A donation appeal letter is an addressed letter asking a supporter to give to a specific need. Good appeals tell one person’s or one project’s story, ask for a clear amount linked to what it achieves, and make giving easy by web, phone or post.
Overview
Appeal letters remain a core fundraising channel for many UK charities because a letter can carry a story at length and is read at the supporter’s own pace. The letter competes for attention with everything else on the doormat, so the opening must make the need concrete straight away.
Structure matters more than design. Introduce the person or situation, explain the problem in plain words, show what a gift does (“£25 pays for…” only if your charity can genuinely say so), ask directly, and thank the reader. A handwritten-style signature and a P.S. that repeats the ask are common for good reason.
Supporters also need to hear what happened next. Plan a thank-you or impact letter after the appeal, so the relationship is not only about asking.
When to use it
How to start, step by step
- Choose one story. Pick a single person, family or project that illustrates the need. Get consent for any real story and change details where needed.
- Set an honest ask. Link suggested amounts to real costs your charity can stand behind. Never invent impact figures.
- Check permissions and suppressions. Mail only supporters you have a lawful basis to contact, and remove anyone who has opted out, including via the Fundraising Preference Service.
- Make giving simple. Print a short donation web address, a QR code and a phone number, and mention Gift Aid if you claim it.
- Plan the thank-you. Prepare a follow-up letter to donors so they see what their gift achieved.
Which format to choose
| Use | Format | Why | From, per item |
|---|---|---|---|
| Main appeal letter | Letter — A4 | Space for the story, the ask and the giving routes. | £1.90 |
| Appeal with photographs | A3 to A5 Enveloped | Folded pages carry images alongside the story. | £2.45 |
| Reminder or thank-you | Postcard — A5 enveloped | Short and personal, in an envelope. | £2.20 |
Prices come from the live AutoLetters price list. They include printing and UK postage, are the same at any quantity, and have no VAT added because AutoLetters is not VAT registered.
Worked example
Illustrative scenario, not a customer case study. A regional hospice sends its winter appeal to 1,000 supporters who have given before. The letter is double-sided, with the story on the front and giving options on the back, and a unique appeal code.
1,000 × Letter — A4 at £1.90 each = £1,900.00, printed and posted.
Response depends on your list, offer and timing, so we do not quote response rates. Measure your own with a unique code or web address.
Mistakes to avoid
- Telling several stories so none of them lands.
- Suggested amounts that are not linked to real costs.
- Mailing people who have opted out or registered with the Fundraising Preference Service.
- No unique code, so income cannot be attributed to the appeal.
Preparing artwork that prints correctly
Every format has a trim size, a bleed area and a safe zone. Extend background colours and images into the bleed so no white edge appears after cutting, and keep text, logos and QR codes inside the safe zone. Use images at 300 DPI at printed size, and leave the address area clear, because the printer adds the recipient's address there. Each product page lists the exact supplier measurements, and Lenny checks uploaded artwork against them before you approve it.
Building a list you can use
You can send to a list you already hold or to an audience of UK addresses built around a postcode. If you use your own list, include only people you have a lawful basis to contact by post, remove anyone who has asked not to hear from you, and keep a record of where the data came from. The Information Commissioner's Office publishes guidance on direct marketing under UK GDPR. Check that every address is complete and current: incomplete addresses cost money and do not arrive.
Measuring the result
Decide how you will count responses before you send. A unique discount code, a short web address, a dedicated phone number or a simple “how did you hear about us?” question all work. Divide the campaign cost by the number of responses to get a cost per response, then compare it with your other marketing. Where you can, hold back a small group from the mailing, so you can see how many of them would have responded anyway.
How AutoLetters handles it
Lenny, the AutoLetters AI campaign specialist, helps you choose a format, drafts the wording and artwork to the printer's exact measurements, and helps build the audience: either UK addresses around a postcode or a list you already hold. You review a print-accurate preview, then approve the exact print file. Nothing is printed or posted until you approve it.
AutoLetters sends addressed mail to UK addresses only and does not offer unaddressed door drops. Postal delivery timings are not guaranteed.
Questions
Can we include a reply form?
You can print a tear-off or back-page form on the letter, but AutoLetters does not include reply envelopes, so make sure supporters have a postal address for returns or use web and phone giving.
Is postage included?
Yes. Every price includes printing and UK postage, and no VAT is added because AutoLetters is not VAT registered.
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