Donor communications

Published on August 19, 2013 by

Donors need simple asks – Part 1

I’m now working on a fundraising letter for a client that has a complicated offer. I’ve spent considerable time trying to whittle down the offer into something easy enough for donors to grasp when they scan the headline.

This problem often arises when your offer has multiple strong benefits. Note I say strong benefits that each could stand on their own as an offer.

For example, say your charity provides clean water wells to villages in developing countries. So the offer is something like:

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