How do great fundraisers get more donors saying YES?
They make sure each and every time they ask for a donation that their request is:
- and EMOTIONAL
The ASK must be CLEAR, must be needed NOW, and must pull on the heartstrings.
Let’s take a quick look to see how you can use this to help your efforts.
1) Keep your request SIMPLE
Raising funds is about getting people to do something they understand.
You don’t have to educate people or give them a lot of background. None of this really matters, since it does not motivate them to action.
In fact, you don’t want to make them think too much. Your goal should be simplicity and clarity.
Your request is your opportunity to show the donor how a donation will change the world in a simple and achievable way. Think about any ways you can eliminate any confusion.
"Can you enable one more unaffiliated Jew to attend a life-changing Israel program?"
“Can you help establish a follow-up program for Sarah and many others like her who have been inspired to take the next step in their Jewish journey?”
Take note, that your simple message often has to be repeated numerous times for the donor to get it.
2) Show the URGENCY
Give donors a reason to respond RIGHT NOW. Later is not good enough.
"We need to book the flights by next week…"
“We need to start the follow up program next month, so we need to have clarity right away to get the program start"
Also, it’s important that we give them a sense of what will happen if they don’t respond.
"If we don’t raise an addition $100K by January 1st, there will be Jewish students who will not have this opportunity again."
3) Make it EMOTIONAL
People make their giving decisions with their HEARTS, not with their heads. The argument you need to make, if you want people to give, is an EMOTIONAL one.
You have to ‘break their heart’ with a problem or 'excite them' with an opportunity.
"When Sarah came on our Israel trip last year, it was the first time she experienced an authentic Shabbat. Because of this, she decided to learn more, and this led her to breakup with her non Jewish boyfriend.
Now, she desperately wants to come back on our follow up program. She’ll be a mother to future generations of connected Jews.
If we don’t raise an additional $25K by next week, then we won’t be able to take her and others like her.
Would you give her the opportunity to live an inspired Jewish life, by sponsoring her trip?"
The fact is, facts and figures don’t move donors from one place to another, but emotion does.
In your next fundraising request, how can you apply these three ingredients?
Take five minutes to write or speak out a fundraising request with a specific donor in mind making it SIMPLE, URGENT AND EMOTIONAL
- What is your simple request?
- Where is the urgency in your request?
- What story are you telling that will talk to your donor’s heart and not his head?
These three ingredients should be in every fundraising toolbox. Keep them close to hand and your fundraising will step up a major notch.
B’Hatzlacha Raba Raba,