As year-end approaches, many nonprofits are already finalizing or sending their appeals. Even if your letters are already in the mail, it’s never too late to reflect on what works—and what doesn’t—to strengthen your next touchpoint.
Below are practical lessons inspired by real appeals we’ve reviewed this year and seasons past.
1. Choose Readable Fonts and Sizes
Your donors shouldn’t have to work to read your letter. Most individual donors are age 55 and older, which means:
- Use at least a 12–14 point font.
- Choose serif fonts (e.g., Georgia, Times New Roman) for print as they’re easier on the eyes.
- Avoid squeezing more text on a page at the expense of clarity.
If it’s hard to read, it’s harder to connect—and ultimately harder to give.
2. Make the Letter Visually Inviting
Readable appeals have breathing room. Use:
- Indented paragraphs
- White space
- Short sentences and short paragraphs
- Occasional bolding or underlining to highlight key emotional points or calls to action
A visually friendly letter encourages donors to stay with you.
3. Don’t Be Afraid of a Longer Letter
It may feel counterintuitive, but longer appeal letters consistently perform better. Yes, even 2–4 pages. Why? More space allows you to:
- Tell a story that connects emotionally
- Build a clear case for need
- Guide your donor toward taking action
A dense half-page block of text is more overwhelming than a well-spaced two-page letter.
4. Keep the Message Focused on What the Donor Cares About
Your year-end appeal is not the place to explain your strategic plan in detail, share internal terminology, list every program initiative or educate donors on organizational complexity.
Instead, focus on the impact their gift will make, and speak to the problem, the human effect, and how the donor can help solve it.
If your donor has to stop reading to understand what you mean, the moment of connection is lost.
5. Avoid Jargon and Overly Academic Language
If a donor needs to look up a word, we’ve already lost them. Clear, warm, human language creates trust and connection.
Aim for copy that’s within a 6th-8th grade reading level and that useless a direct and conversational tone. Think: human → human, not organization → audience.
6. Always Include a P.S.
Donors frequently read the P.S. first. Use it to reinforce:
- The emotional heart of your message
- The call to action
- Why giving now matters
It’s one of the most valuable pieces of real estate in your appeal—so use it well.
7. Lead With Story and Emotion, Not Information
Data may inform, but emotion inspires action. A strong appeal includes a person-centered story (not just program description), a clear expression of need, and a hopeful invitation to be part of something meaningful.
Donors give because they care, and because you help them see how they can make a difference.
As You Look Ahead
If your appeal has already hit the mailbox—great. Now, take what you’ve learned into your next communication touchpoint. Year-end giving isn’t just one moment; it’s a conversation with your community. The best time to strengthen that conversation is now.
If you want support evaluating your appeals, planning donor communications, or improving fundraising strategy, we’re here to help.