Cover Letter Tips: How to Craft a Winning Cover Letter for Not-for-Profit Jobs

In today’s competitive job market, especially within the not-for-profit (NFP) and care sectors, a well written cover letter remains a vital part of your application. While some may debate its importance, a strong cover letter allows you to express your passion and align your experience with the specific role, setting you apart from other candidates.

This post covers practical cover letter tips that will help you customise your application, address selection criteria, and ultimately increase your chances of landing the role you want.

Why a cover letter matters in today’s job market

You never know who will be reading your application; it could be a time-poor recruiter scanning for keywords, or a hiring manager who places significant weight on your motivation and fit. While some recruiters may skip cover letters entirely, others in the process (especially direct managers) often use them as a key factor in shortlisting.

In the care and NFP sectors, where purpose, empathy, and alignment are valued, your cover letter acts as your personal pitch. Done well, it shows why you’re applying to them, not just to any job.

Key elements that make a cover letter stand out

Writing a cover letter doesn’t have to be a chore, but it does need to be intentional. Here are some practical cover letter tips to help you write with purpose and clarity:

Tailor It to Each Role

Avoid one-size-fits-all applications. Hiring managers can spot generic cover letters instantly — and in care-based or people-first roles, that’s often a red flag. Instead, carefully match your experience and motivation to this organisation and this role.

Tip: Reflect the language they use in the job ad. If they’re looking for someone “community-minded and proactive,” don’t just say you’re passionate — show how you’ve made a difference.

Address the Hiring Contact (If Possible)

If the job ad includes a name, always address the letter to that person. It shows attention to detail and professionalism.

Can’t find a name? Avoid “To Whom It May Concern.” Use something like:

• Dear Community Engagement Team

• Dear People & Culture Manager

• Dear Recruitment Team at [Organisation Name]

  
  

Pro tip: Check the organisation’s LinkedIn or website for clues. It’s worth the extra 2 minutes.

Mention the Position and Where You Saw It

Start strong by stating the exact role you’re applying for and how you found out about it. This shows clarity and professionalism — and helps the organisation keep track of where their applicants are coming from.

Example: I’m writing to apply for the Community Outreach Coordinator position, as advertised on EthicalJobs.

Show Genuine Passion Motivation

Organisations in care and community sectors want people who are values-aligned — not just skilled. Use your cover letter to share why this work matters to you.

• Have you cared for someone with disability?

• Are you passionate about social justice or inclusion?

• Did a particular program or story from their website inspire you?

Let them know what drives you. “I’m passionate about improving aged care outcomes because I’ve seen first-hand how quality support changes lives.”

Highlight What Attracts You to Them

Your cover letter isn’t just about why you’re a great fit, it’s also a chance to show you’ve done your homework. Consider other reasons why you might be interested in a role such as specific impacts the employer is having in the community, the reputation they might have for looking after their staff, a new contract they are looking to deliver that might be taking a highly innovative approach to a social problem. 

Even the organisation’s size can be a factor, for example, within smaller organisations, roles can be broader and provide more scope, you might be closer to the CEO for strategic input or closer to the “coalface” for assisting people in need. 

Conversely, large organisations might offer career advancement opportunities, a more attractive office environment or feel more financially stable. The most important thing to remember is employers are attracted to candidates who demonstrate a strong desire for their organisation and their role.

Mention something specific about the organisation that draws you in. That could be:

• Their reputation for innovation

• Their impact in a particular community

• Their commitment to diversity or First Nations inclusion

• The tone of their website or team culture

“What stood out to me was your inclusive recruitment practices and strong advocacy for lived experience leadership.”

Respond to the Selection Criteria with Examples

Don’t just restate your experience, demonstrate it with outcomes. Review the section of the job ad that refers to what background and attributes the employer is looking for the candidate to ideally have; this may be in the section titled about you or selection criteria or something similar. 

It is important to address all aspects of the criteria; effectively creating an executive summary of you as the ideal candidate for the role. When addressing the criteria, it is not sufficient to say, for example, “I have 5 years experience as a fundraising manager”, instead you need to bolster this experience with a summarised sample of achievement in that space. 

So you might say “I have 5 years’ experience as a fundraising manager and have delivered for XYZ their largest single donation in their history and have beaten my targets over the last 3 years by an average of 50%.” It is important to keep the points short and sharp and generally with a focus on the outcome you delivered and not the activities you undertook to deliver that outcome.

Remember hiring managers want to see how you’ve made an impact. Instead of: “I’ve worked in fundraising.” Say: “In 2023, I helped secure a record-breaking donation and exceeded our team’s annual fundraising target by 50%.”

Use numbers and tangible results wherever possible, even if they’re small.

Keep It Concise and Show Results

Unless the job ad says otherwise, your cover letter should be one page max. Focus on achievements, not just duties. Avoid repeating everything from your resume.

A good structure to follow:

1. Introduction & role you’re applying for

2. Motivation & organisational fit

3. Highlight key experience and results

4. Close with enthusiasm

   
   

Finish with a Friendly, Professional Sign-Off

Keep your tone warm and confident, not too formal, not too casual.

Example closing line: Thank you for considering my application. I’d welcome the opportunity to contribute to your team and support your mission. Sign off with: Kind regards, Warm regards or Sincerely

What NFP and care sector employers are really looking for

Hiring managers in the not-for-profit and care sectors aren’t just ticking boxes. They’re looking for people who will align with their values and connect with their clients or cause.

According to SEEK, nearly 60% of employers in care-related roles say that cultural fit and alignment with the organisation’s mission are just as important as qualifications. In this sector, your cover letter becomes a tool to show empathy, drive, and commitment to making a difference.

How Anson can support your job search

At Anson, we specialise in supporting job seekers in the NFP and care sectors because we know these applications are different. Our HR consultants offer resume and cover letter tips tailored to this space. We help you connect your experience to impact, and your “why” to their “how.”

Need help crafting a strong application? Reach out to book a free discovery call.

Summary: your cover letter, done right

To wrap up, here are the key takeaways:

• Always submit a cover letter unless explicitly told not to.

• Tailor it to the organisation and role.

• Use real examples to demonstrate your strengths.

• Show passion for the organisation’s mission.

• Keep it professional, personal, and outcome-focused.

FAQ

Q: Is a cover letter always required in NFP job applications? A: While some employers may not explicitly request one, submitting a well-crafted cover letter is recommended as it adds context to your resume and demonstrates motivation.

Q: How long should my cover letter be? A: Generally, keep it to one page unless otherwise specified in the job ad.

Q: Can I use the same cover letter for multiple applications? A: It’s best to tailor each letter to the specific role and organisation to show genuine interest and alignment.