Can you believe September is already here? Depending on where you live, you may or may not be getting that nice refreshing air September often brings.
It also brings us to the start of the busiest time of the year for nonprofit organizations, especially if you’re doing a year-end appeal.
If you’re falling short of your revenue goals, you may want to start your campaign earlier than you have in the past. Even if you’re not planning on launching your campaign until later in the fall, you should get started on your appeal now. Everything always takes longer than you think.
You need to create an appeal that will stand out and resonate with your donors. That doesn’t mean using the same boring, generic template you’ve used for years.
You need a letter that takes into account what’s going on in 2022. How are the everchanging current situations affecting your clients/community?
Your appeal also needs to be personal – both for your donors and when you write about your clients/community.
Here are some ways you can create a better appeal.
Make a good first impression
First, you need to get your donors to open your letter. If you can’t get them to do that, then all your hard work has gone to waste.
Perhaps you’d like to include a teaser on the outer envelope. This doesn’t mean one that says 2022 Annual Appeal. That’s not inspiring. Instead, say something like – Find out how you can help local families put food on the table.
An oversized or colored envelope can also capture your donor’s attention.
You want to be both personal and professional. If hand addressing the envelopes isn’t feasible, make sure your mailing labels look clean, are error-free, and aren’t crooked. Use stamps if you can.
Create an inviting piece of mail.
Share a compelling story
A good appeal letter should open with a compelling story. Focus on a person or family and not your organization. Your donors want to hear about the people they’ll be helping and it needs to be relevant to the current climate.
Here’s an example – Lara, a single mother with three kids, has gone through a lot over the past couple of years. It’s been hard to find work that pays enough and now groceries are even more expensive.
But thanks to generous donors like you (or because of our generous donors if you’re writing to people who haven’t given before), she’s been able to get boxes of healthy food at the Northside Community Food Pantry. At first, Lara was embarrassed that she had to rely on a food pantry to feed her family, but she’s always treated with respect and dignity when she visits.
We want to continue providing Lara and other members of our community with healthy food when they need it.
You could also share a first-person story from a client/program recipient.
Include a photo
Include an engaging color photo in your letter or on your pledge form. Photos can tell a story in an instant.
Next comes the ask
Ask for a donation at the beginning of the next paragraph (after the story). Make sure it’s prominent and clear. Also, ask your current donors if they can give a little more right now. Don’t be afraid to ask your donors to upgrade their gifts. People want to help if they can.
Phrase your ask like this – We’re so grateful for your previous gift of $50. We’re continuing to see more people coming into the food pantry right now. Would you be able to help us out a little more this time with a gift of $75?
Asking for an upgrade can help you raise more money. Also, if you’ve been doing a good job of engaging your donors throughout the year (and I hope you have been), they shouldn’t mind if you ask for a larger gift. Including the amount of your donor’s previous gift is helpful since people don’t often remember what they gave before.
Be donor-centered, as well as community-centered
There’s been some dichotomy over the past two years between being donor-centered and being community-centered, but I think you can be both. What you don’t want is to be organization-centered.
Show your donors how they can help you make a difference for your clients/community and how much you appreciate their role in that. Make your donors feel good about supporting your nonprofit.
At the same time, respect your clients/community by not undermining them when you use terms like at-risk youth or underserved communities. They are people, after all.
Share your success and challenges
Highlight some of your accomplishments, but you can share challenges, too.
I’m sure your organization continues to face challenges as the pandemic and economic uncertainty continue. But how you do your work is less important than why you do your work. You need to continue to provide healthy food to families while doing it safely.
Show how you plan to continue your work with your donor’s help. Remember to stay donor-centered!
Personalization is a must
Don’t send everyone the same appeal. Try to send different letters to current donors, monthly donors, lapsed donors, people on your mailing list who haven’t donated yet, event attendees, volunteers, and friends of board members.
The more you can segment, the better, but at the very least, you must do these two things.
Send a personalized appeal to current donors. They’re your best bet for getting donations. Let them know how much you appreciate their support. If a donor stepped up with additional contributions over the last two and a half years, be sure to thank them for that. These donors are committed to helping you through difficult times.
Also, send a specific appeal tailored to monthly donors, giving them the recognition they deserve. For your year-end appeal, I would thank them for all their generous support and ask them to give an additional gift. You can ask them to upgrade at a different time.
This is not the time to send a generic, one-size-fits-all appeal letter. Go the extra mile for your donors, so they’ll continue to support you.
Your appeal letter should also have a personal salutation and not be addressed to Dear Friend or Dear Valued Donor. How much do you value this relationship if you can’t even use a person’s name?
This may sound like a lot of work, but if you give yourself enough time, it should be doable. Personalizing your letters can also help you raise more money.
Make it easy for your donors to give
Include a return envelope with amounts to check off or an envelope and a pledge form. Show what each amount will fund. Do this on your donation page, too.
Some donors will prefer to donate online. Direct them to a user-friendly donation page on your website. You could create a QR code for your letter
Offer a monthly or recurring giving option
Monthly gifts can generate more revenue, give you a steady source of income throughout the year, and improve donor retention. Encourage your donors to give $5, $10, or even $20 a month. This may be a more viable option for some of them.
Be careful and don’t send an appeal to your current monthly donors that invites them to become monthly donors. That’s one reason why they need their own appeal.
Your letter must be easy to read (or scan)
Use short paragraphs and bulleted lists, along with bold or color for keywords, but keep it tasteful. Make it easy to read and scan. Most people won’t read your letter word for word. Use a simple font and 14-point type.
Human attention spans are less than 10 seconds. But go figure, longer fundraising letters (four pages as opposed to two) have been shown to perform better.
This doesn’t mean cramming a bunch of 8-point text on a page. With a longer letter, you’ll have more space to tell a story and repeat messages. You can also break up the text with a photo, testimonials, and short paragraphs
Quality and readability are key here. Make every word count.
Think of your letter as a conversation with a friend
You can create a better appeal if you think of your letter as a conversation with a friend. That means not using jargon like at-risk youth and underserved communities. Be specific and use everyday language. Your goal should be for your reader to understand you.
Refer to your reader as you and use you a lot more than we.
Too many editors spoil the appeal
Your entire staff doesn’t need to be involved in writing your appeal. Generally, the more people you involve in writing your letter, the worse it becomes. Fundraising Consultant Tom Ahern refers to this as letter writing by committee.
Your best writer should craft it and then turn it over to your best editor. Whoever signs the letter (your Executive Director?) can take a quick look at it, but don’t send it to a committee.
If you don’t have someone on your staff who can write a good fundraising appeal, then hire a freelancer or consultant to do it.
Besides weakening the content, involving more people takes extra time.
Make a good lasting impression, too
Repeat your ask at the end of your appeal. Don’t forget to say please and thank you.
Be sure to add a PS. People often gravitate to the PS as they scan the letter, so include something that will capture their attention. Here you could emphasize monthly giving, ask if their company provides matching gifts, or thank them for being a donor.
Get your pens out
Include a short handwritten note, if you can. Make it relevant to each donor, such as thanking someone for a previous donation or hoping a potential donor will support you. Hand sign the letters in blue ink.
We could be looking at another tough fundraising season. That’s why you need to spend some time writing a better appeal letter that will stand out and help bring you the donations you need. Good luck!
Keep reading for more advice on how to write a better fundraising appeal.
10 Steps to Create a Fundraising Appeal Letter That Brings in the Money
THINK YOU’RE NOT A WRITER? YOUR GUIDE TO WRITING A GREAT FUNDRAISING APPEAL
How to Write a Fundraising Letter: 10 Tips for Persuasive Appeals (+ Examples)
Image by Howard Lake
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