How do I write a fundraising appeal that works?

Say what the gift does, make one clear ask, and only set a deadline you will keep.

An appeal that gets ignored usually has one of three problems: it is vague about what a gift does, it asks for several things at once, or it has no reason to act now. Fix those three and your words work harder.

1. Say what the gift does

"Support our work" asks people to trust you. "€25 buys 10 warm meals" lets them see it. Concrete detail about how a gift will be used makes donors feel their gift matters, which is what the research on giving points to.

In two experiments with real money, participants who read a detailed description of a charity gave more on average: $0.88 against $0.48 in the first experiment, over 80% more.

2. Make one clear ask

Pick one action and say it plainly: "Donate today". One fundraising blog puts it simply: being direct is more effective and more genuine than a polite "your support would be appreciated".

3. Make the deadline real

A deadline gives people a reason to act now. It only works if it is true. Never move it, and don't set a second one. Your next appeal depends on people believing the first.

What we leave out

Some guides also suggest stressing what happens if the goal is not met. We don't recommend that as a first step. A clear result and an honest deadline are enough, and they keep the tone warm.

In WeGlow

Stuck on the words? Glowie can rewrite your fundraiser story in a personal, professional or urgent tone. Your original is kept until you confirm which version you want.

How sure are we?

The advice on a clear ask and a real deadline is practice advice from fundraising software companies. The point about concrete detail has support from a published study, with the limits that come with a single study. The amounts in the examples are invented.

How many asks should one appeal contain?

One. Pick one action and say it plainly, for example "Donate today". An appeal that asks for several things at once leaves readers unsure what you want from them, which makes it easier to ignore.

What do I write instead of "Support our work"?

Say what a gift concretely does. "€25 buys 10 warm meals" lets people see where their money goes. Those amounts are an invented example: only use numbers you can back up.

Do I always need a deadline?

No, but a deadline gives people a reason to act now. It only works if it is true. Never move it and do not set a second one, because your next appeal depends on people believing the first.

Should I say what happens if the goal is not met?

Some guides suggest it. We do not recommend it as a first step. A clear result and an honest deadline are enough and keep the tone warm. Try those two first before you add pressure.

Sources

How to create a sense of urgency in fundraising appeals (Donorbox): be direct, one clear ask, a specific deadline
The donor is in the details (Cryder, Loewenstein and Scheines, 2013): concrete detail about use raises giving through perceived impact; in two experiments with real money, participants gave $0.88 against $0.48, and $0.74 against $0.40 (full text)