Understanding the Power of a Fundraising Appeal

To keep it brief, a fundraising appeal is the method used by a nonprofit organization to request financial support from its donors. We'll explore the definition and purpose of a fundraising appeal in more detail in the next section of this article. Fundraising appeals are extremely important to the success of nonprofits.

A well-crafted fundraising appeal assists with donor engagement; it will allow a nonprofit to connect with its supporters and motivate them to give, clear communication; the distribution of fundraising appeals maintains the line of contact between an organization and its supporters, goal achievement; fundraising appeals enable nonprofits to hit ambitious revenue goals, and more.

According to 360MatchPro, an institution dedicated to helping organizations to generate funding, on average, 7.7 fundraising appeals were sent per subscriber per year. And for every 1,000 messages sent by nonprofits, $92 were raised. This data is from 2022 and 2023, and has been updated for 2024. The key takeaways from these statistics are that fundraising appeals can be used to expand a nonprofit's outreach and through persistence, fundraising appeals can be used as a successful fundraising tactic.

We'll expand upon fundraising appeal creation later in the article but one platform that can be of assistance is Paybee. Paybee is an all-in-one fundraising platform with a wide array of tools designed to help streamline nonprofit workflows. One feature of Paybee that can help with the creation of fundraising appeals is custom email settings. Paybee allows nonprofits to formulate customized emails that can take the form of a fundraising appeal. Within these fundraising appeal emails can be included a direct link to a Paybee donation page.

In the remainder of this article, we'll dive into the definition and purpose of a fundraising appeal, the key components of an effective fundraising appeal, the best practices for writing a fundraising appeal, how to distribute a fundraising appeal, how to measure the success of a fundraising appeal, and frequently asked questions on the topic.

The Definition and Purpose of a Fundraising Appeal

Fundraising appeals can be defined in many ways because they aren't limited to one purpose. Simply put, a fundraising appeal is a request for donations from the supporters of a nonprofit organization. This type of message typically includes a financial contribution appeal; this is a direct request, to the recipient, for financial support, support for a cause; the mission or cause of the nonprofit is outlined to explain why they're appealing for support, call-to-action; an imperative is included to persuade the recipient to donate, and more.

Targeted communication is another way to define a fundraising appeal. It's crucial to acknowledge the differences between individual donors. Each donor is a person with specific needs, preferences, and emotions. Via a fundraising appeal, nonprofits can appeal to the needs, preferences, and emotions of their supporters. This strategy is known as targeted communication. Nonprofits with great resources might opt to hire an external psychologist to assist with targeted communication. This strategy requires a lot of nuance and know-how, which is why an organization might choose to rely on outside support.

A purpose often overlooked, a fundraising appeal can be utilized as a storytelling tool. Some of the most effective fundraising appeals are written with a narrative structure. This means that the reader is told a short story over the course of the text. Stories have the ability to create an emotional connection between a nonprofit and the recipient of a fundraising appeal. Emotion plays a significant role in the decision to donate, which is why organizations choose to construct their fundraising appeals using a narrative structure. The most compelling stories are those that relate to the nonprofit itself. Choose a story that highlights the success of the organization or showcases the importance of its mission.

The donor engagement strategy of the vast majority of nonprofits includes the distribution of fundraising appeals. Donor engagement is important because it maintains a consistent line of communication between an organization and its supporters. This will keep donors emotionally tied to a nonprofit, which encourages continued support. As mentioned earlier, according to 360MatchPro, 7.7 fundraising appeals were sent per subscriber per year. This statistic highlights the importance of persistence when engaging donors.

To summarize, a fundraising appeal plays a variety of roles, and therefore can be defined in many ways. From a request for donations, to an example of targeted communication, to a storytelling tool, and more; fundraising requests are a dynamic communication device with the ability to engage donors effectively.

Key Components of an Effective Fundraising Appeal

Successful fundraising appeals typically follow a winning formula. Through years of testing, nonprofits have managed to determine the most crucial components of a fundraising appeal. From compelling headlines and a clear call-to-action, to visual elements and personalization, each individual component contributes to the overall effectiveness of this genre of message. Below is a list of the key components of an effective fundraising appeal and an explanation of each component.

Compelling Headline

Click-bait headlines have been popular in journalism for a while. The goal of a click-bait headline is to attract the reader's attention and entice them to read the entirety of a related article. This type of headline is compelling because it's sensationalist and elicits curiosity in the reader, creating an urge to learn more. Click-bait headlines aren't limited to journalism; they can be used effectively as a component of a fundraising appeal.

In this context, the goal of a click-bait headline is to entice the reader to read the entirety of a fundraising appeal. This can be achieved by appealing to the reader's curiosity. Here's an example of a click-bait fundraising appeal headline: "Shocking Truth: How YOUR $10 Donation Could Save a Life - You Won't Believe How Effective a Small Donation Can Be!"

Clear Call-to-Action

A call-to-action is an imperative that attempts to persuade the reader to perform a certain action. Examples, in the context of a fundraising appeal, include: "Make a difference - donate today," "Your support is crucial. Give now to change lives," and "Be a hero! Contribute now to improve our community!" It's vital that calls-to-action are clear. They should describe the desired action of the reader and briefly demonstrate the benefit of performing said action.

Visual Elements

Visual elements include images, infographics, and videos. High-quality visual elements improve the engagement level of a fundraising appeal. The quality of a visual element is determined by its resolution. Images, infographics, and videos should be a minimum of 1080p (1920 pixels wide by 1080 pixels tall). 1080p is a high-definition image and video quality standard. While some readers will engage well with text, others will be more compelled by visual elements. A balanced combination of text and visual elements allows a broad audience to connect with a fundraising appeal.

Personalization

As we know, each individual supporter has a set of specific needs, preferences, and emotions. If possible, it's a fantastic idea to group supporters into categories based on these characteristics. For example, a group can be created that contains supporters that have previously donated via an emotional-storytelling fundraising appeal. From this data, a conclusion can be made that storytelling, with an emotional undertone, resonates with this group. Therefore, the fundraising appeals sent to this group should be personalized to target this characteristic.

Specific Donation Request

An effective fundraising appeal will contain a specific donation request. This is different from a call-to-action. A call-to-action typically exists toward the end of a fundraising appeal in an attempt to conclude the message by persuading the reader to take action. A donation request, on the other hand, typically exists toward the beginning of a fundraising appeal. The goal of a donation request is to briefly inform the reader of the intent of the message and to request support.

Here's an example: "We're reaching out to you with an exciting opportunity to make a difference in your local community. By donating, you have the power to improve lives and contribute to meaningful change. We ask that you please join our charitable mission by generously making a donation today. Each contribution, regardless of the amount, takes us one step closer to our goal. We thank you dearly for your continued support."

How to Write a Compelling Fundraising Appeal

As referenced above, there's a winning formula to follow when writing a compelling fundraising appeal. Considering a platform, such as Paybee, to assist with the construction of fundraising appeals is an excellent option. Although Paybee provides useful tools to streamline the process, it cannot write a fundraising appeal from scratch. By combining Paybee with the following step-by-step guide, a successful fundraising appeal can be built from the ground up.

1. Know the Target Audience: Before beginning the writing process, it's crucial to understand the target audience of the fundraising appeal. It's possible that multiple variations of the fundraising appeal will be crafted to target specific groups of supporters based on shared characteristics. The target audience determines the makeup and structure of the fundraising appeal.
2. Compelling Headline: The headline provides the foundation for the remainder of the message. Making use of the click-bait technique is an ideal way to produce a headline that elicits curiosity in the reader. The goal of the headline is to create an urge, within the reader, to learn more.
3. Specific Donation Request: Remember, this isn't a call-to-action! Underneath the headline, briefly inform the reader of the intent of the message and specifically request their support.
4. Personalize the Appeal: When writing the fundraising appeal, consider the characteristics of its target audience. If their needs, preferences, and emotions are understood, the fundraising appeal can be personalized to hone in on these traits. The more personal the fundraising appeal, the more compelling it'll be.
5. Tell a Story (Optional): This step is optional and should be considered throughout the entirety of the fundraising appeal. If the target audience responds well to storytelling, write the fundraising appeal with a narrative structure. Select a story that highlights the success of the nonprofit or showcases the importance of its mission.
6. Describe the Need: Clearly explain to the reader why their support is required. On top of this, describe specifically what their contribution will be used for. This can be written underneath the donation request or as part of it.
7. Show the Impact: Provide the reader with examples of the positive impacts of previous contributions. This proves that donations are being used for their intended purposes, building a level of trust between the organization and its supporters.
8. Clear Call-to-Action: Now's the time to persuade the reader to take action, which can be achieved by including a clear call-to-action. A call-to-action is an imperative statement that encourages the reader, in this context, to make a donation. Make it brief, but ensure that the call-to-action describes the desired action of the reader and demonstrates the benefit of performing said action.
9. Express Gratitude: To conclude the fundraising appeal, thank supporters, in advance, for their donations and acknowledge their previous support. For example: "We'd like to express our gratitude for your previous and continued support, and all future donations."
10. Visual Elements: With the text-based portion of the fundraising appeal complete, visual elements can be added. When adding visual elements, it's important that they're high-quality (1080p) and relate to the content of the fundraising appeal. Hypothetically, we'll assume that the fundraising appeal describes the positive impact of previous donations on the local high school. In this example, a high-quality image of smiling students from the local high school is appropriate.
11. Review and Edit: After the fundraising appeal has been written and visual elements have been added, it should be double-checked. It's important to resolve any spelling, punctuation, and grammar errors. An error-free fundraising appeal will reflect the professional nature of the nonprofit that distributed it.

How a Nonprofit Can Distribute a Fundraising Appeal

The distribution methods used by a nonprofit to share its fundraising appeal are just as important as the writing process itself. A well-written, compelling fundraising appeal is essentially useless if it isn't distributed effectively. There are a variety of distribution techniques that are common in the nonprofit industry. From an email campaign or social media post, to text messaging or phone calls, technology has made its mark on the distribution process. The following is an explanation of each of the aforementioned distribution strategies.

Email Campaign

An email campaign is the use of digital mail to send a message to the supporters of a nonprofit. In this case, the message is a fundraising appeal. The benefit of an email campaign, like most other technology-based options, is that it's extremely cost-effective. A time investment is required to write the fundraising appeal but a single appeal can be sent to as many recipients as desired. Below are a couple of tips for making the most of an email campaign:

• Tip #1: Include the compelling headline in the subject line of the email.
• Tip #2: Make use of a hyperlink in the call-to-action. The hyperlink should redirect the reader to a donation page.

Social Media Post

A social media presence is extremely valuable in the nonprofit industry. It allows organizations to connect with their supporters in a casual and comfortable way. Social media can be leveraged to share a fundraising appeal. Simply create a new post on a social media platform, copy and paste the fundraising appeal into the post, and share it. Here are a couple of tips for social media fundraising appeals:

• Tip #1: Share the fundraising appeal across every possible platform. This will result in heightened awareness.
• Tip #2: Include a separate call-to-action requesting readers to share the post with their friends and family.

Text Messaging

This distribution method is similar to an email campaign. However, digital messaging is used instead of digital mail. Mobile applications like WhatsApp, Facebook Messenger, and Kik are ideal for distributing a fundraising appeal. These apps operate via an internet connection, which means that there isn't a cost associated with sending or receiving the message. The following are a couple of tips for maximizing success with text messaging:

• Tip #1: Text messages are typically brief. Make the fundraising appeal more concise when using this distribution method.
• Tip #2: Begin the text with the compelling headline. This will be displayed in the text message preview, which will encourage the reader to open it.

Phone Calls

Phone calls are a simple yet often-overlooked method of message distribution. Unlike static messages, like emails, social media posts, and texts, phone calls open the door to spontaneous conversation. This can result in a more human-like interaction that can have a positive impact on the effectiveness of the fundraising appeal. Below are a couple of tips for improving the outcome of phone calls:

• Tip #1: Convert the fundraising appeal into a script and read it to the listener.
• Tip #2: Select charismatic staff members or volunteers to make the phone calls.

Measuring the Success of a Fundraising Appeal

Following the distribution of a fundraising appeal, it's useful to measure its success. From this data, nonprofits can understand how well they were able to resonate with their supporters. If a fundraising appeal is successful, similar methods can be used again in the future. And if a fundraising appeal is unsuccessful, changes can be made in an attempt to improve future outcomes. The question is: how can a nonprofit measure the success of a fundraising appeal?

A key metric that's easy to measure is the total of all funds raised. This metric provides a comprehensive, macro-level overview of the success of a fundraising appeal. Ultimately, the goal of a fundraising appeal is to generate revenue. Therefore, the higher the total of all funds raised, the greater the success of the message.

Other, more micro-level, metrics that can be used to measure the success of a fundraising appeal are:

• Donation Conversion Rate: This is a comparison, typically made in the form of a percentage, between the total number of recipients of a fundraising appeal and the total number of recipients that donated.
  • The greater the percentage, the more successful the fundraising appeal.
• Average Donation Size: The size of the average donation can be calculated by dividing the total of all funds raised by the total number of donors during a fundraising appeal.
  • The greater the size of the average donation, the more successful the fundraising appeal.
• Donor Retention Rate: A retained donor is one that contributed during both the previous and current fundraising appeals. This metric measures the percentage of donors that fit this description.
  • The greater the donor retention rate, the more successful the fundraising appeal.
• New Donors Acquired: New donors are individuals that made a contribution to the current fundraising appeal but have not previously made a donation.
  • The greater the number of new donors acquired, the more successful the fundraising appeal.
• Cost Per Dollar Raised: To determine the cost per dollar raised, divide the total of all funds raised by the total cost of creating and distributing the fundraising appeal.
  • The lower the cost per dollar raised, the more successful the fundraising appeal.

FAQs

Q: How can I make my fundraising appeal stand out among others?

A: To ensure that your fundraising appeal stands out, include a click-bait headline that's designed to be attention-grabbing, compelling, engaging, and high-quality visual elements, and, most importantly, personalize it. Fundraising appeals that are tailored to their target audience are more likely to resonate with supporters and result in a donation.

Q: How often should I send out fundraising appeals without overwhelming donors?

A: According to 360MatchPro, 7.7 fundraising appeals were sent per subscriber per year and this level of messaging achieved $92 raised per 1,000 messages sent. This data can be used as a baseline to work from. However, it's important to request feedback from your supporters. Occasionally ask them whether or not they feel overwhelmed by the number of fundraising appeals that your nonprofit is sending them. Use their responses to increase or decrease the level of communication between your organization and its supporters.

Q: Can you provide examples of effective subject lines for fundraising appeal emails?

A: Here's an example from earlier in the article: "Shocking Truth: How YOUR $10 Donation Could Save a Life - You Won't Believe How Effective a Small Donation Can Be!" And here are two more examples: "You Won't Believe the Impact of a $5 Donation. Support Our Mission; it's Changing Lives!" and "A Simple Donation Can Change the World - Find Out How YOU Can Become a Hero Today!"

Next Step: Creating Fundraising Appeals that Resonate with Donors

We've arrived at the conclusion of this article and now it's time to take the next step: creating fundraising appeals that resonate with donors. Many ideas have been explored throughout this article, let's briefly recap. Fundraising appeals can be defined in many ways. From a request for donations and targeted communication, to a storytelling tool and donor engagement strategy, this genre of message serves a variety of purposes. The key components of an effective fundraising appeal include a compelling headline, clear call-to-action, visual elements, personalization, and specific donation request.

The fundraising appeal writing process begins with understanding the target audience. Before review and edit, the final step, comes compelling headline, specific donation request, and more. This article can be referred to if a reminder of the steps to writing a compelling fundraising appeal is required. Fundraising appeals can be distributed via email campaign, social media post, text message, and phone call - choosing a digital option will cut the cost of distribution. Consider Paybee when using an email campaign to distribute a fundraising appeal. Paybee is an all-in-one fundraising platform that offers a custom email feature that can make the email campaign process seamless.

Finally, it's important to measure the success of a fundraising appeal to understand how well it has resonated with supporters. Plenty of metrics can be used to measure success. Options include: the total of all funds raised, donation conversion rates, average donation size, donor retention rate, new donors acquired, cost per dollar raised, and more. With the information, tools, and insights discussed in this article, compelling fundraising appeals can be crafted that are capable of driving meaningful change.

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