How to Turn a Lukewarm Appeal Into a Donor Magnet

Five steps to make your next letter impossible to ignore

We have all been there.

You sit down to review an appeal letter and find yourself thinking, “This is… fine.” The tone is warm and the story is nice, but it is missing that irresistible pull that makes a donor stop, nod, and reach for their wallet.

A friend recently sent me an appeal like this.

It had heart, but it read more like a stewardship update you send after a gift to share impact rather than an urgent “I need you now” call to action.

Here is the step-by-step advice I gave for taking it from flat to fantastic.