Annual appeal letter examples & templates that inspire giving

Annual appeal letters have been around for decades—and for good reason. With the right message, your letter can remind supporters why they care, reconnect them to your impact, and inspire them to take action in a way no other format can.

In this guide, we’ll walk you through exactly how to write an appeal that resonates and moves donors to give, with free templates, real examples, and easy steps to help you create a letter your supporters can’t ignore.

Key takeaways 

• Segment and personalize for success 💬 Tailoring messages to specific donor groups builds personal connections that drive higher engagement and donations.
  
• Tell a compelling story 💛 Real-life impact stories paired with emotive language, photos, and videos naturally inspire giving.
  
• Meet donors where they are 💌 Use a mix of direct mail, email, social media, and text. Consistent messaging across multiple channels keeps your appeal top of mind.
  
• Focus on timing 🗓️ Send your appeal during peak giving moments such as year-end or major campaigns to maximize visibility and generosity.
  
• Make it urgent and easy 🔥 Use clear, action-driven language and offer flexible payment methods, including credit cards, PayPal, Venmo, and recurring options, so that supporters can give instantly.
  
• Power your appeals with Givebutter 💛 Create letters, design emails, and launch campaigns all in one place with free CRM tools, donor segmentation, and built-in tracking to help your appeal shine.

What is an annual appeal? 

Unlike a typical donation ask, an annual appeal is a focused (often year-end) fundraising campaign. It gives nonprofits a chance to connect with supporters during one of the most charitable times of the year and inspire last-minute gifts.

There’s no one right way to send an annual appeal. Many nonprofit organizations send annual appeal letters (direct mail fundraising) or emails, depending on their audience, mission, and available resources. For example, direct mail tends to be more popular with Baby Boomers—24% of Baby Boomers who donated online said direct mail inspired their gift!

Dive deeper

Learn how to write a year-end appeal in just a few steps →

Download your free annual appeal letter and email templates 

These free annual appeal letter templates give you a proven framework to craft heartfelt, high-impact appeals in minutes so you can bring in more donations—without the overwhelm. 

Freebie alert!

Download your free annual appeal letter fundraising templates →

How to write an annual appeal letter that converts in 5 steps 

Not sure how to start an annual fundraising appeal letter? Follow these steps to plan, write, and send an annual appeal that converts readers into donors.

Step 1: Identify and segment your audience 🔎

Every great appeal starts with knowing who you’re talking to. Use your CRM to identify key donor segments that are the best fit for your annual appeal. Sort your donor base by giving history, total contributions, or custom filters to create a curated list of recipients, such as:

• Donors who have given before but haven’t contributed this year
• Prospective or one-time donors
• Recurring donors
• Major donors
  

Once you’ve identified your segments, personalize your message for each group—highlighting what matters most to them and how their continued support makes an impact.

⚒️ Tools needed: With Givebutter’s free CRM, nonprofits can create unlimited contact profiles, donor segments, and custom filters—making it easy to send targeted annual appeal letters every time. 

Step 2: Set a goal and share the why 🎯

Every nonprofit is different, so every annual appeal letter should be, too. When crafting your organization's annual ask, start by clarifying your goals:

• What are we raising funds for? Why now?
• How much do we hope to raise?
• What impact will this make in real terms?

Then, communicate your “why” clearly in your letter. Donors give when they understand the direct link between their gift and real-world impact.

⚒️ Tools needed: With Givebutter’s built-in analytics, you can review last year’s performance and use those insights to set realistic, motivating goals for your next appeal.

Step 3: Tell a story that sticks 📖

To move donors from interest to action, tell a story that connects them emotionally to your mission.

• Evoke emotion 💛 Share real stories that put a face to your cause. For example: “A $50 gift will help Sam sleep safely indoors tonight with a full meal and a warm blanket.”
  
• Create a narrative 📖 Frame your appeal around a challenge and a solution. Don’t forget to make the donor the hero of the story.
  
• Leverage design ✨ Pair your narrative with compelling visuals like photos, short videos, or infographics that reinforce your impact.

 ⚒️ Tools needed: Givebutter’s Canva integration lets you design branded letters, emails, and campaigns that make your story shine.

More to explore

Discover what a nonprofit impact report is & how to write one →

Step 4: Make the ask clear and easy 💪

Great annual appeal letters inspire a desired action (usually donating). To create a sense of urgency and motivate readers to give, your letter should:

• Use action-driven language like “Give today to help…” or “Your gift right now will…”
• Tie suggested donation amounts to tangible outcomes
• Offer flexible giving options like PayPal, Venmo, Apple Pay, or Cash App
• Include clear links or QR codes that take donors straight to your donation form
  

💡Keep in mind: Simplicity is key! As Katelyn Baughal, Nonprofit Email Consultant, explains, “You have 90 seconds to get your message across.” 

⚒️ Tools needed: Givebutter’s donation forms include multiple payment options, recurring gift prompts, and match-friendly functionality to make giving effortless.

Learn more

Discover how to write a donation request letter →

Step 5: Streamline and track your outreach 🧾

Nonprofits are busy, especially during year-end giving campaigns when most annual appeal letters are sent. By streamlining the process from start to finish, you can keep track of all your mailings and avoid duplicate outreach.

⚒️ Tools needed: With Givebutter Plus, you can eliminate repetitive tasks, personalize communications at scale, and ensure no donor slips through the cracks with nonprofit workflows.

When should you send your annual appeal?

Many organizations send their annual appeal during the holiday season—when 30% of all charitable giving happens—but there are plenty of other times to reach donors, such as:

• The end of your nonprofit’s fiscal year 💼 Remind supporters that their gift helps you close the books strong and prepare for the year ahead.
  
• Spring (March–May) 🌸 Reconnect with donors after the holidays and inspire renewed giving when inboxes are less crowded.
  
• Fall (September–October) 🍂 Build momentum ahead of Giving Tuesday and year-end campaigns with early engagement.
  
• An anniversary 🎉 Celebrate your organization’s founding or a key milestone for an organic opportunity to ask for support.

No matter when you send your annual appeal, use a multi-channel approach by combining direct mail, email, social media, and text to maximize visibility and create one consistent story across platforms.

5 successful annual appeal examples

If you’ve never written an annual appeal before, it can be hard to know where to start. That’s where annual appeal examples from real nonprofits can help.

Check out these five standout campaigns (and why donors loved them) to help spark ideas for your own.

1. Theatre for Young Audiences 🎭

Theatre for Young Audiences/USA is a national organization championing professional theatre for children and families. To bring their mission to life, their annual appeal pulls donors right into the action.

⭐ Standout feature: Video storytelling

💛 What donors loved: While written storytelling is powerful, a video showcasing exactly the kind of work you do and the faces behind it can make all the difference. With music, action shots, and heartfelt moments, donors feel immersed in your cause.

2. Rise Alliance for Children 👶

Rise Alliance for Children (formerly WWO) supports underserved children in vulnerable communities, addressing their developmental, educational, and psycho-social needs. Their annual appeal, which seeks to raise money for children around the globe, is simple and straight to the point.

⭐ Standout feature: In memoriam gifts

💛 What donors loved: The end of the year can be emotional for many donors. Whether they’ve lost someone or have a loved one in their thoughts during the holidays, the ability to donate in honor of someone special makes giving deeply personal and meaningful.

3. Nest Academy 🪺

Nest Academy serves adults with complex medical needs and intellectual disabilities, helping them thrive through enriching social and educational opportunities. Their annual appeal offers donors flexible, impact-driven ways to get involved. 

⭐ Standout feature: Multiple giving options tied directly to impact

💛 What donors loved: Nest Academy meets supporters right where they are by offering multiple ways to support their mission, including one-time gifts and major annual commitments.

4. CLOVES Syndrome Community ☘️

CLOVES Syndrome Community works to improve the quality of life for people living with CLOVES Syndrome through support, research, and education. Their annual appeal helps fund vital programs like Back-to-School Bucks and financial assistance for families in need.

⭐ Standout feature: Major giving community circles

💛 What donors loved: While donors have the option of giving once or even monthly, CLOVES invites supporters to join prestigious giving communities by becoming yearly donors. This opportunity creates a sense of belonging and recognition for donors and comes with exclusive perks.

5. Autism Society of Minnesota (AuSM)

The Autism Society of Minnesota (AuSM) is dedicated to empowering Autistic individuals across the state in a multitude of ways, including employment, social engagement, and mental health support. Their annual appeal reinforces the importance of inclusion for everyone in the community.

⭐ Standout feature: Fundraising thermometer 

💛 What donors loved: AuSM’s fundraising thermometer is key to making supporters feel part of the nonprofit's success. As donations come rolling in, donors can see in real-time how their contributions make a difference.

More to explore

Learn how to craft a nonprofit annual report →

Write annual appeal letters that convert with Givebutter

Your annual appeal is more than just a letter—it’s your story, your mission, and an invitation for donors to be part of something bigger. When written with purpose and heart, it has the power to strengthen relationships, spark generosity, and fuel your nonprofit for the year ahead.

With Givebutter, you can bring your appeal to life from start to finish by creating branded letters and emails, managing donors, automating thank-yous, and tracking results all in one place. And if you’re ready to take things even further, Givebutter Plus unlocks advanced email design, automated workflows, and discounted personalized direct mail to make the entire process seamless.

Sign up for free to bring your annual appeal letter to life—from first draft to final donation—with Givebutter.

FAQs about annual appeals 

What is an example of a good appeal letter?

Here’s a strong annual appeal sample:

Subject: You can change a life this holiday season

Dear [First Name],

As winter approaches, more families in our community are struggling to keep their homes warm and food on the table. Your gift today can make a real difference. A donation of just $50 provides a week of groceries for a family in need.

Together, we can make sure no one is left behind this season. Please consider giving before December 31 to help us reach our goal and bring hope to those who need it most.

With gratitude,
[Your Name]
[Your Organization]

Looking for more?

Download your free annual appeal templates for even more inspiration →

What is the purpose of an appeal letter?

The goal of an appeal letter is to inspire donors to take immediate action to support your mission. It creates an emotional connection between your organization and your audience, clearly communicates a need, and shows how each gift makes a real difference. When done well, it builds long-term relationships and drives meaningful impact.

Who should we send the annual appeal letter to?

There are several key audiences you can send your annual appeal letter to, including:

• Current donors: Reinforce their impact and invite them to renew their support.
• Lapsed donors: Re-engage those who haven’t given recently with a heartfelt update.
• Potential donors: Introduce your cause through referrals or community outreach.
• Major donors and sponsors: Include personalized notes or tailored asks for continued partnership.
• Volunteers and supporters: Encourage passionate advocates to take the next step and contribute financially.