Think AI is cold, complicated, or not for fundraisers? Think again. I’ve experimented myself. Asking ChatGPT to draft an e. Or an out. Or a draft for a proposal. At first, I was unimpressed. The content was a bit generic, and often redundant. Citations were sometimes incorrect. The logic was questionable. And, of course, the…
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If you’re coming at fundraising from the perspective of “no pain, no gain,” I’d like to suggest you reframe your approach.
Especially when it comes to asking individuals, one-to-one, for passionate gifts.
As long as you hate it, you’re never going to be effective.
In fact, if anyone in your organization feels this way, you’re shooting yourself in the foot.
Why?
Because… (I really hate to break this to you)…
Donors can tell.
When donors can sense you’d rather be doing anything else than asking them for a gift, guess what happens? They follow your lead! In other words, they feel like they’d rather be doing anything else than making a gift.
Uh, oh. How can you change this equation?
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Are you planning to do, more or less, the same thing you did last year for your year-end annual fundraising push?
I mean things like:
I was moved to write this article after attending an excellent local production of Stephen Sondheim’s “Sunday in the Park with George.” I found it surprisingly moving, especially the final musical number: “Move on.” And, being me, I was able to relate it to something I find all too common in nonprofit work.
It’s something insidious. Something that kills innovation and inexorably drains spirits.
It’s almost a disease.
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Let’s say you’ve done everything thus far suggested in this fundraising appeal checklist.
✅ You’ve done the groundwork.
✅ You’ve focused your message.
✅ You’ve made it about the donor—not your organization.
Now it’s time to bring it home.
Because no matter how clear or well-structured your appeal is, it won’t inspire action unless it moves the reader.
Emotion—not logic—is what compels people to give. And that emotion is sparked by how you make your donor feel.
Do they feel seen? Valued? Needed? Inspired? Uplifted?
The final four steps of this 8-step checklist are about speaking to your donor’s best self, inspiring compassion, and stirring urgency.
These are the emotional ingredients that turn intention into action.
Let’s explore them.
In Part 1 we looked at the first four:
Today we continue with four more.
What if part of the reason our sector has so little understanding of our supporters is because we think we’ve done the work of understanding by slapping the activist, volunteer, donor (insert other generic label here) on people?
— Kevin Shulman, Founder, DonorVoice
Trying to categorize them neatly into donor “personas” (e.g., “Wanda Widow,” “Busby Business Man,” “Suzy Soccer Mom,)” doesn’t work nearly as well as helping them express their best self or selves.
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Before you write a single word of your annual fundraising appeal, pause.
Take a deep breath.
And think about the person who will open your letter or email.
They’re not just a “donor.” They’re a person with hopes, fears, dreams and values.
When you think in this broader context, it’s clear your appeal is more than a request for money. It’s a chance to build a bridge between your donor’s values and yours. To spark hope. To remind someone of the good they can do—through you.
Too often, well-meaning appeals are ignored—not because the cause isn’t worthy, but because the message misses the mark. Maybe it’s too vague. Too organizationally focused. Or simply doesn’t make the donor feel like they matter.
That’s where this 8-step self-test comes in.
These first four steps are designed to help you lay a strong foundation before you write. They’ll keep your message clear, focused, and deeply donor-centered—so your appeal doesn’t just get read, but truly felt.
Let’s dive in.
We’ll review the final 4 steps in Part 2.
“The most beautiful thing in the world is you.”
— Alvin Ailey, choreographer and dancer, (1931-1989)
Not to yourself, program staff. or your board of directors. You’re writing to ONE donor. It’s about their ego, not yours. Their needs, not yours.
Take a good hard look at your letter. How often do you use “I,” “my,” “our,” “we,” or the name of your organization vs. “you” and “your?”
Fix this! Here’s a “you test” you can use from Bloomerang.
The job of the smart fundraiser is inspiring passionate philanthropy to make people’s lives better. I know you’re smart, because you’re reading this article! But none of us is born with a fundraising gene. And no one ever really teaches us how to write a smart fundraising appeal. We from our predecessors. Or maybe read…
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Full confession: I’ve used the franken “best practice” appeal structure for years. And honestly? It works — especially if you borrow generously from the best of the best appeal writers. I’ve even taught these practices at conferences, on webinars, and through consulting engagements.
You probably know the formula:
Lead with the beginnings of a story illustrating your mission.
Introduce a compelling need or problem.
Offer a specific, credible solution.
Ask.
Provide more context about the need.
Share more details about the solution.
Ask again.
Suggest a hopeful conclusion — one the donor can help create.
This structure isn’t wrong.
It’s a well-intentioned attempt to do all the right things.
But over time, something gets lost. It becomes less of a cohesive narrative and more of a checklist — a stitched-together collection of tactics. And like any Frankenstein’s monster, it can start to look and feel… unnatural.
Here’s the truth: I know better now.
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It may be summer, but smart fundraisers know the most important giving season of the year is right around the corner. Between September and January, donors are most engaged, generous, and open to supporting causes they care about. That’s why now is the time to think strategically about what you’ll be asking for — and…
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Every fundraiser knows the tension: You want to lead with a story that stirs hearts. Your CFO wants broad messaging that raises money for the whole organization. They’re not wrong—unrestricted funding is essential. But broad, abstract appeals rarely move donors to act. Most people give to something they care about deeply. A moment. A face.…
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In a world filled with urgent heads and heart-wrenching crises, it’s easy for fundraisers to wonder if their cause stands a chance of breaking through the noise. Especially when they’re not rescuing animals, feeding hungry people, or fighting the types of injustices leading the news cycle. But relevance isn’t reserved for emergencies. THINK. With the…
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