The script I use to upgrade a loyal donor

Hi Reader,

There's a donor in your database right now who's been giving you $100 a year for five years.

They open your emails. They come to your events. When you post on social media, they like the post. They believe in your work. And they've never been asked to give more!

This happens at almost every nonprofit. We pour energy into finding new donors and forget that our most committed supporters might be ready to give more - they just haven’t been asked.

Here's how I'd have that conversation. This is the script I use, adapted from a real ask:

"[Name], I wanted to reach out personally because you've been one of our most loyal supporters for [X years], and that means a lot to us. The impact of your gifts has [brief, specific example of what their giving has supported]. I'm reaching out because we're building out our [major donor circle / leadership giving program / specific initiative], and I thought of you immediately. Would you consider stepping up your giving to [specific amount]? A gift at that level would [specific impact]. I'd love to talk through it if you have any questions. Either way, thank you for everything you've already done for us."

A few things that make this work:

• It's personal. You're not sending this to your full list - you're sending it to one person who's earned this kind of attention.
• It acknowledges their history. Loyalty deserves recognition before the ask.
• It's specific. A specific amount with a specific impact is always stronger than "any amount would help."
• It gives them an out. "I'd love to talk through it" lowers the pressure and often leads to a better conversation.

If you want a ready-to-go version of this letter, my Major Donor Solicitation Letter template covers the full ask in a format your board members can use too.

Your loyal donors are your most valuable asset. Treat them like it!

Cheers,
Kayla