One of the reasons that Go Fund Me accounts are so successful is that they appeal to donors to contribute to a very specific cause or project. It’s much more compelling than a generic “we need your money to do good things” appeal.

The folks coordinating the Rally for Abortion Justice took specificity to heart in their Facebook fundraising campaign — asking for $10 to help get enough porta potties for their march in October. “When you gotta go, you gotta go,” their appeal read. “It’s hard to fight the patriarchy when you’re dehydrated or waiting in line for the restroom.” I would guess that they raised more money than if they had just asked people to support their rally.

The next time you need to make a request, do so with as much specificity as you can. Asking for what you truly need is a much more effective way to actually receive it.

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