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.