The short answer: the strongest appeal letters usually open one of two ways — either they drop the reader straight into a real person's story, or they activate the reader's own sense of identity and shared values with your cause. Both work. Less effective is the slow warm-up: a mission statement or a paragraph of context before the reader has any reason to care. A weak opening line makes everything after it work harder to earn attention.

I found and reviewed over 40 academic studies on whether sad or happy photos raise more money in charitable appeals. The research is contradictory — because “sad or happy?” is the wrong question. What actually drives donations is the match between the photo and the message.

This table summarizes published research on the use of sad vs. happy facial expressions, image valence, and photo-message congruence in charitable advertising and fundraising appeals. Direct Mail Applicability rates each study’s relevance to the specific context of printed direct mail appeal letters sent to an organization’s own donors and prospects.

Who should sign your fundraising appeal letter? Obviously, the person who the letter is from should sign the letter. But who should the letter be from?

There are plenty of listicles and advice blogs on the web about making thank you phone calls to charitable donors. But I don’t find any first-hand accounts for what it’s actually like to do it. So, I decided to share my experience as a board member making such calls.

Should you mail your fundraising appeal letter first class, or non-profit, standard class (marketing mail)? It depends. We analyze the different cases.

Imagine this—your donor checks the mail, and tosses the envelope containing your appeal letter into the recycle bin, unopened. How do you ensure your appeal letter doesn’t get tossed?

Just as a compelling letter captures attention, a well-designed fundraising newsletter captivates and guides readers through a visual journey.

A question sometimes asked by fundraisers is, “Should we provide the donor with a business reply envelope so they don’t have to put a stamp on the reply envelope?”

This Fundraising Typography Guide will help you make words more accessible and impactful. Don’t sacrifice your copywriter's skill to a misguided splash of color.

Learn 7 easy ways in which you can use donor segmentation to address different groups in your fundraising appeal reply form, much like you would with your fundraising appeal letter.

Consider using donor segmentation when preparing your fundraising appeal letters and speak to the groups in your database based on giving history and experience with your organization.

It's time to lose your old remit envelope with a static ask string in your direct mail fundraising. Instead, you should use a variable donation response card with a variable ask string.

A donation response card is a donor’s chance to interact with you during the direct mail fundraising campaign's process. Make your reply card enjoyable, rewarding and easy for them!

Learn how to write donation request letters that get results and raise more money. Five Maples guides you through the process with tips and examples of letters requesting donations.

Even in December, the giving season isn't over. Maximize your year-end giving with these 3 simple steps that will help you meet (and hopefully exceed) your annual fundraising goals.

When is the best time to mail your year-end giving letter? Before or after Thanksgiving? Here are the main points to consider when planning your end of year fundraising letter.

The digital market may seem more attractive, yet it raises less than a tenth of the money that direct mail raises. Direct mail offers a personalized approach to a targeted audience.

Should we encourage our donors to switch to online giving? Won’t that save us money? Studies show that the answer is a resounding NO. It actually costs you money - find out why.

There is no greater way of thanking your donors than showing them the impact of their generosity by ways sending them a Donor Impact Report. Let them know why their donation matters!