| 3 min read

The Right Type of Urgency in a Fundraising Appeal

Urgency is important in a fundraising appeal. 

But fake urgency is detrimental to long-term relationship building.

So, how do you find the ‘right’ type of urgency?

First, let’s explain why authentic urgency is important…

  1. For any action to take place, it’s a combination of motivation, ability, and a prompt. 
  2. Answering the question why someone should donate ‘right now’ (in an authentic way) increases their motivation to give in the moment. 
  3. The ‘now’ matters because that’s where the prompt is (meaning if they do not take action in the moment of the prompt they will NOT take that action unless prompted again). 

Unfortunately, most of the fundraising urgency we see sounds like this….

IF YOU DON’T GIVE IN THE NEXT 15MIN YOUR CHILDREN WILL HAVE TO SUFFER THE ENVIRONMENTAL CONSEQUENCES FOR YEARS TO COME!!!!! 

12X YOUR DONATION TONIGHT TO GIVE YOUR CHILDREN THE FUTURE THEY DESERVE!!!

FOR AS LITTLE AS $5 YOU CAN CHANGE THE FACE OF HUMAN HISTORY.

(Ok maybe I’m being a tad dramatic but you get what I’m referencing 😉) 

THIS type of urgency is straight up harmful.

It’s not effective fundraising…

AND you’re damaging your relationships with your donors long-term. 

Why? 

Because it’s clear you don’t think your donors are smart or thoughtful, and you don’t trust them. 

In fact, it looks a lot like you’re trying to trick them.

Unfortunately, like me, many of you have been taught to fundraise this way.

So let me show you a different way to go about urgency…

IF YOU DON’T GIVE IN THE NEXT 15MIN YOUR CHILDREN WILL HAVE TO SUFFER THE ENVIRONMENTAL CONSEQUENCES FOR YEARS TO COME!!!!! 

Everyday, you have this nagging fear about the world your children will inherit. That’s an average of 43,200 seconds of worrying a DAY. We get it, we are worried too. But what if you spent the next 20 of those seconds taking matters into your own hands, by joining other parents in xxx right now? In the next 24 hours, we have the ability to xxx. That’s over 85,000 seconds of hope. 

12X YOUR DONATION TONIGHT TO GIVE YOUR CHILDREN THE FUTURE THEY DESERVE!!!

We are tremendously grateful for our TWELVE matching donors who – just like you – believe in xxx. They are holding their breath as we speak to see if our community – you and me – can come together to xxx. Together we can start to build the future we are all dreaming of – one filled with xxx. This future is built one step at a time, but the journey to join us is only a click away. 

OR 

✅ Like you and me, the average environmentally minded mom spends 43,200 seconds a DAY worrying about her kid’s future on this planet. But over the next 24 hours – 85,000 seconds – 180 of us will be investing in x so that we can worry a lot less.

FOR AS LITTLE AS $5 YOU CAN CHANGE THE FACE OF HUMAN HISTORY.

Every year, our amazing community comes together for xxx – 456 of you give $5-$25 a month and these investments are particularly special to us. We see them generously come out of paychecks, arrive with fingerprints on the handwritten checks – we know what it means to show up month after month. It means – like you – they believe. That’s why we want to invite you to join these investors, to build this organization with us as a part of xxx. We are so honored to do this work alongside….

✅ TWELVE matching donors are holding their breath RIGHT NOW to see if our community – you and me – can come together to xxx. With your support / help (depending on the audience segment), we can take the next right step towards xxx. Will you join us on this journey?

Urgency is a tool. 

The tool is neutral, it’s not good or bad. It’s how the tool is applied that can be harmful, problematic, or positive. 

And there are ways to use all of these tools so they are in alignment with you and your organization….

To learn more about my work and get 1:1 support creating the copy for your next campaign, book a VIP Day: LEARN MORE

For more of my favorite fundraising tips and tricks, check out my Resource page! Here, you can find relevant articles, webinars, quizzes, etc. about fundraising in the nonprofit sector. In addition, you can subscribe to What the Fundraising for ongoing conversations about how you can fundamentally change the way you lead and fundraise. And to learn how to raise more from the right funders using the Power Partners Formula, you are always welcome to join one of my free Masterclasses at malloryerickson.com/free.

Leave a Comment

Your email address will not be published.

Powered by
Scroll to Top
QUIZ: WHAT IS YOUR UNIQUE FUNDRAISING STRENGTH?
This is default text for notification bar