Fundraising messages are a big priority for any nonprofit, advocacy group, or campaign, and they’re getting more and more effective: even at the height of a pandemic, charitable giving grew by just over 5% in 2020.
For organizations, one captivating fundraising message could be the key to tremendous fundraising success. To write the best fundraising message, follow these tips:
Address the Supporter Directly
It seems simple, but addressing recipients by their names is an essential component of creating an impactful fundraising message. Messages that start with “Dear Friend” or “To our valued donors” sound distant, unfamiliar, and could negatively impact a donor’s perception of the message. A change as easy as starting the message with the recipient’s first name will make the fundraising message stand out and be more compelling to read.
Consider the Supporter’s Journey with the Organization
Organizations should consider that each supporter has a unique journey with the organization as they craft their message. For instance: has this supporter recently stopped donating after a long history of contributing? Did this supporter recently join the organization and could benefit from more information to understand the organization’s mission? Tailor fundraising messages to the supporter’s journey or giving history to fundraise more successfully.
Include Perspective from the Organization
A compelling fundraising message should be genuine. One of the best ways to deliver authenticity is to include a short message or quote from a long-term donor or a leader within the organization. These key stakeholders are the best suited to outline their own reasons for supporting or joining the organization. These personal messages will be more likely to resonate with potential donors and convey the sincere need behind the fundraising campaign.
Prioritize Specificity to Convey Impact
Supporters can be familiar with an organization’s mission, but do they understand how their money will make an impact? Effective fundraising messages should include the specific goal that the organization is trying to achieve and how much money is required to reach that goal. For example, a message to donors by a wildlife nonprofit organization can specify that $10,000 is needed to heal beachside animals after an oil spill. Being specific about the impact of a donation is more likely to encourage a potential donor.
Use the Fundraising Message to Create a Relationship
Fundraising messages are meant to request financial contributions, but they can do much more — the message is also an opportunity for organizations to strengthen their relationship with a supporter. For new donors, the message is a chance to solidify the connection between a supporter and the organization. For regular donors, the message is an opportunity to reaffirm their commitment to the organization’s mission. Creating loyal donors will be more impactful in the long run, so treat each message as a moment to deeply connect (or reconnect) with a supporter.
Strategize for Mobile Donations
Solicitation letters from organizations are a well-known way to fundraise, but organizations should consider incorporating digital fundraising into their outreach strategy. The percentage of online donations made using mobile devices has grown steadily year-over-year: in 2020, 28% of online contributions came from a mobile device, up from just 9% in 2014. To increase the effectiveness of mobile donations, organizations can use outreach tactics like Broadcast Texting to reach lists of supporters easily.
When supporters donate to an organization, they’re making the choice to support one particular cause out of thousands of worthy options. Therefore, organizations need to craft their fundraising messages thoughtfully. By considering the supporter and their donation experience while writing these messages, organizations are likely to be successful in their fundraising efforts.
