GiveNow Example Appeals
There’s no one-size fits all fundraising model – if there was one then everybody would use it, the public would get
bored with it, and we’d have to find another one, so there still wouldn’t be one.
Anything that you’ve found to work is good. If you haven’t done this before, the two examples provided on the
following pages may give you some idea of how you might go about it.
But for general principles, remember:
• It’s not about you, it’s about them. Put the donor firmly in the picture. You need to show them
how their donation can move the world closer towards how they would like it to be. Set out the
problem, then tell them how their donation will help to fix it.
• Talk about benefits, not needs. People are generally not all that interested in the needs of your
organisation. They don’t want to know how you’re struggling to pay your phone bill, or that your last
three grant applications were rejected, or that the government doesn’t want to know you. They want to
know what you’re going to do. Focus on positives rather than negatives.
• Be specific. People like concrete examples of what their donor dollar will achieve. Be clear about what
their donation will allow your organisation to do.
• Tell the story. Personalise your appeal wherever possible, even if that involves drawing up a
‘persona’ of a typical user or beneficiary of your services. People like to read about people not
abstract concepts.
• Don’t beat around the bush. You are asking for a donation. Be clear about that. People’s good
wishes are nice, yes, but your appeal must be designed to ensure people know that you need them
to donate (now).
• Say it clearly, and briefly. Ask someone who writes well to read over or edit your appeal text.
Roadtest it on someone who knows nothing about your cause to see if they think it would move them
into action. Use plain English, and short, sharp sentences.
Your “brand” is important.
When used consistently, it can
help you get to a stage where
the mere sight of your logo, or
mention of your name, will instantly
trigger a mental picture of your
organisation’s work and values
among your supporters. A logo is
just one aspect of your brand, but
it can be an important one. If you
can’t afford a professional logo, try
to drum up a volunteer from the
closest art or design college to help
you design one.
Wherever possible, personalise your
problem. One example beats a
hundred statistics.
You have to show that you have
a solution – that you’re not just
flailing around.
Address the prospective donor
directly. The more ‘you’s’ the better.
Koala Kingdom
Fighting to save our Koalas
www.koalakingdom.org.au
[email protected]
Nutsy’s a koala. She’s the symbol of Australia. And she’s in danger.
She needs your help.
Keep your words short, and your
sentences punchy. Don’t ramble
Her home was bulldozed. Her tree was woodchipped. Her friends have been
run over, or killed by feral dogs, or died from a runaway virus. She’s one of the
last 100,000 koalas in this country.
What do we do?
We buy up land that is to remain koala habitat forever, fenced in away from feral
animals, safe from development or destruction, abundant in the right kind of trees,
and linking to other forest areas.
We fight for the preservation of the environment, sending lawyers to land-use
hearings so that the voice of this most special of native species is not forgotten,
that koala country isn’t lost to developers.
We show politicians that people care, and warn them that we vote.
And we save the hurt and dazed koalas we can help, like Nutsy.
What can YOU do?
You can help koalas like Nutsy, and you can make Australia listen.
You have to show where the
donor fits into the picture. There
is a problem, you have a solution which you can apply only if you
get the money from the donor.
Don’t give people the
impression that a gold coin
will fulfill their moral obligations.
Give them some idea of the scale
of what’s required.
• $40
pays for a week’s supply of leaves to be brought in for
a koala having treatment.
• $90
pays for a month’s worth of antibiotics
• $150
pays for an advocate to attend a council hearing about whether
to allow a quarry in the middle of virgin bushland.
• $1,000
buys a hectare of bush to add to our sanctuaries
• $100,000
funds a research program into koala antiviral protection
Join us at www.koalakingdom.org.au to see more about how we’ll spend your gift.
If you’d like to make your donation in support of Henry Booth’s Tasmanian
fundraising walk, please mention his name in the “Special Messages” section
of the next page.
Are donations tax deductible?
You can’t fudge this – either you
have DGR or you don’t. If people
truly care about your cause,
they’ll give regardless.
Yes
Will I receive a receipt for my gift?
People think twice
about giving donations,
but they quite enjoy
giving gifts. Where
you can (and that’s
not all the time), use
the happier word.
Provide special recognition to your
most important fundraisers so you
can thank them properly.
Yes, immediately sent to you by email when approved.
Give today so that your grandchildren can see what a real koala looks like!
Give a one-off donation online
Give a regular donation online
Donate by phone
Don’t be afraid of asking people to
use their wills to do some good.
Donate by mail
Leave a bequest
Put your audience, and the people
you are helping, at the centre of
your cause – it’s not about you, it’s
about them.
Australian Burns Foundation
www.abfoundation.org
[email protected]
If they’ve found their way to
your online appeal page, they’re
used to getting information from the
internet. You don’t need a website to
be on GiveNow.com.au, but it really
is helpful.
Every year 600 Australian children experience the pain and
emotional distress associated with severe burns.
Nearly all of these burns are avoidable.
You can help us ensure children avoid this pain and suffering!
Why are we collecting funds?
You could go into complex
discussions about your theory of
change, but often the simplest
explanations work best.
One mistake can scar a child’s life.
We need to make sure that these accidents don’t happen.
We need to make sure that if they happen they can be fixed.
How will the funds be used?
Australia needs
Name the problems, then say how
you’re going to use the donor’s
money to fix them.
• Research into where the problems are and how to stop them
The Foundation funds a project at the University of Goodland gathering and analysing
burns data from across Australia to produce reports for parents and policymakers –
information that can be translated into action
• Family education in how to protect children from danger
A pilot program in Goodville has supplied all households with a safety brochure
to educate parents and carers about the steps they can take to eliminate
common household fire hazards
• Changes to government regulations on appliances and electrical systems
The Foundation makes representations to government on the changes that are
needed to help protect children from fire hazards – a recent campaign, for example,
called for precautions such as kill switches for appliances that overheat
• Advice on where and what help is available
The time after a child experiences a severe burn can be confusing and distressing,
both for the child and his/her carers. It’s not easy to know where to go for help.
We offer an online help service for parents with a burnt child, directing them to
their entitlements and the backup they need so badly.
How can I learn more?
Find out more at www.abfoundation.org.
Are donations tax deductible? Yes.
Will I receive a receipt for my donation?
Yes, immediately sent to you by email when approved.
Donate to the Australian Burns Foundation
Give a one-off donation online
Give a regular donation online
Donate by phone
Donate by mail
Leave a bequest
Your appeal page is not the spot to
put everything you need to say on
the subject; confine yourself to the
things that might move someone to
that all-important second click and
link to the rest.