When you ask a prospective supporter for a contribution, one of the most common and reasonable questions you might face is, “Why now?”
As Tom Ahern, a leading expert in fundraising communications, suggests; a powerful response to this question might be, “If we don’t do it now, bad things will continue to happen.”
This approach, which Ahern calls “selling the threat,” can be incredibly effective, especially with the right audience. It taps into a fundamental aspect of human nature: the desire to avoid negative outcomes. But it’s not enough to simply highlight a threat – you need to connect it directly to the solution you’re offering.
The Problem-Solution Framework
As you’ve likely heard, the first step in successful fundraising is identifying the problem you’re trying to solve. It is about framing it in a way that resonates emotionally with your audience. Below are some questions that will help refine your message and ensure that it hits home:
- Is the threat or problem clear?
- Are the consequences of the problem easily understood?
- Does the problem seem credible and relevant to our lives today?
- Is it immediate? Does there seem to be a real sense of urgency?
What’s Your Fight?
Additionally, as Tom Ahern notes, effective fundraising often revolves around the concept of “getting people into the fight.”
When you frame your cause as a fight against a specific problem – be it hunger, disease, or injustice – you invite your supporters to join you in a battle they believe in.
This approach has several benefits:
- It attracts like-minded people who are passionate about the cause.
- It creates a sense of unity and direction, guiding everyone toward a common goal.
- It promises drama and conflict, which are essential elements in storytelling and fundraising.
- It implies a chance of victory, giving supporters hope that their contributions will lead to a positive outcome.
So, ask yourself, What’s your fight? What problem are you tackling, and why should others join you? Once you’ve answered those questions, you’ll be well on your way to persuading your audiences to join you in your fight… right now.
