How to harness the super-power of urgency in your fundraising

Urgency is one of the most important features of strong fundraising. That’s because for most donors, deciding they’ll give later is a default decision not to give ever.

That’s why knowing how to create a sense of urgency is so important — one of the key tools for fundraisers.

Here’s some help on building urgency from John Haydon: How to Add Urgency to Your Fundraising Appeals Without Being Pushy. (In my experience, being too pushy is not something you should worry about; you are in far greater danger of failing to be emphatic enough than you are of being too pushy!)

Here are things you can do to increase urgency in your fundraising:

  • Talk about the most important thing: them.
  • Talk about urgent news. If your cause is in the news, jump on the free publicity.
  • Tell them what they’ll miss if they don’t act now. What are the consequences of failing to respond? Make it clear!
  • Tell them their impact will be doubled for a limited time. Offers that allow donors to leverage their giving work like crazy.
  • Tell them that seats are limited. Is there some reason the opportunity is limited? Tell your donors. Scarcity and last chances are compelling.
  • Tell them to do it NOW. Make it utterly clear how and why response now is necessary.


Comments

2 responses to “How to harness the super-power of urgency in your fundraising”

  1. Fantastic advice. Some of the best strategies for using urgency tactics are focusing the attention on the donor, how their donation is absolutely essential for the organization and capitalizing on their impulses! Thanks very much for your insight!

  2. Fantastic advice. Some of the best strategies for using urgency tactics are focusing the attention on the donor, how their donation is absolutely essential for the organization and capitalizing on their impulses! Thanks very much for your insight!

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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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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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