Easier Said Than Done: Elements of a Great Fundraising Offer
● A holiday or other seasonal reason to respond on time. Christmas gifts delivered in time for Christmas are much more motivating than ordinary gifts at any old time.
● Negative consequences of failure to act. If it's a matter of life or death, don't shy away from that. If it's something less than that, make it seem as dire as you can.
Hardly any of your donors are specialists in your mission. That's why a good fundraising offer doesn't require special knowledge to understand. You should be able to state the offer in one sentence. One sentence that avoids professional jargon. One sentence of regular, colloquial language that uses ordinary examples and everyday expressions. Don't get caught up in the methodology of your solution.
Donor context is likely to annoy the professionals, who will feel you're oversimplifying what they do. Listen to their complaints with sympathy — but don't change your offer so it makes them happy! That is just like burning revenue before it even arrives. Donors, not professionals, are your audience. Stay in their world.
6. Donor benefits
I know I said fundraising is selling nearly nothing. That's not strictly true. Giving has a ton of benefits for givers. Donors are well aware of most of these benefits, but it never hurts to remind them of the good things that will come back to them as a result of giving, such as:
● Giving will make it possible for us to continue to serve you or others like you.
● Giving will help make the world or our community a better place.
● Giving is obedient to your Scriptures. (Don't worry, it's obedient to all of them.)
● Giving will make you feel good.
● Giving is tax-deductible.
Here's the hardest part. You can have all your facts lined up like a well-disciplined army, but you'll hardly motivate anyone to give unless you connect at the heart level.