Your fundraising copy always asks one question—the Big Fundraising Question. Even if you don’t realize it, you’re asking it. If you answer the Big Fundraising Question in a way that connects with your donor’s passion you’ll raise more money than if you ignore it.
Ready? OK, here’s the Big Fundraising Question:
“If I give you my $10 what difference will I make?” (insert whatever dollar amount you like-it holds true for $10 gifts and $100,000 gifts).
Any fundraising copy that asks for a gift is asking this question. The answer can be very specific and about what your donor loves to do. Or it can be vague and center in what you want to do.
Here’s how it works. After reading your copy, the donor must love what happens with their gift.
Here are some great answers to the Big Fundraising Question:
– You will give a hungry family love and dignity by feeding them a meal.
– You will provide three hungry children hot, nourishing meals for a week.
– You will give one homeless man a warm, safe place to shower and sleep.
– You will make it possible for a single mom to get job training so she can provide for her kids.
– You will give hope to a high-risk teen locked up in a juvenile detention center because they will hear a powerful message of God’s love for them.
– You will put a Bible into the hands of someone who’s never read it for themselves.
– You’ll build a 24,000 square foot drug and rehab facility that will double the number of men who will get help with their destructive addiction.
Some really bad answers to the Big Fundraising Question:
– You’ll help us meet our budget.
– You’ll help out because the economy is really difficult and many donors aren’t giving as much as they have in the past because they don’t have as much money as they used to, so you need to give more so we can meet our budget.
– You’ll feel good because you’ll make a dent in the huge deficit we’re running because of the economy (and our poor planning but we’re blaming the economy).
– You’ll help us meet our goal of raising a bunch of money to top off our campaign thermometer.
– You’ll help a really nice lady who’s worked in our bookkeeping department for 20 years keep her job.
See the difference?
What about your world?
Are you answering the Big Fundraising Question in a way that thrills your donors?
Steve Thomas
Partner, Oneicity
(photo credits: jamesfischer)
