- Thu, December 16 2010
- Filed under: Fundraising essentials
Tonight and tomorrow, I’m online at The Network for Good, our online community of nonprofits, providing advice on appeals that charities have bravely posted for comment. Come by to weigh in. Here is the advice I’ve been giving:
1. A year-end online appeal should be short and sweet.
2. It has only two functions: to inspire and to ask.
3. Grab the reader immediately with a vivid story, idea or quote. You may find yourself tossing out the first paragraph to achieve this - and that’s often a good move.
4. Make your call to action clear and direct.
5. If it feels flat, have the appeal come from someone else - a donor, volunteer or person helped by your programs.
6. Be crystal clear about the difference you make in the world - make it human, tangible and unmistakable!
Happy fundraising - and remember: Now is the time to make a great ask. Of all giving online this year, 22% will come on December 30 and 31!