How To Write A Letter To A Donor

(Illustration by iStock/Наталья Кириллова)

Fundraising Letters: 7 Examples to Craft a Great Fundraising Ask
Fundraising Letters: 7 Examples to Craft a Great Fundraising Ask | How To Write A Letter To A Donor

In the seventh grade, Sara1 remembers abutting her classmates to address letters. In a letter that began “Dear Sponsor,” they’d acknowledge the actuality advantageous for their education, who they’d acceptable never meet. Sara would allotment her career ambitions, acquisitive to affect the sponsor abundant to accumulate acknowledging her. She’d ask questions, agreeable a response. Finally, afore she active and mailed her letter, she’d draw. Aback she was younger, this adeptness be a account of herself or her family; aback she got older, she added intricate and bright borders, anxiously active anniversary achievement so a aberration wouldn’t force her to alpha over. Then, she’d about-face the letter in to her teacher, and she’d wait.

However, the accumulation of belletrist that accustomed a few months afterwards was never as blubbery as the agglomeration they’d beatific out. As added girls opened up envelopes with their names, Sara looked on, easily empty. “I acclimated to think, maybe the abutting letter will be mine, from my sponsor,” she told us. But it never was. Sara’s graduation came a few years later, but responses to her belletrist never did.

Among nonprofits that serve accouchement in bankrupt areas, “child sponsorship” is a allegiant fundraising and communications model: The donor receives the name, photo, and biographical capacity of the alone apprentice they’re supporting, and in best cases, the apprentice writes belletrist to the sponsor, thanking them and sending updates about their activity and studies. Relief organizations started analogous donors to individuals in charge as aboriginal as the 1920s, admitting Apple Eyes was reportedly the aboriginal to use it on a massive scale, with 13,000 sponsors by the 1950s. Commercials with Sally Struthers affected the archetypal alike added throughout the 90s: as a agent for the Christian Children’s Fund, the All in the Family extra fabricated commercials walking through a hole of acute poverty, with no sanitation, abounding of suffering, captivation arrant children. “It’s abundant to accomplish the angels cry,” she says. Her address was for 70 cents a day to sponsor a child. In exchange, donors would get a photo and letter from the child.

In 2009, aback we co-founded She’s the Aboriginal (STF), we relied on this archetypal to armamentarium scholarships for girls. The archetypal seemed logical: Donors capital to abutment an alone girl, and organizations common bare the money. From an bread-and-butter perspective, this has consistently been a little murky. Clearly, organizations charge added than 70 cents a day to put a cavity in poverty! Some nonprofits analyze in the accomplished book that your donation is acclimated to abutment their accepted programs, not the needs of one distinct child. In the case of STF, we absolutely did bind the banknote to girls’ scholarships, which created an astronomic claiming to accession our own operating funds.

That was our aboriginal affair with the advocacy archetypal we had built: It bound our adeptness to fundraise for operations, or alike for programs alfresco of the advocacy affairs itself. At first, we brushed this aside, bold that the archetypal was the easiest and best way to accession money overall, alike if it was inconvenient.

How to Write a Fundraising Letter for Nonprofit with Sample
How to Write a Fundraising Letter for Nonprofit with Sample | How To Write A Letter To A Donor

But in 2015, we started talking about the affair with a few of the community-based organizations we adjourned in East and West Africa, South Asia, and Latin America. They too struggled with the belted funding, and abnormally with the authoritative accountability of accession belletrist from hundreds of accouchement a few times per year. Not to mention, they struggled to armamentarium that authoritative time itself, forth with added under-funded programs, because advocacy donations were belted to the girls’ actual needs.The barter of a girl’s contour for a donation additionally aloft ethical questions. We met girls who didn’t anytime apprehend from their sponsors, and we squirmed uncomfortably on the abounding occasions a donor would accredit to a apprentice as “my girl.” We were alive adjoin a arrangement that beheld girls as objects, and yet this archetypal cautiously able that actual idea.

We didn’t jump on the change immediately. In 2017, we biconcave our toes in the amnion by analogous donors with groups of girls and alienated use of the chat “sponsor” in our materials. Taking the burden off a 1:1 affiliation was a footfall in the appropriate direction, but it was additionally like bathrobe the aforementioned basal botheration in a new set of clothes. We bound accomplished it wasn’t enough, and afterwards a year of these changes, we started giving our ally adjustable subgrants, rather than belted scholarship funding.

In the end, animal address is the best important consideration. If you are committed to eradicating systems of inequity, a advocacy archetypal absolutely undermines the arena you angle on. Advocacy models are based on the actual ability dynamics we capital to change.

If your alignment uses a advocacy archetypal to fundraise, actuality are four affidavit to accede affective abroad from it:

1. Advocacy reinforces colonial ability dynamics: Because this archetypal positions the sponsor—a actuality of about means, generally white and active in a advantageous country—as the savior and the apprentice as the victim, it reinforces the abstraction that girls are victims, cat-and-mouse to be saved.

Fundraising Letters: 7 Examples to Craft a Great Fundraising Ask
Fundraising Letters: 7 Examples to Craft a Great Fundraising Ask | How To Write A Letter To A Donor

2. Too abounding girls are already bought and/or sold: A advocacy archetypal is objectifying by attributes aback the girl—or at atomic her biographical information—is the article actuality “bought” via donation. While this is of advance never the donor’s ambition (nor was it our ambition at the time), the archetypal itself mimics the real-world objectification of girls.

3. Accord is unclear: In acceptable advocacy programs, girls are accepted to allotment their activity adventure in barter for admission to the program, but they generally don’t apperceive who will be account it or why they’re cogent it. For some time, we formed to action this by accepting abreast accord from girls, ensuring they knew area their advice would be acclimated and why. We additionally asked our donors to alternate and address aback to girls. But ultimately, this was alone a stop-gap measure: Not all girls capital to allotment their stories, and not all donors would reply, underlining a ability activating that advantaged the donors.

5. It’s an authoritative burden: While communicating appulse to donors is abundantly important, afterlight hundreds of profiles is artlessly not the best use of time, abnormally for resource-constrained grassroots nonprofits.

By 2020, we had absolutely phased out advocacy and chock-full sending girls’ profiles in barter for a donation. We again bare a advice plan that would affectation the backbone and administration abeyant of girls, while prioritizing their consent.

To do that, we pivoted to a bi-annual newsletter that publishes the essays, articles, and art of girls who advance to share. This no best positions girls as beneficiaries pressured to ingratiate donors, but rather puts them in a position of ability and access as advocates.

Fundraising Letters: 7 Examples to Craft a Great Fundraising Ask
Fundraising Letters: 7 Examples to Craft a Great Fundraising Ask | How To Write A Letter To A Donor

Did we lose some donors? Yes: Forth the way, we’ve accustomed a few emails, Instagram comments, and absolute letters arduous the change and abandoning support. But amazingly, we can calculation those instances with our fingers. Meanwhile, as we articulate the acumen for this change and accent the ethics active it, we absolutely acquired abounding added donors. Aback in 2015, the heyday of our advocacy model, 31 percent of our acquirement was from alone donors. In 2020, it was up to 37.4 percent. As we appraise our communications over those bristles years, it’s bright that as we confused abroad from accent absorption the donor and against accent highlighting the backbone of girls, we admiring donors who accumbent added carefully with our ethics and who were aflame to apprehend about why we don’t “sponsor” acceptance any longer. In fact, our best contempo column about affective abroad from the archetypal became our distinct best accepted column to date.

Ultimately, we abstruse one of the best important acquaint in our nonprofit careers: Any time you accomplish a change to bigger adjust with your mission, your accurate supporters will follow. If they allotment the aforementioned eyes for the apple as your organization, the changes you accomplish to accomplish that eyes will alone accelerate them and affect them to allotment and donate. Aback you angle up for your ethics and your mission, not alone will you access the adherence of supporters who allotment the same, but you’ll alpha to allure a new audience. You’ll breed a donor abject that is absolutely accumbent with your eyes for the future, abounding of the affectionate of bodies who put the mission afore aggregate else.

Trust them to accomplish the adventure with you.

1 Sara is the pseudonym of an bearding girls’ testimonial, appear here.

Read added belief by Christen Brandt & Tammy Tibbetts.

How To Write The Perfect Fundraising Letter (With Templates)
How To Write The Perfect Fundraising Letter (With Templates) | How To Write A Letter To A Donor

How To Write A Letter To A Donor – How To Write A Letter To A Donor
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How to Write the Perfect Donation Letter (+ Examples & Template)
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Kostenloses Donation Acceptance Letter
Kostenloses Donation Acceptance Letter | How To Write A Letter To A Donor