Fundraising plays a vital role in getting the funding needed to support a worthy cause, get an innovative project idea off the ground, and make an impact in an area where help is needed.
But asking for donations can make some people feel rather uncomfortable – for the person being asked, and the person doing the asking. If you’re the latter, you may worry about things like what do I say? Or how can I ask in a way that makes the donor feel like they’re doing some real good, and not like they’re being annoyed by yet another person asking for money?
Some people have a natural knack for asking for donations, whether it’s by email, letter, phone call, or on social media. The words flow, they sound sincere, and money just seems to stream their way. But for most, knowing what to say, how to say it, and when to say it, is a little more challenging.
Luckily this is something that can be learned, and we’re here to help you with some of the top tips for asking for donations – and getting them!
There are five golden rules that you should always keep in mind when asking for donations.
It can be very tempting to throw your donation ask far and wide, with the idea of reaching as many people as possible and hoping that something will come through. But like a business, having a donor outreach strategy in place is vital to getting results. This means carefully targeting who you’ll be asking, purposefully and with the right information about them.
Nothing is more irritating than a donation request that is communicated unclearly with too many details. It can make the potential donor feel like they’re just a number on the strike list.
You should have one message that is short and succinct, absolutely clear on what you are asking for and why. Don’t fluff around the edges as this can make it feel like there are strings attached that the asker isn’t telling the potential donor.
Nothing speaks to the heart more than an authentic story about your cause, especially if it includes real-life stories/examples around the cause and the impact that the donor’s help can have.
Everyone wants to feel like they’re part of something. And making your potential donor feel like they’re more than just a wallet but are actually part of the journey (and story!) of your cause can really take your donation message to the next level.
Your message should be consistent whenever you are communicating it. However, you should always personalize and customize your intro into the message, and tailor the message to the person you are approaching.
Nothing will trigger someone to hit the delete button faster than an email that starts off with “Hi Managing Director”, or “Hey you”.
Time is valuable to busy people. So, tailoring a message to the recipient and making it applicable to them specifically will have a far better chance of eliciting a response.
You’ve put in all the hard work of researching your audience, crafted a brilliant message, and your donor is ready to add their dollars to the donation pot. Then they have to go through a five-step process to make the donation.
This is where a lot of charities and causes lose that donation that was just on the cusp of being given. The donor has already given you time to do your “pitch”. If they now have to spend another 15 minutes trying to work through a detailed donation process, they are very likely to give up in frustration.
So, make the process as quick and easy as possible. And always remember to say “thank you” to help you retain your donors.
Here are some ideas that you can use to craft a great donation request message.
Be sincere, to the point, and creative with your wording. People get loads of emails every day, so making yours stand out will give it more chance of being read. Throw in some relevant statistics or data, and you’ll up your chances!
Dear [person’s name],
Every week, [interesting fact about your cause]. But you can change that. At [charity’s name], we [what you do]. And today, I’m writing to ask you to be a part of that, a part of our story, and help us make a difference.
A gift of only [suggest a specific amount] will [what the impact will be and in what time frame]. Just click the button below to make a difference in minutes.
When you partner with [charity name], you affect change in our community and ensure our success in the future. [Personalize the ask as much as possible.] Thank you for caring and for supporting [cause]!
Warmest regards,
[Your name]
Your social media Big Three (Facebook, Instagram, and Twitter) can essentially have the same message, just tweaked to fit the character limits and platform specs.
Be creative with these. Use images and/or video or even do a live stream ask. Remember to use relevant hashtags, and post regularly. It’s also great to give feedback on the cause, so your donors know what’s happening and feel more a part of the process.
I’m raising money for [insert cause, project, or event]. I’ve raised [amount] so far, but I still need [amount] to completely reach my goal! Would you consider making a donation (even small gifts help!) to assist me in my fundraising efforts?
Please feel free to share this post and encourage your own friends to give to my [cause, project, or event].
Thank you in advance for your generosity! [insert relevant #hashtag, URL, and photo]”
A text is limited to 160 characters, so use them wisely! Get to the point quickly, and be specific about what you want, why you want it, and the impact that your potential donor will make.
Dear [name],
Today, I’m writing to ask you to support [your cause]. By donating just [specific amount], you can [specific impact]. To donate, [direct, fast way to action donation].
Thank you for joining [cause’s] efforts during this [adjective] time - it's supporters like you that help us change the world every day!
Find out more about Text-To-Donate Fundraising.
With the right tools and knowledge of how to go about crafting a power donation request message, and who to target it at, you will have a far greater chance of getting the funds that you need to make the difference you want to make in your cause.
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