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March 28, 2017

6 Questions to Craft a Fundraising Offer That Moves Donors to Give


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The offer (or the “call to action”) is the most important element in fundraising, online and offline.

But what is the fundraising call to action exactly? It’s a succinct statement of what the donor receives in return for giving. It’s the deal, the transaction, the quid pro quo. It’s how the donor and nonprofit connect. For example, a typical offer for a food bank might be: “Your gift of $25 will save the life of a starving child.”


To craft your fundraising offer, think about it from your donor’s point of view with these six questions.

  1. Why are you writing to me today?
    Present your donor with a believable, specific problem to solve or an opportunity to do good.
  2. What do you want me to do?
    Tell your donors that you want them to give. Make it clear how much and why they should give.
  3. Is it a good deal?
    When possible, give specific costs based on past donations. The donor should feel that the amount of her gift can do a great deal.
  4. Why should I do it now?
    Urgency is essential. It can come from the problem itself, the time of year, a deadline, the consequences of inaction, and so on.
  5. What do I get out of it?
    Lay out the benefits. Most often, they’re the psychic benefits of doing good and making a difference. Does giving make the community better? Does it fulfill a religious obligation? Does it defeat an enemy? Other benefits include premiums, freemiums, and even tax deductibility.
  6. Why should I care?
    Detail why your donor’s support matters. This creates an emotional bond between your donor and your mission.

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