One good way for libraries to raise their own money is by writing an appeal letter. This is usually done once per year by the institution’s development officer and mailed to past donors.
Good appeal letters have five elements:
1. A defined project. This is your reason for writing the letter. Even if your letter’s purpose is primarily to support general operating expenses, be sure to call attention to a special concern, project, or event.
2. A personal story. Personal stories that illustrate how your library makes a difference is a great way to draw people into reading your letter.
3. The financial challenge your library is facing. Be clear about the costs associated with your project (see #1) and how donations can make a difference.
4. A reminder of your library’s overall mission and how your appeal fits into it. When you ask for a contribution at the end of the letter, it will be in the spirit of asking the donor to reaffirm his or her support of the library’s underlying mission.
5. A request for a donation. Always be direct in telling people what they can do to make your project (see #1) happen. If it’s money, ask for it. If it’s for volunteer help, ask for it. Depending on your technological capabilities, you may want to refer to the donor’s most recent contribution and ask him/her to increase it by a certain amount.
Appeal letters should be straightforward, simple, and one page in length.
What You’re Saying