Скачать или смотреть How to Ask for Donations: Tips for Smarter Fundraising

The idea of asking for donations might seem simple, but getting this right is vital to getting the most out of any fundraising strategy. This applies to any channel or means of fundraising that your organization employs. To maximize your donations, you should be asking yourself three questions:

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How – How are you asking for donations?
What – What are you saying?
Who – Who are you asking?

01:05 HOW TO ASK FOR DONATIONS: DELIVERING YOUR ASK
05:15 HOW TO ASK FOR DONATIONS: WRITING YOUR SCRIPT
09:42 HOW TO ASK FOR DONATIONS FOR VARIOUS TYPES OF SUPPORTERS

Direct Mail
Direct mail is the oldest mass-marketing fundraising channel, and it has lasted through time for a reason. This strategy has an incredibly high response rate when compared to digital channels and continues to be the driver for the majority of individual donations in the US.

The downside of direct mail is the higher upfront cost, but the return on investment and response rates, especially with existing donors, makes direct mail the most effective channel for raising money.

If you’re interested in learning more about direct mail, or want to get started with a direct mail fundraising campaign, GivingMail is here to help! To learn more about this powerful channel, see our article on direct mail as a means for driving donations to your cause.

HOW TO ASK FOR DONATIONS: WRITING YOUR SCRIPT
So now you’ve decided how you want to reach your supporters to ask for donations – how should you be asking to maximize your chances of success? Here are a few best practices.

Focus on the donor, not the cause
It’s important to understand that the donor is the hero in your organization’s story. While you may be doing the work of your cause, none of it would be possible without their generous support. Make sure that the donor knows their value and how much they are appreciated.

Go beyond “donate”
When wording your fundraising appeals, be consistent with the donor as the hero. This includes the specific fundraising ask/call to action. “Please protect animals in need” goes a lot further in the mind of the reader than “please donate to help us protect…”

Ensure that you say thank you
Simple appreciation can make a world of difference in your donors’ experience with your organization. Make sure that you end every interaction, appeal, etc. by thanking them for their support—both past and future. This is an effortless way to let your donors know they are important to you.

Tell a specific story
How to ask for donations by using a storytelling approach.
Statistics and numbers are extremely useful for demonstrating the scale of your cause. For example, “X number of animals left to shelters or put down every year” gives the reader an idea of how big of an issue you’re solving.

Give suggested donation amounts
Always provide suggested donation amounts.

HOW TO ASK FOR DONATIONS: CHOOSING YOUR AUDIENCE
You’re probably wondering how to choose the recipients of your fundraising appeals. In short, the answer is everyone. Anyone your organization is in contact with is a potential donor.

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