I keep seeing this one, tiny word in the "ask" of many fundraising appeals, and it's surely a big reason campaigns are underperforming. This word conveys a feeling of timidness and uncertainty about a nonprofit's true need for funding. So, what's the word?
Over the last couple weeks, I've seen the following wording in year-end appeals:
No. Nooooo. No! The use of "if" in a fundraising appeal "ask" diminishes your message. Do you want the donation or not? Do you want your message to be received as wishy-washy or as clear and firm? You get to decide.
As long as your organization has a need, you should never be bashful to ask for a gift.
As the asker, it's not your job to presume whether or not a donor wants to give a gift. It's your job to make the direct offer. It's their job is to decide if they will take your offer.
Keep in mind what donors want.
What donors want:
Donors give because giving expresses their values in actions.
You, my dear fundraiser, are fortunate for the opportunity to present such an offer to people. They want to change the world through your organization. Dig deep and find the strength in you to help lift them up so that they, in turn, will feel strong, too.