How to write appeal letters when there isn't 'One Big Need'

When it comes to direct mail appeal campaigns, non-profits with ‘One Big Need’ usually know exactly what they’re asking for every time they send those letters. Food banks are likely asking for help stocking shelves, camps for kids with cancer likely need the resources to support more kids, and hospital foundations are likely fundraising for new or upgraded medical equipment. 

However, not all organizations have ‘One Big Need’ and it can be harder to get a message heard amongst the urgency of the other asks. 

Harder, but not impossible. If your organization falls into this category, here are two effective ways to help your appeal letter campaign stand out.

Narrow your focus. Rather than showcasing everything you do, every day, narrow your focus to one particular area of service or programming. For example, a community library may choose to focus on its need for new tech for a computer literacy program that supports families, youth, and seniors with their education or search for employment. This approach creates ‘One Big Need’.

Narrow the timeframe. Think two to four months into the future and decide what you most need to support that vision. For example, an arts organization may want to focus on the number of kids that will be participating in its school workshop program next season and the benefits they will get by attending. By doing so, they’ve created ‘One Big Need’. 

Remember, whatever your ask, storytelling is the most powerful way to communicate your message. Donors make decisions on an emotional level so to get the response rate you want, you need to reach them by pulling on their heartstrings and compelling them to act. 

The number of people helped by the number of programs you offer is important, but that same information wrapped into one person’s story is a far more compelling and authentic way to connect with your audience. 

Whether your organization has ‘One Big Need’ or you’ve created ‘One Big Need’, be as direct as possible when explaining the problem and the need. Donor dollars is the solution to the problem, so make sure your readers understand how they can make a difference.