How to write an inspiring fundraising mission description.
This article focuses on how to write an awesome mission description to inspire your donors. For a general overview on fundraising missions, see our previous article “How to Successfully Fundraise on GoEnnounce“.
When writing your mission description, there’s a few must-have rules you should follow to make sure you make the most of your efforts and time. Our previous article mentioned some basics, but now we’re going to dig further with some examples.
1. Mission Title & Image
- The title will be the first impression potential donors see. It has to quickly summarize the purpose of your mission but also spark their curiosity into reading more. The image should be high quality and clearly depict either yourself (for instance, for College application fees), the things you need to fundraise for (books, school supplies) or a picture of the destination (for Study Abroad).
2. Fundraising Goal
- Your fundraising goal should be calculated in advance and should be reasonable. Don’t try to aim too high as donors will get discouraged when you are trying to raise $5,000 and only have $50 in donations. They want to see their donation will realistically help and your goal will be reached. You can always increase the amount you want to raise as you get closer to the goal.
3. Mission Description
- Your mission description must inspire donors to want to support your cause. Remember you are asking them to give you THEIR money. You need to communicate why it’s so important and how without their help you won’t be able to achieve this dream.
- In this section there are three parts. Writing clear and concise descriptions will go a long way to helping donors understand where their money is going and why they should help you. Write as if you were talking to a total stranger. You never know who might see your description.
- You have to fill out three sections:
- What I’m fundraising For – Clearly explain exactly what you are fundraising money for.
- Why This is Important to me – Write about why you need the money. If you just write “school is expensive. I need money for books”, your donors won’t be inspired. Try communicating how badly you want something and how it will help your future like this: “I want to take an AP Physics class next year as a high school senior. I not only love science but I am trying to earn college credit hours as a high school senior to assist with my admissions into Stanford. My dream is to go Stanford and study to be a Dr. While the AP class is still less expensive then a course at Stanford, it still is a cost I can’t afford. I would be extremely grateful for your help with any donations so I can take this class and get one step closer to Stanford! ” Not only do readers have a better idea of who you are and why it’s important to you, but they’ll be more inspired to help you.
- How I will use the funds – This should be as accurate and clear. Let’s say you’re studying abroad, saying “I need $10,000 for plane tickets, hotels and expenses” is not very inviting. How about something along the lines of “I need $1,000 to help cover roundtrip plane tickets from Miami to Madrid, each way, and another $850 for the 2-week class in Spanish. I found a nice family to room & board with as part of the program so those expenses are already covered. I’ll be working a job this summer to have extra cash to spend on meals and excursions.” Be honest and show what you are trying to do to cover some of the expenses yourself.
4. Know Your Audience
- Make a list of who you will share this Mission with. Maybe it’s close family members, mentors and people you know around town. Estimate how many people you’ll need to contact and how much you expect everyone to donate. If your goal is $5000 but you only are going to tell 10 people, it’s probably too much to expect each person to contribute $500. But if you are only asking for $500, and you know 50 people who might donate, and the average person donates $10, those are pretty good odds. Chances are some people might donate only $5, but others might donate $20, and some might not donate at all. Add Perks as potential benefit for those who donate to your mission. Even if you don’t have anything in mind, just writing “A personalized thank you card with a short poem about how awesome you are” will be at least a fun incentive for donors. It also shows them you are trying your hardest.
5. Grammar Still Counts
- Don’t forget, you still need to have proper grammar. This includes capitalization, spelling, punctuation and complete sentences. Not only will proper grammar obviously help make your message more clear to your donors, it will make you look more serious and professional, which increases trust that your cause is worth donating for.
Creating an inspiring mission is super important because that could be the difference between someone seeing your mission and deciding to donate for a worthy cause or someone walking away. Picture it almost like you are designing a store. Which store would you more likely go and spend your money in? You probably will enjoy visiting the store with the nice design, furniture, good music, air conditioning, cool pictures. You wan to welcome donors as if they are visiting your new store, make them feel comfortable and enjoy their time there. If you can do that, they’ll not only walk away happy but they might tell their friends to visit your mission too.
Bonus tips: Getting people to visit your Mission. Sharing your mission is important because if no one knows about it, no one will be donating to it. You can’t just post once on facebook and send a single message to your supporters. Let’s go back to the store example above. If you post once on facebook, that’s like putting up a single flyer on a telephone poll telling people about your store. And if you send a single message to a single potential donor, that’s like knocking on one person’s door and telling them about your store. What if you knock and no one is home? The more you knock on doors, the more signs you put up, the higher the chances of people knowing about your store and stopping by. The higher the number of visitors, the higher the chances are of a donation. So don’t be afraid to share your mission often and send regular messages to potential donors. It’s the only way they’ll find out about your mission!
If you have questions or concerns, please contact us at firstname.lastname@example.org our team members will be happy to help you!