When you ask for a donation:
- Suggest a gift amount using an ask string.
- Remind previous donors when they last gave and how much they gave.
The evidence is that doing so improves results.
Previous blogs discuss ask strings. This post shows some examples of combining them with the right ask sentence. For more examples, including the best performing example, download the Primer below.
Letter ask sentences
Generally, the letter asks for a gift without specifying the particulars.
- Prospects: Will you please make a donation today by returning your check with the enclosed reply card?
- LYBUNTS (Last-Year-But-Not-This) and Current Year Donors/Second Gift: Will you please continue your support today by returning your check with the enclosed reply card?
- SYBUNTS (Some-Year-But-Not-This): Will you please renew your support today by returning your check with the enclosed reply card?
Response Card ask sentences and ask strings
The response card usually has an affirmation and asks for a specific amount in the form of an ask string.
Use the word continue or renew, as in the following:
Past giving history may be used to further segment the previous donor ask sentences and ask strings on the response card. See more examples in our downloadable Primer. And be sure to visit our Reply Card Design Gallery to see great examples of reply card design.