Always Raise Money for Something Specific — Here’s Why
Generic appeals (“support our mission”) underperform because they ask donors to imagine the impact for you. Specificity does the opposite in it shows donors exactly what their gift unlocks and draws the line for them. Why it matters, why now, and how you’ll report back. It increases urgency, average gift size, and it makes internal planning cleaner.
Below are some tips you can adopt for why and how you should raise money for something specific:
What Counts as “Specific”? (The Specificity Spectrum)
Project-Restricted (rigid):
Funds dedicated to a single project or line item. This could be for capital/equipment, or a very specific program expansion. Just keep in mind that there is low flexibility if costs change.Specific-with-Guardrails (flexible):
A defined package (e.g., “Expand mental health access this fall”) with a “or area of greatest need within this campaign” clause.This is useful when you know on the front end that costs and timelines may shift. It achieves donor clarity and operational wiggle room should that be necessary.Outcome-Specific (most flexible):
Gifts tied to outcomes (“serve 300 additional clients”) rather than line items.
This is for when you want maximum operational flexibility while still telling a concrete story.
Choosing the Right “Something”
Pick a need that is:
Mission-critical (no non-mission related side quests)
Time-bound
Measurable
Reportable (you can demonstrate impact)
Visible
Specifics Create Clarity and Urgency
When you name a concrete need, you give donors something to grab onto.
Vague ask: “Help us support education.”
Specific ask: “$100 provides a student with tutoring for a month.”
No one knows what “support” means. Is this textbooks? Tuition? Technology? Infrastructure? Don’t make your donors guess where their dollars are going. Create the built-in urgency of a clear, time-bound project.
Donors Want Proof Their Gift Made a Difference
One of the key reasons donors report not giving again is that they don’t know if their gift mattered or not. When your fundraising is tied to a specific initiative, it’s easy to close that loop.
“Your gift funded three new laptops for our learning lab.” or “Together, we provided 250 nights of safe shelter.”
That kind of reporting builds trust and keeps donors coming back year after year and makes them feel involved in the win.
It’s Easier to Rally Support at Every Level
A focused project gives your board, staff, and volunteers a simple story to tell. It also makes it easier to engage donors at every level:
Major donors can underwrite a big piece of the project.
Mid-level donors can fund program elements.
Small donors can “chip in” and genuinely feel part of the success.
Everyone gets to point to the finished result and say: “I helped make that happen.”
Specific Campaigns Strengthen Your Brand
When you raise for something concrete, you’re showing donors (and the community) that your organization has a plan, knows its costs, and is ready to execute. Vague appeals suggest the opposite. It seems like (whether this is or is not the case) that you’re “winging it” or scrambling for cash. Being specific signals professionalism, focus, and impact.
Specific fundraising can be a mindset change for some nonprofits. Every campaign should give donors a story they can finish: “Because of my gift, this happened.”
If your next ask feels fuzzy, send us a message! We have helped craft messaging and campaigns for hundreds of nonprofits and have help raise more than $100 Million a year for US charities.
