How to avoid asking donors to give while raising funds

A common fundraising mistake: Not really asking. Assuming donors will give, thus skipping the part where you ask them to give.

Here’s an example from a direct mail appeal that showed up in my mailbox. (I’ve disguised the identity and cause of the organization.)

These four “asks” are scattered throughout the 4-page appeal. The repetition is something they got right. So is the longish letter. But note how the none of the asks is a direct ask:

• Your support is critical to our ability to do this work. When you give to the Foundation, you can see the impact that you make ….
• When you donate to the Foundation, you’re helping children of all backgrounds…
• This important work is made possible by your contributions. With your donation this year, you will help us continue our work to….
• Your end-of-year donation to support our work locally has an impact.

It never says “Please give.”

It assumes the donor has already decided to give.

Which is presumptuous. But worse than that, it’s confusing.

Someone who’s skimming the letter (which most reader will be doing) could easily miss the fact that the letter is an appeal for them to give.

Because it never actually directly tells them what it wants them to do.

A strong fundraising appeal needs to do these things:

• Directly address the reader with a call to action: Please give.
  
• Suggest an amount (or a few amounts) relevant and specific and likely to fit the reader’s giving budget.
  
• Give a reason they should give now, not some time in the future.
  
• Show how important their gift is: The good things that will happen — and the bad things they may happen if they don’t give. That’s how you move donors to action.