3 Steps to Raising Undesignated Funds while having a compelling offer

You can raise unrestricted money. Here’s how.

It’s not easy, raising money. 

Donors don’t have the time of day to understand the whole problem, but want to give to specific, tangible, and measurable outcomes. If you’re too specific, the gift is designated and unable to be used as your leadership needs. Too vague and the message is lost on the reader.  

Consider the following strategies to raise undesignated funds while still having a strong offer. 

1. Somewhere in the appeal, craft a sentence like this:

“Your gift not only helps with [this tangible outcome], but it will also help in many other ways. You'll help people [in this way] and [that way], and provide [what your organization provides.]"

-or-

“When you give today, your gift will [do this one specific thing] and [help in many other generic ways that contribute to the overall mission of the organization].”

If you’re an organization that raises funds from meals traditionally then consider the occasional appeal that “rises above” the traditional ask, like so:

“You already know what it means to provide nourishing meals and provide safe shelter, but today, I want to share with you a story of the bigger picture.”  

2. In the reply device make sure the action the donor is taking affirms BOTH that they are giving to the specific offer AND toward achieving the overall mission.

"Yes, I want to help [the specific way/program/beneficiary the donor will help] and other [places and projects].”

3. Including a short and clear restricted gift policy statement on the reply device, such as:

“In case funds exceed the projects described here, the board may designed the money to where it is most needed."

"The costs used in this appeal are averages and the stories told represent the mission of the organization. All donations will be used for board-approved programs. In cases where donations exceed what is needed, our org will redirect funds to similar activities and needs."

While there may be other internal hurdles to having management, gift processing, and the resource development program all aligned with this strategy, we’ve found that these methods clear the general hurdles necessary to untether a gift from the restricted zone. 

Bonus:

Jeff Brooks on How to make your fundraising unrestricted (Article)

Work Less Raise More with an instructional video (video)