6 fundraising appeal strategies to engage more supporters

A strong fundraising appeal is one of the most powerful tools a nonprofit organization has. By using a mix of appeal styles, nonprofits can keep supporters engaged and motivated to achieve their fundraising goals.

At the heart of every compelling appeal is a compelling story—one that highlights real people, real needs, and real impact. Today’s donors, however, expect more than a great message. They expect the giving experience to feel simple, personal, and fast. That’s why nonprofits must pair emotional storytelling with smart, low-friction technology that turns inspiration into action.

Below, we share six types of fundraising appeals to try that, when paired with the power of GoFundMe Pro, can help boost conversion rates and fuel your organization’s mission.

1. Lead with a human story

Instead of leading with statistics or program details, try focusing your message on one person, one moment, or one challenge your community faces. This approach adds a personal touch to your appeal letter and helps potential donors understand why your mission matters right now.

Stories create connection. When supporters can picture the life or lives they change, your ask feels less like a request and more like an invitation to be part of something meaningful.

Check out our guide on telling inspiring impact stories for more ideas on developing compelling characters and shaping a powerful narrative.

How to bring this to life with GoFundMe Pro

Campaign Studio, our versatile campaign builder, is the perfect tool for creating and launching custom donation pages that bring your story to life. Add photos, short videos, quotes from the people you serve, and meaningful impact metrics to make your appeal feel real and trustworthy.

When your campaign aligns with and reflects your nonprofit’s brand, it builds confidence and makes donors more likely to give.

Real-world example

Starlight Children’s Foundation added a personal touch to its email appeal by including real quotes from parents of the children it serves. These voices help ground supporters in the impact their donations can have on children’s lives.

2. Invite donors to be partners in the story

Help donors see themselves as a critical piece of your fundraising plan to increase their connection to your cause. For example, shift the language from “we need your help” to “you can make this possible.” This second-person framing allows supporters to feel like active partners in your nonprofit’s mission.

When donors see themselves as valuable problem solvers, your response rate across email appeals, direct mail fundraising letters, and other messaging mediums may increase as they feel moved to answer that call for help.

How to bring this to life with GoFundMe Pro

It’s critical that your appeals appear wherever your supporters already spend time, including on your website, across social media channels, and in online communities and forums. Reaching donors in these key places keeps your message front and center, and makes it easier for them to take the next step when they feel inspired.

GoFundMe Pro makes this possible by helping you create uniquely branded campaigns, build trust with supporters, and reach more people across the web, social media, and the GoFundMe community of over 200 million. With AI-powered donation forms, seamless giving flows, and peer-to-peer and social sharing tools, anyone who feels moved to help can act right away.

Real-world example

Big Brothers Big Sisters of Metropolitan Chicago used Instagram to highlight a full-circle moment for one of its mentees, who later became a mentor for the program. The organization paired this with a fundraising appeal, saying, “The next match starts with you,” offering donors the opportunity to be the reason behind the next success story.

3. Personalize your ask amounts

When donors see a blank field or generic donation amounts in the call to action, they may hesitate because they’re unsure how much to give. That hesitation can lead to abandoned gifts or smaller donations.

Personalized ask amounts remove that friction. Instead of showing every supporter the same $25, $50, or $100 options, tailor the ask to their history and engagement. This helps first-time donors feel comfortable while also encouraging major donors to stretch their generosity.

Over time, this approach can help support stronger retention because donors feel understood—the path forward is clear and relevant to them.

How to bring this to life with GoFundMe Pro

Intelligent Ask Amounts, our AI-powered donation amounts, uses machine learning to predict the amount a donor is most likely to give and to customize an ask for that individual. You can set a campaign goal—whether that’s higher conversions, more recurring gifts, or increased revenue—and our AI optimizes your campaign to help you get there.

Pair each option with tangible impact—such as the number of meals, books, or hours of support that gift provides—so every amount feels meaningful and inspiring.

4. Add ease and urgency to your appeal

Today’s donors are busy, distracted, and often give from their phones. If your online donation experience feels slow or confusing, you risk losing their attention, even if they care deeply about your cause. One of the best ways to drive quick action is to create a sense of urgency.

Time-bound matches, challenges, and countdowns remind supporters that there’s no time to waste. Making simple updates to your messaging, like email subject lines or social media captions, can help capture their attention and prompt them to donate right away. Think, “24 hours left to reach our goal.”

How to bring this to life with GoFundMe Pro

With 0.3-second load times, our lightweight, embedded donation forms keep supporters in the moment. Mobile-optimized, fast-loading flows help turn urgency into action, and abandoned cart reminders bring donors back if they get distracted before completing their gift.

Real-world example

SBP, a nonprofit dedicated to helping communities shorten the time between disaster and recovery, ran a “Home for the Holidays” campaign that highlighted a gift-match of up to $100,000. The campaign also leveraged Intelligent Ask Amounts and framed the donor as a key partner in the cause who could “be the reason a family returns home” that holiday season.

5. Turn emotion into ongoing support

The most effective fundraising efforts invite supporters to stay involved after their first donation. One simple way to do this is by highlighting monthly giving as part of your giving campaign. Even small monthly gifts add up over time and create a powerful, long-term impact for your mission.

Recurring donations provide steady funding that helps nonprofits plan ahead, grow programs, and respond quickly when needs arise. This is especially valuable at the end of the year, when many donors are motivated to give back and make a lasting difference.

For more tips on cultivating monthly donors, check out our guide on turning year-end donors into recurring supporters.

How to bring this to life with GoFundMe Pro

Use recurring nudges to gently invite donors to upgrade after a one-time donation. These prompts make it easy for supporters to turn a one-time moment of generosity into ongoing support.

6. Give supporters a way to lead

When supporters are inspired by your cause, many want to help beyond donating. They want to share your story, invite friends to participate, and feel like part of something bigger. This peer influence is a powerful way to grow your fundraising initiatives.

Supporters can promote your cause through social media, personal emails, and everyday conversations, extending your reach far beyond your owned channels. Your board members can also play a powerful role, leading by example and inviting their networks to participate.

However, peer-to-peer fundraising is evolving. Traditional models often asked supporters to follow a set script or join a single event. Today, people want more freedom and ownership. This is why nonprofits should consider moving beyond traditional peer-to-peer campaigns to a community fundraising approach.

Doing so lets supporters lead on the channels they already use: social media, group chats, neighborhood events, gaming livestreams, or personal challenges, for example. When supporters can show up authentically, they become powerful ambassadors of your brand.

How to bring this to life with GoFundMe Pro

To take full advantage of our peer-to-peer fundraising suite, start by opting in to claim your Nonprofit Page. This opens the door to organic community fundraising across GoFundMe’s 200 million-strong community. From there, add a “Fundraise Your Way” prompt on your website to give supporters a fast, easy way to get started.

Connect your fundraising appeals to tools that drive giving

Strong appeals are the heartbeat of any fundraising campaign. Ace them, and you’ll unlock deeper supporter connections, stronger trust, and lasting excitement. Start today with GoFundMe Pro and watch your mission take off.

Copy editor: Ayanna Julien