Donors want action.

Unfortunately, they might not be getting it from the appeals they receive.

Donors see vague, abstract messaging like “give hope,” “stand with us,” “join our movement,” “make a difference” and other ambiguities.

This vagueness is too common in fundraising appeals of all kinds. It denies donors the ability to take action, which is one of the main things they want. It fails to connect with donors on the level of personal values. And it makes the nonprofit seem like it’s being very careful not to say anything specific (Will my donation actually do anything, or does it just go into a general-fund black hole?). Donors start to feel like they’re reading one long disclaimer instead of a fundraising letter.

That’s why when a donor gets an appeal from a nonprofit asking her to give to help build a sustainable energy infrastructure, she’ll probably toss it. But if the appeal promises a specific action – like shutting down the fracking in her town – and asks for her help, she’s more likely to give.