It’s important for any organisation looking for donations to have a clear understanding of what they need the money for, what it will be used – and this need to be conveyed to the giving public. 

When charities are looking at their plans for up coming fundraising campaigns, it would be useful for them (and their donors) if they were to break their needs down into amounts that can easily be asked for. 

When asking for money, it’s generally accepted that if you ask for specific amounts, offer suggestions on giving levels organisations can have a better ‘return’ than those who simply ask for ‘support’. 

$20             will give a child school lunches for x

$50             will allow a child to attend a school activities for x

$100           will give a child school books for x

When people can see that their donation is “earmarked” for a specific purpose they’re more inclined to give – they can “see” a result, a benefit. 

Simply asking someone for a donation without saying what the benefit would be. How people are asked is important, the structure the request will make or break any appeal. 

The suggestions on How To Write The Perfect Fundraising Letter from Sumac make sense, and some of this can be incorporated into almost any appeal. 

What’s important is not to just ask for money, but to ask for specific amounts that can be ‘allocated’ to a specific item, project. 

Most potential donors, those who have warmed to your organisation, will likely be more receptive if they’re asked for a specific amount for a specific purpose. You only have to look at World Vision to see how this works well; sponsor a child for a $x per month = specific, you know how much you’re being asked for, it’s specific in that you know what it will be used for. 

The more charities start using this form of request the better, for them and for their donors – who’ll know what’s being asked of them.


© Bsilvia |


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