You may have noticed an influx of appeal letters over the last few weeks. Some organizations do their main fundraising drive in the spring, especially if their fiscal year ends on June 30. Others do theirs at the end of the year and some do more than one.
That’s all fine. What’s not fine is the mediocre letters I see. Some of these organizations need a refresher course in appeal letter writing.
Whether you’re planning a spring campaign or one later in the year, here are a few things to keep in mind.
Don’t call it an annual appeal
Okay, you can use the term annual appeal around the office, but not in your appeal letter. That also goes for 2017 annual fund drive, 2017 Massachusetts Drive, or spring fund drive.
Some of the letters I received opened by saying their annual fund drive is underway. Others state it in a header or a teaser on the outer envelope.
The fact that your annual appeal is underway means nothing to your donors and is not a compelling way to open your appeal. The same goes for the end of your fiscal year.
Given how some people feel about fundraising, an envelope teaser that says “Spring Appeal Enclosed” could end up in the recycle bin. If you want to use a teaser, try something like “What if you awoke each day crying from hunger, but you had nothing to eat?”
That organization opened their appeal with a story about Kevin, a six-month-old baby in Haiti who’s suffering from malnutrition. That’s what you need to do – open your appeal with an engaging story.
It should be obvious you’re sending an appeal unless you bury your ask. Your ask should come after the story.
Why should I give to your organization?
Most of the appeals I’ve received have come from organizations I don’t already support. I need a good reason to give to your organization and I’m not seeing that.
It’s clear these letters are one size fits all and most likely my name is on a list they purchased or exchanged. Even so, give me some indication that you know me as a person. If I already support hunger-relief organizations, emphasize how you’re making a difference because you know that’s important to me.
Another gift so soon?
I do most of my giving in December so if you’re sending me another appeal now, you need to convince me why I should give again so soon. In many cases, you never acknowledge that I’ve given before. It’s the same old boring stuff.
Of course, you can make more than one ask a year, but first I need to be thanked, and thanked well, and hear from you regularly.
Always thank donors for a previous gift. Let them know why you need an additional donation now. Perhaps you’re losing funding because of budget cuts or you want to launch a new program.
This is also a good opportunity to upgrade your current donors to monthly giving. And you can always try to woo back some of your lapsed donors with a personalized letter.
Enough with the mailing labels
Please don’t send me mailing labels, notepads, calendars, etc. It’s not going to help convince me to donate to your organization. One organization I’ve never supported just sent me a calendar. They opened their letter with “Because you’re someone who cares deeply for nature….” Okay, they tried to make a connection, but if I’m someone who cares about nature why would I want you to waste paper by sending me calendar I don’t need?
I’m sure I’m not the only one who finds your swag to be wasteful. Instead, invest your print budget in creating thank you cards and donor-centered updates.
Make your appeal shine
It’s never easy to raise money, but you’ll have a better chance if you send a donor-centered appeal that shows how you’re making a difference. Here’s more information on creating a great appeal.