After our Year End Peer to Peer and Email Fundraising Strategies Workshop we had a lot of questions about crafting your year end fundraising asks. So I held a challenge on my Facebook Group, Nonprofit Marketing With Purpose, with three short videos to watch with assignments to complete over 3 days. Now did that Oct. 1 so it's all over now but I thought I'd share the 3 part recipe and idea starters to get you moving in the right direction with your year end fundraising ask so you can use it too.View the Episode Goodie Bag >> Hosted By
After our Year End Peer to Peer and Email Fundraising Strategies Workshop we had a lot of questions about crafting your year end fundraising asks. So I held a challenge on my Facebook Group, Nonprofit Marketing With Purpose, with three short videos to watch with assignments to complete over 3 days. Now did that Oct. 1 so it's all over now but I thought I'd share the 3 part recipe and idea starters to get you moving in the right direction with your year end fundraising ask so you can use it too. I am going to walk you through the recipe I found on GivingTuesday.org:
Full warning though...while that is an amazing order to present the recipe in, the actual cooking instructions (well at least the ones I use) require me to do steps 1 & 3 first and then tie it all together with step 2 at the end. Confusing enough? Let's dig in.
The problem you present to your donors is not the problem you’re solving internally in your organization. You may need to get more funding to hire another person or pay the rent. But the rent, that person, they’re part of solving the bigger problem, the problem you founded your organization to solve to begin with.
Your problem should be something a person not familiar about the intricacies of your organization can understand.
ALL of these ideas don’t need to be in your problem, they're for inspiration. You’ll choose one or two that best fit your organization and to communicate with your audience the problem you’re solving for your community or the world.
Learn more about how to address COVID related or donations to cover admin costs.
The problem in your end of year ask doesn’t have to be all encompassing of everything you do.
Do you have a specific example of a situation you solved that start with the problem? Then you could use the story throughout your ask to pull it all together.
A percentage of the population who experience the problem, or a % or # increase in demand for your services?
I know, I know we skipped part 2! That's because you'll do that next when you edit your ask :-) I think it's easiest to lay all the facts and ideas on the table and then edit them together to put the donor front and center as I edit.
Again, you don’t have to do all of these things! Actually please don’t. That would make your ask way too long. And you want to keep it relatively short. People don’t want to read a paragraph or listen to multiple minute elevator pitch.
These are just idea starters to jumpstart your process. You’ll likely only pick one, maybe two of these ideas that work best to communicate your nonprofit as the solution to the problem and implement them.
If there are other organizations or entities solving the same problem you’re tackling, how are you doing it better? Or how are you filling in the gaps they have left in their services?
How did your organization impact the community this year?
Learn more about how to use statistics to tell your story.
If you’ve been serving your community for a while you may have a great track record and established processes that could yield great results if only you had more funding.
Remember your donors are PART of your success. We want to communicate with them like they’re members of our team. Their donations will be doing the work. Today you’ll read over your work and consider your phrasing, can you adapt it to put the donor front and center in your story?
I'm mostly a self taught writer. So this grammar lesson is going to be a limited one. Here’s what I know...
Your ask is likely in first person plural right now. Telling the story using “we” as the pronoun. But your donor is the hero in this ask so your ask may be better expressed in the second person point of view.
First person pronoun = I, me, my
First person plural pronouns = we, our, ours
Second person pronouns = you, your, yours
If it floats your boat, learn more about points of view.
For example instead of saying:
We provide tutoring for our community's youth.
We want to feed 20 more families through the winter.
You might say:
Your donation will provide tutoring for our community’s youth.
Will you help us feed 20 more families this winter?
See how that adjusted phrasing makes their donation the solution for the problem? Your organization is the one making it happen but you can’t do it without the donation. You are the cart, they are the horse. Let the horse pull the cart in your wording.
Don’t leave it up to their imagination. ASK for a donation. You can even ask for a certain amount of money. The clearer our instructions the more likely you are to get the outcome you desire.
Make sure it’s free of jargon or terms the general public would not understand.
Can you say it easily? If not, keep editing! It’s not done until it rolls off your tongue!
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