Hey Reader,

Sarah’s spring appeal was five days late. Again.

She wasn’t procrastinating, but struggled with the best way to ask for donations.

She always thought, what if it felt pushy? What if donors get annoyed?

So she put it off, even though the organization needed these specific funds, not to mention her personal fundraising goals she had to meet.

Each day she delayed, donations slowed.

Not because people didn’t care, but she hadn’t given them a reason to say yes.

In today’s edition of the Social Profit Stack, I want to help you build confidence when writing your next donation appeal. These five call-to-action templates will simplify it, drive revenue, and combine efforts with your donors to support your mission.

Last I checked, donors are NOT mind readers

You already know that living a code of silence will never fund your programs.

If you believe in your mission (and I know you do), the time is now to do the work and find the best ways to ask your donors.

Most donors like to give when it feels personal and timely. If they’re on your donor list, now’s your chance to show up and offer an opportunity to support what they already believe in.

It provides an opportunity to build support for the organization. It also removes stress from the equation and reminds your donor to give.

There’s no pressure. You’re inviting your donor into something meaningful.

It’s not only about the money

Every appeal you send is a chance to build trust, show up, and remind donors why they matter to your organization.

No matter how you ask, people give to people. Fundraising appeals provide a reason to believe in how you support the community together.

When you know what to say, asking gets easier. Adding one of these 5 simple call-to-actions can help you confidently write your next fundraising appeal and connect with your donors in a way that feels real.

1. “When you give to [___], you help [impact statement].”

This template helps connect the donor’s next move with a clear result. It reinforces their decision and makes the gift feel personal and meaningful.

You can use it early in the email after an opening story or paragraph that sets the scene. It shares ideas on how and why the donor needs to give.

“When you give to the Jane Gill Society, you’ll help survivors of domestic violence rebuild their lives in safe, supported environments.”

2. “Your donation of [amount] today can [specific outcome]—and we need your help before [deadline].”

Specificity and urgency are two of the best motivators donors need when asking for a gift. It shows how timing is of the essence.

Use this template during campaigns or fall appeals like Giving Tuesday. Once the value proposition is clear, you can add it midway through the appeal. It’s also great in a button or standalone paragraph.

“Your donation of $25 today can provide a week’s worth of meals to a student in our program—and we need your help before Friday, May 30 at midnight.”

3. “We’re [urgency or milestone], and your support today will [benefit].”

This template shows progress in your campaign and invites donors to help reach the goal. It triggers their interest in being part of a collective effort.

Best to add this one toward the end of the appeal to continue building momentum. You can insert it right above the donation button as a final push.

These work great in campaigns or when tracking progress is part of the message, i.e., P2P group challenges.

“We’re $2,000 away from our monthly goal! Your donation today will help fund emergency shelter for 5 more families.”

4. “Because of donors like you, [short success story]. Will you help us do even more?”

Templates like this recognize your donor’s previous support and help build momentum. They create a sense of continuity and partnership.

Ideal for the opening or second paragraph in a stewardship-focused appeal or renewal campaign. Great as a lead-in to a CTA button.

Consider using this one regularly. Share a story that includes thank-you messages but still allows for an opportunity to ask.

“Because of donors like you, 24 teens graduated from our mental health peer program this spring. With your support this year, we can graduate 30.”

5. “[Problem aiming to fix] you can take [activity to support] —and your donation helps us keep going.”

Use templates like this one on your donation page. It’s evergreen and the reason your organization exists.

Adding one more sentence about the amounts given can help show the impact your donor can make while providing effect. This approach works well outside campaigns— quiet, steady, and honest.

This template also works well in the footer of appeal emails or auto-receipt thank-you emails. You can use it year-round, refreshing it with a slight tweak, but the core message stays strong.

“Together, we can show up for teens struggling with their mental health—and your donation helps us keep the doors open, programs running, and support flowing. Thanks for having our back.”

Templates are a great starting point, but your organization’s voice makes the message resonate.

Use real examples and be specific about the impact.

Avoid jargon, aim for clarity, and tailor the message to your audience. Test what feels right and refine as you go. The best calls to action sound like you.

Don’t Wait, K?

Sarah finally sent the email.

It wasn’t perfect, but it was honest and clear. She used one of these templates to share how her donor’s gift would make an impact.

By the end of the week, five donors had given. One even increased their usual gift.

Pick one call-to-action template. Write the email. Hit send.

Watch how many people click donate.

P.S. Want more help writing better emails? Hit reply! We can get started right away..

Link 💜

Want to write better appeals using a reliable email marketing platform? Check out Kit (formerly ConvertKit). They have your needs covered.

In case you missed it, Chenell Basilio from Growth in Reverse created a pop-up newsletter called 30 Days of Growth. Each day, you'll receive one tip to grow your newsletter fast and optimize it for your community. Sign up here!

I can’t say enough good things about this podcast. If you’re looking for timeless wisdom in an accelerating world, Shane Parrish is the host of The Knowledge Project and is one to listen to weekly.

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