How To Not Get Stuck Writing Your Next Fundraising Email
Today’shashtag#FundraisingFriday on how to not get stuck writing your next fundraising email is a framework I learned from Mike Duerksen đź‘‹ at BuildGood.
When you write your next fundraising email, consider using Mike’s 10-step framework. It’s not the only framework out there, and you don’t have to use it to be successful, but when you do use it, it will be successful.
Here’s the entire framework, including his examples on how to use it (with a few tiny twists from me):
1. Come up with a friendly, personal, one-line opener
Hi Michael – I hope you’re doing well today! I know you’re busy, so I’ll keep this short.
2. Explain the problem the giver can solve
I just came from the warehouse, and I’ve never seen our shelves so empty. But what’s even more critical… we had another 67 moms in crisis sign up for emergency diapers, formula, and food in the last month alone.
3. Touch on the negative consequences if the problem isn’t fixed
Without your help, they may have to make the impossible choice between paying rent and making sure their children have enough to eat this month.
4. Propose a solution
The good news is that it’s not too late to make sure every mom who walks in our door gets what she needs this Christmas season. Our team is busy right now trying to source all of the diapers, formula, and food the moms we serve will need in December.
5. Talk about the cost of the solution
The cost may surprise you. Did you know it only takes $74 to buy enough food, formula, and diapers to help a mom in crisis so she doesn’t have to worry about feeding her family this Christmas? But we can’t do it without you.
6. Make the ask/call to action
Will you provide emergency food, diapers, and formula for a mom facing a crisis by making a gift today?
7. Articulate the outcomes if the problem is solved (impact)
When you give, you’ll be the reason a mom who’s struggling won’t have to choose between having enough to eat or getting her children a gift this year at Christmas.
You’ll help a mom in crisis know that she’s not alone. That someone cares for her. And you’ll help her make sure her children don’t go to bed on an empty stomach. Not this Christmas.
8. Remind the giver of why a gift at this time is so important
Will you please give today? It’s important you act soon. As I said, 67 new moms came to us in crisis last month alone. And Christmas is only 15 days away. These moms and their children could really use your help right now.
9. Repeat the call to action
Will you make a safe and secure gift right here:nonprofitURL.org/moms
10. Thank the giver for who they are
Thank you for being you! Generous, kind, compassionate… I’m so grateful that when moms in our community fall on hard times, they can count on good neighbors like you to show up in their corner.
That’s it. It really is that simple.
You don’t have to use this framework to be successful, and like anything in life, feel free to break from it whenever you need to, but when you do use this framework, your fundraising emails will be effective every time.
