Looking at the New Year with 20/20 Vision

49309556946_7d4841c90f_wHappy New Year, everyone! Wow, it’s 2020, and I couldn’t resist the 20/20 pun. Not only are we entering a new year, we’re also entering a new decade.

Many people use the New Year to make changes and improvements in their lives. You can do the same for your nonprofit organization. 

As with personal resolutions, you want to set realistic goals that you can stick with over time. Going back to the 20/20 theme, you want to set these goals and make these plans with clear vision.

Here are a few ways to help you ensure success in 2020.

You must have fundraising and communications plans

One key to success is good planning. 

If you haven’t made fundraising and communications plans yet, do that now! Don’t go too far into the New Year without plans in place.

Take a look back at 2019 to see what worked and what didn’t in your fundraising and communications. Incorporate what you’ve learned into your 2020 plans.

Be sure to include donor engagement and donor retention in your fundraising plan.

If you didn’t have a concrete plan last year and you weren’t as successful as you would have liked, that may be why.

Write your annual fundraising plan with these 6 steps

Here’s a Sample Fundraising Plan for Your Non-Profit

Do’s and Don’ts for Your Annual Fundraising Plan

12 (Amazingly Easy) Step by Step Fundraising Plan Templates

Build a Better Nonprofit Marketing Plan: Here’s How

How to Integrate Your Nonprofit Fundraising Plan With Your Marketing Plan

Measure your progress

Make sure you evaluate your progress at least once a quarter. It will be easier to stay successful if you can continually measure your progress and make any necessary changes before it’s too late.

20 KPIs For Your Nonprofit To Track

Pay attention to your donor retention

Make this a priority. You’ll have more success if you work to keep the donors you already have instead of focusing on getting new ones.

First, if you don’t already know it, figure out your retention rate. Do this after every fundraising campaign.

A Guide to Donor Retention

If it’s low, it’s something you can fix, usually with better communication. Donor retention is a huge problem for nonprofits. Your goal should be to have donors who support you for a long time.

It’s easier and less expensive to keep your current donors than to find new ones, so, once again, make donor retention a priority.

One Thing Most Nonprofits Stink at (Donor Retention) and How You Can Change It

3 Concrete Strategies to Address The Donor Retention Crisis

Also, the New Year is a good time to get in touch with any lapsed donors, especially ones who gave a year ago. They may just need a gentle reminder. 

Emphasize monthly giving 

Staying on the retention theme, the retention rate for monthly donors is 90%. Work on starting or growing your monthly giving program so you can have a bunch of highly committed donors. A good way to start is to invite your current donors to become monthly donors.

Incorporating Monthly Giving Into Your Fundraising

How to start a monthly giving program for your small nonprofit

20 Monthly Giving Intentions for 2020

Make building relationships a priority 

You may think the most important component of fundraising is raising money. While that’s important, so is building relationships with your donors. 

It’s hard to raise money year after year if you don’t build a good relationship with your donors. Every single interaction with your donors needs to focus on building relationships. That includes fundraising appeals. It’s possible to raise money and build relationships at the same time.

Good relationships with your donors will help you with retention.

Build Relationships With Your Donors Every Step of the Way

Build Loyal Donor Relationships in 3 Easy Steps

Show some gratitude, too

A big part of building relationships is showing gratitude to your donors. Many nonprofits do a poor job with this. 

You need to start by sending a heartfelt thank you immediately after you receive a donation and then find ways to thank your donors throughout the year. Put together a thank you plan to help with this.

Nonprofit Donor Thank You’s: What are You Doing to Stand Out?

Start the New Year off by making fundraising and communications plans. Then monitor your progress, pay attention to your retention rates, and work on building relationships with your donors. 

Best of luck for a successful 2020.

How to Put Together a Communications Calendar

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In my last few posts, I’ve emphasized the importance of keeping in touch with your donors throughout the year.

Some nonprofit organizations are good at communicating with their donors, but many are not. Often the only times you hear from these organizations is when they’re asking for donations.

Raising money is only part of the fundraising equation. You also need to thank donors, keep them updated on how their gifts are helping you make a difference, and build relationships.

To do all that you need to communicate with your donors at least once or twice a month throughout the year. If that sounds impossible, it will be a whole lot easier if you put together a communications calendar (also known as an editorial calendar).

I like the term communications calendar because it emphasizes the importance of communicating with your donors and other supporters all-year-round.

Some of you may already have a communications calendar, which is great. Now is a good time to update yours for the coming year. For the rest of you, here are some suggestions to help you get started. Even though it will take a little time to put together, it will be worth it in the end because you’ll be able to do a better job of communicating with your donors.

This is not just a job for your marketing department. All departments need to work together. Figure out what information you need to share and when to share it. You want a consistent stream of information – not three emails in one day and nothing for three weeks.

As you put together your communications calendar, think about how you will use different channels and which audience(s) should receive your messages. You may only send direct mail a few times a year (and I hope you do use direct mail), but send an e-newsletter once a month and communicate by social media several times a week. You’ll often use several different channels when you send a fundraising appeal or promote an event.

Start big by looking at the entire year and then break it down by months and weeks. You’ll keep adding to your communications calendar throughout the year.

Here are some categories you can use in your communications calendar. Some items will be time-sensitive and others won’t be.

Updates

You need to keep your donors updated on how they’re helping you make a difference. Your print and e-newsletter should be included in your communications calendar. If you don’t do a newsletter, make a plan to share updates another way – maybe by postcard, email, and/or social media. Sometimes short updates are more effective.

News stories

There’s a whole lot going on in the news these days. You won’t be able to predict news stories in advance. However, if there’s a hot item in the news that’s relevant to the work you do, that could be something to share or use as an example of how you’re helping to make a difference for the people/community you serve.

Legislation

Advocacy alerts are a wonderful way to engage with your supporters. Be on the lookout for any federal or state legislation that’s relevant to your organization. Encourage people to contact their legislators about an issue or a bill. Then report back to them with any updates, and thank them for getting involved.

Time of year

Is there something going on during a particular month that’s pertinent to your organization? Perhaps it’s homelessness or foster care awareness month.

Thanksgiving, the holidays, and winter can be a difficult time for some people. How can you weave that into a good story to share with your supporters?  In addition, think of creative ways to connect at other times of the year such as Valentine’s Day, spring, and back-to-school time.

Keep in mind your organization’s anniversary doesn’t mean much to donors unless you can tie that in with how they’re helping you make a difference.

Events

Does your organization hold any events? Besides your events, are there other events in your community that would be of interest to your supporters? This is a great thing to share on social media.

Fundraising and recruitment

Be sure to add your fundraising appeals to your communications calendar. Obviously, your fundraising campaigns are important, but you also want to show gratitude and send updates during this time without inundating your donors with too many messages. Planning ahead will help you strike this balance.

If your organization has specific times it needs to recruit volunteers, add that to your calendar, as well.

Thank your donors

This is crucial! Find different ways to let your donors know how much you appreciate them. You can combine a thank you with an update. Do this at least once a month.

Ongoing content

If you’re making a difference, you have stories to tell. Share a story at least once a month. Client success stories (either in the first or third person) are best. You could also profile a board member, volunteer, donor, or staff member. Be sure to highlight what drew them to your organization.

Create a story bank to help you with this.

Keep going

As you hear about other relevant information, add it to your calendar so you can stay connected with your donors/supporters throughout the year.

Here is more information to help you create a communications/editorial calendar. A couple of these links also include templates.

How to create and use a nonprofit editorial calendar

Creating the Perfect Editorial Calendar – A Cinderella Story

How to Create a Nonprofit Editorial Calendar

EDITORIAL CALENDARS – RESOURCES FOR YOU

Make Your New Donors Feel Welcome

2504910532_2315cd5597_zAs your year-end donations come in, you may notice you have some new donors. Don’t jump for joy yet, the likelihood these donors will stick with you continues to drop. 

You’ve focused a lot of time and energy on acquiring your new donors. Now you need to work on keeping them for a long time.

Start with a special thank you

By now you should know the importance of thanking your donors as soon as possible and doing a good job of thanking them.

If someone donates online, it’s hard to tailor the thank you email specifically to new donors. But you can do that with a phone call, handwritten note, or thank you letter.

Try to call your new donors or send a handwritten note. This will make a great impression on them. Get together a group of board members, other volunteers, and staff for a thankathon.

*Make sure these are actually new donors. A good database will help you avoid any snafus.*

Create a welcome plan

A week or two after the initial thank you, send a welcome package. You can do this by mail, email, or a combination of both.

Welcome your new donors. Thank them again and show them other ways they can connect with you. Invite them to subscribe to your newsletter, join you on social media, and volunteer.

Your welcome package should include a warm introductory message and a few facts about your organization, but don’t brag too much. Keep it donor-centered. You could also direct people to your website for more information about your organization.

Be careful about how much information you send. Donors want to feel welcome not overwhelmed.

I don’t recommend sending unsolicited swag. You could offer your new donors a gift and they can let you know if they want to receive it, but it’s not necessary.

What donors really want from you is to know how they’re helping you make a difference.

The simple secret to keeping new donors that most nonprofits forget

Are We Sure An Automated Email Welcome Series For New Donors Is A Good Idea?

How to Welcome New Donors and Keep Them Engaged

Who are your new donors?

They could be event attendees, volunteers, or newsletter subscribers. If you know, refer to that in your thank you note or phone call. If not, send a short survey with your welcome package and ask, “How did you hear about us?”

Another question to ask is whether your donors prefer print or electronic communication. Short surveys are also a good way to connect throughout the year. The more you know about your donors the easier it will be to communicate with them.

Make your current donors feel special, too

While I’ve been focusing on new donors in this post, retention rates for current donors are also declining. The biggest hurdle is getting from the first to the second gift, but don’t rest easy after that.

If you’re not acknowledging a donor’s past support, you’re making a huge mistake. Imagine how you would feel if you gave to an organization for over five years and they never thank you for your long-time support.  

These valuable, long-term donors could leave at any time, so ignore them at your own peril. Make sure they get a special thank you from you.

Keep it up

You should also know you need to communicate with your donors regularly. Plan on special mailings or emails specifically targeted to new donors. Try to send something by mail if you can. It’s more personal and your donors are more likely to see it. 

Think of other ways to do something special for your new donors too, such as offering tours of your facility or holding an open house.

Of course, don’t ignore your other donors. Keep reaching out – at least once or twice a month. Show appreciation and update them on your success.

A huge factor in donor retention is a good donor relations plan that you will carry out regularly as long as your donors support you, which hopefully will be for many years.

 

Be Thankful for Your Donors

6643935221_7fb0c5195e_wThanksgiving is coming up and it’s a time of the year in the U.S. when we show gratitude to the special people in our lives. Your donors are special people and they deserve to be showered with gratitude.

This doesn’t happen nearly as often as it should. But you need to spend just as much time thanking your donors as you do on fundraising.

Here are a few ways to thank your donors and let them know they’re special.

Wish your donors a Happy Thanksgiving

Send your donors a special Thanksgiving message. If you can send a card or postcard, that’s great, but an email message is also fine.

Let your donors know how grateful you are to have them as part of your family. Share a success story and a photo or video. Your donors will appreciate a heartfelt message, especially when they’re being barraged with year-end appeals.

But don’t stop with Thanksgiving

Thanksgiving isn’t the only time to show some #donorlove. The holidays, New Year’s, and Valentine’s Day come to mind, but mix it up a little and find other times of the year to say thank you. In fact, you don’t even need a reason. Just thank your donors.

Whatever you decide, DO NOT include a donation envelope or any other type of ask with your thank you message. This is known as a thask and it’s guaranteed to deflate your donor’s good feelings in an instant.

Incorporate thanking your donors into your year-end fundraising campaign

Many of you are working on your year-end fundraising campaign. I know you’re trying to raise money, but you should also be showing gratitude. Does your appeal thank donors for their past or potential gifts?

Besides wishing your donors a Happy Thanksgiving, find other ways to show gratitude while you’re also sending appeals. This is especially important around #GivingTuesday and I’ll write more about that in my next post.

Be ready to thank your donors as soon as you receive a donation

Most of you know you need to thank your donors right away, within 48 hours if you can. This usually doesn’t happen or it’s done poorly. Every single donor, no matter how much they’ve given or whether they donated online, gets a thank you card/letter mailed to them or receives a phone call.

I’m sure you’ve spent a lot of time and effort getting your fundraising appeal out. Perhaps you’ve recruited other staff or volunteers to help you.

You need to do the same thing when you thank your donors. Get your board, other staff, and volunteers together to make phone calls, write thank you notes, or include a handwritten note on a thank you letter.

Do a better job of thanking your donors

Your donors deserve more than just the same, lame generic thank you letter.

I write a lot about thanking donors. Here are a couple of recent posts that cover ways to do a better job of thanking your donors.

The Purpose of a Thank You Letter is to Thank Your Donors

How to Make Your Online Thanks Yous More Personal

The initial thank you right after you receive a donation is important. So is the next one and the one after that and the one after that….

Thanking your donors is not a one-time deal. You want to thank your donors at least once a month. Here are some ideas to show gratitude throughout the year.

  • Send a handwritten note.
  • Create a thank you video and share it on your website, by email, and on social media.
  • Send welcome packets to your new donors.
  • Invite your donors to connect with you via email and social media. Keep them updated with accomplishments and success stories. Making all your communications donor-centered will help convey an attitude of gratitude.
  • Thank your donors in your newsletters and other updates. Emphasize that you wouldn’t be able to do the work you do without their support.
  • Hold an open house at your organization or offer tours so your donors can see your nonprofit up close and personal.
  • Thank your donors just because they’re great.
  • Keep thinking of other ways to thank your donors.

This Thanksgiving and throughout the year, show some gratitude to your donors and make them feel special. Don’t they deserve it?

Once is Not Enough – Why You Need a Multichannel Fundraising Campaign

9302746500_abac718b17_wYear-end fundraising season is starting to gear up. Perhaps you’ve already mailed an appeal letter or are planning to in the next couple of weeks.

Planning is the key word here. If you just send one fundraising letter and wait for the donations to come in, prepare to be disappointed. Your donors are busy and may put your letter aside to handle later, and never get to it.

You may be thinking of not using direct mail at all because it’s too expensive and only sending email appeals. That’s a mistake. Direct mail is still a viable way to communicate and well worth the investment.

Of course, you can also send email appeals, but you’ll need to plan to send more than one appeal due to the enormous volume of email people receive, especially at this time of the year. 

Some donors will respond to the first appeal, but most are going to need a few reminders.

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. Plus, you’re competing with a deluge of email and social media posts from a variety of sources.

This is why you need a multichannel fundraising 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. Do you have both postal and email addresses for all your donors?  Be sure to segment your donors into different groups (current, monthly, etc), as well.

6 Steps to Direct Mail List Management

Clean Up Your Email List With These 3 Simple Steps

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 says your appeal is underway. Make sure your donate button is in a prominent place and stand out even more by including an engaging photo to draw people in.

Which channels do your donors use?

Don’t spend 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. If you’ve already mailed your appeal, you can start planning your reminders.

November 6

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, provided you have their mailing address. Encourage them to donate online right now. This means your donation page needs to be in great shape.

Keep in mind that the fact your year-end appeal is going on will matter to some donors and not to others. Use an enticing subject line such as How you can help Lisa learn to read.

Make sure it’s obvious your message is coming from your organization so you have a better chance of getting it opened. Get noticed on social media by using an engaging photo.

Week of November 11

Mail your appeal letters.

Week of November 18

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 of serving more kids in our tutoring program. 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 25

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

Week of December 2

December 3 is #GivingTuesday so you could tie that into a reminder message. You may already have a campaign planned.

Your donors’ inboxes will be bursting at the seams on #GivingTuesday and your messages can easily get lost in the melee. Make your messages stand out and show some gratitude, too. 

Don’t just send generic weekly reminders. Also, keep it positive. Don’t make your donors feel bad because they haven’t donated yet.

Week of December 9

Start making reminder calls, along with sending electronic messages. If time is an issue, you could just call people who have donated before. That’s probably most effective. It’s a busy time of the year and your donors may need a gentle prompt.

The rest of December and beyond

Keep sending reminders throughout December. It’s tricky because you want to get your messages across without being annoying. This is another reason why you should only send reminders to people who haven’t donated yet.

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 and send holiday greetings.

The end of December is the busiest time of this already busy fundraising season. Send two or three reminder emails during the last week of December, including one on the 31st. 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 raise money, don’t forget about building relationships, too. That’s just as important.

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 letter or a reminder postcard to donors who don’t use electronic communication.

In addition, plan to get in touch with your lapsed donors at the beginning of January.

Your fundraising campaign will be more successful with multiple asks and by using multiple channels. Good luck!

More on multichannel fundraising.

Why Every Fundraising Campaign Should Be a Multi-Channel Campaign

How to Make a Multichannel Fundraising Ask: the Basics

 

The Purpose of a Thank You Letter is to Thank Your Donors

Thank youYou would think the purpose of a thank you letter is to thank your donors, but way too many of them have barely an ounce of gratitude.

As you work on your year-end appeal, you need to spend just as much time planning how you’ll thank your donors. Thanking your donors after an appeal (and throughout the year) is equally important, yet many organizations leave this as a last-minute to-do item and it shows.

There are many ways to thank your donors after an appeal – by mail, phone, email, on your website, or a combination of those. The more you can do the better.

Thanking your donors is something you need to take seriously. Don’t shortchange your donors with a lame, generic thank you letter.

Here are a few ways to do a better job of thanking your donors.

Start planning now

Don’t wait until the day after your appeal goes out. Give yourself plenty of time to plan.

Figure out what you’ll be able to do. I highly recommend a handwritten note or phone call. Can you do that for all your donors? If not, maybe you’ll break it down by new donors, long-time donors, or donors who have given a certain amount.

At the very least, your donors should get a letter, even if they’ve donated online. Whatever you decide, get started on the content now.

Make your donor’s day with a handwritten thank you note

I love it when a nonprofit sends a handwritten thank you note. This is a rare occurrence, so if you do this, your thank you note will stand out in your donor’s mailbox.

Handwritten notes are great in many ways, but one advantage is you don’t have to write that much and it shouldn’t take too long. How to Write 3 Minute Thank You Notes

You could make thank you cards with an engaging photo or buy some nice thank you cards. Get together a team of board members, staff, and volunteers right after your appeal goes out and have a thank-you party. 

Think about how much your donors will appreciate this nice gesture. Here’s a sample note.

Dear Steve,

Thank you so much for upgrading your gift to $75. This will help us serve more families at the Parkside Community Food Bank. We’re so happy you’ve been a donor these past five years.

Phone calls are another personal way to say thank you

Calling first-time donors is known to improve retention rates. But you could also call long-term donors to make them feel special.

Again, you want to get a team together for a thankathon. This is a great thing for your board to do. You may need to do a short training first. 6 Keys to Rock Thank You Calls and Retain More Donors  Here’s a sample phone script.

Hi Linda, this is Jean Perkins and I’m a board member at Neighbors Helping Neighbors. Thank you so much for your donation of $50 and welcome to our donor family. Your gift will help us purchase winter coats for homeless children.

Write an amazing letter

If it’s impossible to send handwritten notes or make phone calls, you can still impress your donors with an amazing thank you letter. Many thank you letters aren’t amazing and are mediocre at best. You’ll have an advantage if you take some time to create a great, donor-centered letter.

Remember, thank you letters are about thanking your donor. Keep that in mind at all times.  

Don’t start your letter with On behalf of X organization…. If you’re sending it on your letterhead, it should be apparent it’s coming from your organization. Instead, start your letter with Thank you or You just did something incredible.

You also don’t need to explain what your organization does. This is usually done in a braggy way by saying something like – As you know, X organization has been doing great work in the community for 20 years…. Someone who’s donated to your organization should already be familiar with what you do.

And, don’t ask for another gift in your thank you letter. You did that in your appeal letter. Nothing diminishes that feel-good moment by being asked to give more money again so soon. Remember, you’re supposed to be thanking your donors.

Your thank you letter needs to make your donors feel good about giving to your organization. Let them know how their gift is helping you make a difference. Include a brief story or example.

As with all writing, make your letter personal and conversational. Write to the donor using you much more than we, and leave out jargon and any other language your donors won’t understand. Also, you must address your donors by name – not Dear Friend.

A few other ways to make your letter stand out are to use a colored envelope or include a teaser that says Thank You! If you can hand address the envelopes and include a handwritten note inside, that will help make it more personal. You could also include an engaging photo in the letter.

Yes, you do need to include the tax-deductible information, but do that at the end, after you impress your donors with your letter, or include it on a separate page. It’s easiest to include this with the thank you letter or email. Then you don’t have to send it again unless your donor requests it.

 5 Thank You Letters Donors Will Love

How to write a donation thank you letter

How To Write Memorable Donor Thank Yous

Free Download – Nonprofit Thank You Letter Template

With fundraising revenue and retention rates down, you can’t afford to not do a good job of thanking your donors. In my next post, I’ll share some ways to improve your online thank yous.

Photo by Marco Verch

How to Get Ready for Your Year-End Appeal

Image result for free images for get readyCan you believe we’re already halfway through August? Like it or not, September will be here before you know it.

Fall is a busy time for nonprofits, especially if you’re doing a year-end appeal. You don’t need to mourn the end of summer yet, but you should start planning for your year-end appeal.

Many nonprofits rely on their year-end appeal for a good portion of their revenue so you want it to be successful. Use this checklist to help you get started. You can also use this for fundraising campaigns at other times of the year.

How much money do you need to raise?

You may have already set a goal in your 2019 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’ll use. Make it as detailed as possible.

When do you want to launch your appeal?  I think earlier is better. Remember, you’re also competing with countless other organizations who are doing appeals. If you can get yours out by the end of October, you may be ahead of the game. 

Figure out what you need to get done and how long it will take. Keep in mind things usually take longer than you think. If you want to launch your appeal by November 1, make your goal October 20.

Also, how are you mailing your appeal? You may need to recruit extra volunteers or get your materials to a mail house.

An Annual Appeal Fundraising Timeline You Can Use

13 End-of-Year Appeal Strategies

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.

Tell the Stories Your Donors Want to Hear

Entice Your Donors With Visual Stories

How did/can 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 that thanks to them, 85% of the students in your program are now reading at or above their grade level. Next year you’d like to expand to five more schools.

Focus on the people you serve and show how your donors are helping you make a difference or can help you make a difference. Don’t brag about your organization.

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, now is a good time to segment your mailing lists – current donors, monthly donors, lapsed donors, event attendees, etc. This is so important! You should have more success if you can personalize your appeal letters.

Do you have enough letterhead, envelopes, and stamps?

Don’t wait until 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 their last 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.

Donation Page Best Practices For Nonprofits; Tips for Great Donation Pages

Examples Of Great Nonprofit Donation Pages

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.

How To Create Donation Tiers That Drive Donations

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

Instead of offering 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. I highly recommend a monthly giving program if you don’t already have one.

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.

Incorporating Monthly Giving Into Your Fundraising

How will you thank your donors?

Spend as much time on your thank you letter/note as you do on your appeal letter and write them at the same time. You need to thank your donors, and thank them well, as soon as you receive their gifts so have a thank you letter/note ready to go.

Handwritten notes and phone calls are much better than a preprinted 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. Put together a thank you plan to help you with this.

How will you keep up with your donor communication?

Even though you’ll be busy with your appeal, you want to ramp up your donor communication this fall. Keep engaging your donors and other supporters (who may become donors) by sharing success stories and gratitude. Pour on the appreciation! You could create a thank you video or hold an informal open house. Just don’t disappear until appeal time.

What are you doing to get ready for your year-end appeal?