Fundraising Scripts: Best Examples to Earn More Donations
Making fundraising calls can be nerve-wracking, but they can actually help boost your nonprofit’s donor engagement and retention efforts significantly.
Bloomerang’s research found that retention rates increased to 41% when donors received one phone call after they gave, compared to 33% for donors who did not receive a phone call. Donors who received more than one phone call from the nonprofit were retained 58% of the time.
To ease your nerves and ensure more successful fundraising outreach, 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. We’ll explore:
- What is a fundraising script, and when should you use one?
- What makes a good fundraising script?
- How to write a fundraising script
- 5 example fundraising scripts to use
- How to handle donor objections to your ask
- Quick tips to make the most of your fundraising calls
- How Bloomerang supports successful fundraising requests
What is a fundraising script, and why should you use one?
When thinking about how to ask for donations, it’s natural to wonder:
- What should I say?
- How should I ask?
- What if I flub the whole thing?
- What if they say no?
A fundraising script provides a few handy talking points to guide the conversation in a positive, productive direction and help you prepare for how 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 necessary when training people who have never asked for gifts. You can use these scripts in a variety of scenarios by offering them to:
- Volunteers during a fundraising call bank event
- Board members who may be making fundraising calls on your behalf
- Staff members who feel they need more guidance when reaching out to potential donors
What makes a good fundraising script?
- It’s conversational. Your scripts should sound like what you would say in a normal conversation. The donor shouldn’t feel like you are delivering a speech or monologue. Come to the meeting with a clear plan, research the donor and their interests, and prepare a simple ask.
- It encourages the recipient to chat. Your conversation should primarily focus on the prospective or current donor. Your script sets you up for a two-way dialogue that includes you asking the donor questions, natural pauses for your donors to reply, heartfelt appreciation and affirmation for the donor’s prior support and willingness to talk, and the ask.
How to write a fundraising script
1. Start by introducing yourself and reflecting on the donor’s impact.
Form a personal connection with the donor by introducing yourself if you haven’t communicated with them before. If you’ve previously connected with the donor, remind them of your last meeting and ask any follow-up questions related to your conversation.
Example: “Hi, [their name]. I’m [your full 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 positive effect they’ve had]. We’re so grateful to you!”
Example: “Hi, [their name]. This is [your full name]. It was great seeing you at the [event, meeting, volunteer opportunity, or other experience where you connected with the donor] and chatting about [conversation topics from that event].”
2. Perfect your fundraising script opening line.
One of the most common mistakes fundraisers make is asking for donations 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:
- “I want your input on a project we’re planning.”
- “We want to get your take on something.”
- “We’re trying to figure out a way to do XYZ. I’d love your input!”
- “Every donor has a story to tell about their connection to _____ (name the organization, institution, or mission). I’d love to hear yours.”
- “I want to personally thank you for your previous support and share something new that I think you’ll be interested in hearing!”
- “My job is to get to know our loyal supporters so I can share the impact you’re making. I’d love to share that impact with you and learn more about your interests.”
2. Make the ask.
Don’t beat around the bush—after greeting the donor and reflecting on their kindness, make your fundraising ask as clearly and concisely as possible to respect the donor’s time.
Example: “[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 today with a [monthly] contribution of [donation amount]. By making this [monthly] gift, you’ll be [an example of what your nonprofit can do with their donation]. Can we count on you to help with a [one-time or monthly] gift of [donation amount]?”
3. Express your gratitude again.
Whether or not donors agree to your request, show gratitude for their time and attention.
Example: “We’re so grateful for your continued support, [their name].Thanks to you, [insert impact their gift will have].”
4. Leave a message.
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, remember 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 community member you’ve helped, or inviting them to an event.
Example: “Hi [their name]. My name is [your full name], and I’m a [staff member, board member, volunteer, etc.] for [nonprofit]. I’m calling to thank you for your previous support and to invite you to participate in 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!”
5 example fundraising scripts to use.
Donation request from staff/board members
Hi, [their name]. I'm [your name], a [staff/board member] 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 positive effect they've had]. On behalf of the staff of [your nonprofit], thank you for your compassionate heart for [your cause]!
I'm calling today 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 today with a gift of [donation amount]. Your gift will be put to immediate work [short example of what you can 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]. Thanks to you, [insert impact their gift will have].
Major donor meeting request script
Hi, [their name]. I'm [your name], a [board or staff member or leader] of [your nonprofit]. First off, I want to thank you. Your monumental support has [emphasize the major impact they've had]. Without your support, we wouldn't have been able to [another positive effect they've had]. On behalf of our entire organization, thank you for your compassionate heart for [your cause]!
I'm calling today to invite you to a meeting to [get your input on a project we're planning, share information about a new campaign we're kicking off, etc.]. As one of our most dedicated donors, we deeply value your input and want to involve you in our upcoming initiatives to support [your cause].
Would [specific date, time, and location] work for a meeting at our nonprofit's office? If not, when would be a good time for your schedule?
We're so grateful for your continued involvement, [their name]. I can't wait to dive into this new initiative with your support.
Fundraising script to reactivate lapsed donors
Hi, [their name]. This is [your name], a [board or staff member or leader] of [your nonprofit]. First off, I want to thank you. Without your past support, we wouldn't have been able to [a positive effect they've had]. On behalf of our entire organization, thank you for your compassionate heart for [your cause]!
We haven't heard from you for a while, so I wanted to check in and see how you are. Since your last contribution, we've made major strides in [your programs or projects]. For example, we've [share a statistic or testimonials highlighting your organization's impact].
I'm reaching out about an opportunity that aligns with your interest in [reference past project or program the donor supported]. Would you be willing to help with a [one-time or monthly] gift of [donation amount]?
I completely understand if your circumstances have changed, but your past involvement has significantly impacted [your cause or mission]. Do you have any questions I can answer to help make your decision?
Fundraising script for impact updates
Hi, [their name]. I'm [your name], a [staff member, volunteer, leader, board member, etc.] at [your nonprofit]. I'm calling to provide you with some updates about your recent donation to our [program, project, or campaign].
Because of your generosity, we were able to [explain the impact of the gift in quantifiable terms, e.g. "Break ground on five new homes in our community"] and raise [total donation amount] to support [your nonprofit's mission].
Specifically, your gift helped [mention specific individuals or families in the community supported by the gift]. They were able to [describe how the gift positively impacted these individuals, e.g. "Build a new home to raise their three children"].
We can't thank you enough for your ongoing support and dedication to our mission.
