Ways2Raise

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The five-paragraph structure

A winning sponsorship letter has five short paragraphs, each with a specific job to do:

The hook: One or two sentences that immediately establish who you are and what you are doing. Make it interesting — not just 'I am writing to ask for a donation.'

The story: Why this trip matters to you. One or two genuine, personal sentences. This is what makes you human and relatable — not just another letter.

The ask: Exactly what you are asking for, stated clearly and specifically. Include the amount or type of support.

The benefit: What the business gets in return. Be specific — social media mentions, logo on materials, press coverage, a thank-you post.

The call to action: What you want them to do next. Reply by email, call you, or visit your JustGiving page. Include your contact details.

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A template you can adapt

Here is a template that follows this structure. Replace the text in square brackets with your own details:

[Your name]
[Your address]
[Date]

Dear [Business owner's name],

My name is [name] and I am a [age]-year-old from [town] who is preparing for a [description of expedition] in [year]. I am writing to ask whether [business name] would be willing to support my fundraising.

[One or two genuine sentences about why this trip matters to you — make it personal and specific to your situation.]

I am raising a total of [target] and am currently [amount] towards my goal. I would be very grateful if [business name] could support me with [specific ask — e.g. a donation of £50, or a product for our raffle]. Every contribution, however large or small, makes a real difference.

In return, I would be delighted to mention [business name] on my social media ([number] followers on Instagram), include your name in any press coverage I receive, and send you a personal update from my expedition. I would also be happy to display a 'thank you' poster in your window if you would like.

I would love to discuss this further — please feel free to contact me at [email] or [phone number]. I will also follow up with you by [date] if I have not heard back.

Thank you so much for considering my request.

Yours sincerely,
[Your name]

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Personalising the template

The template above is a starting point — not a finished letter. Before you send it, make sure you have:

Used the owner's name: Not 'Dear Sir/Madam' — find the name and use it

Made the story genuinely personal: The middle paragraph should sound like you, not like a form letter

Been specific about the ask: A specific amount or type of support is far more effective than a vague request

Proofread carefully: Spelling mistakes and grammatical errors suggest carelessness — check everything twice

Lesson 3: The Structure of a Winning Sponsorship Letter