Fundraising Appeal Checklist: 8 Essentials to Review Before You Write
Before you write a single word of your annual fundraising appeal, pause.
Take a deep breath.
And think about the person who will open your letter or email.
They’re not just a “donor.” They’re a person with hopes, fears, dreams and values.
- Someone who cares.
- Someone who wants to make a difference.
- Someone who, in a world full of distractions, is about to give you their attention—and maybe even their trust.
When you think in this broader context, it’s clear your appeal is more than a request for money. It’s a chance to build a bridge between your donor’s values and yours. To spark hope. To remind someone of the good they can do—through you.
This Checklist Will Help You Avoid Common Missteps
Too often, well-meaning appeals are ignored—not because the cause isn’t worthy, but because the message misses the mark. Maybe it’s too vague. Too organizationally focused. Or simply doesn’t make the donor feel like they matter.
That’s where this 8-step self-test comes in.
These first four steps are designed to help you lay a strong foundation before you write. They’ll keep your message clear, focused, and deeply donor-centered—so your appeal doesn’t just get read, but truly felt.
Let’s dive in.
We’ll review the final 4 steps in Part 2.
1. YOU
“The most beautiful thing in the world is you.”
— Alvin Ailey, choreographer and dancer, (1931-1989)
This gets to who you’re writing to.
Not to yourself, program staff. or your board of directors. You’re writing to ONE donor. It’s about their ego, not yours. Their needs, not yours.
Take a good hard look at your letter. How often do you use “I,” “my,” “our,” “we,” or the name of your organization vs. “you” and “your?”
Fix this! Here’s a “you test” you can use from Bloomerang.