What Would Jess Do to Create a More Successful Fundraising Appeal?
WWJD stands for What Would Jess Do?
Well, today I’m going to tell you.
If I wanted to have an ✨exponentially✨ more successful fundraising appeal – here are four things I would do:
But first…
Starting September 23rd all Template Shop Members will be immediately enrolled in the What Would Jess Do? End-of-Year Fundraising Edition.
Every Monday, you'll receive:
(1) Fill-in-the-blank template to immediately put to use to warm up and ask donors for donations.
(1) Action step to keep you organized and on track
(1) Accountability follow up - from me! Why white-knuckle your way through the busiest fundraising season of the year when you can feel creative, confident and on-track to raise more money than ever for your nonprofit?
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The Fundraising Template Membership is $13/month or $156/year. You can cancel at anytime.
1: Center the Reader, Not Your Organization
It may sound counterintuitive, but the most effective appeals aren’t about your nonprofit’s accomplishments—they’re about the donor. Whhhaaatttt.
You might be thinking, “But how will they know about all the amazing things we’ve done?”
Here’s the reality: humans are inherently self-focused. Donors care more about their role in your work than hearing a laundry list of your achievements.
Instead of saying, "Our organization has helped countless families overcome hunger,” try: "You helped countless families overcome hunger.”
The power of “you” language can’t be overstated. Shift the focus from “we” and “us” to “you” and watch your donors feel more connected, valued, and willing to give.
2: Make a Specific Ask
Vagueness is the enemy of action.
Picture this: You receive a vague appeal asking, “Help us support youth to have a better tomorrow!”
What does that even mean? How are you supposed to visualize your role in that? Your brain moves on to other tasks, and the email gets lost in the inbox abyss.
Now, compare that to a powerful, specific ask like: “You have the power to kickstart 143 young public defenders' careers by helping us raise $50,000 for our scholarship fund.”
See the difference? A clear, concrete ask allows donors to visualize the impact of their gift. When they know exactly how their donation will be used, they feel empowered to contribute.
3: Make It Easy to Read
Have you ever opened an email or letter and been faced with a wall of text? It’s overwhelming and not approachable. You probably skimmed a few lines, got tired, and moved on.
Your donors will do the same if your communication isn’t easy on the eyes.
Break up your paragraphs, use bullet points, and don’t be afraid of white space. Utilize bold and italicized text to emphasize key points. The easier your appeal is to read, the more likely it is that your audience will stick around long enough to take action.
4: Always Use a PS Sentence
I cannot stress this enough when it comes to fundraising appeals: always include a PS sentence.
Research shows that the PS sentence is often the most-read line in any communication, sometimes even read before the main content. For many readers, it’s the only part they’ll read.
This is your golden opportunity to reinforce your call to action. For example, PS: Your gift today will help us reach our $50,000 goal to fund scholarships for 143 young public defenders. Can we count on you?
Ready to Take Your Fundraising to the Next Level?
These four tips are simple but highly effective. If you’re ready to optimize your fundraising communications this campaign season, we’ve got you covered with expertly crafted templates that take the guesswork out of writing the perfect appeal.
Join the Fundraising Template Shop today and get the support you need this end-of-year giving season.
What do you think? Will you give any of these tips a try? Let me know in the comments or shoot me a message. I’d love to hear how these strategies work for you!