Appeal to donors’ highest values

Donors care about causes and want to improve their communities.

Yet instead of appealing to their personal and philanthropic values, nonprofits often treat donors as if they were automated teller machines.

Appeal letters should focus on what matters to donors.

And that requires you do your homework.

What causes does the donor care about? What community needs are in sync with the donor’s concerns? How will supporting your nonprofit improve the community and advance the donor’s philanthropic values?

Then weave the answers to those questions into a clear and concise story that touches the donor’s heart.

And keep it simple. Less is more.

To engage donors, focus on what matters to them.

Want help?

Philanthropy North Carolina is a consulting practice that provides writing and strategic communications support for nonprofits, foundations, colleges and universities, and others working for social good.

To find out more about hiring Philanthropy North Carolina to work with your organization to improve your communications, contact Todd Cohen at 919.272.2051 or

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