Effective Fundraising Letters Are About People, Not Projects (Includes Samples & Examples)

Have you ever met a donor who liked funding infrastructure? I have. Once.

When I served as Director of Development for a national non-profit, my organization needed a new heating and ventilation system for the national office. The cost was around $75,000, as I recall. The executive director approached one of our major donors, a businessman who was also a faithful supporter, and asked if he would like to partner with us. The donor promptly wrote a cheque for the full amount. Later on, that same donor made a commitment to pay for the parking lot to be re-paved, a renovation that would cost over $25,000.

That donor was the exception. Most donors do not get excited about paying for sheet metal ducts or fresh asphalt. Donors give to people, not programs. Donors don