The Strategy Behind a Successful Special Appeal

The special appeal is your single biggest fundraising opportunity at an event. Whether you call it a special appeal, fund-a-need, direct ask or paddle-raise, this is the moment when you ask your guests to give directly to your work. No auction packages, no raffle prizes—just a cash donation that demonstrates their commitment to your mission.

There’s a lot of strategy in executing an effective special appeal—pre-committed gifts, challenges, timing and storytelling—but when you get each of these pieces right, your numbers will soar.

Pre-Committed Gifts

The key to being able to leverage giving and being strategic with your special appeal is knowing in advance what your donors are bringing to the table. The last thing you want is to tell a beautiful, emotionally-compelling story of the impact your work has had on someone, and start with an ask for gifts at the $10,000 level to see no paddles in the air. Then at $5,000, no paddles, just crickets.

Avoid the crickets with pre-committed gifts! Go into your appeal collection having already identified gifts at the top levels to drive momentum and energy in the room. This gives other donors the opportunity to join a movement of giving.

Work with your major donors to identify pre-committed gifts in the weeks leading up to your event. Identify any grants, matching gifts, foundation gifts or board gifts that can also be used during the special appeal. If a major donor is unable to attend, you can still use their gift.

Create a list of those with pre-commitments so that you can work with your benefit auctioneer to develop a strategic appeal strategy.

Challenges

During a special appeal, a challenge can be a great way to engage new donors or increase their level of giving. For example, if their funds can be matched at a specific level or if a donor throws a challenge to the room to join them, this can be a very persuasive ask.

Make it compelling. Sometimes if you don’t have a matching gift to leverage, you can leverage another opportunity such as “every donor at this level will receive tickets to a private concert.” Incentives can also be effective.

Story, Ask, Collection

Your special appeal should take place at the moment of highest engagement in your program—after some storytelling and before your audience starts thinking about getting home. There are 3 key components to executing the special appeal:

• Story – Tell the story of one person or family impacted by your work to create an empathetic connection to your audience. This releases oxytocin which fuels generous giving. Video is a great way to focus your audience and tell a concise, powerful story.
• Ask – Once the video ends, invite your storyteller to the stage to make a simple, quick, scripted ask: “This organization changed my life. I want that to be possible for others, so I ask you to give and give generously.”
• Collection – Capture this energy and momentum by moving directly into the collection by your benefit auctioneer. Do not retell the story, do not talk about tax benefits—have the auctioneer start with your highest levels of pre-committed gifts and work their way down your appeal strategy to give everyone in the room an opportunity to join this movement.

To see an effective special appeal strategy in action, watch each of these pieces come together at the 2019 North by Northeast Community Supper gala:

Want to learn more about the special appeal? Watch our webinar with Greater Giving here.

Photo by Tom Cook at the 2019 Center for Women’s Leadership Power Lunch
Video by The AV Department