How to make your next fundraising appeal stand out.
The world of nonprofit fundraising is crowded.
There are so many great causes doing amazing work around every corner.
And they’re all solving huge problems — changing the world in their own unique, compelling way.
How do you make your cause stand out and break through the noise?
Here’s what you don’t need to do:
You don’t have to be flashy or loud.
I read a lot of different fundraising emails and letters.
Eventually, if you read enough appeals, certain things start to stand out.
This is by no means an exhaustive list, but here are a few ways to make your fundraising communication stand out:
1. Grab my attention.
Give me a reason to keep reading. Use a compelling picture or graphic. Write a provocative subject line. Ask me a good question. Open with a story. Tell me what’s in it for me. Time is our most precious commodity. Start by answering the question, “Why should I take the time to read this?”
2. Tell me about the problem.
Not your mission statement. Not your vision. Tell me about the problem you’re inviting me to help solve. If I don’t know the problem, even the most elegant solution could fall flat.
3. Break it into bite-sized chunks.
If the problem feels too big to solve, I probably won’t give. What steps need to happen before this problem is solved? Show me a realistic path between today’s reality and tomorrow’s vision.
4. Show me how I can help.
How will my gift be used? What difference will it make? How will it help? What solution does my gift make possible?
5. Make it urgent but hopeful.
This is a difficult balance to strike. Never sensationalize OR gloss over real struggle. Learn to express hard truths in matter-of-fact ways. Make me believe two things: the problem is real and the solution is possible.
If you can do these five things…
If you can create authentic connection and invite people to be part of something bigger than themselves…
Your message will resonate with the right people.
They’ll be inspired to take action.
And you just might change the world together.
