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.
- Why are you writing to me today?
Present your donor with a believable, specific problem to solve or an opportunity to do good.
- 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.
- 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.
- 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.
- 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.
- 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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