A capital campaign is one of the most ambitious fundraising efforts your nonprofit will undertake—and success often starts with the right letter. A powerful appeal can inspire major gifts, build momentum, and communicate the vision behind your campaign.
But how do you write a capital campaign letter that stands out, feels personal, and gets results?
We’ve put together 7 capital campaign appeal letter tips, complete with examples and templates, to help you write with confidence and clarity.
What is a Capital Campaign Appeal Letter?
A capital campaign appeal letter is a fundraising letter sent to potential donors to support a specific, large-scale fundraising effort—typically for a major investment like a new building, renovations, equipment, or an endowment.
Unlike general donation requests, a capital campaign appeal:
- Focuses on a clearly defined goal with a set timeline.
- Explains the long-term impact of the project.
- Often includes naming opportunities or recognition for major gifts.
- Emphasizes urgency and the donor’s role in helping the organization reach a transformational milestone.
These letters are usually part of a broader capital campaign strategy that includes in-person asks, events, and donor stewardship.
When to Send Your Capital Campaign Letter
Capital campaigns are typically divided into two major phases: the quiet phase and the public phase. Knowing when to send your appeal letter depends on which phase you’re in—and what kind of donor you’re reaching.
Quiet Phase
This is when you secure the bulk of your campaign goal (typically 50–70%) through one-on-one asks to major donors, board members, and close supporters. These letters should feel highly personalized and may accompany or follow an in-person meeting.
When to send a letter:
- After a personal meeting to reinforce your ask
- As part of a tailored outreach to warm leads
- To secure challenge or matching gifts that will inspire broader giving in the public phase
Public Phase
Once you’ve raised significant momentum, it’s time to go public. This is when you send broader appeals to your donor base, community members, and stakeholders. These letters should emphasize urgency and the opportunity to be part of something transformative.
When to send a letter:
- To kick off the public launch
- Midway through to maintain momentum
- Near the end to close the final gap and energize last-minute giving
Timing is everything. Consider coordinating your letter with a campaign milestone (e.g., “We just reached $2M!”) or tying it to an event or newsworthy moment.
Top 7 Tips for Capital Campaign Appeals
1. Start with a Clear, Compelling Vision
A capital campaign isn’t just about bricks and mortar—it’s about what’s possible when people come together. Whether you’re expanding your space, starting a new program, or investing in long-term infrastructure, show donors the future they can help build.
Example: “Imagine a community where every child has access to safe, affordable after-school care. That vision is within reach—and you can help us build it.”
2. Make It Personal—Use Names, Not “Dear Friend”
Donors give because they care—and because they feel seen. A generic greeting won’t cut it. Using your donor database, input your donor’s name and, when possible, reference their past involvement, donation history, or connection to your mission.
Example:
“Dear Maria,
Your support over the past five years has helped us build three new recreation centers, feed 5,000 children, and reduce food insecurity by 30%. Now, we’re turning to you once again—because you’re a key part of what comes next.”
3. Be Specific About the Goal (and Where Their Gift Fits In)
Donors want to know exactly where their money is going. Don’t be vague. Share the total campaign goal, how much you’ve already raised, and how their gift—no matter the size—will help move the needle.
Include details like:
- Total fundraising goal
- What phase the campaign is in (quiet/public)
- How gifts of different sizes will make an impact
Example: “Our total campaign goal is $2.5 million. Thanks to early supporters, we’ve already raised $1.8 million. With your help, we can close the gap and break ground this fall.”
4. Tell a Transformational Story
People remember stories, not stats. Use a short, powerful story to highlight the real human impact of your work—and how this campaign will help even more people.
Example: “Three years ago, we met Cody, a ninth grader struggling with housing insecurity. Our teen center gave him a safe place to study, grow, and thrive. This campaign will triple our capacity—so more students like Cody don’t fall through the cracks.”
5. Include a Bold, Direct Ask
Don’t beat around the bush—your appeal should include a strong, clear request. If possible, suggest a specific gift amount and repeat the ask in your P.S. to make sure it sticks.
Example: “Would you consider a gift of $5,000 to help us finish this campaign strong?
Your generosity will bring us one step closer to opening our doors by next summer.”
6. Offer Multiple Ways to Give
Every donor is different. Some will write a check. Others may want to give online, through a donor-advised fund, or via stock. Make sure your appeal includes multiple options and an easy point of contact for questions.
Example: “You can give online at [yourlink.org/campaign], by check (using the enclosed envelope), or contact Jane at (555) 123-4567 to discuss other giving options like stock or DAFs.”
7. Say Thank You Before the Gift is Given
Sincere gratitude goes a long way. By thanking your donor in advance, you’re not assuming they’ll give—you’re recognizing the role they’ve already played and inviting them to deepen their impact.
Example: “Your past generosity has helped build the foundation we stand on today. Thank you for being part of our story—we’re honored to move into this next chapter with you.”
Sample Capital Campaign Appeal Letter Template
Here’s a full letter template you can adapt:
Subject line: Help us build what’s next
Header: The Future Is in Reach. Will You Help Us Build It?
Dear [First Name],
Imagine a space where every neighbor has access to [brief description of core services, e.g., fresh food, job training, and community support]. That’s the vision behind our capital campaign—and with your help, it’s about to become a reality.
We’re launching the final phase of our [$X million] campaign to build the [Project Name]. Thanks to early supporters, we’ve already raised [$X amount]. Now, we’re turning to key partners like you to help us cross the finish line.
Would you consider a gift of [suggested gift amount] to help us meet our goal?
Every dollar will go toward building a space that serves [# of people/families served annually] with [what kind of support or services]. You can give online at [donation link], by mailing a check using the enclosed envelope, or by calling our team at [phone number or Contact Name] to discuss giving options like stock or DAFs.
Thank you for all you’ve done—and for believing in what’s possible.
With gratitude,
[Your Name]
[Your Title, e.g., Executive Director]
P.S. Every gift brings us one step closer. Join us with your gift today.
How to Follow Up After Your Capital Campaign Letter
What happens after you hit send or drop that letter in the mailbox? Your follow-up strategy can be just as important as the letter itself.
Following up shows donors you’re serious, keeps your campaign top of mind, and gives you a chance to answer questions or deepen the relationship.
Here’s how to follow up thoughtfully and effectively:
1. Send a Follow-Up Email (1–2 Weeks Later)
Your letter might have landed during a busy week—so a gentle reminder helps.
What to include:
- A short thank-you for being part of your community
- A reminder of your campaign goal and how close you are
- A clear link or instructions for how to give
- An offer to connect if they have questions
2. Make a Personal Phone Call
For mid- to major-level donors, a phone call can go a long way. It’s your chance to check in, share updates, and invite them to get involved in a deeper way.
Tips for a good call:
- Start with gratitude, not the ask
- Ask if they received your letter
- Share a quick update or story
- Invite them to be part of the campaign
3. Schedule In-Person Meetings (or Zoom)
For your top prospects, face-to-face meetings can help build trust and allow you to tailor the ask. Bring materials, project renderings, or updates to show progress.
Meeting goals:
- Listen and learn about the donor’s interests
- Share your excitement about the project
- Make a personalized ask (if appropriate)
- Answer questions about timelines, naming opportunities, etc.
4. Stay Consistent (But Not Pushy)
A follow-up plan doesn’t mean bombarding people. Be respectful of their time and preferences—but stay visible throughout the campaign with thoughtful touches like:
- Monthly campaign updates
- Behind-the-scenes videos or photos
- A thank-you note for every gift received
Streamline All Your Capital Campaigns With Giveffect
Capital campaign appeal letters aren’t just asks—they’re invitations. When written well, they connect heart, purpose, and action in a way that empowers donors to dream big with you.
Want to make your capital campaign appeals even more successful? Use Giveffect to send out all of your emails, screen and track major donors, segment supporters, and send follow-ups with ease—so your appeal never gets lost in the shuffle.
Schedule a call to learn more →
FAQs
How long should a capital campaign letter be?
Aim for 1–2 pages maximum. Your letter should be long enough to explain your vision, goal, and call to action, but short enough to keep your donor’s attention. Use bold headings, short paragraphs, and stories to make it skimmable and engaging.
Should I include a specific donation amount in the letter?
Yes—especially for major donors. A suggested gift amount helps donors understand the impact you’re hoping they can make and can increase average gift size. Use donor segmentation to tailor these amounts based on past giving or capacity.
When should I send a capital campaign letter?
The timing depends on your campaign phase. During the public phase, letters are effective for reaching broader segments of your donor base. Avoid major holidays unless they tie into your campaign narrative.
How is a capital campaign letter different from a regular donation appeal?
Capital campaign appeals are more formal, focus on long-term impact, and often target larger gifts. They usually include detailed explanations of the project, funding goals, and timelines.
Who should receive a capital campaign appeal letter?
Key supporters, major donors, and community stakeholders who are likely to give larger gifts or be deeply invested in the mission and success of the project.