"Eight Ways to Create a Sense of Urgency at Your Point of Entry" by Terry Axelrod

Potential donors want to know your organization needs them. They want to know their gift will make a big difference in what you are able to do. They want you to convey not just the excellent work you are already doing, but also the lives that still urgently need your organization's help.

In other words, people are more likely to give when they understand the urgency of your work.

The most effective way to do this is to show them the gap between where you are now and where you could be if only you had more resources—which is where they come in. They can help you to reach more people in need or better support the people you are serving now.

Portray the gap for them—not in minute detail, but broadly enough so there is room for people to fill in the blanks or expand around the edges to add what they alone can uniquely contribute.

Here are some examples of how to convey the urgency of your work:

1. Show people (just) one simple pie chart about your budget, income sources, trends, etc.


2. Let down your hair a bit and share some of the key strategic issues and challenges you are facing right now—how to grow your highly successful programs, develop a scholarship fund, or expand your travel fund to support future debate teams to compete nationally.


3. Suggest several programs you would like to start or expand, based on specific examples of people you've had to turn away.


4. Mention in-kind goods and services you need.


5. Mention capital needs you might have. What more could you do if you had that new building, van, or roof?


6. Even if you're in a gorgeous new building, explain that it happened thanks to many generous donors and tell them what else you still need.


7. Tell them a story about the lives you still want to change.


8. Make a Wish List (without dollar amounts; you're not asking for money at the Point of Entry^®) with a range of items, from old sneakers to a new gymnasium.

People want to hear about your organization's real day-to-day frustrations as well as your successes. They want to know about the kinds of requests you have to turn down and the people you have to turn away. This will show them how they can fit in and help you expand your valuable work so you can do even more.