Blue­frog Fundraising’s free resources for cre­at­ing a coro­n­avirus appeal

We are very grate­ful to Mark Phillips for let­ting us repro­duce his blog. In this time­ly post, he offers some much-need­ed advice and free resources for small char­i­ties want­i­ng to launch an appeal dur­ing this dif­fi­cult time.

Written by
Mark Phillips
March 19, 2020

This post originally appeared on Mark’s blog Queer Ideas here.

I wanted to share an update on preparations at Bluefrog for working whilst the Covid-19 situations continues.

We want to be part of the broader solution to the current outbreak and protect staff and clients from infection (and anyone else for that matter).

Though we are currently still working from Bluefrog Towers, all meetings and presentations are now held remotely and we have implemented contingency plans to allow all staff to work from home from next week should we make that decision. This will mean all work will continue uninterrupted. Though the planning meetings where we sit around coming up with ideas aren’t going to be as much fun for the foreseeable future.

But with emergency appeals related to the pandemic now moving beyond discussion, we thought that it might be helpful to provide a couple of template letters that could be useful should you need to launch an appeal for additional support, either now or in the future.

They are simple, well structured letters created for organisations that don’t have access to a dedicated fundraising team and who’d like to approach their current customers or donors for support. They can be used for postal appeals or emails.

Often the hardest part of writing an appeal is getting the first few sentences down on paper. So think of these as a starting point to make your job easier. We’ve produced one for arts organisations (theatres, museums or galleries). The second is for hospices that might struggle should staff need to self-isolate in the coming weeks and they need to invest in agency staff to cover the shortfall. Or perhaps simply require extra resources.

Drop your details in where indicated and customise to your situation. Adapt as much as you like, sharing how your organisation has been impacted. Should you want to email your adapted copy to us for comments before sending to supporters feel free to do so. Use and we’ll try to help.

Use that same address if you’d like to chat about other ideas or if you need more substantial help. We won’t be able to offer any tea or biscuits sadly, just sensible, straightforward advice.

But at times like this, that’s worth its weight in gold.

Keep safe chums and share this with anyone who might find it useful.

The arts organisation template appeal letter can be downloaded by clicking here

The hospice template appeal letter can be downloaded by clicking here

Bluefrog’s ace copywriter Steve has also produced a template thank you letter for responding to gifts during the Coronavirus outbreak. Adapt as much as you’d like but, as ever, thank as quickly as you can.

The Conronavirus thank you letter can be downloaded here

We have had requests for additional templates and have now produced a version for INGOs and organisations working with vulnerable people.

The INGO template appeal letter template can be downloaded by clicking here

The vulnerable people appeal letter template can be downloaded by clicking here

About the author: Mark Phillips

Mark Phillips

Mark Phillips (he/him) started fundraising for ActionAid UK in the late 1980s and later became head of fundraising at YMCA England. He set up Bluefrog in 1997 with one simple goal – to be the agency he would have wanted to employ. His approach to fundraising is based on understanding and answering donor needs. Mark shares his research, ideas and findings via his blog.

Related case studies or articles

Why do people give? A podcast by Mark Phillips of Bluefrog Fundraising.

We’re delighted to bring you the first edition of a very special podcast: Why do people give? Hosted by Mark Phillips of agency Bluefrog Fundraising, episode one features celebrated fundraising legend Giles Pegram, CBE,  former fundraising director of the NSPCC.

Read more

Why do people give? The podcast with Ken Burnett

We bring you Mark Phillips’ conversation with SOFII founder and fundraising expert Ken Burnett, from the podcast Why do people give?

Read more

Why do people give? The podcast with Lyndall Stein

Why do people give? The podcast hosted by esteemed fundraising expert Mark Phillips is back, this time with the amazing Lyndall Stein. In the interview, Lyndall shares many wonderful memories including working for the African National Congress and raising money to fight the spread of HIV/AIDS, to name a few.

Read more

Announcing the SOFII history project

An illustrated journey through time, with commentary by Mark Phillips, especially for SOFII users.

Read more

Also in Categories