Act as the world foremost expert in fundraising communications and strategy. Below is a script for a fundraiser to use after they have asked a donor for a donation, offered to split the donation up into a fortnightly instalment arrangement, and backed it up with charity information (called a ‘persuasive’). You will note that after every section there are different pathways to follow based on the response of the donor. It also provides a guide to reducing your initial asking amount in a progressive manner. In your expert capacity, please make this the best possible process ever. Feel free to change the structure if your expert opinion, or current research into donor psychology deems necessary. I’m looking for the most persuasive wording ever (with absolutely NO clichéd phrases such as “journey to the future”, “brave and strong”, “full of hope and courage”, “fearless to difficulties”, “firm belief” or similar content, unless explicitly told to. NEVER use phrases such as awe and wonder unless explicitly told to).
I’m also looking for the optimum structure based on psychology and neuroscience of donors so that we are getting the best outcome for the charity. I don’t want the process to lower levels too quickly, I want it to be effortless and not simply a bartering exercise. This should be an elegant negotiation process.
I also want the format to be as easy to follow as possible because it’s purpose is for use live on a call with a donor.


1) If silent, ‘umm-ing and ahh-ing’, or weak objection, continue below.  

2) If strong Objection go to $500 ask 

3) If they pledge a different amount go to ‘Gap Guide’ 
 
It seems like you really believe in this cause and value the work being done, Thank you for that. As I mentioned, I know full well what I’m asking of people… it’s to make a lasting impact, and nothing worth doing was ever easy. And at the moment … (READ PERSUASIVE 2) 
 
1) If ‘umm-ing and ahh-ing’, or weak objection.. ask:  

Forgetting the amount for a moment (NAME), if we were to split a donation up for you, what would suit you best, fortnightly or monthly?  
      1.1) Donor responds: Take their chosen frequency and go to PERSUASIVE 3 (ensure asking amount is at their chosen frequency 

     1.2) Donor doesn’t provide frequency: Go to REPHRASE LINE, then PERSUASIVE 3 if silent / ‘umm-ing and ahh-ing’ / weak objection 

2) If Strong Objection, continue below to $500 ask 

3) If they pledge a different amount go to ‘Gap Guide’ 

 

$500 ($85 or $100 per fortnight x6 | $170 or $200 per month x3) 

 

It sounds like what I’m asking for doesn’t quite make sense for you right now, and that’s okay. I’ll just mention, if we were to bring that down to $85 or $100 a fortnight for … fortnights, you would still be (DONATION DESCRIPTION or “making a lasting impact for (RECIPIENTS OF CHARITIES SUPPORT”). And what that really means to you is you’ll be challenging yourself to express real generosity in the world… and I really think that will come back to you in a positive way. So keeping that in mind (NAME), can you help with $85 or $100 a fortnight, just for six-fortnights?  
 
1) If silent, ‘umm-ing and ahh-ing’, or weak objection, Hold level with PERSUASIVE (then REPHRASE LINE if not used already).  

2) If firm Objection go to $250 ask 

3) If they pledge a different amount go to ‘Gap Guide’  
 

$250 ($42 per fortnight x6 | $84 per month x3) 

Let me ask you this then. Obviously its a really crucial campaign at the moment, that’s why I’ve been talking about truly impactful donations here. Something I’ve found that’s been working for many people who have decided to help... even people on a pension too... is $42 a fortnight for six-fortnights. Obviously, the fortnightly arrangement works for pensioners because they get paid fortnightly, and we can line it up with a pension date. I’m not saying you’re on a pension, I’m just saying this is something that, whilst still an impactful donation, quite a few donors from all backgrounds have found it to be something they can do in order to (DONATION DESCRIPTION or “make a really significant difference for (RECIPIENTS OF CHARITIES SUPPORT”)). 
Again, it doesn’t go forever, it’s just 6 fortnights... can you do the $42 a fortnight for six-fortnights?   

 

1) If silent, ‘umm-ing and ahh-ing’, or weak objection, Hold level with PERSUASIVE (then REPHRASE LINE if not used already)..  

2) If they pledge a different amount go to ‘Gap Guide’  

3) If firm objection continue below to ask for a match 

 

ASKING FOR A MATCH 

Thank you so much (NAME) for taking the time to understand the current problems (RECIPIENTS OF CHARITIES SUPPORT) are facing at the moment. And thank you being part of the solution with your previous support – I’m glad we were able to tell you just how much of a difference you’ve made. Hopefully hearing that gives you that incredible feeling inside that you can only get from being truly generous and making a difference. Now, I can understand that at the moment (SUMMARISE DONORS OBJECTION) and that could make a person not as confident as they once were. The last time you helped out, you felt comfortable doing (LAST DONATION), and you now know that it made such an amazing difference. So (NAME), my hope is that despite your situation not being as easy as it once was, that you will consider staying in your comfort zone of (LAST DONATION) like last time, and feel happy doing that again. Now, it will still (DONATION DESCRIPTION) like last time, so you can know in your heart that despite any bumps in the road you’ve been able to challenge yourself to stick to your values of generosity and kindness. 
So keeping in mind (NAME), can you (DONATION DESCRIPTION) and come on board with (LAST DONATION) again?  

 

GAP GUIDE  
 
CURRENT ASK INSTALMENT HIGHER THAN LAST DONATION 

Pledge is EQUAL to their last donation: 
 
“We are really grateful that you’re interested in supporting again, you’ve been a wonderful donor in recent times... I can see last time you gave ($…...) which was great. As I said before we’re facing some unique challenges at the moment with (URGENCY/WHY NOW). This is why I’m asking if you can challenge yourself and extend your generosity a bit further to (ASK INSTALMENT), and just repeat that for a short period of time allowing you to make a more meaningful impact. As I mentioned it doesn’t go on forever, there is an end date. So keeping that in mind, can we put you down for the (CURRENT ASK)?  

...OR if the (LAST DONATION) is the amount you’re comfortable with once again, can we put you down for that each (FREQUENCY) given you’ve been comfortable with that amount before?”  
 
 
Pledge is LOWER than their last donation: 
 
“We are really grateful that you’re interested in supporting again, you’ve been a wonderful donor in recent times... I can see last time you gave ($…...) which was great. As I said before we’re facing some unique challenges at the moment with (URGENCY/WHY NOW). This is why we’ve had to come back to our supporters and really challenge them to consider helping in an impactful way. So (ASK INSTALMENT) is more than you did last time, and I’m asking you to repeat that (FREQUENCY) for a very short period of time. As I mentioned it doesn’t go on forever, there is an end date. So keeping that in mind, can we put you down for the (CURRENT ASK)? OR if that really was pushing it too much, could we put you down for (LAST DONATION) each (FREQUENCY) given you’ve been comfortable with that amount before? “ 

 

Pledge is HIGHER than their last donation:  
 
“We are so grateful that you’re interested in supporting again, thank you. As I said before we are facing some unique challenges at the moment with (URGENCY/WHY NOW). You’ve just told me you’re comfortable with (PLEDGE) which is more than what I’m asking you to do for (CURRENT ASK FREQUENCY). Again, we want to make sure we can (DONATION DESCRIPTION) for (RECIPIENT OF CHARITY SUPPORT) which is why we’re spreading it out for people and doing (CURRENT ASK INSTALMENT) over (FREQUENCY). I guess even though the total is higher, it just works better to spread it out using smaller amounts. The benefit is though we are able to do so much more good at the same time. It really feels like it’s win/win. So, keeping all of that in mind can you come on board with the (CURRENT ASK INSTALMENT/FREQUENCY)? Or if you really want to challenge yourself, would you consider (PLEDGE) for (FREQUENCY) because you’re comfortable with the amount today” 

 
 
CURRENT ASK INSTALMENT LOWER THAN LAST DONATION 

Pledge is EQUAL to their last donation: 
 
“I really appreciate that you’re interested in supporting again, you’ve been a wonderful donor in recent times... I can see that is what you helped with last time. As I said before we’re facing some unique challenges at the moment with (URGENCY/WHY NOW). That’s why we’ve had to come back to our supporters and challenge them to make a more meaningful impact for the charity. To make it more manageable for people we’ve found that splitting donations up works really well. On this campaign I’m asking you for (ASK INSTALMENT) which is less than what you did last time and have pledged today, but just make it (MONTHLY/FORTNIGHTLY) for (INSTALMENT FREQUENCY). As I mentioned it doesn’t go on forever, there is an end date. So keeping that in mind, can we put you down for the (CURRENT ASK) or if you really wanted to challenge yourself based on everything we’re facing at the moment can you do the (LAST DONATION) you did last time for the (FREQUENCY) because you’ve shown you’re comfortable with that amount? “ 

Pledge is LOWER than last donation: 

“I Really appreciate that you’re interested in supporting again, you’ve been an amazing donor in recent times. I can see here that last time you helped you did (LAST DONATION). As I said before we're facing a really challenging time at the moment with (URGENCY?WHY NOW). That’s why we’ve had to come back to our supporters and challenge them to make a more meaningful impact for the charity. To make it more manageable for people we’ve found that splitting donations up works really well. On this campaign I’m asking you for (ASK INSTALMENT) which is less than what you did last time, and to repeat it (MONTHLY/FORTNIGHTLY) for (INSTALMENT FREQUENCY). As I mentioned it doesn’t go on forever, there is an end date. So keeping that in mind, can we put you down for the (CURRENT ASK) or if you really wanted to challenge yourself based on everything we’re facing at the moment can you do the (LAST DONATION) you did last time for the (FREQUENCY) because you’ve shown you’re comfortable with that amount? “  
 

…..OR if (PLEDGE) is the amount you’re comfortable with on this campaign, can we put you down for that each (FREQUENCY) just due to the issues we’re facing at the moment, it would go a very long way. It’s less than what you did last time and it doesn’t go on forever?  
 

Pledge is HIGHER than last donation: 

“It’s so good to see that you’re interested in supporting again, thank you. As I said before we are facing some unique challenges at the moment with (URGENCY/WHY NOW). You’ve just told me you’re comfortable with (PLEDGE) which is more than what I’m asking you to do for (CURRENT ASK FREQUENCY). Again, we want to make sure we can (DONATION DESCRIPTION) for (RECIPIENT OF CHARITY SUPPORT) and most people I speak with find it better to do (CURRENT ASK INSTALMENT) over (FREQUENCY) than something like (PLEDGE) all in one go. I guess even though the total is higher, it just works better to spread it out using smaller amounts. The benefit is though we are able to do so much more good at the same time. It really feels like it’s win/win. So, keeping all of that in mind can you come on board with the (CURRENT ASK INSTALMENT/FREQUENCY)? Actually I can see here that last time you gave (LAST DONATION), if you could do that again and come on board for the (FREQUENCY) that would be amazing….. Or if you really want to challenge yourself would you consider (PLEDGE) for (FREQUENCY) because you’re comfortable with the amount today” 

 

REPHRASE LINE (Asking for the same total amount by offering a different frequency – e.g fortnight vs monthly) 
 
“Let me mention this because its really fascinating. Its amazing how presenting something, that is exactly same but slightly different changes the way you think. It happens to me over and over again, so many people will say “oh I don’t think I can do $….. Per (frequency)?” but when I ask, them if they can do $….. Per (frequency)? they say “Yeah, I can do that”. It’s the same amount over the same timeframe... but just set up a little differently and that makes all the difference apparently. So far I’ve asked you about $….. Per (frequency)?, so I’ve got to ask if $….. Per (frequency) feels comfortable for you now?