Fundraiser Marketing Letter Basics

A marketing letter is a business-style letter with a purpose of recruiting some level of participation in your event. Marketing letters can be used to get sponsors, participants/volunteers, and/or donors for your fundraiser. You should think of your marketing letter as a type of personalized advertisement.

All marketing letters have some features in common. A good marketing letter should:

1. Briefly explain your cause, why you are raising money, and how much you need to raise.
2. Describe what your fundraising event will entail. (What is the main activity? Is food provided?)
3. Prominently display the date and time of your event.
4. Detail the benefits of donating (tax deduction, sponsor recognition).
5. Use “you” language, emphasizing the need for the reader to take action.
6. Provide a way (or if possible a few ways) that people can donate even if they can’t attend your event.

Three Types of Marketing Letters

Sponsors/Advertisers

One reason for a marketing letter is to raise money from sponsors to cover the costs of your event. Sponsors may also provide you with free advertising space in exchange for sponsor recognition. When writing a letter to recruit sponsors for your event, you should emphasize the fact that your event is made possible by generous sponsorship donations. If you are fundraising for a tax-exempt organization, make it clear that donations are tax-deductible.

Participants

Sometimes a marketing letter is needed to find personnel to staff your fundraising event. In addition to the basics listed above, a marketing letter aimed at recruiting volunteers should emphasize the importance of volunteers in making your event successful.

Donors

The most common type of marketing letter is aimed at securing donations and attendees for your event. This type of marketing letter is basically an advertisement for your cause. Grab the reader’s attention by describing your cause in simple terms. Then, explain how the funds you raise will make a difference for the cause.

Emphasize the fun and satisfaction that will come from attending your event. The letter should be upbeat and optimistic in tone. If your event is held regularly (for example, yearly), mention highlights from previous events.