Chapter 23: Crafting Compelling Appeals
A compelling appeal serves as more than a solicitation–it educates constituencies about programs and services, illustrates impact, shares stories that emotionally engage donors, and helps to build a positive public image of the organization. The term "appeal" in this chapter refers to any communication–whether delivered in person, through phone, mail, or online–that asks the recipient(s) or audience to take a specific philanthropic action. That requested action typically involves supporting the organization through volunteering (time), lending expertise (talent), or making a financial gift (treasure).
Most of the work in crafting a compelling appeal is not in writing, but in understanding the donor's perspective, their personal motivations, and their relationship with the organization. This chapter considers these factors while guiding readers through the process of planning an effective appeal. After completing this chapter, readers will be able to: plan appeals for different audiences, apply philanthropic research to develop appeal contents, develop strong calls to action, assess an appeal’s effectiveness, and navigate ethical concerns in sharing client stories.
Heather A. O’Connor
Heather A. O’Connor, Ph.D., CFRM, CAP®, is a research consultant for the Center on Philanthropy and Social Impact at the American College of Financial Services, and an adjunct faculty member at Indiana University Lilly Family School of Philanthropy and Louisiana State University at Shreveport. She is a former fundraiser with 20 years of experience serving health, education, and social service organizations. She holds a Ph.D. in Philanthropic Studies from the Indiana University Lilly Family School of Philanthropy and an M.A. in Social Service Administration from the University of Chicago.