How to Create a Fundraising Message That Works
"Help us reach our goal of raising $100,000 for our program."
But if instead the organization were to fundraise around a message of social impact, it might sound like this:
"Invest in our work to give kids a better future, making them contributing members of society and our community stronger and healthier."
The first message is about strengthening an organization; the second message is about strengthening a community.
The message of impact is not just something nonprofits should use for major individual donor fundraising. It can be used to varying degrees in all fundraising campaigns, large or small, and in all channels (social media, direct mail, e-mail, in-person). In so doing, the organization creates a loyal following of donors who believe in the change the nonprofit is creating and view themselves as critical partners in making that change happen.
Nell Edgington is president of Social Velocity.