How to write a fundraising appeal that raises $14,000

We love browsing through some of our successful fundraisers and their appeals. We ran across Autism Science Foundation’s recent fundraising campaign and one of their supporter’s fundraising appeals. With assistance from BC/DC Ideas, a communications and fundraising agency dedicated to supporting nonprofits, their supporter came up with the high performing appeal, linked below.

What made this one work well?

• Features a profile photo with personality
• Starts with an attention getter to grab the reader into the appeal
• It’s skimable – the writer used bold text and lots of spacing to help skimmers go through it quickly
• Presents the need and credibility of the cause
• Strong call to action on what the reader should do

Here’s the full text of the appeal:

Dear Friends and Colleagues,

Help me rev up support for scientific research at this year’s annual AML Bikers for Charity fundraising ride!

Taking off on Monday, June 4, the motorcycle ride will start in Rockville Center, NY and wind along the coast to the Montauk Lighthouse. The 100 mile ride will raise awareness and donations for the Autism Science Foundation (ASF) which funds critically-needed research to discover the causes of autism and to develop new, better treatments for kids, teens and adults with autism spectrum disorders.

This ride has raised thousands of dollars for autism science over the years.

Remember that many employers have matching-gift programs which can double or triple the impact of a donation. As a 501(c)3 nonprofit, ASF is eligible for many matching-gift programs of corporations, foundations and other organizations.

The Autism Science Foundation (ASF) is a 501(c)(3) public charity. Its mission is to support autism research by providing funding to scientists and organizations conducting autism research. ASF also provides information about autism to the general public and serves to increase awareness of autism spectrum disorders and the needs of individuals and families affected by autism.

To learn more, visit www.autismsciencefoundation.org. TO MAKE A DONATION, CLICK ON THE RED BAR TO THE RIGHT.

Thanks so much for your support!