Donations Change Lives. I Help Inspire Donors to Action.

My client is a large hospital foundation that recently launched new treatment options for breast cancer patients. I was responsible for crafting a series of appeal emails to support their big push for donations to support the foundation's efforts.

My Process

Before I begin writing, I ask my client for samples of past appeals so I can analyze the tone of voice and verbiage used. Then, I gather every detail needed, from the specific offerings of the new breast cancer treatment center to the different "asks" they're making of their donors. Once I have all the nitty gritty details, I begin writing the appeal. If my client has any revisions, I always make sure to address their edits within 24 hours (usually sooner!).

Johns Hopkins Breast Health Services at Suburban Hospital - Donor Appeal Emails

Subject line options:

Help us offer heartfelt support

Care that’s personalized—and personal

Easing the way, in every way we can

Preheader: Leading cancer treatment means so much more than expert medicine

The True Heart of Care

Dear [Salutation],

The cancer journey is difficult, both for patients and their loved ones. That’s why the care team at Johns Hopkins Breast Health Services at Suburban Hospital is dedicated to easing the way, in every way we can.

That means advanced, personalized treatment—from broad, multidisciplinary care teams to personalized treatment plans—and from precise diagnostics to robust, lifesaving clinical trials. 

But when a patient comes to the Johns Hopkins Breast Center, we provide so much more than expert medical treatment. From cosmetic procedures that help patients feel whole again to the solidarity of support groups, the breadth and significance of our support services cannot be underestimated.

[Button: Power the Most Compassionate Care]

In particular, the Patient Navigators at Suburban Hospital accompany patients and their families through the clinical, emotional and personal realities of battling cancer. Patients often report just how invaluable it is to have a trained, medical professional as an advocate and listening ear. In fact, having that accompaniment eases the journey for patients and loved ones alike.

Variable ask section: see table below 

[Salutation], please help power our support services like the Patient Navigator Program. These services are provided at no cost to patients—because we understand that every cancer patient could use a little support to help ease the way. And you can help us offer it to patients today and well into the future with a gift of <ASK 1>, <ASK 2>, or even <ASK 3> if you’re able.

Will you help us continue to offer the services that support our patients and their families through the cancer journey?

Warmly,

Suburban Hospital/Johns Hopkins Medicine

Variable Ask Section (indicated by highlighting above)

Active Donors

[Salutation], please help power our support services like the Patient Navigator Program. These services are provided at no cost to patients—because we understand that every cancer patient could use a little support to help ease the way. And when we can count on your generosity, patients can count on our Navigator team.

Your past giving enabled us to offer the services that support our patients and their families through the cancer journey. Will you match your previous donation of <LAST GIFT> to offer that same gift to our future patients?

Email #2

Subject line options:

A Guiding Hand in a Difficult Journey

Your Gift Makes the Road Less Lonely

The Healing Power of Compassion

Preheader options:

Elevate cancer care through heartfelt support.

Transforming the landscape of heart-centered cancer care.

Headline: Compassionate Support Starts Here

Dear [Salutation],

When a cancer diagnosis turns life upside down, patients and families often find themselves navigating a complex and often overwhelming healthcare landscape. At the Johns Hopkins Breast Health Services at Suburban Hospital, we've committed ourselves to be more than just a medical facility. We want to be a sanctuary, a safe space where both treatment and compassion come first.

With cutting-edge medicine, we offer comprehensive and personalized treatment plans that include precise diagnostics and the potential for lifesaving clinical trials. But we've come to realize that technical excellence is only part of the equation. What truly completes the circle of care is empathy, understanding, and emotional support. That's why we've created our Patient Navigator Program — to provide a constant, compassionate presence on the difficult road ahead.

[Button: Support Compassionate Journeys]

Active Donors

[Salutation], it's supporters like you who make it possible for us to offer our Patient Navigator Program at no cost to those going through the cancer journey. Your past gifts have been invaluable in providing this resource to our community. Would you consider renewing your commitment with a gift of <ASK 1>, <ASK 2>, or even <ASK 3>?

Lapsed/Prospective Donors:

[Salutation], your support can provide the compassion and guidance that cancer patients so desperately need. Our Patient Navigator Program is offered at no cost to patients because we believe that everyone should have the resources and support to face cancer head-on. Can you help us maintain this vital service with a gift of <ASK 1>, <ASK 2>, or even <ASK 3>?

By giving, you're making the difficult journey of cancer a little less lonely and a lot more hopeful.

Thank you for considering a gift that makes such a significant impact.

Warmly,

Suburban Hospital/Johns Hopkins Medicine

Why I Love Projects Like These

This is just one example of many email appeals I've written for hospital foundations and other philanthropic organizations. It warms my heart to be even a small part of their fundraising efforts because I trust in the transformative power of collective action in the form of donations. Without these foundations, hospitals would not be able to roll out new treatment options or meet the needs of their communities nearly as well. I'm proud to contribute to mission-driven work like this, and I hope to continue doing so in the future.

Do you have a project like this that you need content for? I'd love to support you!