appeal letters

Once is Not Enough,and Why You Need a Multichannel Fundraising Campaign

Ann Green appeal letters, Communications, donor relations, fundraising, planning , , , , , , ,

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If you think you can send one fundraising appeal and then wait for the donations to pour in, you’re in for a rude awakening. Your donors are busy and may put your letter aside to handle later, and then never get to it. Or, they may not see your fundraising email in their ever growing inbox. While some donors will respond to the first appeal, most are going to need a few reminders.

You also don’t want to rely on one communication channel. Your fundraising campaign will be more effective if you use a combination of mail, email, social media, and phone calls. Some donors may respond to your direct mail piece but donate online. Others will see your email message but prefer to send a check.

You’ll have a lot of competition since you’re not the only organization seeking year-end donations. Not to mention, election season is in full force in U.S. but, thankfully, will be over on November 8.

This is why you need a multichannel campaign with a series of asks.

BEFORE YOU START

Clean up your mailing lists

If you haven’t already done so, clean up and organize your mailing lists.

Make it easy to donate online

You must have a donation page that’s engaging and easy to use on all platforms, including mobile. Test all links in email messages and social media posts. The last thing you want is a donor contacting you about a broken link or have to hunt around on your website for a link to your donation page.

When you’re ready to launch your campaign, include a blurb on your homepage that your appeal is underway. Make sure your donate button is in a prominent place.

Consistency is key

Your messages need to be consistent across channels. Use the same story and call to action in direct mail, email, and on your website.

Everything you send needs to look like it’s coming from the same organization.

Which channels do your donors use?

Yes, we’re talking about multichannel, but that doesn’t mean spending a lot of time on channels your donors aren’t using. Figure out in advance where you want to focus your efforts.

SAMPLE SCHEDULE AND STRATEGY

Come up with a schedule of when the appeals will go out. I’ve created a sample schedule below. Of course, you can adjust the timeframe as needed, and use this for campaigns at other times of the year. That said, I do recommend starting your year-end campaign sooner than later.

October 26

Give your supporters a heads up by email and social media. Let them know your year-end appeal is underway and they should receive a letter from you soon. Encourage them to donate online right now. This means your donation page needs to be in great shape.

Week of October 31

Mail your appeal letters.

Week of November 7

Start sending follow-up reminders via email and social media. If possible, don’t send reminders to people who have already donated. Otherwise, be sure to thank your recent donors. You can even phrase your reminders as more of a thank you or an update.

Thanks so much to all of you who donated to our year-end appeal. We’re well on our way to our goal. If you haven’t donated yet, please help us out today by visiting our website (include a link to your donation page) or sending us a check (provide address).

Week of November 14

Send another reminder. Your donors are busy and may need a gentle prompt. Keep it positive. Don’t make your donors feel bad because they haven’t donated yet.

Week of November 21

Send a Happy Thanksgiving message along with a friendly reminder. Share a success story in your appeal.

Week of November 28

Start making reminder calls. If time is an issue, you could just call people who have donated before. That’s probably most effective.

Also, November 29 is #GivingTuesday so you could tie that into a reminder message.

The rest of December and beyond

Keep sending reminders throughout December. It’s tricky because you want to get your message across without being annoying. Be sure to keep sending your newsletter and other updates. You don’t want the only messages your donors receive to be fundraising appeals. December is also a great time to show some #donorlove.

The end of December is the busiest time of the fundraising season. Network for Good recommends sending an email reminder on December 23, 29 or 30, and 31. This is especially relevant if your fiscal year ends on December 31 or your donor wants to give before the end of the calendar year. Even though you’re trying to secure donations, don’t forget about building relationships, too.

Look to see who hasn’t contributed yet. Concentrate on people who are most likely to donate, such as past donors. You may need to send another mailing to donors who don’t use electronic communication.

Remember, your fundraising will be more successful with multiple asks and by using multiple channels. 9 Tips for Making a Multichannel Fundraising Ask  Good luck with your campaign.

Photo by Daniel Iverson

Stand Out With an Amazing Appeal Letter

Ann Green appeal letters, fundraising, writing , , ,

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Year-end appeal season is about to start. In some cases it already has. Many nonprofits rely on their fall fundraising campaign to raise a good chunk of revenue.

It’s never easy to raise money. It’s it even tougher when you’re competing with scores of other organizations for your donors’ attention, although many of these appeal letters are mediocre at best, as Fundraising Consultant Mary Calahane pointed out in a recent post. Warning: bad mail coming to a box near you

You can have an advantage if you stand out by creating an amazing appeal letter. Here’s how.

Make a good first impression

First, you need to get your donor to open your letter. Give some thought to the outer envelope. That doesn’t mean a teaser that says 2016 Annual Appeal. Instead, say something like Learn how you can help Jason boost his reading skills.

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.

Tell me a story

Start your letter with a compelling story. Focus on a person or family and not your organization. Your donors want to hear about the people they’re helping. For example, you could tell a story about Jason and his struggles in school.

Include a photo

Include an engaging color photo in your letter or on your pledge form. Photos can tell a story in an instant.

Here’s more information on creating stories and photos.

Dazzle Your Donors With a Great Story

Capture Your Donors’ Attention in an Instant by Using Visual Stories

Don’t bury your ask

Ask for a donation at the beginning of the next paragraph (after the story). Also, ask your current donors if they can give a little more this year.

Phrase your ask like this – We’re so grateful for your previous gift of $50. Could you help us out a little more this time with a gift of $75?

If you’ve been doing a good job of engaging your donors throughout the year, they shouldn’t mind if you ask for a larger gift. BTW, including the amount of your donor’s previous gift is helpful since people often don’t remember what they gave before.

Be donor-centered

Don’t make your letter all about your organization. Show how you’re making a difference and how much you appreciate your donor’s role in that. Make your donor feel good about supporting your nonprofit.

Share your success

Highlight a few accomplishments from the year and show how you plan to continue your good work with your donor’s help. Remember to stay donor-centered!

Give it the personal touch

Send different letters to people who have donated before and thank them for supporting you. You can also tailor letters to other groups such as lapsed donors, people on your mailing list who haven’t donated yet, event attendees, volunteers, and friends of board members.

Make every effort to do this, especially for people who have given before. Go the extra mile for your donors, so they’ll continue to support you.

Your letter should also have a personal salutation and not be addressed to Dear Friend.

Make it easy for your donors

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. Using Giving Levels to Drive Donations

Some donors may prefer to donate online. Direct them to a user-friendly donation page on your website.

Offer a monthly or recurring giving option

Monthly gifts can generate more revenue. Encourage your donors to give $10 or $20 a month. If they do, you’re getting gifts over $100 each!

It must be easy to read (or scan)

Use short paragraphs and bulleted lists, along with bold or color for key words, but keep it tasteful. Make it easy to read and scan. Use a simple font and 14-point type.

It’s fine to go over a page, especially if you’re breaking up the text with a photo and short paragraphs, but I wouldn’t go over four pages. You can also add a quote or short testimonial. These can be powerful and it helps break up the narrative.

Have a conversation with a friend

Use a conversational tone and keep out jargon like at-risk youth and underserved communities. Be specific and use everyday language. Refer to your reader as you and use you a lot more than we. How to Perform the “You” Test for Donor-Centered Communications – Do You Pass?

Too many editors spoil the 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.

Besides weakening the content, involving more people takes extra time.

All’s well that ends well

Repeat your ask at the end of the letter. Don’t forget to say please and thank you.

Add a PS

Give some thought to this. People often gravitate to the PS as they scan the letter. Here you could emphasize monthly giving or ask if their company provides matching gifts.

Get your pens out

Include a short handwritten note, if you can. Make it relevant to each donor, such as thanking her for a previous donation or letting him know it was nice to see him at a recent event.

Hand sign the letters in blue ink.

Are you ready?

Stand out with an amazing appeal letter that will capture your donors’ attention and bring you the donations you need. Good luck!

Read on for more inspiration.

How to Write a Better Fundraising Letter

Cutting Through the Clutter of Year-End Appeals

[INFOGRAPHIC] How To Write An Annual Fundraising Appeal Letter

Photo by Modestas Jonauskas

 

Are You Ready for Your Year-End Appeal?

Ann Green appeal letters, Communications, donor relations, fundraising, planning , , , , ,

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You may think fall is a long way off. We just celebrated Independence Day in the U.S. and temperatures are creeping into the 90’s.

Don’t let that deceive you. September will be here before you know it. Fall is a busy time, especially if you’re doing a year-end appeal.

Many nonprofits rely on their year-end appeal for a good portion of their revenue. Get a jump start on your appeal and start planning it now. Use this checklist to help you get started. Of course, you can use this for fundraising campaigns at any time of the year.

How much money do you need to raise?

You may have already set a goal in your 2016 fundraising plan (at least I hope you did) and perhaps you need to revise that goal. If you haven’t set a goal, determine how much money you need to raise before you start your campaign.

Do you have a plan?

Put together a plan for your appeal that includes a timeline, task list, and the different channels you will use. Make it as detailed as possible.

When do you want to send your appeal? At the beginning of November?  Figure out what you need to get done and how long it will take. You may need to recruit extra volunteers or get your materials to a mail house.

Do you have a good story and photo to share?

Find a good story for your year-end appeal. You’ll want some engaging photos for your letter and donation page, too. Quotes from clients will also enhance your appeal.

Dazzle Your Donors With a Great Story

Capture Your Donors’ Attention in an Instant by Using Visual Stories

How did your donors help you make a difference?

Your appeal letter should highlight some of the year’s accomplishments and state what you plan to do next year. For example, let’s say you run a tutoring program. Let your donors know how with their help 80% of the students in your program are now reading at or above their grade level. Next year you’d like to expand to four more schools.

Focus on the people you serve and show how your donors are helping you make a difference.

Are your mailing lists in good shape?

Make sure your postal and email mailing lists are up-to-date. Check for duplicate addresses and typos. Your donors don’t want to receive three letters at the same time or have their names misspelled. Also, segment your lists – current donors, lapsed donors, event attendees, etc.

Do you have enough letterhead, envelopes, and stamps?

Don’t wait until the end of October to check your supply of letterhead and envelopes. Make sure you have enough. Perhaps you want to produce a special outer envelope. You may also want to create some thank you cards.

Even though many people donate online, you want to make it easy for donors who prefer to mail a check. Include a pledge envelope or a return envelope and a preprinted form with the donor’s contact information and the amount of last year’s gift.

Stamps are more personal, so you might want to find some nice ones to use.

Is it easy to donate online?

Be sure your donation page is user-friendly and consistent with your other fundraising materials.  Highlight your year-end appeal on your homepage and include a prominent Donate Now button.

Elements of Donation Page Design

19 Ways to Raise More Money From Donation Pages

While you are at it, check your website for out-of-date information and broken links.

Is Your Website in Good Shape?

How does a donation help the people you serve?

Create a set of giving levels and let your donors know how their gift will help.

Using Giving Levels to Drive Donations

Do you have an incentive to entice donors to give a larger gift?

Instead of premiums, see if you can find a major donor who will match any upgrades. I know of an organization that used this as an incentive to get new donors.

Boost Your Fundraising Results With a Match From a Major Donor

Do you offer a monthly or recurring giving option?

Monthly or recurring giving is another way to get a larger gift. Some people might balk at donating $100 or more, but if you present it as $10 a month ($120 a year!), it sounds more feasible.

How will you thank your donors?

Don’t skimp on this. Spend as much time on your thank you letter/note as you do on your appeal letter. You need to thank your donors, and thank them well, as soon as you receive their gifts.

Handwritten notes and phone calls are much better than a pre-printed letter. Create or buy some thank you cards (see above) and start recruiting board members and volunteers to make thank you calls or write notes.

Give Your Donors a Great Thank You Experience

Are you showing the love?

Even though you’ll be busy with your appeal, you want to ramp up your donor communication.  Keep engaging your donors and other supporters (who may become donors) by sharing success stories and gratitude. Pour on the appreciation and create a thank you video or hold an informal open house.

How are you getting ready for your year-end appeal?

Photo by James Stoneking

About Your “Annual Appeal…”

Ann Green appeal letters, donor relations, fundraising, writing , , , ,

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The spring appeal season is underway and I’ve been barraged with appeals for the last couple of weeks. For many organizations, this is their main fundraising drive of the year. Unfortunately, some of these organizations need a refresher course in appeal 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 2016 annual fund drive, 2016 Massachusetts Drive, or spring fund drive.

Some of the letters I received open 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.

I recommend you open your appeal with a story. Here are some other ideas for opening your appeal. Appeal letter openings

It should be obvious you’re sending an appeal, unless you bury your ask. Your ask should come after the story.

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 “Hunger never takes a summer break.” or “Inside: Learn how you can help hungry kids this summer.”

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 you 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.

I do most of my giving in December so I 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 blah de blah.

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.  A couple of ways to raise more revenue are to politely ask me to upgrade my gift and/or give to you monthly.

Don’t send me stuff

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 sent me a certificate of appreciation “in recognition of your generous support,”even though I’ve never supported them.

Most people find your swag to be wasteful. Instead, invest your print budget in creating thank you cards and donor-centered updates.

Send an awesome appeal

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.

How to Create an A+ Appeal Letter

WRITE A FANTASTIC FUNDRAISING APPEAL

Photo by Judith E. Bell

 

Is Your Organization Donor-Centered? Find Out by Taking This Quiz

Ann Green appeal letters, Communications, donor relations, fundraising, writing , , , , , ,

8081866941_f7a44403cc_zWhat does it mean to be donor-centered?  It means focusing on your donors’ needs and interests and taking into account that not all donors are the same.

A lot of donor communication is not donor-centered. How do you know if yours is? Take this short quiz to find out.

Fundraising Appeals

  • Are your fundraising appeals focused too much on your organization – rambling on about how great you are?  Your organization may be great, but let your donors figure that out. Your donors are the ones who are great, and they want to hear how they can help you make a difference for the people/community you serve.
  • Are your appeals segmented to the appropriate audience? Thank past donors or reference your relationship to a potential donor.  Maybe they are event attendees, volunteers, or friends of board members.
  • Are your appeals addressed to a person and not Dear Friend?
  • Are your appeals vague, impersonal, and filled with jargon your donors won’t understand?  Don’t say we’re helping underserved members of the community. A donor-centered appeal would say something like – With your support, we can help low-income families find affordable housing.
  • Do your appeals make people feel good about donating to your organization?

Thank you letters

  • Do your thank you letters come across as transactional and resemble a receipt? Yes, you need to acknowledge the donation is tax deductible, etc, but most donors are more concerned about how their gift made a difference.
  • Do your thank you letters (or better yet, a handwritten note) shower your donors with love?  Start your letter with You’re amazing or Thanks to You!, and not On behalf of X organization.
  • Are you telling your donors the impact of their gift?  For example – Thanks to your generous donation of $50, we can provide groceries for a family of four at the Riverside Community Food Bank.
  • Do you recognize each donor?  Is this the first time someone has donated?  If someone donated before, did she increase her gift?  Acknowledge this in your letter/note.

Newsletters

  • Do your newsletters sound self-promotional and drone on about all the wonderful things your organization is doing instead of showing your donors how they’re helping you make a difference?
  • Is your newsletter written in the second person?  Write to the donor and use the word you more often than we. How to Perform the “You” Test for Donor-Centered Communications – Do You Pass?  BTW, all your donor communication should be written in the second person. It’s much more personal.
  • Does your newsletter include success stories, engaging photos, and other content your donors want you to share?
  • Are you using the right channels?  Perhaps you only send an e-newsletter, but some of your donors prefer print.
  • Are you showing gratitude to your donors in your newsletter?

Always think of your donors first.

Use these quiz questions on other donor communication such as annual reports, your website, and social media posts.

How did you do?

Be sure every message you send to your donors focuses on them and makes them feel special.  Staying donor-centered can help you build relationships and keep your retention rate up.

Read on for more information on how to be donor-centered and wallpaper your office with this donor-centered pledge. Take the Donor-Centered Pledge

How to Raise More Money with Nonprofit Donor-Centered Fundraising

A sample donor-centered communication

Photo by woodleywonderworks

 

Why Does Giving to Your Organization Feel Like a Transaction and Not a Relationship?

Ann Green appeal letters, Communications, donor relations, fundraising, website, writing , , , , , , ,

506328659_22260c5bb2_zFor the last couple of years, I’ve done my year-end giving online on #GivingTuesday.  The day before I purchased Christmas gifts on Cyber Monday, and there wasn’t much difference in the process.

Is it #GivingTuesday or Asking Tuesday?

On #GivingTuesday I was inundated with emails asking for donations, just like the day before I was barraged with emails from Amazon and Zappos.  I know organizations are trying to capitalize on #GivingTuesday, but it was more like Asking Tuesday.

I was told I only had a few hours left to give. Really?  But this isn’t the only day to give. If you’re going to stress urgency, focus on the need of your recipients and not your organization.

I saw very few hints of any type of relationship. Only one organization recognized me as a past donor. Your generosity makes the work we do possible

Many emails began with the dreaded Dear Friend.  Some of these came from large organizations that should be able to afford a database that personalizes salutations.

Some organizations stressed the importance of being a part of #GivingTuesday.  Why is that important? I would rather be a part of helping you make a difference for the people you serve.

Your donors don’t want to receive an appeal when they’ve already donated.  At the very least include a thank you like this – We want to extend a huge THANK YOU to those who have already given.

You can do better by opening your appeal with a story and thanking donors for their past support. Give donors a compelling reason to give and focus more on the relationship and not the transaction.

I’m not the only one who felt this way.  COULD DECEMBER BE THE MONTH WHEN YOU WILL LOSE THE MOST DONORS?

A receipt is not a thank you

When I shop online, I don’t expect the receipt I receive to be as warm and fuzzy as the sweaters I just purchased, but I do expect something personal after I make a donation.

Your thank you landing page is a chance for you to make a good first impression and that doesn’t always happen, especially on some third party sites.

Here’s an example that’s pretty blah.

DONATION CONFIRMED
Thank you for your generous gift to
DONATION SUMMARY AND RECEIPT

.

This one’s a little better, although I would nix the On the behalf of ……

Thank You!

On behalf of the Board of Trustees and staff at X, thank you for your generous online contribution.

Even better

Thank you Ann!

None of the email thank you messages I received knocked my socks off. Here are two openings that are particularly bad.

Thank you for making a donation to x

Here’s an acknowledgment – you should keep this for your records:

 

Thank you for your donation to x

If you have any questions about your donation, please email x and reference number 151201134525.

Yes, I’m feeling the love right now.

But all hope is not lost. I received a follow up thank you email a few days later with the subject line

You #CrushedIt on Giving Tuesday

Almost every online donation I made felt like a transaction. I know you need to include the donation summary and tax ID information, but put that at the end of your thank letter, after you tell your donors they’re amazing.

Donor Relations Guru Lynne Webster has some additional insights #GivingTuesday 2015, and here are some ways to give your donors a better thank you experience. Don’t Treat Thanking Your Donors as an Afterthought

Keep this in mind for all your appeals, especially the ones you send at the end of December.

Focus on the relationship, not the transaction.

Photo by Paul Downey

Something’s Missing

Ann Green appeal letters, Communications, donor relations, fundraising, writing , , , , ,

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As the year-end giving season approaches, you may notice more activity from nonprofits in your mailbox and email inbox.

Take notice. You can learn a lot about what do to and what not to do when you communicate with donors.  Unfortunately, I see too many instances where organizations can do better.  It seems like something’s missing.

After I recently opened a one-page communication from an organization, my reactions were:

Why are you sending me this?

I wasn’t sure of the purpose of the piece. The organization may have been trying to connect before they sent out their year-end appeal, which is great. That’s something you need to do.  They share some accomplishments, so maybe it was sort of a mini annual report.  It wasn’t obvious.

It wasn’t very personal either, and I think a short, warm introduction would have helped.  They could have used the back side if they needed more space.

I’m a donor. Make me feel special.

The only example of donor-centered language was “Your Support of X Organization Makes Our Work Possible!”

They mention the number of donors who supported their work, but there’s no explicit thank you. That’s a must.

Why is what you do important?

Many nonprofits fall short in this area.  The piece included lots of numbers, but not much detail of why what they’re sharing is important. They talk about making a difference, yet there aren’t any specific examples of how they’re doing that.

They state that “more than 50 households have signed up at a new food pantry site.” Why is that important?  What would happen if these families didn’t have access to this food pantry?  Would they go to bed hungry, or have to choose between buying groceries and paying the heating bill?

What does that mean? 

They describe what they do as “X organization addresses critical needs and emerging trends to create an equitable [community}.”  Huh?

Then I received a fundraising email from a different organization, which gave me an empty feeling because:

They never connected during the year.

The only time I supported this organization was when I attended one of their events last March.  They never sent any type of follow up.  This is a huge pet peeve of mine.  If you hold an event, thank your donors, let them know how their support makes a difference and stay in touch throughout the year.

It wasn’t personal.

There was no salutation, and they didn’t thank me for my past support. The appeal lists what a donation will fund, but doesn’t indicate why that’s important.

There’s too much emphasis on the end of the fiscal year.

The email opened with “It’s the end of our fiscal year, please consider donating by midnight September 30 ….” It felt more like Land’s End telling me this is my last chance to get 30% off.

I know your fiscal year is important to you, but it may not mean much to your donors.  What your donors care about is how they can help you make a difference.

As you work on your year-end appeals and other communication, ask:

  • What is the purpose of this letter/email?  Is it to ask for a donation?  Is it to share an update?  Is that clear?
  • Is this donor-centered?
  • Are you showing gratitude, and thanking donors for their past gifts?
  • Is this warm and personal/conversational?
  • Are we letting our donors know why what we do is important?

Don’t let your donors come away thinking something’s missing.

Photo by Nicholas Noyes

How to Create an A+ Appeal Letter

Ann Green appeal letters, donor relations, fundraising, writing , , , , ,

a-plus-school-letter-grade

Wow, September is already here. Can you believe how fast the summer went?

If you’re doing a year-end appeal, it’s time to start getting ready for it. One of the most important components is your letter.

You want to create a letter that captures your donors’ attention right away and convinces them to donate. Sounds simple, but it’s not. Here are some ways to ensure an A+ appeal letter.

Make a good first impression

First, you need to get your donor to open your letter. Give some thought to the outer envelope. You could include a teaser such as Learn how you can help Lynn find her own home.

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.

Open with a story

Start your letter with a compelling story. Focus on a person or family and not your organization. Your donors want to hear about the people they’re helping.  For example, you could tell a story about Lynn and her struggle to find affordable housing.

Include a photo

Include an engaging color photo in your letter or on your pledge form. Photos can tell a story in an instant.

Here’s more information on creating stories and photos.

Why You Need to Tell Your Stories

Get Noticed in an Instant With a Visual Story

Don’t bury your ask

Ask for a donation at the beginning of the next paragraph (after the story). Also, ask your current donors if they can give a little more this year.

Phrase your ask like this – We’re so grateful for your previous gift of $50. Could you help us out a little more this time with a gift of $75?

If you’ve been doing a good job of engaging your donors throughout the year, they shouldn’t mind if you ask for a larger gift. BTW, including the amount of your donor’s previous gift is helpful since people often don’t remember what they gave before.

Donors come first

Don’t make your letter all about your organization. Show how you’re making a difference and how much you appreciate your donor’s role in that. Make your donor feel good about supporting your nonprofit.

Share your success

Highlight a few accomplishments from the year and show how you plan to continue your good work with your donor’s help. Remember to stay donor-centered! How You Can Share Accomplishments Without Bragging

Give it the personal touch

Send different letters to people who have donated before and thank them for supporting you. You can also tailor letters to other groups such as lapsed donors, people on your mailing list who haven’t donated yet, event attendees, volunteers, and friends of board members.

Make every effort to do this, especially for donors who have given before. Kick it up a notch for your past donors, so they’ll continue to support you.

Your letter should also have a personal salutation and not be addressed to Dear Friend.

Easy peasy

Include a return envelope with amounts to check off or an envelope and a pledge form. Show what each amount will fund. Here’s an example.

In addition, include a link to a user-friendly donation page on your website. Even if donors receive a letter, they may prefer to donate online.

Offer a monthly or recurring giving option

Monthly gifts can generate more revenue. Encourage your donors to give $10 or $20 a month. If they do, you’re getting gifts over $100 each!

It must be easy to read (or scan)

Use short paragraphs and bulleted lists, along with bold or color for key words, but keep it tasteful. Make it easy to read and scan. Use a simple font and 14-point type.

It’s fine to go over a page, especially if you’re breaking up the text with a photo and short paragraphs, but I wouldn’t go over four pages. You can also add a quote or short testimonial. These can be powerful and it helps break up the narrative.

Have a conversation with a friend

Use a conversational tone and keep out jargon like at-risk youth and underserved communities. Be specific and use everyday language. Refer to your reader as you and use you a lot more than we. How to Perform the “You” Test for Donor-Centered Communications – Do You Pass?

Too many editors spoil the appeal

Generally, the more people you involve in writing your letter, the worse it becomes. 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 go overboard.

Besides weakening the content, involving more people takes extra time.

All’s well that ends well

Repeat your ask at the end of the letter. Don’t forget to say please and thank you.

Add a PS

Give some thought to this. People often gravitate to the PS as they scan the letter. Here you could emphasize monthly giving or ask if their company provides matching gifts.

Get your pens out

Include a short handwritten note. Make it relevant to each donor, such as thanking her for a previous donation or letting him know it was nice to see him at a recent event.

Hand sign the letters in blue ink.

Are you ready?

Send out an A+ appeal letter that will capture your donors’ attention and bring you the donations you need. Good luck!

Need some more inspiration? Read on.

8 Reasons Why I Didn’t Respond to Your Fundraising Letter

[INFOGRAPHIC] How To Write An Annual Fundraising Appeal Letter

Photo courtesy of http://www.photos-public-domain.com

Your Year-End Appeal Checklist

Ann Green appeal letters, Communications, fundraising, planning , , ,

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This summer is flying by and September will be here before you know it. Fall is a busy time, especially if you’re doing a year-end appeal.

Many nonprofits rely on their year-end appeal for a good portion of their revenue.  Even though your mind may be focused on going to the beach and eating ice cream, you want to start planning your year-end appeal now.  Here’s a checklist to help you get started. Of course you can use this any time you run a fundraising campaign.

How much money do you need to raise?

You may have already set a goal in your 2015 fundraising plan (at least I hope you did) and perhaps you need to revise that goal.  If you haven’t set a goal, determine how much money you need to raise before you start your campaign.

Do you have a plan?

Put together a plan for your appeal that includes a timeline, task list, and the different channels you will use.  Make it as detailed as possible.

When do you want to send your appeal? In the beginning of November?  Figure out what you need to get done and how long it will take. You may need to recruit extra volunteers or get your materials to a mail house.

Are your mailing lists in good shape?

Make sure your postal and email mailing lists are up-to-date.  Check for duplicate addresses and typos. Your donors don’t want to receive three letters at the same time or have their names misspelled. Also, segment your lists – current donors, lapsed donors, event attendees, etc.

Do you have a good story and photo to share?

Find a good story for your year-end appeal. You’ll want some engaging photos for your letter and donation page, too.  Quotes from clients will also enhance your appeal.

Why You Need to Tell Your Stories

Get Noticed in an Instant With a Visual Story

How did your donors help you make a difference?

Your appeal letter should highlight some of the year’s accomplishments and state what you plan to do next year. For example, let’s say you run an afterschool program for high school students. Share your success of reaching your goal of serving X number of students. Next year you’d like to expand and serve middle school students, as well.

Focus on the people you serve and show how your donors are helping you make a difference.

Do you have enough letterhead, envelopes, and stamps?

Don’t wait until the end of October to check your supply of letterhead and envelopes.  Make sure you have enough. Perhaps you want to create a special outer envelope.

Even though many people donate online, you want to make it easy for donors who prefer to mail a check. Include a pledge envelope or a return envelope and a preprinted form with the donor’s contact information and the amount of last year’s gift.

Stamps are more personal, so you might want get some nice ones to use.

Is it easy to donate online?

Be sure your donation page is user-friendly and consistent with your other fundraising materials.  Highlight your year-end appeal on your home page and include a prominent Donate Now button.

You could set up a special page for your year-end appeal.

The Top 10 Most Effective Donation Form Optimizations You Can Make

Set Up a Customized Donation Page

While you are at it, check your website for out-of-date information and broken links.

Does Your Website Need a Tune Up?

How does a donation help the people you serve?

Create a set of giving levels and let your donors know how their gift will help. Here’s an example.

Do you have an incentive to entice donors to give a larger gift?

Instead of premiums, see if you can find a major donor who will match any upgrades.  I know of an organization that also uses this as an incentive to get new donors.

Boost Your Fundraising Results With a Match From a Major Donor

Do you offer a monthly or recurring giving option?

Monthly or recurring giving is another way to get a larger gift. Some people might balk at donating $100 or more, but if you present it as $10 a month ($120 a year!), it sounds more feasible.

How will you thank your donors?

This is so important. Spend as much time on your thank you letter/note as you do on your appeal. You need to thank your donors as soon as you receive their gifts.

Handwritten notes and phone calls are much better than a pre-printed letter. Now is a good time to create or buy some thank you cards, as well as find board members and volunteers to make thank you calls or write notes.

Don’t Treat Thanking Your Donors as an Afterthought

How are you showing the love?

I know this is a busy time, but don’t skimp on your donor communication.  Keep engaging your donors and other supporters (who may become donors) by sharing success stories and gratitude. Go the extra mile and create a thank you video or hold an informal open house.

How are you preparing for your year-end appeal?

Image by Backdoor Survival

Why You Shouldn’t Give Up on Direct Mail

Ann Green appeal letters, Communications, donor relations, fundraising , , ,

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You may think direct mail is a relic of the past or you don’t use it much because it’s too expensive.  But beware. Direct mail is still a viable way to communicate with your donors.

Listen to your donors

Some donors prefer to hear from you by mail. How do you know?  You ask them.

The more you know about your donors, the more effective your communication will be. It’s good to know the age range of your donors.  Most donors are over 45 and won’t think direct mail is a relic from the past. They might respond better to it. Most people do, even millennials. Direct mail: dead, or immortal?

The best way to communicate is to use a variety of channels, but make sure your donors are using them, too.  Aim to communicate by mail at least four times a year.

You should continue to mail the following:

Fundraising letters

Fundraising letters are still effective and your fundraising campaign will work better if you use a multi-channel approach.  Many people are prompted by the direct mail letter and then donate online.  That’s what I usually do.

Direct Mail or E-Mail: What’s Best for Fundraising?

Direct Mail Is Still the King of Fundraising Communication, But…

Thank you card or letter 

Even if someone donates online, they should get a thank you note in the mail (and within a few days, as well).

Think of how little postal mail we get these days, compared to email, and how much of it’s junk.  Make your donor’s day with a heartfelt, personal thank you note.

You can also send a note of gratitude at Thanksgiving, Valentine’s Day, or any time of the year.

Newsletters

I know print newsletters are expensive, but not sending one could be a mistake. Your donors are more likely to read a print newsletter.

Ideally, you should send four quarterly print newsletters a year and a monthly e-newsletter. If four is too costly, send one or two.

Think about putting a donation envelope in your print newsletter.  It’s a proven way to earn extra revenue.  If you do this, be sure to communicate in other ways in which you’re not asking for money.

If you’re really strapped, send a year-end appeal letter and a newsletter with a donation envelope in the spring.

Making Money With Donor Newsletters

Event invitations

If you hold fundraising or appreciation events, be sure to send a printed invitation.  Your higher dollar, older donors might respond better to a nice print invitation with a reply card.

Annual reports and updates

I’m not talking about one of those behemoth 20 page annual reports.  You’re better off with something shorter – a four-page report or even better, an oversized postcard.

You also don’t need to mail an annual report to all your donors, but you should share accomplishments with them.

Create different types of annual reports for different donors – four page reports for grant and corporate funders and postcards for individual donors.  You can also create an electronic version of your annual report.

Direct mail works

Even if your donors are active on email and social media, they’re flooded with messages and may not see yours.  Throw a few direct mail messages into the mix.

Don’t give up on direct mail. #fundchat recently hosted a lively discussion about direct mail. Here’s the transcript. #fundchat – Direct Mail Is Dead! Long Live Direct Mail!

In my next post, I’ll write about how you can print and mail without breaking your budget.

Photo by Abbey Hendrickson