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How to Create a Strong Unrestricted Fundraising Ask

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Create a Strong General Unrestricted Fundraising Ask

For years, the default fundraising appeal letter at many nonprofits has sounded the same: a general ask for unrestricted support.

The problem? That kind of message simply doesn’t light a fire in today’s donors.

If your appeal is still built around a vague, open-ended request for general operating support, it’s time to rethink your strategy. Because here’s the truth: your donors have changed.

They’re more discerning. They ask tougher questions. And, they have more options than ever before.

One of their biggest concerns? That their gift will disappear into a black hole—used for admin or overhead—with no clear impact.

The Problem with General Fundraising Asks in Today’s Donor Climate

Let’s be clear: general operating support is essential. Every nonprofit needs it. But just because it’s necessary doesn’t mean it’s motivating to your donors.

Today’s donors want to feel something when they give. They want to see their gift in action—and fast.

Vague language like “support our programs” or “help us continue our work” doesn’t create urgency or emotional pull. It doesn’t answer your donor’s biggest question:

“What will my gift actually accomplish?”

Why Safe Unrestricted Fundraising Appeals Often Fail

Some fundraisers fall back on a general ask because it feels safe.  But “safe” can easily become “bland.”

The problem is that a general ask often sounds institutional—focused on your organization’s needs, not your donor’s aspirations. That’s a surefire way to depress response rates and shrink gift amounts.

As fundraising veteran Roger Craver puts it, the general ask is more than just ineffective—it’s lazy. It lacks urgency, clarity, and emotional appeal.

And when donors don’t feel connected to the impact, they don’t give—or they don’t give again.

Donors Want to Fund Outcomes, Not Overhead Costs

Your donor doesn’t wake up thinking, “I’d really love to help pay the electric bill this year.”

They want to fund things that matter: students learning to read, families finding shelter, researchers making breakthroughs, communities growing stronger.

That’s why it’s critical to reframe your general appeal—not to deceive, but to connect.

This is key: You’re not changing where the money goes. You’re changing how you talk about it.

How to Make General Unrestricted Asks Seem Compelling

We know that donors will give more if they are funding something specific. However, you don’t need to formally restrict the gift to make the appeal specific.

Here’s what we recommend: Ask for funding to “run” the programs. This is an unrestricted ask. You are covering “general and administrative costs” but you are helping the donor feel like they are making a big difference.

You can frame it as sustaining something vital:

  • “Your gift helps us run this life-changing program.”
  • (Meals on Wheels) Your gift helps deliver all these meals – and smiles – to the elderly in our community..  
  • (Boys and Girls Clubs) Your gift helps our Club provide kids a safe, nurturing after school experience. 

These asks help the donor feel like they are funding something important, but their gifts will be unrestricted when they come in the door. 

Reframing General Unrestricted Asks That Seek Operating Support

Using Donor-Centered language helps the donor feel like they are making a difference. Even when you’re raising unrestricted funds, you can craft your appeal around the impact that the donor can make.

You might say:

“It costs $25,000 to deliver this program every month. Your gift helps make that possible.”

That’s honest. It’s strategic, too. And most importantly, it’s compelling.

Your donor still gives unrestricted dollars—but now, they can see how their support fuels something they believe in.

Fundraising Copywriting Tip: Use a Strong Ask Formula

If your fall appeal still leans on generic messaging, try this proven formula instead:

Ask for $XXX for YYY project, which will create ZZZ impact.

Here are a few examples:

  • “Your $100 helps a student stay in school and graduate with confidence.”

  • “A gift of $250 gives a family food, warmth, and a new start.”

  • “With $1,000, you can help preserve a historic landmark for future generations.”

The more specific the ask, the more likely your donor will say yes. BUT these are all unrestricted asks!

Avoid These Words in Your Fundraising Appeals

Certain words tend to flatten the energy of an appeal. Watch out for these:

  • “Programs” – Too abstract. What kind of program? Who benefits?

  • “Services” – Clinical and vague.

  • “Underserved” – Impersonal and overused.

Instead, get specific. It’s ok to name people, places, and specific changes you want to see. Show your donor what their gift looks like in the real world.

Solid Unrestricted Fundraising Appeal Examples by Nonprofit Sector

For a school:

“Help students explore new ideas through art, music, and technology.”

For an environmental group:

“Protect local wetlands, restore native species, and preserve our shared natural heritage.”

For an advocacy organization:

“Power our next media campaign and bring national attention to the issues that matter.”

For a social service agency:

“Give a family warmth, dignity, and a fresh start after crisis.”

For a preservation group:

“Help save endangered buildings that tell the story of our shared past.”

In each example, you’re still raising unrestricted funds—but now the message feels specific, urgent, and inspiring.

Helping Nonprofit Leaders Rethink General Fundraising Asks

If your executive director or board is still tied to the traditional general ask, bring them into the strategy conversation.

Help them see that today’s donors expect more clarity and connection. They do not want to fund “operations.” Instead, they want to fund impact.

You’re not being misleading. You’re aligning your language with your donor’s values and motivations.

And when you do that, everyone wins.

Bottom Line: Make Your General Unrestricted Ask Specific and Donor-Focused

A successful fall appeal doesn’t ask your donor to help “keep the lights on.”
It invites them to light the way.

When you make your ask specific, urgent, and mission-aligned, you don’t just raise more money—you build trust. And that increases generosity and donor retention. 

So take a fresh look at your next appeal. Cut out the vague language! Center on your donor with the word “you.  Most importantly, explain the impact of the donor’s gift. 

 

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Five Ideas That Will Make Asking Much Easier and More Successful

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We all know that major gift fundraising comes down to the moment of truth – when you actually talk with a donor about a gift.

So how can you make asking much easier and more successful?

Often, it can be an exciting, scary moment. But an asking conversation does not have to be always nerve wracking.

Remember these insights and you’ll be far more calm and successful when you are discussing a gift with a donor. 

We’ll be teaching these approaches to successful major gift asks in our Major Gifts Intensive, which starts next week. Find out more and join us here.

1. Asking is a process, not a one-time transaction.

You’ve got to remember that this is NOT a “make or break” moment.

Asking is not a single point in time. Instead, it’s a process that happens over several conversations. That’s why we call it an Asking Conversation.

At Gail Perry Group, we teach a donor-centered approach to asking that is completely permission-based. Following this approach, you would simply ask your donor:

  • If they’d like to learn more?
  • What about your work most interests them?
  • Would they like to know how they could help?

And ultimately:

  • Would they be interested in discussing a possible gift?

When you take your time, these preliminary conversations help you develop a trusting relationship with your donor. And it builds up to a generous gift.

2. Giving is an emotional act by the donor.

Don’t forget: The act of making a gift is an emotional act.

When a donor gives, they are often feeling warm and fuzzy about the difference they can make. 

It’s an emotional energy. And it connects them deeply to some memory, belief, or deep commitment – one of their closely-held personal values.

In all our planning, analyzing and scripting, we forget that our donor is a living, breathing human with needs, desires, interests and passionately held beliefs.

While we are focusing on dollars that will help us toward a goal, your donor is focusing on what’s going on in their heart – how do they “feel” about your cause. How do they “feel” about the difference they might be able to make?

We miss the mark when we focus too much on the logic and the numbers. (You do need the numbers to provide credibility but don’t lead with them.)

3. It’s not about money.

Yes, fundraising is about much, much more than money.

If you think what you are asking for is “money,” then you won’t be very successful.

If you think it’s all about money, then you won’t be connecting with the higher, altruistic purpose that lives in your donor’s heart.

You’ll instead be engaging in a sales transaction, and one at a much, much smaller level.

One of my great fundraising mottos is:

“Fundraising is not about money, it’s about changing the world.”

If you focus your conversation and your energy about what’s at stake, and how this gift could make such a huge difference, then you’ll be able to raise mega gifts.

4.  It’s not about you.

Many people are self conscious and focusing on themselves when they are chatting with a donor about a gift. Maybe it’s nervousness or awkwardness, but they are self-focused rather than donor-focused.

BUT it’s really all about the donor.  You should be thinking of him or her all the time, not about yourself.

You need to take your cues from the donor, and not be thinking about what you will say or do next.

We fundraisers have learned (the hard way sometimes) that the only way to be a successful solicitor is to let the donor lead the way.

Your donor is not particularly interested in what’s going on with you. What they are interested in is how they can help.

5. People give to an exciting opportunity with the HIGHEST impact.

When you are preparing for an ask, you must always, always remember that people want to give to a project with high impact and exciting potential.

Too many fundraisers focus on money. Or they will focus on the project. We recommend that you focus on IMPACT.

So when you are presenting your “Big Idea” for your donor, you’ll need to talk in the largest possible terms.

Here are a few examples to keep in mind:

  • For a kids’ soccer team: “Help these young people develop skills and experience of teamwork in sports to help them prepare for life.”
  • For a literacy program: “Help people gain self-respect, tools for better employment and become productive citizens. And you are also helping an entire family get on their feet.”
  • For an independent school: “Help young people get the best possible education so they will be prepared for life – they are our future.”
  • For a health clinic: “Our health infrastructure is a basic foundation for economic development in our community.”

And on and on. You can take any project and blow it up to its highest potential.

Bottom Line: These ideas about asking will help you be calmer, more confident and much more successful. 

Our Major Gifts Intensive is starting next week with orientation. We’ve got such a terrific group of smart organizations who are joining us to launch or expand a major gift initiative. We have spaces for two more organizations if you want to join at the last minute! Email anne@gailperry.com if you are interested. 

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