This week’s fundraising tips come from Connie Stofko of Fundraising Assets. Fundraising Assets provides fundraising clients with services such as newsletters, websites, e-mail campaigns, print campaigns, etc.—whatever they need. Connie writes appeal letters, press releases, and a variety of other materials for nonprofit organizations. She’s an award-winning writer with over 25 years experience, and she graciously took the time to give us some great ideas!
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When you’re asking for donations, you need to do two things:
1. Tell an emotional story.
2. Tell people how the money they donate will be used.
This is no different from what nonprofit organizations must do in their fundraising appeal letters. However, for personal fundraisers, the storytelling may be easier. You’re raising money because someone you know needs help, or because you’re personally excited about the work of a charity. Make sure you tell people that emotional, personal story.
Here is an example of how a nonprofit organization, Friends of Night People did a good job telling a personal story:
Lynn came to us on a Sunday evening. She had no food or money, just one bag of clothing. She had no place to stay. Lynn was depressed after having spent the previous night in what she described as ‘terrible conditions.’ She felt alone.
The first thing we did was feed her and let her know we care. Then we found Lynn a safe place to stay until Monday morning. On Monday other human service agencies would be open and we could put her in touch with people who could also help her. We did not leave that evening until we were assured she would be able to begin her tomorrow with strength and hope.
And another good example from the Ronald McDonald House of Buffalo:
“If Alyssa didn’t get the surgery, she could die,” said her mother, Crystal Arnold. “If the Ronald McDonald House wasn’t here, we couldn’t afford to come to Buffalo.”
The letter continues to tell in detail how the Ronald McDonald House of Buffalo helped the out-of-town family during their visits to Buffalo to get treatment for their little girl’s medical condition.
There are a couple of things to notice here:
1. We tell a personal story.
We didn’t say, “Many people come to Friends of Night People because they are poor and hungry.” We told the story of Lynn and put a face on the problem.
2. We explain the solution.
For the family with the little girl who needed medical treatment, the solution was staying at the Ronald McDonald House. While we do address the girl’s health problems, that’s not the focus of the story. The focus of the story is how the Ronald McDonald House helped the family.
Make sure you tell your audience how the money they donate will help the problem you have outlined. Sometimes it’s easy to explain. For example, the money may be used to buy a motorized wheelchair for Alysha Jones. In other cases it might not be as clear. For example, you may be raising money in the name of someone who has died. You might have to explain that the money is going for research into a cure for people who, like your late friend Jimmi Adams, have been diagnosed with cancer.
To tell a good story, make sure you “put a face on the problem.” And don’t forget to tell your audience how their donation will help the person in your story (or people like that person).
Casey Martinson is a campaign associate for the non-profit organization, 
One fundraising strategy that many of our users have found really successful is offering prizes to their donors to create a little extra incentive to donate. Often times, this can be great way to reel in potential donors who are sitting on the fence about donating. (i.e. those people who may have overlooked your emails in the past or may not have donated otherwise).
