Yes, it’s the first week of June, and yes, we’re talking about your year-end fundraising appeal. It’s never to early to start planning.
For many, your year-end fundraising appeal brings in half or more of your annual fundraising revenue. So, it makes sense to start thinking about it now. Please, don’t leave your big or even small details to the last minute.
To get you thinking about the important story component of your appeal, I’ve put together a checklist for you:
Fall Fundraising Appeal Story Checklist
1. Choose the story
Who will you highlight? Why? What do you want donors to feel when they read this story?
2. Schedule an interview
Use the story template from the the Resources section to interview your story candidate. Don’t forget to include how the person feels.
3. Use a release form
Be sure to secure permission to use the story in multiple ways. Download a sample here.
4. Craft at least 3 versions of your story
You’ll want a longer version for newsletter or blog use, mid-length for enews or donate page, and a short version to use on social media.
5. Begin highlighting your story
At least 3 to 4 weeks prior to mailing your appeal you’ll want to begin using your story in your newsletter, blog, or on social media.
6. Be certain to include your “money story”
Always combine your money story with your people story. This allows your audience to understand there is more to do with more financial resources.
7. Remember to use story snippets when you say thanks
Keep your story in your donor’s mind by using snippets or a quote in your thank you letter and the immediate online thank you.
8. Don’t forget to continue the story in the recap
Include any final thoughts or thanks from the person in your story in your recap once the appeal comes to a close.
