The Fastest Way to Ruin Your Appeal Letter
Be sure to set the ask off in a paragraph by itself. And place it right in the very front of the sentence so the reader can't miss it, like this: I'm writing you today to ask you to consider a gift of xxx to help fund xxxx project that will have xxxx impact. Your gift will help so many people etc etc etc.
Be explicit, don't beat around the bush, get to the point and be clear. You'll raise more money if you do!