Whether you’re making an in-person solicitation, calling someone on the phone or writing an email appeal, it’s important to get your fundraising pitch right. Asking someone to give is never easy, but a solid strategy will help you simplify the process, strengthen your appeal and take some of the stress out of soliciting.
It doesn’t have to take weeks to fortify your fundraising appeal approach, either. There are simple techniques you can implement right away that will drastically improve your pitch. We’ll cover several ways you can inspire donors to give to your cause and build strong relationships with them as you fundraise.
1. Give donors a problem to solve.
A problem-solution framework can make your appeal more actionable and compelling. Show donors what the world looks like for one of your beneficiaries before that person enters your organization, and approach your pitch as an ask, not for money, but to change someone’s life.
Once you’ve described the problem, give the solution: your organization’s programs plus donors’ funding. How will your organization transform a beneficiary’s experience? How will you alleviate their pain?
Now, you can issue a call to action (CTA) that demonstrates how you can solve the problem if the donor opens their heart and donates.
To help you achieve this problem-solution structure, start with a solid foundation. A clear case for support can bring focus to your fundraising efforts and get your team on the same page. Aly Sterling Philanthropy’s fundraising strategy guide recommends answering the following questions to get started:
- Who is your audience? Are you trying to reach a specific audience, like potential major donors for your capital campaign, or a more general group of donors? Depending on who your audience is, adjust your problem-solution framework to appeal to their motivations for supporting your cause.
- What is your goal? Establish how much you aim to raise to give donors an idea of the difference their support will make.
- Why does it matter? This is where the solution comes in. Tell your audience what you’ll be able to accomplish thanks to their generosity once you reach your overall fundraising goal.
Your answers to these questions will drive how you frame your problem and solution. For example, here’s what this might look like for a summer camp fundraising appeal targeting an audience of general donors:
Children experiencing loss have a heavy burden to bear. They often don’t know how to make sense of their grief, causing confusion and, in some cases, developmental regression. They may also experience sleep disruptions, anxiety and depression—all problems that no child should have to face alone.
As a summer camp for children who have lost a parent or guardian, we’re committed to offering a safe, nurturing space where kids can just be kids. With licensed grief counselors on site, we help kids work through their grief and find support in new friendships during a summer they’ll never forget.
To offer this life-changing opportunity, we need your help. Please donate today to help us reach our $50,000 fundraising goal, which we’ll use to fund camp scholarships and assist as many children as possible.
2. Focus on the donor’s impact.
Donating is an expression of someone’s values. Appeal to those values, and you’re likely to solicit a gift.
However, if you make it all about your organization, you miss a crucial opportunity to invite donors into the story. In many ways, this donation is much more about the donor than your beneficiaries. That’s why it’s important to focus on the donor’s impact and position them as the hero. This starts with the language you use in your appeal.
eCardWidget recommends using “donor-centric language, which means using ‘you’ more often than ‘we/us’” in your thank-you letters, and the same applies to securing their support in the first place.
For instance, use the phrase “You have the power to change someone’s life” instead of “We change lives every day.” Put donors at the forefront of your appeal, and be specific about exactly what their contributions will enable you to accomplish. That way, you prove to donors their support is invaluable and encourage them to contribute.
3. Appeal to donors’ emotions.
Emotion is what drives us to take action and inspires us to make a difference. While data has its place in convincing donors to give, you also have to go for the heart.
Individualize the problem your nonprofit works to solve so donors understand what it looks like for a distinct beneficiary. This isn’t about the masses; this is about the one person whose life will be forever transformed because of a donor’s gift.
Get this point across to donors by telling a story. Storytelling is an impactful way to narrow the focus to one beneficiary and make people feel for your cause. Let’s take a look at what a beneficiary story might look like in a fundraising appeal:
When one of our volunteers found a kitten on the side of the highway in the middle of December, she was underfed, freezing and in desperate need of a bath. They quickly brought her into the shelter to get her the care that she needed.
Our staff was amazed at how this tiny kitten survived outside in the cold at such a young age and in such a dangerous location. If she hadn’t been brought in that day, it’s very likely she would no longer be with us.
Instead, this kitten—now named Lucky—received expert care and found her forever home where she continues to thrive. Thanks to the generous support of donors like you, we had the resources needed to treat Lucky and give her the long life she deserves.
Donate today to facilitate more success stories like Lucky’s.
This story takes the problem-solution approach we discussed earlier and focuses on a single beneficiary to elicit donors’ emotions. Consider interviewing several beneficiaries and compiling their stories to create a variety of heartfelt appeals.
4. Show appreciation no matter the outcome.
Whether a donor contributes a major gift or nothing at all, thank them for their time and consideration. Practice gratitude no matter how your conversation ends to show appreciation for your supporters.
Here’s how you may wrap up your appeal and take next steps depending on the outcome:
- If a prospect contributes, kickstart your donor stewardship activities. Send them a thank-you message that references their specific donation and reiterates what that contribution will allow you to achieve. Depending on the size of the donation, you may thank the donor in additional ways, such as by giving them a shoutout in your newsletter, inviting them to an appreciation luncheon or calling them to express your gratitude more personally.
- If a prospect doesn’t contribute, thank them anyway. Note that they’ve declined your request in your constituent relationship management platform (CRM) to prevent sending them additional fundraising appeals too soon. However, you may reach out and offer them other opportunities to get involved, such as volunteering or advocacy work.
Showing genuine gratitude to all prospects who took the time to consider your appeal helps you build long-lasting relationships with all supporters and opens the door for them to contribute to your mission in the future.
With these tips, you can create well-rounded, impactful fundraising appeals that inspire donors to give back to your cause. If you need more extensive help with your solicitations or overall fundraising strategy, consider working with a fundraising consulting firm that can offer their expertise.
