# Complete Fundraising Email

**ORGANIZATION:**
Hope Kitchen

**MISSION:**
Providing hot meals and job training to people experiencing homelessness in Chicago

**CAMPAIGN:**
Year-End Giving Appeal

**GOAL:**
$50,000 to serve 10,000 meals in January

**IMPACT STATEMENT:**
- $25 = 10 hot meals
- $50 = 20 meals + hygiene kit
- $100 = 40 meals + job training session
- $500 = One week of meals for 30 people

**STORY:**
Marcus, 54, lost his job and apartment during COVID. He found Hope Kitchen, got hot meals while looking for work, completed our job training program, and now works as a line cook at a downtown restaurant. He volunteers with us on weekends.

**URGENCY:**
Year-end deadline, matching gift doubles donations through Dec 31

---

## UNDERSTANDING FUNDRAISING EMAILS

### Email Types:

| Type | Purpose | Timing |
|------|---------|--------|
| **Year-End Appeal** | Major giving season | Nov-Dec |
| **Emergency Appeal** | Urgent need/crisis | As needed |
| **Campaign Launch** | Specific initiative | Campaign start |
| **Monthly Giving Ask** | Recurring donations | Ongoing |
| **Impact Update** | Stewardship + soft ask | Quarterly |
| **Giving Tuesday** | National giving day | Tuesday after Thanksgiving |
| **Matching Gift** | Leverage match opportunity | When match available |

### The Fundraising Email Formula:

```
[STORY] — Emotional connection through one person
[PROBLEM] — The need that still exists
[SOLUTION] — How donations help
[IMPACT] — Specific outcomes per dollar
[ASK] — Clear, specific request
[URGENCY] — Why now matters
```

---

## SECTION 1: SUBJECT LINES

Your subject line determines if the email gets opened.

### Subject Line Type 1: Story-Led

```
1. "Marcus was sleeping on the street. Then everything changed."
2. "She hadn't had a hot meal in 3 days"
3. "What Marcus told me yesterday brought me to tears"
```

---

### Subject Line Type 2: Impact-Focused

```
4. "10 meals. $25. One person's whole week."
5. "Your $50 could change someone's January"
6. "This is what $25 actually does"
```

---

### Subject Line Type 3: Urgency/Deadline

```
7. "48 hours left to double your impact"
8. "Before midnight: Your gift matched 2X"
9. "December 31st deadline"
```

---

### Subject Line Type 4: Personal/Direct

```
10. "Can I ask you something?"
11. "I need your help"
12. "A personal request, {{FirstName}}"
```

---

### Subject Line Type 5: Gratitude/Update

```
13. "You helped serve 2,847 meals last month"
14. "Because of you, Marcus has a job"
15. "Thank you. Here's what happened next."
```

---

## SECTION 2: FULL FUNDRAISING EMAILS

### Email Version 1: Story-Led Appeal (Primary)

```
**Subject:** Marcus was sleeping on the street. Then everything changed.

**Preview Text:** His story is why we need your help before December 31st.

---

Dear {{FirstName}},

Two years ago, Marcus walked into Hope Kitchen with everything he owned in a backpack.

He was 54 years old. He'd worked in restaurants for 30 years. When COVID hit, he lost his job, then his apartment, then his sense of hope.

"I didn't know where to go," he told me. "I hadn't eaten a real meal in days."

That first night, Marcus had a hot plate of chicken and rice. He sat at a table—not on the ground—with other people who treated him with dignity.

He came back the next day. And the next.

Then he enrolled in our job training program. Eight weeks later, he interviewed at a downtown restaurant. He got the job.

Today, Marcus has his own apartment. He works full-time as a line cook. And every Saturday, he volunteers at Hope Kitchen—serving meals to people who are exactly where he was two years ago.

**Marcus's story is possible because of donors like you.**

But here's the truth: for every Marcus, there are hundreds of people still waiting. Still hungry. Still hoping someone will see them.

This January, we expect to serve over 10,000 meals. That's 10,000 moments of dignity for people who have lost so much.

**We need to raise $50,000 by December 31st to make it happen.**

And right now, a generous donor is matching every gift—dollar for dollar—through the end of the year.

**That means your $25 becomes $50—enough for 20 hot meals.**

Here's what your gift provides:

🍽️ **$25** → 10 meals (20 with match)
🍽️ **$50** → 20 meals + hygiene kit (doubled with match)
🍽️ **$100** → 40 meals + job training session (doubled with match)
🍽️ **$500** → One week of meals for 30 people (doubled with match)

Marcus once told me: "That first meal wasn't just food. It was someone saying, 'You matter.'""

Will you help us say that to more people this January?

**[Donate Now — Your Gift Doubled Through Dec 31 →]**

Thank you for being part of this. You are the reason Hope Kitchen exists.

With gratitude,

**Maria Santos**
Executive Director, Hope Kitchen

P.S. The matching gift expires at midnight on December 31st. Please give today to double your impact.
```

**Word Count:** 387 words

---

### Email Version 2: Impact-Focused (Shorter)

```
**Subject:** This is what $25 actually does

---

Dear {{FirstName}},

I want to show you something.

**$25 at Hope Kitchen provides:**
- 10 hot, nutritious meals
- Served with dignity at a real table
- To someone who may not eat otherwise

That's it. That's what $25 does.

No overhead jargon. No complicated metrics. Just meals for people who need them.

This month, a donor is matching every gift dollar-for-dollar. **Your $25 becomes $50. That's 20 meals instead of 10.**

We serve breakfast and dinner every day to people experiencing homelessness in Chicago. In January alone, we expect to serve over 10,000 meals.

We can't do it without you.

**[Give $25 — Doubled to $50 →]**

Thank you for making this work possible.

— Maria

P.S. 100% of your donation goes directly to meals. Our operations are covered by a separate grant.
```

**Word Count:** 142 words

---

### Email Version 3: Urgency/Deadline Appeal

```
**Subject:** 48 hours left to double your impact

---

{{FirstName}},

I'll keep this short.

In 48 hours, our matching gift expires.

Right now, every dollar you give becomes two. After December 31st at midnight, that opportunity is gone.

Here's what's at stake:

- 10,000 meals to serve in January
- $23,000 still to raise
- 48 hours to get there

We're close. So close.

**Can you help us cross the finish line?**

Even $25—doubled to $50—serves 20 hot meals to people who have nowhere else to turn.

**[Donate Now — Matching Ends Dec 31 →]**

I know your inbox is full. I know everyone is asking. But if you've been thinking about giving, please don't wait.

After midnight, the match is gone.

Thank you for everything you do.

— Maria

**[Give Before Midnight →]**
```

**Word Count:** 134 words

---

### Email Version 4: Monthly Giving Ask

```
**Subject:** $10/month. 40 meals. Every single month.

---

Dear {{FirstName}},

I want to ask you something different today.

Instead of a one-time gift, would you consider giving $10 a month?

Here's why it matters:

**$10/month provides 40 hot meals every month.** That's 480 meals a year—all from a gift smaller than a streaming subscription.

But more importantly, monthly giving helps us plan.

When we know donations are coming regularly, we can:
- Hire staff to keep the kitchen open longer
- Buy food in bulk (saving money)
- Expand our job training program
- Say yes to more people who need help

**Predictable support means more people served.**

Will you join our Hope Kitchen Sustainers? You'll get:
- Monthly updates on exactly how your gift helped
- Stories from the people you're serving
- An invitation to our annual volunteer appreciation dinner

**[Become a Monthly Giver — Start at $10/month →]**

You can change or cancel anytime. But I hope you won't.

Thank you for considering this.

— Maria
```

**Word Count:** 167 words

---

### Email Version 5: Thank You / Impact Update (Stewardship)

```
**Subject:** You helped serve 2,847 meals last month

---

Dear {{FirstName}},

I wanted you to see this.

Last month, because of donors like you:

✅ **2,847 hot meals served**
✅ **312 people fed**
✅ **14 people enrolled in job training**
✅ **3 people got jobs**

Three people are sleeping in their own beds tonight instead of on the street. That happened because you gave.

I wish you could meet James. He graduated from our job training program in November. Last week, he started work at a bakery downtown. He told me: "I never thought I'd feel normal again. Now I have a uniform. A schedule. A paycheck."

That's the power of what you're doing.

**Thank you.** Not just for giving, but for believing that everyone deserves a chance.

If you're able to give again as we head into our busiest season, we'd be deeply grateful. But mostly, I just wanted you to know—your gift worked.

**[Give Again →]**

With gratitude,
Maria
```

**Word Count:** 165 words

---

## SECTION 3: FOLLOW-UP SEQUENCE

### Email Sequence: Year-End Campaign

```
**Email 1: Story Launch (Dec 1)**
Full story-led appeal introducing campaign and match

**Email 2: Impact Focus (Dec 10)**
Shorter, focused on what donations accomplish

**Email 3: Social Proof (Dec 18)**
"467 donors have already given. Will you join them?"

**Email 4: Deadline Reminder (Dec 28)**
First urgency email, 3 days left

**Email 5: Final Push (Dec 30)**
48-hour warning, progress update

**Email 6: Last Chance (Dec 31 morning)**
Today is the last day

**Email 7: Final Hours (Dec 31 evening)**
Hours remaining, emotional close

**Email 8: Thank You (Jan 1)**
Gratitude, results announcement
```

---

### Follow-Up Email: Reminder (Day 3)

```
**Subject:** Did you see this?

---

{{FirstName}},

I sent you an email a few days ago about Marcus—a man who went from sleeping on the streets to working as a line cook, thanks to Hope Kitchen.

I know inboxes are overwhelming, so I wanted to make sure you saw it.

The short version: we're raising $50,000 to serve 10,000 meals in January, and a donor is matching every gift through December 31st.

**Your $25 becomes $50. Your $100 becomes $200.**

If you've already given, thank you. If you haven't had a chance yet, I hope you'll consider it.

**[Read Marcus's Story + Give →]**

— Maria
```

**Word Count:** 98 words

---

### Follow-Up Email: Social Proof (Day 10)

```
**Subject:** 467 donors. Will you be next?

---

{{FirstName}},

I have an update to share:

**467 donors have already given to our year-end campaign.**

Together, they've raised $31,500 toward our $50,000 goal. That's 63% of the way there—with two weeks left.

But we still need to raise $18,500 to reach our goal of 10,000 meals in January.

If you haven't given yet, will you join the 467 people who already have?

The matching gift is still active—every dollar doubled through December 31st.

**[Join 467 Donors — Give Now →]**

Thank you for being part of this community.

— Maria
```

**Word Count:** 97 words

---

## SECTION 4: STORY FRAMEWORK

How to tell a compelling beneficiary story.

### Story Structure:

```
1. **THE HOOK**
   Specific, vivid detail that pulls reader in
   "Marcus walked in with everything he owned in a backpack."

2. **THE BEFORE**
   What life was like before your help
   "He hadn't eaten a real meal in days."

3. **THE MOMENT**
   The turning point—when they found you
   "That first night, he sat at a table with dignity."

4. **THE TRANSFORMATION**
   What changed because of your organization
   "Eight weeks later, he got the job."

5. **THE NOW**
   Where they are today
   "Today he works full-time and volunteers on weekends."

6. **THE CONNECTION**
   Why donor support made this possible
   "This happened because of donors like you."
```

---

### Story Do's and Don'ts:

```
✅ DO:
- Use real names (with permission) or realistic pseudonyms
- Include specific details (age, job, food eaten)
- Show transformation, not just suffering
- Preserve dignity of the person
- Make donor the hero, not your organization

❌ DON'T:
- Use "poverty porn" or exploitative imagery
- Be vague ("a person in need")
- Make it only about suffering
- Center your organization as the hero
- Use jargon or statistics without story
```

---

## SECTION 5: IMPACT STATEMENTS

### Formatting Impact:

```
**Formula: $[Amount] = [Specific Outcome]**

$25 = 10 hot meals
$50 = One week of groceries for a family
$100 = Emergency shelter for one night
$500 = Job training for one person
```

---

### Impact Tiers (Example):

```
🍽️ **$25** — 10 hot meals served with dignity
📦 **$50** — 20 meals + hygiene kit with essentials
💼 **$100** — 40 meals + one job training session
🏠 **$250** — One week of meals + job placement support
⭐ **$500** — Full week of meals for 30 people
🎯 **$1,000** — Sponsor our job training program for a month
```

---

### Making Impact Tangible:

```
❌ Vague: "Your donation helps people in need"
✅ Specific: "Your $25 puts 10 hot meals on the table"

❌ Vague: "Support our programs"
✅ Specific: "$100 covers one job training session"

❌ Vague: "Make a difference"
✅ Specific: "Last month, $50 donations served 847 meals"
```

---

## SECTION 6: ASK FORMULAS

### Ask Formula 1: Direct Ask

```
Will you give $50 today to provide 20 meals?

[Give $50 Now →]
```

---

### Ask Formula 2: Tiered Ask

```
Whatever you can give makes a difference:

[Give $25] [Give $50] [Give $100] [Other Amount]
```

---

### Ask Formula 3: Impact Ask

```
Your $25 becomes 10 meals.
Your $50 becomes 20.
Your $100 becomes 40—plus a job training session.

How many meals will you provide today?

[Choose Your Impact →]
```

---

### Ask Formula 4: Match-Leveraged Ask

```
Right now, your gift is DOUBLED.

$25 → $50 (20 meals)
$50 → $100 (40 meals)
$100 → $200 (80 meals + training)

Double your impact before the match expires.

[Give Now — 2X Match →]
```

---

## URGENCY TYPES

### Legitimate Urgency:

```
✅ Matching gift deadline
✅ Year-end tax deduction deadline
✅ Emergency/crisis response
✅ Specific campaign end date
✅ Funding gap for immediate need
```

### Creating Urgency Ethically:

```
✅ "The match expires December 31st"
✅ "January's meals depend on what we raise now"
✅ "We're $18,500 away from our goal"

❌ Manufactured/fake urgency
❌ "Give now or people will suffer"
❌ Guilt-tripping or emotional manipulation
```

---

## COMMON FUNDRAISING EMAIL MISTAKES

| Mistake | Impact | Fix |
|---------|--------|-----|
| Organization-centered | Donors don't connect | Make donor the hero |
| Vague impact | No motivation to give | Specific $=outcome |
| No story | No emotional pull | Lead with one person's story |
| Weak ask | Low conversion | Ask clearly and specifically |
| Too long | Not read | Get to the point |
| Too short | No connection | Include enough story to move people |
| Guilt-tripping | Turns donors off | Inspire, don't guilt |
| No urgency | No reason to give now | Include deadline or match |
| Forgetting mobile | Bad experience | Test on phone |
| Generic opener | Deleted | Start with story, not "Dear Friend" |

---

## FUNDRAISING EMAIL CHECKLIST

### Story/Emotion:
- [ ] Opens with specific story or hook
- [ ] Includes real (or realistic) person
- [ ] Shows transformation, not just suffering
- [ ] Preserves dignity of beneficiaries
- [ ] Creates emotional connection

### Impact:
- [ ] Clear $=outcome statements
- [ ] Multiple giving tiers shown
- [ ] Tangible, specific results
- [ ] Shows what donation actually does

### Ask:
- [ ] Clear, direct ask
- [ ] Specific dollar amounts suggested
- [ ] Multiple donation buttons/links
- [ ] Easy to give (minimal clicks)

### Urgency:
- [ ] Reason to give NOW (deadline, match, need)
- [ ] Urgency is legitimate, not manufactured
- [ ] Deadline is clear

### Donor-Centric:
- [ ] Donor positioned as hero
- [ ] "You" language throughout
- [ ] Gratitude expressed
- [ ] Organization is the bridge, not the hero

### Technical:
- [ ] Compelling subject line
- [ ] Preview text optimized
- [ ] Mobile-friendly
- [ ] Donation links work
- [ ] PS included (often most-read part)