Do you know about - each year petition Letter Asks - Four Secrets Of Requesting Donations
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In the fundraising profession, the act of requesting funds from a donor is called "the ask." When you are writing a fundraising letter and you arrive at the place where you must actually, ahem, request a donation, you have arrived at the ask. And the ask, as you probably know, is one of the toughest things to get right in fundraising.
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Where in the letter should you mention money?
Early on in your letter you should let your reader know why you are writing. Somewhere "above the fold," commonly in the second or third paragraph, impart the infer for your letter. Here is an example:
"The population of Afghanistan have already suffered 20 years of disagreement and three years without rain. One and a half million are dead. Two million are disabled. And now this: the Un is predicting that "the amount of Afghans facing hunger and deprivation will soon reach 7.5 million."
"Something has to give. Or man has to give. That's why I'm writing to you while this crisis. Will you give? You can save lives and avert disaster by sending a donation to Doctors Without Borders right now."
How much should you ask for?
Ah, the perennial question. As fundraising letter master Mal Warwick would say, "that depends." How much money you request of each donor depends on many variables, including:
size of the donor's last gift
size of the donor's average gift
amount that most organizations like yours ask for
specific need that you are presenting to the donor
size of your donor base
donor's capacity to give (assuming you know it)
donor's affiliation with your club (is the donor a brand new supporter or one of your board of directors?)
length of time the donor has supported you (is it one year or ten?)
As you can see, the amount of money that you request in your direct mail fundraising letters depends on too many variables for me to give you an average shape to aim for in every appeal.
How many times should you request a donation?
Ask for a gift more than once in your letter. At a minimum, bring up the topic early on, and ask again for a donation in your conclusion. an additional one good place to request funds is in your postscript (your P.S.). Some of your asks can be hard asks ("Give today") and others can be soft asks ("Your gift will make a difference.").
What's the best way to certainly ask for the gift?
Here we come to the topic of this Handbook. As you will discover, there are at least one-hundred and one ways to make your ask on paper. Some are forceful, others are subtle. Some are for capital campaigns, others for endowment campaigns and still others for year-end appeals. I advise that you read all of the asks, putting a checkmark in the margin next to the ones that will work for your unique organization, your unique donors, your unique case for preserve and your unique writing style.
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