The document discusses the key components of an effective fundraising offer: specificity, cost, impact, and urgency. It states that a successful offer (1) specifies an action or item for the donor to pay for, (2) names a cost that is appropriate for the donor, (3) emphasizes the impact and value created through the donor's gift, and (4) provides a sense of urgency for responding. The offer should motivate donors by presenting a clear call to action, highlighting what their donation can accomplish, and explaining why giving now is better than waiting. Common ineffective offers that lack these elements are also examined.