Making fundraising calls can be nerve-wracking, but it helps to have a plan in the form of a fundraising script. In this guide, we’ll offer some tips and sample scripts you can use when calling donors to request a face-to-face meeting or directly request donations. Let’s dive in!
When thinking about how to ask for donations, it’s natural to wonder:
Creating a fundraising call script gives you a few handy talking points to guide the conversation in a positive, productive direction and to help you prepare for the different ways the person you’re calling might react to your request.
A script can also help you calm your nerves and make the ask with confidence and poise. Plus, scripts are a must when you are training people who have never asked for gifts before. You can use these scripts in a variety of scenarios, including offering them to:
One of the most common mistakes I hear fundraisers make is asking for a donation by saying “I have some exciting updates for you.” Let’s face it: Listening to “exciting updates” sounds about as enticing as watching paint dry. Instead, try any of these:
“Hi, [their name]. I’m [your name], and I’m the [title] at [your nonprofit].
First off, I want to thank you. Your generous support has [impact they’ve had]. It’s because of you that [another impact they’ve had]. We’re so grateful to you!
“[Their name], you have such a compassionate heart for [your cause] and we’re so thankful.
“[Their name], the reason I’m calling today is to ask for your help [accomplishing your campaign’s goal]. It’s the fastest way to [example of how the goal will serve your mission]. Many of our supporters are helping us out today with a [monthly] contribution of [donation amount]. By making this [monthly] gift, you’ll be [an example of what you’ll be able to do with their donation]. Can we count on you to help with a [one-time or monthly] gift of [donation amount]?”
“We’re so grateful for your continued support, [their name].Thanks to you, [insert impact their gift will have].”
If you don’t get the person on the phone, leave a message with your callback number and send a follow-up email inviting them to give.
If your goal is to get a visit from or meet with a prospective donor, keep in mind that you might have to talk with them multiple times to convince them to meet with you! You can use alternate channels by calling them, emailing them, texting them, sending them a video message via email, or sending a message on LinkedIn.
And remember: Donors may not give over the phone—but that doesn’t mean they won’t give at all. Some donations will result from your follow-up efforts. Prepare your next steps ahead of time, including sending an appeal, asking for a face-to-face visit, sharing a testimonial from a client you’ve helped, or inviting them to an event.
“Hi, [their name]. I’m [your name], and I’m a board member of [your nonprofit]. First off, I want to thank you. Your generous support has [impact they’ve had]. It’s because of you that [another impact they’ve had]. On behalf of the board of directors of [your nonprofit], I want to thank you!”
“[Their name], we are so thankful for your compassionate heart for [your cause].”
“[Their name], the reason I’m calling today is to ask for your help [accomplishing your campaign’s goal]. It’s the fastest way to [example of how the goal will serve your mission]. Many of our supporters are helping us out today with a gift of [donation amount]. Your gift will be put to immediate work [short example of what you’ll be able to do with their donation]. Can we count on you to give a [donation amount] today?”
“We’re so grateful for your continued support, [their name]. It’s so great that you’re doing this. Thanks to you, [insert impact their gift will have].”
If the recipient doesn’t pick up, board members should leave a message for the person with their callback number.
They can leave a message like: “Hi [their name]. My name is [your name], and I’m a board member for [nonprofit]. I’m calling to thank you for your previous support and to invite you to be part of a new special campaign. If you’re interested in helping us [short description of the campaign’s goal], please call me back at [ phone number]. That’s [phone number]. Thank you and have a great day! ”
After leaving a voicemail, they should send a follow-up email inviting the supporter to give.
If your board members don’t have time to follow up, it’s fine for staff to pick up where they left off and call those supporters. They can say: “A couple of weeks ago, our board member [the board member’s name] left you a message about something exciting we’re doing at [nonprofit]. I wanted to follow up…”
Your supporter may not make a donation when you call. Below is a list of sample objections you might hear and a few ways you can handle them.
OBJECTION: “I can’t afford the amount you want.”
RESPONSE: “I completely understand. Any amount would help us [short reminder of the goal]. The amount is completely up to you.”
OBJECTION: “I gave because of your work on _____, but I don’t like the position you’ve taken on ________.”
RESPONSE: “I appreciate your honesty. If you have time, I’d love to hear more about your concerns.”
OBJECTION: “We’re in a tight situation financially, and we don’t have the money.”
RESPONSE: “I completely understand. There are other ways to get involved in our mission that don’t involve making a financial contribution. Would you like to hear about those?
Your fundraising calls are a critical part of your overall donor stewardship strategy. When you take a strategic, personalized approach to setting up meetings and asking for donations, you can meet donors where they are using an appeal that resonates with them. This helps lay the groundwork for better donor relationships for years to come.
Have a favorite strategy to secure a visit or respond to an objection? Drop it in the comments!
Want more help making the ask? Download my Get the Visit, Nail the Ask guide. You can also check out these other free resources from Bloomerang for guidance:
Send beautiful personalized emails, letters and mailings, acknowledgements, and surveys to build relationships that last a lifetime.
