When writing a fundraising post, the goal is to inspire your audience to take action and donate to your cause. An effective fundraising post should clearly explain your cause, make an emotional appeal, and provide clear calls-to-action for donating. Here are some key elements to include:
Explain Your Cause
Start by introducing your organization and cause. Explain the issue you’re trying to address and why it’s important. Help your audience understand the broader context and why your work matters. Share details on who you serve and the impact you aim to make. The more your audience understands your mission, the more compelled they’ll feel to support it.
Share a Specific Need
Rather than making a general plea for money, connect your fundraising to a specific, tangible need. For example, you might share that a $50 donation can provide art supplies for a classroom, $100 can send a child to summer camp, or $500 can buy groceries for a family for a month. This gives donors a concrete understanding of how their money will be used.
Tell an Engaging Story
Personal stories and anecdotes make your cause relatable on an emotional level. Share a brief story about one of the people you serve and how your organization made a difference in their life. Use vivid details and imagery to help readers picture and emotionally connect with the person you’re describing. This brings your cause to life in a memorable way.
Use Visuals
Include photos, videos, infographics, or other visuals to complement your post. This might be pictures of the people you serve, your facilities and programs in action, or visual data on the issues you address. Visuals make your work more tangible for donors and can elicit an emotional reaction.
Set a Donation Goal
Setting a monetary goal gives potential donors something specific to rally behind. You might share that you aim to raise $5,000 to fund a particular program. Seeing how close you are to a concrete goal can motivate readers to give so you can reach or exceed that target.
Offer Donation Level Suggestions
Provide suggested donation amounts, like $10, $25, $50, $100, or $500, that donors can choose from. This gives them an idea of appropriate amounts to give based on their budget. People are more likely to take action when they’re given specific, predefined options instead of an open-ended request.
Share Impact Statistics
Include facts and figures that quantify the impact of donations, such as “Last year our programs served 500 individuals thanks to the generosity of donors.” Hard numbers demonstrate your credibility and show donors their money will be put to good use.
Highlight Tax Benefits
Reminding donors that charitable gifts can provide tax deductions can further incentivize giving. You might write “Your gift is tax deductible to the extent provided by law.”
Make an Emotional Appeal
Tap into your donors’ emotions – passion, compassion, hope, urgency, enthusiasm – as you describe your cause. Convey genuine excitement about the difference their support can make. Tug at their heartstrings by describing the challenges the people you serve face.
Use Urgency Appropriately
While you don’t want to overdo it, a bit of urgency can spur readers to take timely action. For example, you might share that a matching gift is available for a limited time or that you aim to raise a certain amount by a deadline. Position the gift as more meaningful if given during a special fundraising campaign or event.
Have a Strong Call-to-Action
Tell readers exactly what you want them to do after reading your post. Include a clear call-to-action button or link to donate right on your website. Say something direct like, “We can’t do this important work without you. Please make a lifesaving gift today.” Make it as quick and easy as possible for them to contribute.
Thank Your Donors
Express gratitude to supporters who’ve donated in the past and contributors you hope to gain with this campaign. Thank them for their compassion and desire to enact positive change. People like being appreciated for their generosity.
Follow Up After the Campaign
Send a follow-up message when your campaign wraps up, sharing final results and offering thanks again. Send personal thank you notes to each donor. Update donors on how you used the funds raised and the impact their gifts are already having. This closes the loop and may encourage future giving.
Examples of Effective Fundraising Posts
To make these tips more concrete, here are a few examples of real-world nonprofit fundraising posts that demonstrate many of these best practices:
Charity: Water
This Clean Water Campaign post from Charity: Water combines an emotional story of a girl named Viola lacking clean water with vivid images of her carrying contaminated water. It sets a tangible goal for drilling wells in her village and shows progress toward that goal. A clickable donation button makes giving simple.
St. Jude Children’s Research Hospital
St. Jude shares an uplifting story of a young cancer patient named Bradley fighting leukemia with joy and hope. They include photos of Bradley receiving treatment and playing. The post explains how reader donations help fund St. Jude’s lifesaving work and urges viewers to become Partners In Hope monthly donors.
ASPCA
This ASPCA appeal features an adorable photo of a dog named George. The text explains how monthly donations provide animals like George with shelter, medical care, and more. They set a goal of securing 25 more sustaining gifts. Impact statistics and a donation button motivate readers to give.
Cancer Research Institute
This Cancer Research Institute #GivingTuesday post tugs at heartstrings by sharing a cancer patient’s story. They outline specific ways reader donations will fund cancer immunotherapy research and clinical trials. The post thanks donors for their partnership in eradicating cancer.
Key Metrics to Track
When writing a fundraising appeal, you want to inspire action and donations. Here are a few key metrics you should track to gauge the effectiveness of your fundraising posts:
| Metric | What to Track |
|---|---|
| Donations Received | Number and total dollar amount of donations |
| Donor Numbers | Number of unique donors |
| Average Donation | Donation amounts to see if particular asks are effective |
| Click-through Rate | Percentage of unique visitors who click donation links |
| Conversion Rate | Percentage of visitors who complete a donation |
| Cost Per Donation | Advertising spend vs. donations received |
Track these metrics over time, and compare results across different campaigns and posts. This will help you identify what messaging, stories, images, calls-to-action and other elements inspire your audience to give most generously. Optimize your future fundraising content accordingly.
Conclusion
An effective fundraising post tells a compelling story, rallies donors around a specific need, and makes giving easy and impactful. Use vivid descriptions, emotional appeals, donor-centric language, and clear calls to action. Share how donations make a tangible difference to inspire your audience to give to your cause. With strategic communication and a grasp of what motivates donors, your organization can garner support to further your mission.