Confidence in the cause improves fundraising success

January 30, 2014

Confidence in the cause improves fundraising success

A study by Georgia Tech has helped identify what some of the most successful phrases are for use in Kickstarter campaigns. The phrases can also provide nonprofit fundraisers with an idea of how certain language can impact the effectiveness of social media posts, print materials and even speaking in person with a potential donor.

While the study is very comprehensive, Nonprofit Quarterly has provided a nice infographic that provides a couple of the key findings. The phrases fit well into two different categories and correlate closely with the success of the campaign:

  • Confident language: Phrases that exude confidence in the success of the fundraiser were typically more successful. "Your continued," "also receive two" and "mention your" were considered strong language. The phrases suggest that funding so far has been positive.
  • Passive language: Phrases such as "hope to get" or "not been able" suggest that the group views the success of fundraising as beyond its control. If a nonprofit does not sound confident in its ability to support the cause, potential donors won't either.

Applying positive phrases to other forms of fundraising
According to the nonprofit research firm GuideStar, this positive language can also be used when asking potential donors for money. For instance, it suggests asking a donor for a contribution of $1,000 a year for three years. The power in the phrase is that it shows you consider your cause of enough importance to ask for a large, continued investment. Should the potential donor agree, you have the added bonus of securing some future funding without having to ask again.

You can also apply this confident language to any of the ways in which you engage your clients. When posting updates on social media, sending out fliers or writing commercials. Nonprofits should as for money, not beg for it. A confident aura when raising funds shows that while they are needed, the organization is a capable one. Donors give money to causes they believe will succeed and positively impact another person's life.  

Develop your own list of key phrases 
The phrases from the study are helpful, but could be awkward to work directly into all crowdfunding campaigns. Before approaching donors on the Web or in-person, sit down with a fundraising team and throw around some positive, confident terms that can help make your next fundraiser a success.

Content presented by First Nonprofit Companies, the leading provider of state unemployment insurance solutions for 501(c)(3) nonprofit employers.

single-post10042

Ready to chat?
Get in touch today to request a no-obligation savings evaluation.

Testimonials

NYCON members who use First Nonprofit’s programs enjoy enduring savings and improved efficiency. Our association knows that success, because from the beginning, we achieved the same great benefits. Great savings, seamless technology, and responsive service. NYCON highly recommends First Nonprofit’s remarkable unemployment solutions.

New York Council of Nonprofits, Albany, NY

We were introduced to First Nonprofit through another housing authority. In our analysis and comparison to what we were paying the State, our first year savings was $5,800 plus. We have been with them since the end of 2008 and I am glad we have been. I consider them an arm of our HR department.

Kankakee County Housing Authority, Kankakee, IL

Because INCS advocates for the operating conditions that allow charter public schools to provide high quality public education, partnering with First Nonprofit was an easy decision. First Nonprofit’s unemployment programs provide our member schools two operating elements crucial to their ability to provide high quality public education: savings and budget certainty. Capable, committed teachers are the key to student success. By participating in the unemployment insurance savings plan, charter public schools gain peace of mind and are able to invest more money in their teachers.

Illinois Network of Charter Schools

Throughout our membership in the Unemployment Savings Program, First Nonprofit understood our demands, community dynamics, and the importance of seamless services; that allowed us to serve our constituents better.

Hugh Parry, Retired President of Prevent Blindness America