4 common struggles with holiday appeal letters and how to fix them

A strong year-end appeal letter remains one of the most powerful tools for engaging donors and increasing retention. In fact, the letter is the backbone of the entire year-end campaign. From the landing page and email sequence to social media posts, everything stems from the tone, message, design, and story created in that one letter. 

But crafting that letter isn’t always easy. 

Here are four common challenges we see from our nonprofit clients and how to fix them.

1. Struggling to tell a story

Storytelling is the most powerful way in which we communicate with each other. A good story captivates audiences, draws them in, and compels action. But sometimes, finding the right story can be difficult — especially when client confidentiality is a concern.

Try this: If telling a story by interviewing a recipient of your services and using a pseudonym or changing key details isn’t an option, interview a staff member or volunteer instead and tell a story through their eyes. By shifting the lens, stories remain both authentic and impactful — reminding donors their gifts change real lives.

2. Writing a letter that ends up too long or feels too formal

There’s often pressure to include every detail about programs, outcomes, and financial need. The result? Letters that feel dense, corporate, or jargon-heavy. And rather than inspire donors, they tune out.

Try this: Read the letter out loud. If it’s easy to read and the words used create an emotional response (rather than the need to find a dictionary), then you’ve done your job. A good appeal letter should sound like a heartfelt conversation, not a report.

3. Concerned donors won’t read the whole thing

The reality is that most donors won’t read every word of an appeal letter. People are busy, attention spans are short, and letters that look like long walls of text often go straight into the recycling bin.

Try this: Format for scanning. Use short paragraphs, subheads, bullet points, and bolded phrases that guide the eye. Then test it: read only the headlines and highlighted text. If the core story and the ask are still clear, the structure works. This approach makes it easy for donors to quickly grasp the message, even if they skim.

4. Feeling unsure about the ask

Some letters hint at giving instead of asking directly, or they bury the request in too much explanation. This is what the reader is here for so don’t be shy; ask for exactly what you want.

Try this: Be bold and clear. If using a suggested giving menu, list the higher amount first. Research shows that starting high encourages donors to give more overall. Those who find the top option out of reach often choose the middle ground — leading to stronger results than if the lowest amount were listed first.

Whether it’s figuring out how to tell the right story without breaching privacy, telling the story without getting lost in the weeds, writing so the audience will actually read it, or asking for exactly what you want, remember that donors aren’t just reading words on a page. They’re looking for a reason to connect and to feel something. That’s how they’ll be compelled to make an impact.