3. Describe specific ways the donor’s money will affect not only the organization, but the communities it serves.
It’s futile to try to get donors excited about abstract ideas. People like to envision the impact of their giving, however large or small. Specifically describe how a donor’s money will be used and how it will contribute to positive outcomes for the organization and the communities it serves.
A benefit of this approach is that it can help make less glamorous (but critical) funding opportunities—such as physical plant and property (PPP)—more appealing. Donors might not get excited about funding a new HVAC system for at-risk youth centers, but if you highlight the impact of clean air on student health, inclusion for disabled students, and related cost savings that will enable future benefits, the program becomes inspiring.
Even if you’re trying to raise money for a general fund or operating budget, you can make them feel real and relatable by discussing specifics. Consider spotlighting teams or departments the money will support, and how their work contributes to the company mission. Tap into personal stories: What’s the underlying need behind the fundraiser or proposal and how will the money help meet it? Are there specific themes you can talk about that describe the goals of your initiative? You could also share examples of other organizations or programs you’d like to emulate. Anything you can do to help a donor visualize what success looks like and how their support can get you there makes a “yes” more likely.
4. Keep focus on the work, not the wordiness.
Once you’ve crafted your pitch, make sure your proposal impresses your donors. Make sure your proposal isn’t so wordy that it overwhelms the reader or distracts them from your ask. Using clear, concise language will make your proposal easier to digest, which makes it easier for the donor to visualize the goal. It also shows competence and organization, which make it easier for the donor to trust that you’ll execute your initiatives well, and that their money is in safe hands. Crisp writing shows that you’re intelligent, that you care about doing a good job, and that you’re focused. A sophisticated editing tool like WordRake can make the difference. Try it free for 7 days.