I know the year-end appeal letter is a major part of your fundraising. I also know a lot of people are searching for guidance and inspiration when it comes to writing this important letter, which is why I’ve got two things for you this week.
First, because so many people have asked, I’m once again offering a Master Coaching webinar on Creating a Successful Fall Appeal. I’d like to invite you to join me and the Ignited Online Fundraising Community for our monthy Member’s webinar on Thursday, October 17th at 11 a.m. (Central Time). You can get all the details here.
Regardless of wether you can join us or not, I wanted to make sure you have everything you need for your year-end appeal letter. So, I’ve gathered up a bunch of resources to guide, coach, and inspire you to knock this one out of the ballpark!
Year-End Fundraising Do’s & Don’ts
“DO Share your campaign goal and deadline. Let people know how much you need and the date you need it by to create a sense of urgency. Combining this with your email updates, will generate a higher response rate. Keep the goal visible, in print, on your website, at meetings, everywhere.”
Tips to Maximize Your End-of-Year Fundraising
“Plan to ask by email at least twice (we suggest three or more times) before Dec. 25. And really plan to hit the last week of the year with at least three asks. Ask more than that if you can! December is not the time to be bashful.”
The Secret Behind Year-End Fundraising Fall Appeals
“As you’re writing your three letters, force yourself to go back to the beginning. Ask yourself:
- What grabbed you first about your nonprofit?
- What keeps you connected?
Before you write, reconnect with these stories. If you’ve been with your nonprofit for a while, it may be hard to reconnect this way. If you can’t remember, go and ask board members and donors.”
Fall Fundraising: Writing Your Appeal
“Sector observers estimate that electronic newsletters or appeals are now equal in results to traditional printed direct-mail pieces (and likely to surpass the effectiveness of such older strategies soon). As you write, your copy will need to be appropriate for a range of email blasts, electronic newsletters, and/or printed pieces.”
2 Questions You’ve Got to Answer in Your Year-End Appeal Letter
“Tell your donors EXACTLY what you are raising money for. This means you are NOT making a generic appeal. Instead, you are making a very specific appeal, for something real. This donor wants real information from you too! You are asking your donors to contribute to some specific goals and projects.
23 Reasons Why People Respond to Fundraising Appeals
“Public opinion surveys and other research repeatedly confirm this most basic fact of donor motivation. “They asked” is the most frequently cited reason for giving. The research confirms, too, that donors want to be asked. Focus group research also reveals that donors typically underestimate the number of appeals they receive from the charities they support.”
As “Giving Season” Thuds Our Way. . . One Small Resolution. . .
“I will remember that donors give for their own reasons, not our charity’s reasons. Therefore, I will frequently remind my donors and prospects that they can express, through their support of us, those values they already hold most dear.”
