What is a solicitation email?

When it comes to emailing people about charity and fundraising, there are two types of letters that nonprofits send out. The first type is called an "unsolicited" or "cold" e-mail, which means that no one has requested this information from them directly. This kind of message may be sent by someone who works at the organization (a volunteer, perhaps) or even some other person in their network. It could also come from a company like Google AdWords, Facebook Ads Manager, or any number of others who pay organizations for access to lists of potential donors.

The second type of e-mail is known as a "direct marketing" letter. These messages will have been solicited by a donor who wants to receive more information on a specific cause. For example, if they've made a donation before, maybe they would prefer to hear from you again rather than hearing from another fundraiser. Or perhaps they're looking for additional ways to get involved with your mission. Regardless, these are all things that can't happen without permission. They were not asked for this information, so the only way a nonprofit can communicate with them is through an email.

Let's look at both kinds of letters in detail below. We'll explain why they work and how to craft effective ones for your own use!

Note: If you'd like to learn how to create better content with videos, check out our video training series here.

How do I write a letter requesting donations to the church?

If you want to ask someone to donate money to your church, you can certainly go ahead and do so via email. But remember that just because something isn't specifically prohibited doesn't mean it's allowed. You must obtain written consent from the recipient before sending anything related to religion. Even though asking for money might seem harmless, it's actually quite controversial. Many religions frown upon such requests, especially when they come from non-believers. That said, if you know a religious individual personally, then feel free to approach them about giving to your church. Just make sure that you don't expect too much, or else you risk losing credibility. And if possible, you should try to find another route into making contact instead. Perhaps you can offer a service where you help people give back to your congregation.

Here's an example of a good letter to request donations to a local Catholic Church:

Dear [recipient],

I'm writing to see if we can count on your support once again for [the name of project]. Your generosity helped us raise over $[number] last year. Thank you! Because we depend on small contributions like yours every month, please consider donating today. Any amount helps...

Your contribution goes directly towards [project] and its continued success. If you need extra motivation, let me tell you that each dollar raised brings hope to many families living in poverty. Please click the button below now to contribute.

Thank you very much for considering [your favorite charity/cause/etc.]!

Sincerely,

[Signature]

How do you write a business solicitation letter?

A business solicitation letter is exactly what it sounds like -- an attempt to solicit sales or donations from businesses. Businesses usually respond well to such letters, but it takes effort to compose a compelling pitch. In general, the following points apply:

Know your audience. What does your target market care most about? Is it price? Service quality? Product variety? Whatever it is, keep those factors front and center in your pitch. Don't assume that everyone cares equally about everything. People have different priorities and desires, so tailor your pitch accordingly.

Be clear. Make sure that anyone reading your letter understands what you're selling. Explain the benefits that the product provides, and emphasize the features that set it apart from competitors. Remember to include testimonials from satisfied customers.

Don't forget to mention the competition. Competition plays a huge role in how successful you'll be. So always highlight the primary differences between your offering and theirs.

Give a deadline. There's nothing worse than being bombarded with unwanted emails begging for money. So make certain that recipients understand that they only have until [date] to act on your appeal. Otherwise, you run the risk of appearing desperate.

Make a call to action. When appropriate, include a link to take further steps toward completing the sale. Maybe you want them to download a PDF detailing the features of your product, read your FAQs page, or view your pricing guide. Again, think about what makes sense based on your audience.

What is the purpose of a solicitation letter?

Fundraising letters serve three main purposes:

To build relationships with prospective supporters. As mentioned above, these relationships are key to long term fundraising efforts. Without connections to influential individuals within your field, you won't have anywhere near the resources needed to achieve your goals.

Asking for donations is often seen as a form of self promotion. However, you shouldn't focus solely on yourself. Instead, aim to promote your charitable causes alongside whatever products or services you sell. By doing so, you show that you believe in helping others while simultaneously boosting your brand.

To encourage repeat purchases. While you probably won't make millions off of the occasional donation, you can still reap significant rewards by regularly receiving large amounts of cash. In fact, studies suggest that recurring fundraisers generate up to six times more revenue per unit compared to single purchases. That's why it's important to remind your prospects of previous gifts whenever you reach out to them.

What should a fundraising letter say?

So far, you've learned the basics behind how to write a fundraising letter. Now, we'll dig deeper into the elements you should incorporate into your next campaign.

Start strong. Keep your opening lines short and sweet. Use simple language while avoiding jargon. Keep sentences short and underlined with bold fonts to catch attention quickly. A few choice phrases will suffice. Your goal is to grab readers' interest right away, so avoid lengthy explanations unless absolutely necessary.

Keep it personal. Avoid using generic names for your clients. Personalize your correspondence by referring to real people throughout your outreach. Doing so shows that you really care about your connection with them.

Include a photo. Photos are powerful. Not only do they add personality to your communication, but they also provide visual proof that you exist outside of cyberspace. Consider adding photos of your staff members to demonstrate that you aren't simply a faceless corporation.

Tell a story. Stories are incredibly popular among consumers, and they carry tremendous weight when used effectively. Whether you choose to weave a tale about your past experiences working together, a personal anecdote relating to your cause, or a fictitious scenario involving fictional characters, stories engage audiences and compel them to share your appeal.

End strongly. Be sure to leave your prospect wanting more. Provide concrete details regarding future events or projects that they can participate in. Ask them to sign up for newsletters or follow you on social media platforms. Then end your letter with a closing salutation emphasizing your commitment to providing value beyond your initial contact.

These tips will help ensure that your fundraising campaign gets results! Learn more below.

You can also watch our video tutorial on creating a fundraising website for your nonprofit.

When it comes to soliciting money for your organization, there are two different types of letters that can help get results. The first type is a "cold" or "direct" letter, which is where an individual sends out an email asking for a contribution without having any prior relationship with them. This is also known as a "fundraising solicitation." These letters may come from board members and volunteers who have been asked by someone else on behalf of the organization. They're often sent either via email or snail mail. The second form is a more personal one called a "warm" letter, which involves sending a letter directly to people whom you already know. Both forms of letters will work best when they include some combination of these elements:

A clear call to action (like a link)

An introduction that explains why the reader needs to give now

Specifics about how much time they'll save if they donate today

Information about your mission/mission statement

Some way to show appreciation for their support

In this article we'll look at both kinds of fundraising letters so you understand what goes into each kind and how to create a winning message. We'll start off by looking at the most common types of solicitations -- including those related to specific campaigns like a fundraiser or event. Then we'll talk about other ways to use fundraisers to build relationships. Finally, we'll discuss the importance of creating personalized messages for donors.

What should be included in a solicitation letter?

Whether you send a warm or cold fundraising letter, the first thing you need to consider is whether it's appropriate or not. There are many reasons why people might decline to respond to a letter. It could be because they don't want to feel pressured, or they just haven't had enough information yet, or maybe they've heard too many bad stories about nonprofits before. In order to avoid being rejected, make sure your letter doesn't sound pushy or manipulative. Instead, keep it positive, sincere, and informative. Keep your language simple and straightforward but still professional. You can follow up with another letter later if necessary, but remember that the goal isn't to convert anyone right away. If a person rejects your initial letter, try again after they receive the next communication.

Here are some tips to keep in mind when writing a fund raising letter:

Always state exactly what you want from them. Don't assume anything. Always spell out everything clearly. For example, instead of saying, "We'd love your support," say something like, "If you would please consider supporting our cause with $5,000." Make sure all requests are listed under separate headings. This helps the recipient stay focused and reduces confusion over what they're agreeing to. Also, list every detail down below. Include the date, amount requested, and deadline. When possible, provide links to additional information.

Keep it short! Try to keep your letters between 250 words and 500 words long. Short is better than longer. And don't forget to proofread carefully before hitting SEND!

Avoid using exclamation marks! Exclamation points aren't used very much anymore, especially in formal correspondence. Use them sparingly.

Don't put yourself in front of the reader. Avoid phrases such as "You deserve..." or "Your children deserve..." unless you really mean it.

Be honest! Be upfront about what your organization does. State its purpose and goals, then explain what your audience will benefit from giving to your cause.

Make your letter inviting and friendly. People won't open your emails if they think you're going to yell at them. So even though you're trying to raise funds, always remain polite and respectful.

How do you write a good fundraising letter?

Writing a strong fundraising letter isn't difficult once you learn a few basic rules. First, you must begin your letter by introducing yourself and explaining why you wrote. Next, you must describe the problem your organization has solved for others, and finally you need to tell them how they can solve it themselves through donating.

Next, you must offer a compelling reason why they should contribute today rather than wait until tomorrow. One word of caution here: Don't promise miracles. Tell them about your struggles and challenges, but never exaggerate. Your readers will see right through you if you lie and expect them to believe it.

After offering a compelling reason, you need to let them decide if they want to donate or not. Remember that they probably received dozens of similar emails in the past week alone. Even if they've made a decision, they might change their minds and unsubscribe. To prevent this from happening, add a little bit of urgency. Ask them to act quickly and signifying that they only have a limited window of opportunity to make a worthwhile impact.

Finally, thank them profusely. Let them know that you appreciate their generosity and that you're grateful to have their continued support. Thanking them publicly shows that you value their contributions and makes them feel important. A well written thanks note can go far towards keeping loyal supporters happy.

How do you address a donation request letter?

There are several things you should do differently with a donation request letter vs. a regular fundraising letter. The main difference is that you need to focus more on thanking and less on begging. But you shouldn't ignore the fact that your donors actually want to hear from you. After all, they've given you money so they obviously care about what you have to say. As long as they continue to trust you, they'll listen to what you have to say. Follow these guidelines when addressing a donation request letter:

Thank them sincerely.

Explain what they're getting by making a donation.

Show gratitude.

Express interest in future collaborations.

Offer them opportunities to influence decisions.

Tell them about upcoming events and initiatives.

Ask them to share feedback and ideas regarding your programs.

Give them updates whenever possible.

Let them know about new developments within your organization.

Try to find creative ways to incorporate their name into your communications.

Remember to keep your tone light and casual while still maintaining professionalism.

When writing a donor appeal letter, you need to use a variety of techniques. Some methods involve telling the story or sharing the experience of a former supporter. Others involve humor, irony, or sarcasm. Whatever method you choose, the point is to relate to your recipients and connect with them emotionally.

Another interesting technique involves using a metaphor to illustrate the benefits of giving. Metaphors allow you to compare your cause to something familiar to your audience. Think of analogies as another way to engage your potential donors.

For instance, you could say, "Our current project uses X to protect Y. What you are doing allows us to reduce Z, which means that fewer lives will be lost." Or you could simply say, "I'm passionate about helping save lives. I hope you'll join me in working toward that goal!"

How do you ask for in-kind donations examples?

One of the easiest ways to collect money is to offer in-kind gifts in return for financial support. By providing tangible goods or services in exchange for cash, you can easily increase the number of people willing to contribute to your campaign.

This approach works particularly well for organizations that rely heavily on volunteer labor. Consider volunteering to deliver food baskets to local shelters or collecting canned goods during a major disaster. Or perhaps you could host a charity auction where everyone bids on signed memorabilia items donated by celebrities and athletes. Another option is to set up a raffle drawing inside the venue where attendees purchase tickets in exchange for prizes. All three options require minimal effort on your part and yield significant rewards.

Of course, there are plenty of other creative approaches you can take to leverage in-kind donations. Perhaps you could hold a bake sale where guests buy cookies in exchange for a check. Maybe you could sell T-shirts printed with your logo and then split the profits 50% / 50%. Or you could rent out your office space to businesses and charge them based on square footage sold. Many small businesses are interested in gaining exposure through charitable causes, so this strategy can pay dividends.

Whatever you do, remember that the key to successfully leveraging in-kind donations lies in setting realistic expectations. Most people prefer to give monetary contributions, so it's essential that you encourage them to participate in your efforts. Otherwise, you risk alienating your existing donors and losing valuable resources.

Ultimately, you'll have no control over what happens to the money you raise. That said, you can certainly improve your chances of securing funding by following the above steps. If you're struggling to generate money for your organization, we recommend checking out our guide on effective fundraising strategies.

If there’s one thing we can be sure of in life it’s that people will send us unsolicited emails—whether they are about their favorite brand or an offer from Amazon Prime. It seems like everyone has something to sell and even more people have something to buy (though some might argue that the latter isn't quite true). But when someone sends you an unsolicited email, it’s called a "solicitation" email.

Solicitations come with all sorts of different meanings depending on who you ask. When used as a verb, “to solicit” means to seek out information or contact someone without permission through various methods including phone calls, letters, social media posts, etc. The word comes from the Latin root solvere which means to loosen up, open up, or free oneself. So if you want to know what this term really means, just think back to high school English where you had to take the SAT test three times before getting your diploma. You probably remember being able to skip certain questions but not others because those were the ones that mattered most at the time. In the same way, a solicitation is a question that matters the most now but may seem less so down the road.

So why would anyone need to send a solicitation email? Let me explain. Many nonprofits use email marketing campaigns to raise awareness, get donations, recruit volunteers, and gather feedback. These types of emails often contain links to donate money to help support the organization's mission. They also include other resources such as articles, podcasts, videos, and more.

The key here is to make sure these emails don't look spammy or annoying. If recipients feel uncomfortable reading them or see too many of them cluttering their inboxes, they'll delete them without giving much thought to what kind of impact it could have on the cause. By using the right words and tone, however, you can ensure that your message gets read. This article offers tips on writing effective solicitation emails, along with samples that show exactly how you should approach them.

What does mail solicitation mean?

In its simplest form, a solicitation email is any type of communication sent by a company to customers requesting money. For example, let's say you're selling tickets to a concert. Your ticket sales email would likely start off looking very similar to this:

This email contains two major parts: A headline asking whether the recipient wants to purchase tickets and a paragraph explaining the benefits of buying them. There may also be a link to click to learn more about the event itself. All of this information helps build trust between the sender and receiver while creating urgency around purchasing.

Now imagine instead that our hypothetical concert was happening next week. Our email above would then become:

Here, the headline no longer asks if you'd rather watch the concert live or buy tickets. Instead, it suggests watching the concert from home by offering a discount code and encouraging viewers to share the video. Now you've made it personal!

What does directly solicit mean?

When someone uses the word "directly," they usually mean they aren't soliciting anything indirectly. That said, this definition is pretty broad and doesn't necessarily apply in every case. Sometimes companies use the word "directly" to refer to a specific action or behavior that takes place within their own product or service. For instance, Apple says that it doesn't directly profit from iPhone users' data. However, it does encourage them to sign up for iCloud services. Similarly, Facebook allows advertisers to target ads based on demographics, interests, age group, gender, etc., but claims it doesn't collect user data without consent.

For clarity's sake, I'm going to leave the broader definition aside and talk only about the narrower sense of "direct." With this context, a "direct solicitation email" refers to any email sent by a company to a customer specifically asking for money. While it's possible to create a non-profit version of this style of email, businesses typically use it to try to sell products and services.

How do you write a solicitation email?

Before you begin crafting your first email, think carefully about what you hope to achieve. How do you expect it to benefit the reader? What outcome do you want to see? Then decide how you plan to go about achieving those goals. Is it best to address each individual piece separately or combine several ideas into one coherent argument? Will you provide testimonials or stories supporting your position? Do you intend to use humor or call attention to facts that strengthen your point?

Once you have a clear idea of what you want your readers to do after receiving your email, you can work backwards to figure out what you need to include. Don't forget to consider how long you expect your readers to spend reading your email. Include relevant keywords and phrases throughout your text to increase search engine ranking. Also keep in mind that you must comply with federal laws related to fundraising. Check out NAPIR's guide to avoid legal issues.

Finally, check your spelling and grammar. Even though you may be sending these messages automatically, the last thing you want to do is annoy your audience. Remember, you're trying to convince them to give you money, not yell at you!

What makes a good solicitation letter?

Although there's no single formula for writing a successful solicitation, there are certainly common elements across all of them. To start, make sure your subject line catches the eye immediately. Think about what you want the reader to focus on and put yourself in their shoes. Keep sentences short and simple. Avoid clichés and jargon, especially if it relates to your industry. Finally, avoid overusing exclamation points.

To drive curiosity further, add value to your content by providing helpful insights. Use compelling headlines and images to draw readers in. Consider adding a call to action button somewhere near the end of your email. Make sure your CTA is easy to find and clearly communicates what you want the person to do next. And finally, don't forget to thank your readers for taking the time to read your email. People appreciate hearing thanks for doing things they wouldn't normally do for strangers.

While it's important to craft thoughtful emails that appeal to your intended audience, it's equally essential to follow through once you hit Send. If you fail to reply to potential donors, they won't respond to future requests either. As always, it pays to practice until you nail it. Once you master the art of writing fundraising solicitation emails, you'll be well on your way to making big changes in your organization.