Whether you're asking an individual donor, a local business, or planning an online campaign, there's a version here for you.

You’ll also notice they follow the same steps we just talked through: a clear goal, a personal story, a strong ask, and an easy way to take action.

General donation request letter template

Use this when you're reaching out to your broader community for everyday support.

Hi [First Name],

I hope this note finds you well. I’m reaching out today because we’re working toward something important, and we could use your help.

Right now, our team is raising money to [brief goal, ex: provide weekend meals for kids who rely on school lunches]. A gift of just [$X] can help us [brief impact, ex: feed one child for a week].

We know you care about our community, and we believe you’ll want to be part of this effort.

Will you consider making a donation today? Every dollar makes a difference, and helps us reach more people who need it.

[Donation link]
Thank you for being someone who gives back.
Warmly,
[Your Name]

Event-specific donation request letter template

Perfect for promoting or raising money ahead of an upcoming event.

Hi [First Name],

We’re getting ready for something special: our [Event Name] on [Date]. This event will help us [goal, ex: raise enough to launch our new after-school tutoring program].

To make it a success, we’re asking our community to pitch in. Whether it’s $10 or $100, your gift will go directly toward [impact, ex: covering supplies, food, and space rentals].

If you can’t attend, you can still help. A donation today helps us hit our fundraising goal and makes sure everything’s ready when the big day comes.

[Donate now]
Thanks for being part of our mission,
[Your Name]

Corporate sponsorship request letter template

For local businesses or company partners who might want to get involved.

Hello [Business Name or Owner’s Name],

I’m reaching out on behalf of [Organization Name], a nonprofit that works to [brief mission, ex: support local youth through mentorship and job training].

We’re currently looking for sponsors for our [Event or Campaign Name], and your business stood out. We’d love to partner with a local company that values community impact.

Sponsorships can include [ex: brand placement, shout-outs, signage, social media mentions], but more than that, your support will help us [impact, ex: enroll more students in our programs this fall].

Can we set up a quick chat to talk through options?
[Contact info]
Thanks for considering,
[Your Name]

Matching gift request letter template

Encourage donors to double their gift through employer match programs.

Hi [First Name],

Thank you again for your recent donation to [Organization Name]. It means a lot to us, and the people we serve.

Did you know your gift might be eligible for a match from your employer? Many companies offer donation matching programs, and it’s an easy way to double your impact without spending another dollar.

If you’re not sure whether your company participates, we’d be happy to help you find out.
Just reply to this email or check our matching gift tool here: [Insert tool link]

Thanks again for making a difference.
Best,
[Your Name]

Online fundraiser donation letter template

For digital-first campaigns shared via email or social media.

Hi [First Name],

We just launched an online campaign to help [brief campaign goal, ex: rebuild our community garden after the storm], and we’d love your help.

It’s quick and easy to support. Just visit our fundraising page, choose a gift amount, and make your donation. You’ll be part of something powerful, and you’ll see the impact your gift makes right away.

[Link to donation page]
We’re hoping to reach our goal by [date]. Every gift counts.

Thanks for being part of this community,
[Your Name]

Volunteer time or in-kind donation request letter

Use this when you need hands-on help, goods, or services.

Hi [First Name],

We’re reaching out today because we have a need that goes beyond dollars. As we prepare for [event/project], we’re looking for people willing to donate their time or specific items to help us get across the finish line.

Right now, we’re in need of:

• [List items, ex: folding tables, bottled water, first aid kits]
• Volunteers to help with [ex: event setup, registration, clean-up]

If you or someone you know would like to contribute, we’d love to hear from you.
Please email [Contact] or sign up here: [Link]

We’re grateful for every kind of support. Thanks again for showing up for this cause.

Warmly,
[Your Name]

Digital strategies to increase letter response rates

Writing a great donation letter is step one. Step two? Making sure people open it, read it, and act on it. That’s where digital strategy comes in.

These days, letters aren’t just printed and mailed. Most are sent by email, shared on social media, or even delivered through text. That means you’ve got more ways to reach your audience, but also more competition for their attention.

Here are three ways to boost your response rate and get more people giving.

Integrate with social media and email campaigns

Don’t let your letter stand alone. Share parts of it in your newsletter. Post a quote or impact stat on Facebook. Turn your story into a short Instagram caption. Link to the full letter or donation page wherever you post.

If you’re running a time-sensitive campaign, post reminders. Tag supporters. Celebrate milestones as you go. You’re not annoying people, you’re bringing them along for the journey.

Track responses through your donation page

Here’s where things get smart. When you use a platform like Harness, you can see who opened your letter, clicked the donation link, and followed through with a gift.

That info helps you figure out what’s working, and what’s not. Maybe one subject line gets more clicks. Maybe people give more when you include a photo. Tracking takes out the guesswork and helps you improve every time.

Convert one-time donations into recurring support

This is where a good letter turns into long-term impact. Once someone gives, follow up. Say thank you. Share how their gift helped. Then invite them to become a monthly donor.

You can automate this kind of follow-up with tools like SmartAsk™ in Harness. It gently suggests a smaller monthly gift instead of a one-time donation, and it works. You end up with steady support, and donors feel more connected to your mission.

When and how to send your donation request letters

Timing and delivery matter just as much as what’s in your letter. If your message shows up at the right moment, and in the right format, you’re more likely to get a “yes.”

Here’s what to think about before you hit send.

Best times of year to send donation letters

Some seasons are naturally better for fundraising. The big one? End-of-year giving. People are in a generous mood, and many are looking for tax-deductible causes to support.

Other great times:

• Giving Tuesday (the Tuesday after Thanksgiving)
• Start of a new year (fresh goals, new habits)
• Back-to-school season (especially for youth-focused nonprofits)
• Major awareness months tied to your mission

But honestly? The “best time” is when your message is timely and clear. If you have a real need and a good reason, donors will listen.

Sending methods: email, direct mail, SMS, or social

There’s no one-size-fits-all answer here. It depends on your audience, and what you have the capacity to do.

• Email is fast, easy to personalize, and perfect for links.
• Direct mail feels more personal and is great for older donors or larger gifts.
• Text works well for short asks or reminders if you have permission to message.
• Social media is great for reach and reminders, especially with visuals.

Harness makes it easy to use all these channels together, so you can meet your donors wherever they are.

Follow-up strategy and acknowledgment

Sending one letter isn’t enough. Follow up, kindly and clearly.

• Wait a few days or a week, then resend to people who didn’t open.
• Send a gentle reminder near the deadline, if there is one.
• After someone gives, always say thank you. A quick email or handwritten note goes a long way.

Acknowledgment isn’t just polite, it builds loyalty. When people feel appreciated, they’re more likely to give again.

Common mistakes to avoid when writing donation letters

You don’t have to be a professional writer to create a great donation letter. But there are a few traps that can weaken your message, or stop it from landing altogether. Here’s what to watch out for.

Being too vague about the ask

If your letter dances around what you’re asking for, people won’t know how to help. Be clear. Don’t just say, “We need support.” Say, “We’re trying to raise $5,000 by August 31 to help 20 families with emergency rent relief.”

Specific goals = stronger results.

Failing to personalize

“Dear Friend” doesn’t hit the same as “Hi Jamie.” Use names when you can. Mention past giving if it applies. If you’re writing to a business, show that you know who they are, not just that you need something.

Harness makes this kind of personalization easy, so your message feels less like a mass email and more like a conversation.

Lacking a clear CTA or donation link

Even if the letter is beautifully written, it won’t work if there’s no clear next step. Always include a simple call to action and make sure the donation link or button is easy to find. Don’t hide it in the middle of a paragraph.

Not aligning with your overall fundraising campaign

If you’re running a bigger campaign, like a year-end push or a capital project, your letter should match the tone and message from the rest of your materials. That kind of consistency helps people connect the dots and understand how they can contribute.

Forgetting to say thank you

It seems small, but forgetting to thank someone, even in the letter itself, can leave a bad taste. Gratitude should be built in, not just an afterthought.

Saying thank you builds trust. And trust is what keeps donors coming back.

Be part of something meaningful

A great donation request letter doesn’t need to be perfect, it just needs to be honest, clear, and personal. If you know your goal, share a simple story, and make a direct ask, you’re already ahead of the game.

Remember: your letter is more than a request. It’s an invitation. You’re offering people a chance to be part of something meaningful. And when you keep that in mind, the words get a lot easier to write.

If you want to save time, personalize every message, and send with confidence, Harness is here to help. We’ve worked with hundreds of nonprofits to simplify fundraising, and we’d love to help you too.

Ready to write smarter donation letters and grow your impact? Try Harness today.