FOUR WORDS TO USE FOR SUCCESSFUL FUNDRAISING APPEALS

It’s always fundraising time in the nonprofit world. Make your fundraising appeals stand out from the pack through creative and effective communications. Try using these scientifically-proven foolproof words:

YOU - “You” is one of the five most powerful words in the English language. Make philanthropy about your donor’s experience, not yours, by using “you” in lieu of “I,” “our,” or “we.” Use phrases like:

- “You can do this.’

- “You did this.”

- “Your commitment will make this happen.”

BECAUSE - A study reported by Harvard Magazine revealed that the word “because” increased request success by over 30%. It is one of the persuasion principles that help explain the psychology of why people agree to do something without thinking. The human brain is easily persuaded and wired to react when it hears this word. Try this:

- Instead of “Please consider a gift of $200” say “Please consider a gift of $200 because the turtles need your help.”

- Instead of “Provide a meal to a starving child” say “Provide a meal because Claudia is starving.”

THANKS - This word puts people in a receptive mood, makes people like you, and is simply considered good manners. If you use it in your appeal letter to previous donors, it also reminds them that they already made a decision to give before. This triggers one of Cialdini’s six principles of persuasion - commitment and consistency. People tend to repeat decisions they’ve already made because doing so is consistent with their self-image.

When you thank prospective donors in your appeal letters for being caring people, it plays into the vision of the person they would like to see when they look into the mirror. It’s an ego booster that predisposes them to think well of you.

IMMEDIATELY - According to studies, our mid-brain lights up when we think about receiving something right away. If we have to wait for something it makes us anxious. So try using phrases like:

- “Your gift will be put to work immediately.”

- “When you donate, you’ll instantly receive a profile of one of the animals saved by your support.”

Could your upcoming appeals use some help? Let us know! We’ve worked with a number of nonprofits and can help you craft the perfect fundraising appeal for your community.