Fundraising’s Four Most Powerful Words

Four little words—just thirteen letters—wield outsized power when used to ask someone to make a gift.

“Will you join me?”

First, the question includes fundraising’s most magical word—“you.” (For more thoughts on “you,” read my “Seeing You, Not ‘Donors Like You’” blog post.) The speaker addresses the listener directly and, rather than inviting the listener to act alone, invites them to join in doing something that they believe is meaningful—supporting the individuals who will benefit from their generosity.

Professional fundraisers are paid to ask people for gifts, and prospective donors know this. But when we contribute to our employers, we can ask prospective donors to “join us” in giving. Our gifts are votes of confidence in our nonprofits and demonstrations of personal commitment to their missions. Conversely, if those who know an organization best aren’t supporting it, why would any one else?

Many organizations expand their fundraising reach by recruiting, training, and supporting volunteers. These individuals are not required to give or to solicit others on your behalf; they freely choose to contribute their work, wealth, and wisdom. Volunteers “walk the walk,” and, when they invite others to join them in giving through the organization, their words carry a lot of weight.

Trust and Credibility

Volunteers who believe in an organization are often willing to invite their family and friends to support it as well. That’s the basis of crowdfunding efforts after all. We commonly see this with fundraising events such as galas and golf tournaments as volunteers invite people in their networks to attend with them. When conducting a campaign feasibility study, having a volunteer invite a friend to participate increases the likelihood that they will accept the invitation. According to a 2015 Nielsen survey, the most trusted source of advertising was word of mouth from family and friends, trusted by 83% of people worldwide, 13 points higher than the next most trusted source: a company’s website. Among their friends and families, volunteers are the best ambassadors for your cause.

Volunteers can also be effective messengers to individuals they don’t know personally. The same Nielsen survey found that 66% of people trust customer-provided online reviews. Their perceived reliability and accuracy come from the reviewer having direct experience with the company, provider, or product. In 2025, a survey examining local consumer activity found that 42% of respondents trusted online reviews as much as reviews from friends and family. Volunteers have direct knowledge of our organizations and have experienced what it’s like to be one of our donors. Providing a good “review” of your organization’s work—followed by the words “will you join me”—can be very persuasive.

In 2023, Neils Borcher conducted a literature review of studies examining the factors that influence trust in online reviews. Three studies found that reviews from individuals who were similar to the person seeking the evaluation were considered more trustworthy. The “match” factors highlighted in Borcher’s work included gender, age, job, and taste. Researchers at Santa Clara University published the results of a 2004 experiment in which individuals gave more than twice as much when they were solicited by someone who shared their first name.

It feels natural to join someone who is like you. We instinctively understand this which is why we ask our volunteers to be in touch with prospective donors with whom they share a common connection. In education, for example, volunteers reach out to their classmates, members of their Greek or athletics communities, other alumni from their school, or fellow parents of enrolled students. Volunteers for any organization may reach out to fellow volunteers as well as people in their neighborhood or in the same profession. We should also consider gift capacity as a matching factor. We can encourage or assign volunteers to contact prospective donors with ask amounts that closely match their own philanthropic commitments. In these cases, “will you join me” is not just about giving, but about giving at that level.

By making their own commitments first, volunteers demonstrate that it’s possible and meaningful (and hopefully easy) to make a difference by giving through the organization. The volunteer solicitor can explain both why they made the organization a philanthropic priority and how they were able to reach that giving level. By sharing the mechanics of making their gift (e.g., using a planned giving vehicle, paying in installments or recurring credit card gifts, directing a Qualified Charitable Distribution from their 401K, etc.), they may help the prospective donor find a way to maximize their giving.

Putting Words into Action

Whether you are a staff member or a volunteer, always make your own gift before asking anyone else to contribute. And then be willing to talk openly about your generosity and share why (and, if relevant, how) you chose to give to the organization. Use the four most powerful words in fundraising: “Will you join me?” Invite others you know or with whom you share a connection to provide resources to address the pressing issues that are the organization’s focus and make a meaningful difference for the people who will benefit from your gifts. Welcome them into the community of dedicated donors. By coming together, you’ll do even more good in the world!