Just Ask: The Simple Art of Writing a Fundraising Letter

Why asking for money is way easier than you might think — and how you can do it, too.

In October, I’ll compete in my 7th Chicago Marathon. Every time I train for a race, I raise funds for a worthy cause, but as many of us know, asking for money often feels icky.

People tend to shy away from fundraising. Case in point: If you’re listening to NPR and they’re running another donor drive, you know how easy it is to change the channel, right?

The thought of asking friends, family, or even strangers for money can make us feel uncomfortable — or even guilty. But, I’ve found that asking for donations is often easier than I think, especially when I put things in perspective. Let me explain.

The physical demands of marathon training are intense, and it's even more challenging when I’m nursing an injury. In an idiot move, I broke a toe a few weeks back, so I’ve been racking up the miles with a slight limp. Tomorrow, I’ll tackle a 17-mile training session, and on Monday, I’ll hit the pavement again for an 8-miler with a forecast heat index expected to soar to 110 degrees.

Why am I putting myself through this? Because I’m raising money for a fantastic charity called Open Heart Magic, which trains volunteers to perform up-close magic for hospitalized kids. These patients and their families are often going through some of the toughest times in their lives, and what the Open Heart Magic volunteers deliver is often the very spark of joy these families desperately need.

As tough as my training can sometimes be, asking for money is actually far easier. Many people hesitate to ask for donations because they’re afraid of rejection or they worry about imposing on others. But the truth is, asking is simple—you just have to do it.

The key to overcoming the fear of asking is having a cause you believe in.

Asking for money can be uncomfortable, but so is tackling 17 miles in the summer heat while dealing with an injury. And, any discomfort I feel when asking for donations is temporary (and often only imagined). Yes, the discomfort of marathon training is very real, but I push through because I’m raising funds for a worthwhile organization.

When it comes to fundraising, the worst that can happen is someone says no, and that’s okay. People can — and often will — say no, but they’ll never say yes unless I ask.

Here’s how I write a fundraising appeal letter without stress:

1. Be Direct
   I clearly state what I’m asking for—a donation—and I explain why it’s important:
   
   “This weekend, as I continue training for the October 13th Chicago Marathon, I’m raising funds for an incredible organization, Open Heart Magic. I hope you’ll consider donating to my effort today, even if it’s just $5.00.”

2. Share Your “Why”
   I briefly talk about Open Heart Magic and how the funds I raise will help bring joy to hospitalized children. I also share my personal connection to the cause and why I’m committed to supporting it:
   
   “The funds I raise for Open Heart Magic are used to teach volunteers how to perform up-close magic to hospitalized kids. I’ve personally spent weeks in a hospital bed — and previously sat bedside with my own hospitalized kids — so I know firsthand the joy and welcome distraction that even the briefest of visits can bring.”

3. Make It Personal
   I let people know about my marathon training, the challenges I’m facing, and how much their support would mean to me and the kids we’re helping:

   “For each Chicago Marathon, I spend more than 250 hours training in order to reach the finish line on race day. During those training hours, you’ll find me on lakefront paths along Lake Michigan, or walking on the mini-treadmill in my bedroom, or getting lost in new neighborhoods just to keep things fresh and exciting. I know what a privilege it is to take time off to exercise and meander through new places.

   My body definitely feels the effects of all these hours pounding the pavement. I deal with blisters, callouses, aching muscles, exhaustion, and missed social connections with friends and family. But when I think of kids fighting their medical battles, the training is all worth it. Every step reminds me how fortunate I am to be healthy, resourced, and ambulatory. And, each donation I receive is validation that I’m working toward something more meaningful than just a marathon finish line.”

4. Give People an Out
   I always acknowledge that it’s okay if someone can’t donate. It’s not about pressure; it’s about giving people the chance to be part of something meaningful:

   “In these economic times, it’s not possible for everyone to donate. If you can chip in even $5, I’d be so grateful. And, if you can’t donate money, I welcome encouraging words and links to your favorite Spotify playlists! Thank you for any and all support as I fundraise for Open Heart Magic while training for this year’s race. Together, we can make magic happen for some very sick kids.”

5. Make It Personal for the Donor
   This key tip is from my friend, Jessica Gardner, a professional fundraiser. “Understanding a donor’s motivation and connection to the cause,” Gardner says, “is essential to long-term sustainable fundraising.” Here’s how I connect my potential donors to my message:

   “In these troubling times, it feels amazing to do something that directly serves others in need.”

The bottom line: Asking for money isn’t as hard as it seems, especially when we’re doing it for causes we believe in.

If I can tackle 17 miles with a broken bone and muscle through another Illinois heat wave, I can handle the “discomfort” of asking for donations.

So, go ahead—follow my formula, and just ask.

Here’s my latest letter:

This weekend, as I continue training for the October 13th Chicago Marathon, I’m raising funds for an incredible organization, Open Heart Magic. I hope you’ll consider donating to my effort today, even if it’s just $5.00.

The funds I raise for OHM are used to teach volunteers how to perform up-close magic to hospitalized kids. I’ve personally spent weeks in a hospital bed — and previously sat bedside with my own hospitalized kids — so I know firsthand the joy and welcome distraction that even the briefest of visits can bring.

For each Chicago Marathon, I spend more than 250 hours training in order to reach the finish line on race day. During those training hours, you’ll find me on lakefront paths along Lake Michigan, walking on the mini-treadmill in my bedroom, or getting lost in new neighborhoods just to keep things fresh and exciting. I know what a privilege it is to take time off to exercise and meander through new places.

My body definitely feels the effects of all these hours pounding the pavement. I deal with blisters, callouses, aching muscles, exhaustion, and missed social connections with friends and family. But when I think of kids fighting their medical battles, the training is all worth it. Every step reminds me how fortunate I am to be healthy, resourced, and ambulatory. And, each donation I receive is validation that I’m working toward something more meaningful than just a marathon finish line.

In these economic times, it’s not possible for everyone to donate. If you can chip in even $5, I’d be so grateful. And, if you can’t donate money, I welcome encouraging words and links to your favorite Spotify playlists! Thank you for any and all support as I fundraise for Open Heart Magic while training for this year’s race. Together, we can make magic happen for some very sick kids.

In these troubling times, it feels amazing to do something that directly serves others in need. Here’s my 2024 Chicago Marathon donation link. Thank you SO MUCH for supporting my fundraising efforts!

Sincerely,

Christine Wolf

That’s me with tears in my eyes after crossing my first Chicago Marathon finish line in 2019

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Here’s how I raised $10,000 while training for the Chicago Marathon.

Here’s how I raised $3,000 while training for the Chicago Marathon.

Here’s how I trained for — and finished — my first marathon.

Here’s my training schedule for the 2023 Chicago Marathon.

Christine Wolf is the co-author of Politics, Partnerships, & Power: The Lives of Ralph E. and Marguerite Stitt Church (Master Wings Publishing, 2023). She’s a memoir-writing coach and founder of Writers’ Haven Evanston, a cooperative workspace for women writers just north of Chicago.