Don’t hide your fundraising call to action

When you’re raising funds, you always have a call to action. And that is always give.

That’s where confusion often crops up. You see a lot of fundraising that have calls to action like these:


  • Think well of us. It’s good if they do think well of you, but that’s not the point.
  • Learn this important fact. Education seldom leads to a gift. It’s more likely to be the other way around: People who give to a cause tend to become educated about it.
  • Change the way you think about our issue. Changing your thinking is one of the most difficult things any of us ever faces. A letter in the mailbox or an email is not an effective way to get people to do that. As with education, taking action leads to changed thinking.
  • Write a check (or go online). They need to do that, but it’s only part of the call to action.

The call to action is give. Give now. Give to change the world in a very specific way.

Don’t hide it, don’t get replace it with other things, and don’t downplay it.


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The future of fundraising is not about social media, online video, or SEM. It’s not about any technology, medium, or technique. It’s about donors. If you need to raise funds from donors, you need to study them, respect them, and build everything you do around them. And the future? It’s already here. More.

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Jeff BrooksJeff Brooks has been serving the nonprofit community for more than 35 years and blogging about it since 2005. He considers fundraising the most noble of pursuits and hopes you’ll join him in that opinion. You can reach him at jeff [at] jeff-brooks [dot] com. More.


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The future of fundraising is not about social media, online video, or SEM. It’s not about any technology, medium, or technique. It’s about donors. If you need to raise funds from donors, you need to study them, respect them, and build everything you do around them. And the future? It’s already here. More.

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About the blogger

Jeff Brooks has been serving the nonprofit community for more than 30 years and blogging about it since 2005. He considers fundraising the most noble of pursuits and hopes you’ll join him in that opinion. You can reach him at jeff [at] jeff-brooks [dot] com.

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