4 Ways to Make a Good Fundraising Appeal a Great Fundraising Appeal

Reflecting on my partnership with countless NFPs, schools, and causes on their various fundraising appeals and projects throughout my nearly 7 years at Charidy Australia-New Zealand, I have witnessed what sets certain appeals apart and learned valuable insights into what makes them stand out from the rest.

The framing of fundraising appeals is crucial to any organisation's efforts to raise funds and sustain an ongoing level of donor support and culture of philanthropy. While a good fundraising appeal can effectively convey the organisation's case for support and generate donations, there are ways to elevate it to the next level and make it truly great. Here are four key strategies to turn a good fundraising appeal into a great one.

1.Tell Compelling Stories and Tug at Heartstrings

A good fundraising appeal establishes the organisation's case for support, outlining the reasons why people should contribute. However, a great fundraising appeal goes beyond mere facts and figures; it tells compelling stories that resonate with donors on an emotional level. By sharing real-life narratives of individuals who have benefited from the organisation's work, you can evoke empathy and create a stronger connection between the donor and the cause. These stories have the power to tug at heartstrings, inspiring donors to give generously and make a lasting impact.

2. Transform the Appeal into a Celebration

While a good fundraising appeal is typically viewed as a meaningful and high-energy initiative, a great appeal transcends this perception and becomes a celebration of the organisation and its community. Instead of focusing solely on the need for funds, highlight the achievements, milestones, and positive impact that the organisation has made. Showcase success stories, recognise the contributions of volunteers, and express gratitude towards donors. By emphasising the collective accomplishments and creating a sense of pride, the fundraising appeal becomes an occasion for joy and unity, inspiring increased support from the community.

3. Engage Core Stakeholders in a Guerrilla Marketing Campaign

A good fundraising appeal incorporates an effective marketing campaign to solicit gifts from donors. However, a great fundraising appeal takes it a step further by engaging the organisation's core stakeholders—beneficiaries, volunteers, donors, staff, and board members—in their own guerrilla marketing campaign. Encourage these individuals to share their personal experiences and reasons for supporting the cause with their own networks, including family, friends, and colleagues. This peer-to-peer approach exponentially expands the reach of the marketing campaign, tapping into new potential donors and strengthening the existing donor base.

4. Appeal to the Entire Donor Community

While a good fundraising appeal may focus on a specific segment of the donor community, a great appeal strives to include and engage every donor, past, present, and potential. Avoid excluding any segment of the donor base and instead create a message that resonates universally. Craft a narrative that connects with both community-level donors and corporate or major donors, ensuring that each donor feels valued and appreciated. Furthermore, encourage every donor to give at their highest capacity, leveraging strategies like matched giving to maximise their impact. By embracing inclusivity and inspiring all donors to contribute meaningfully, the appeal can achieve outstanding results.

In conclusion, a good fundraising appeal is a vital tool for organisations, but by implementing these four strategies, it can be transformed into a truly great fundraising appeal. Through the power of storytelling, celebration, guerrilla marketing, and inclusivity, the appeal can ignite passion, engage the community, and generate increased support. By aiming for greatness, organisations can achieve their fundraising goals and make a lasting difference in the lives of those they serve.