The missing ingredient that causes more fundraising to fail than probably any other: It doesn’t actually ask people to donate.
No matter how important your cause … no matter how strong your brand and visibility … no matter how connected your donors …
If you don’t say Please donate, you’ll get fewer donations.
You can’t assume that just because you’ve sent donors your Summer Appeal, they know that you want them to respond with a donation.
Here are some statements from fundraising that don’t quite ask:
- Your support is appreciated.
- Join the movement to help children in need.
- Thank you in advance for your consideration in giving to us this holiday season.
- Philanthropy is important to our mission.
They almost ask the donor to donate.
But a hurried, skimming reader could easily miss the hint.
If you want someone to give, say so directly.
#donations
