How to write Direct Mail Appeals That Raise More Money

Yes, you can still raise money using direct mail – but it has to be done right.

What do I mean by ‘right?’

Win their heart – their head will follow.
People give money based on how they feel.
Then they look for reasons to justify that decision.
Ask: what emotions drive your donors to care – and to give?

Make them an offer they can’t refuse.
There’s an old saying in sales: “People don’t buy a drill – they buy a hole.”

Donors don’t give to fund your programs. They’re giving to create a result – a changed life, a safer place, a second chance, a better future.

That result is your offer: the clear, specific, emotionally compelling outcome their gift will make possible.

“You give us $X. We’ll make Y happen.”

If your donor doesn’t understand what their money will do, they won’t give.

Show them.

Show, don’t tell.
Facts don’t move people – stories do.

If you want your donor to care, start with a real person and a real moment. Saying “Jennifer spent her 8th birthday hungry” connects more than a stat like “1 in 4 children don’t have enough to eat.”

Why?

Because stories create emotion. They help us imagine ourselves in someone else’s shoes.

Once your donor cares about Jennifer, you can step back and show them how many others are facing the same struggle—and how they can help change that by giving.

Make the donor the hero
Donors don’t give because of what you do – they give because of what they can do through you.
Instead of “Our programs housed 92 families,” say, “Because of people like you, 92 families had a safe place to sleep.”

Ask clearly and early—then ask again
Many fundraising letters wait until the very end to make the ask, and even then they hedge. That’s a mistake.
If the reader doesn’t know exactly what you want them to do – and why – they won’t do it.
Ask clearly, specifically, and more than once. Now is not the time to be shy.

Prove that their gift will make a difference.
Donors don’t just want to feel good – they want to know that their gift will lead to real, measurable impact, and that your organization is worthy of their trust.
• Show what past donations have accomplished
• Use credible testimonials or quotes
• Be transparent about costs and processes
• Acknowledge any potential donor concerns

Let’s make your next appeal your best yet.

I’ve spent the last 12 years writing direct mail for nonprofits of all sizes. Some of my appeals have doubled previous records. One even brought in a surprise $40,000 gift from a brand-new donor.

If you’re ready to raise more money, let’s talk.