Writing an appeal? Don't forget to ask this simple question.
Have you ever written a “So What?” fundraising appeal?
What’s a “So What?” appeal?
It’s a fundraising letter or email that leaves readers thinking, “So what?” or “Why should I care?” after reading it.
It’s heavy on what you do, but light on why it matters.
It’s packed with program details, facts, and figures, but fails to capture the true impact of a gift.
A “So What?” appeal describes your activities in detail but doesn’t connect the dots to show why those activities matter.
It describes what you do, but says nothing about the lives you change. It focuses on your programs, not their impact on real people.
In short, a “So What?” appeal is all about you and your organization, when it should be about the difference a donor can make through their gift.
This is a common pitfall in fundraising communications.
We get so close to the work, so immersed in program details, that we struggle to see the bigger picture.
It’s easy to think that all we have to do to get people to give is educatate them on our programs — if they just knew enough, they’d give.
The problem with that line of thinking?
It’s nearly impossible to educate someone into making a gift.
Even if it wasn’t, most people don’t give to fund programs anyway — they give to change lives.
We’ve all been guilty of writing an appeal like this at some point.
So how do you avoid the “So What?” appeal and create messages that truly resonate?
The hard part is not the writing itself. Most of you reading this have no trouble getting words onto a page.
The hard part is drilling down to the core of your message — the real, tangible difference a gift will make in someone’s life.
How do you get to the core of your message?
By repeatedly asking “So What?” as you write.
This simple, powerful step is key to communicating the impact that donors truly care about most.
Asking “So what?” pushes you beyond descriptions of what you do to articulating why it matters and how it changes lives.
Here’s how it works:
For every statement you write about your work, ask yourself, “So what?”
Keep asking until you reach some tangible, human impact of your efforts.
Example:
“We provide after-school tutoring.”
So what?
“Students improve their grades through our program.”
So what?
“Better grades open doors to more opportunities.”
So what?
“These opportunities can break generational cycles of poverty for entire families, giving children a chance at a future their parents could only dream of.”
That last statement? That’s the kind of impact that drives giving.
People aren’t giving to fund tutoring. They’re giving to transform lives and break generational cycles of poverty.
Why is this step so crucial in a fundraising appeal?
A few reasons.
1. It connects givers to real impact.
Most people don’t care all that much about funding programs. They care about changing lives. Getting crystal clear on your “So What?” helps you articulate that change clearly.
2. It taps into emotion.
Most giving decisions are, at the most basic level, emotional decisions. By drilling down to the core impact, you’re more likely to create an emotional connection that motivates giving.
3. It makes your work relatable.
Not everyone understands the intricacies of your programs, but most people can relate to concepts like hope, opportunity, and generational change.
Here are some steps to help you apply this to your appeals:
1. Write a draft.
It doesn’t have to be perfect. Just get something started.
2. Review your draft.
Look at your appeal. How quickly does it get to the real, human impact? Are you leading with life change, or getting lost in program details?
3. Ask “So What?” ruthlessly.
Go through your draft line by line, asking “So what?” after each statement. Push yourself to go deeper with each answer.
4. Reframe your ask.
Ask “So What?” on your call-to action too. Instead of “Please consider a gift of $50,” try “Will you consider a gift of $50 gift to give a child the chance to be the first in their family to attend college?”
5. Focus on the transformation.
Emphasize how someone’s gift will make someone’s life tangibly different. What future are they helping create by giving?
Remember, most people don’t care about your programs. They care about creating change.
Asking “So What?” early and often helps you get to heart of that change clearly and compellingly.
A word of caution: please don’t hear me saying you need to completely eliminate program details from your appeals. There’s a fine balance between establishing credibility and inspiring action through impact.
In a world where people are overloaded with appeals, asking “So What?” is a powerful tool to cut through the noise, set you apart, and help connect people directly to the change they can make.
The next time you’re writing a fundraising appeal, don’t stop at describing what you do.
Keep asking “So what?” until you uncover the real, human impact of your work.
The people who support your work — and the people you serve — will thank you for it.
Happy Friday Friends!
-Michael