A fundraising appeal, by definition, is an impassioned plea. But in too many fundraising appeals, there’s just too much pleading, too much begging for a gift.

There’s another way to go. And that’s to emphasize the benefit to the donor when he or she gives.

Benefits? In fundraising letters? Absolutely. While copywriters tend to think of benefits only in business-to-business or consumer promotions, the fact is that benefits motivate donors to give.

For fundraising, benefits range from simply feeling good about giving, to thinking of oneself as a compassionate person, to helping make the world a better place, to fulfilling a religious obligation, to saving a life, to sending food, and much more. These are personal reasons for giving. They’re what the donor gets out of giving. They’re donor benefits.

And think about your nonprofit. How is it making an impact? How is it making a difference in people’s lives, local communities, the world? These are larger-scale benefits that donors realize by being a part of your mission, and they can be powerful reasons to give.