Resolutions Nonprofits Need to Make

Ann Green Communications, fundraising, marketing

Happy New Year! 

The New Year is a time when many people make resolutions in their personal lives. I’ve never been that fond of making personal New Year’s resolutions, but try to strive for continuous improvement throughout the year.

Nonprofit organizations do need to make resolutions. You have to plan and strategize in order to be successful. 

Here are some resolutions for you and your organization to make and use throughout the year.

Stick with your plan
One of the biggest problems with making New Year’s resolutions is that people don’t keep them.  In my last post I wrote about creating plans and strategies to prepare for 2013.  Do you create fundraising and marketing plans and then ignore them?

Make a resolution to stick with your plans and monitor your progress.  If something is not working, you can always make adjustments.

This Dashboard can help you monitor your progress. Library of Sample Dashboard Indicators 

Be realistic
If you want to lose weight, it’s unrealistic to say you will lose 20 pounds in a month.  It may also be unrealistic for your nonprofit to hold a huge gala or produce a glossy print newsletter. Figure out what will work best given the resources you have.

Make room for growth
In our personal lives, we might want to learn a new skill or take a class.  This should apply to our professional lives, too.  Make a resolution to learn something new or build on existing skills.

Your organization should also take advantage of new opportunities. Be realistic, of course.  As you look to increase your donor base, reach out to people who will be receptive to your cause.

Do your best
Always strive to do your best within your capabilities.  If it’s only feasible to send out a monthly e-newsletter, make it the best newsletter you can produce.  Give your readers interesting stories that show how you are making a difference. 

Be nice
Many people want to improve their personal relationships, and this should also apply to professional ones as well.  If you want people to be nice to you, you need to be nice to them first.

Be nice to the people who support you.  Send thank you letters right away.  Keep your supporters engaged and interested in your work.  Make your messages positive and conversational.  Always be warm and friendly.

Don’t give up
If something isn’t working, don’t give up.  Perhaps you need to do things differently.  Take a moment to assess what you have done.  Maybe your fundraising campaign didn’t do as well as expected because you targeted the wrong people or didn’t use engaging messages.

Figure out what adjustments you need to make and keep going.

Relax
Some of us work on reducing the stress in our personal lives, and the same should be true in the workplace.

You have a lot to do this year.  But that doesn’t mean you have to work every single minute and stress out about your to-do list. Take breaks and time for yourself.  Creating a better work-life balance will help make you more productive.

Remember that these resolutions are just as important in June as they are now, so keep them up.

Do you have any resolutions to add?

Best of luck for a successful 2013!

Get Ready for the New Year

Ann Green Communications, donor relations, fundraising, marketing

It’s hard to believe the New Year has arrived.  I hope 2012 was a successful year for you.  But if your marketing and fundraising didn’t go as well as you would have liked, take some time to analyze what worked and what didn’t, if you haven’t already done so.

Creating plans and strategies can help. Here is some information that you can use as you can continue to prepare for 2013.

Marketing Plan
If you have never created a marketing and communications plan, now is a good time to get started.  A few things to keep in mind – Raising awareness is a vague goal.  You need a call to action, such as donating, volunteering, attending an event, or contacting your legislator.

Also, your audience is not everyone.  Target the people or groups who will be most receptive to your message.

Finally, don’t forget to measure your progress at least once a quarter.

How to Create a Marketing Plan
Fundraising Plan
You also need a fundraising plan, and it needs to include a donor relations component.  

Plan to raise money from a variety of sources and be realistic about what makes sense for your organization.

Map out each step of your annual appeal or an event.  And, remember to monitor your progress.

How to Create a Fundraising Plan
Donor Relations
You should spend just as much time on donor retention as donor acquisition.

Come up with ways to thank your donors all year round.  Of course, you must send a great thank you letter immediately after receiving a donation. 

Other ways to show gratitude include seasonal (Valentine’s Day, spring etc.) thank you notes or email messages, holding an open house or some other type of event for your donors, creating a thank you video, and providing donors with regular updates via a newsletter and social media.

Ideally, if you keep your donors engaged and interested in your work, not only will they give again, but they may give at a higher level.

Thank Your Donors All Year Round
Editorial Calendar
Does the idea of coming up with content to share with your supporters on a regular basis stress you out?  Don’t worry, it doesn’t have to.

Create an editorial calendar that lists important dates and events, as well as “evergreen” content – stories you can use at anytime. 

Be sure to have a collection of stories and profiles you can use in your newsletter or website.  

Remember that your updates need to focus on success stories that show your donors and other supporters how you are making a difference.

How to Create an Editorial Calendar
Taking the time to plan, strategize, and monitor your progress is time well spent.

Best of luck to you for a successful New Year!

Is Your Website Donor-Friendly?

Ann Green Communications, fundraising, marketing, website


December is the busiest month for fundraising, which means your website will be receiving an increased number of visitors.


Even if you mailed an annual appeal letter, many people donate online.  If you are sending out reminders by email and social media, you are also including a link to the donation page on your website. 

Are you ready for all your website visitors?  Here are some ways to ensure that your website is donor-friendly.

Your donation page
Take a moment to check your donation page.  Is it easy to use and navigate? Does it have a compelling message and photo?  Is that message consistent with the one in your annual appeal letter?

Read on for more information on creating a great donation page. 
How You Can Create A Welcoming Donation Page
Your home page
Let’s say you have a donor who wants to contribute, but doesn’t have immediate access to the link to your donation page.  That person will Google your organization and be taken to your home page.

This means your home page should not only have a prominent Donate Now button, but a friendly message letting people know your annual appeal is underway.

More information please
Having a donor-friendly website applies to all your web pages.  What if someone wants to know more about a program you mention in your annual appeal?  Does your site have that information?   Is it easy to read and understand?

Maybe you have a prospective donor who wants to find out more about what you do before they give.  Do you have some compelling stories and accomplishments to share?

Perhaps someone else wants to volunteer.  Do you have up-to-date and clear information on how they can get involved?

You never know what will happen once someone enters your website.  You need to be prepared for them to visit multiple pages, and of course, you’d like them to.   

Are all your web pages up-to-date and audience-friendly?  Use this website checklist to find out. A Website Checklist

This information is relevant all year round, not just during a fundraising drive.

The internet is still a popular place to get information, and now it is becoming the preferred method of donating.  Don’t miss out by not having a donor-friendly website.

Following Up On Your Annual Appeal

Ann Green Communications, fundraising

The giving season is here!  Many of you have sent out your annual appeal and the donations are coming in, but maybe not as quickly as you would like.  

Even though December is when most nonprofits see the highest level of donations, it’s also a very busy time for your donors.  That’s why you need to follow up with them.  If you haven’t already created a follow-up plan, here are few ways to do that.

In most cases, you will use a multi-channel approach.  This is contingent on the type of contact information you have.  You may not have email addresses or phone numbers for all your donors.

It’s also important to make your follow-up messages positive.  Don’t make your donors feel bad about not contributing yet.

WAYS TO FOLLOW UP

By email
Email is usually the easiest way to get your message across to a large number of people.  Chances are you have email addresses for most of your supporters.

Send friendly reminders each week in December.  At the end of the month, send out messages a couple of times between December 27 and 31. 

If possible, only send email reminders to people who haven’t donated.  If you can’t do that, be sure to thank the people who have already donated.  Continue to share success stories. You can also give updates on your progress, if you have a goal and a deadline.

Your email reminder should include a link to your user-friendly donation page.

By social media
Post similar reminders on Facebook and Twitter.  Provide updates and thank your donors.  You can post reminders several times a week, but if you don’t have that many followers, you probably want to spend your time elsewhere. 

Again, include a link to your website to make donating easy.

By phone
Sometimes a quick phone reminder is all it takes to spark a donation.  It’s up to you if you want to call everyone who hasn’t donated.  Your best bet is to call people who have donated in the past, especially if they have given at a higher level.

This is also a great opportunity to thank your donors.  Leaving a message is fine, but be sure to leave a call back number and the link to your website.

By mail
In this case, you may want to target a few select groups.  If a mailing address is the only contact information you have for a donor, then you’ll want to send a follow-up letter.  You can also send letters to higher dollar donors.  Be sure to include a pledge form and return envelope.  Always make things easy for your donors.


It may seem like you are communicating a lot with your donors, and of course you need to be mindful of contacting them too much, but the year-end surge of email and other forms of communication really works. Is Your Year-End Communication Up To Snuff?

Thank Your Donors All Year Round

Ann Green Communications, donor relations, fundraising

This post was featured in the November 2012
Nonprofit Blog Carnival.


Many of you have probably invested a lot of time this fall creating an annual appeal campaign, but how much time have you invested in thanking your donors?   

Donor relations needs to be part of your fundraising plan
Building relationships with your current donors is actually easier and less expensive than trying to find new donors, but many nonprofits overlook this.  According to Katya Andresen from Network for Good, the average nonprofit loses about 60% of the donors they had in the previous year. Don’t let that happen to you.   

Here are a few ways to build relationships and show appreciation to your donors all year round.

Thank your donors right away
Every single donor, no matter how much they have given or whether they donated online, gets a thank you card or letter mailed to them.  Thank you letters should be sent out no later than 48 hours after you have received a donation.  This shouldn’t be hard to do.  Carve out some time each day you get a donation and send out your thank you letters.

Go the extra mile when you thank your donors
Instead of sending out a generic thank you letter, mail a handwritten card and call your donors.  Calling your donors to thank them is something your board can do and is often a welcome surprise. Invest In Thanking Your Donors

Get creative and personal
If you can’t send out handwritten cards, get creative with your printed letter.  Don’t start your letter with “On behalf of X organization we thank you for your donation of….”   Open the letter with “You are amazing” or use one of the suggestions from this post. 22 Delightful Ways to Say Thank You!  Make your letter colorful, but tasteful, and include an engaging photo.

Add a personal handwritten note to the letter, preferably something that pertains to that particular donor.  For example, if the donor has given before or attended one of your recent events, you could mention that.  In addition, make sure all the letters are hand signed.

Let your donors know how much you appreciate them and highlight what your organization is doing with their donation. 

Here are some examples of great thank you letters.
How to write a perfect donor thank-you: A template and example
Tips for Better Nonprofit Thank You Letters
Donation Thank You Letter Examples

Stay in touch
You don’t want your communication with your donors to end after you send out your thank you letters.  In the letter, invite your donors to sign up for your newsletter and follow you on social media.

Communicate with your donors on a regular basis in ways in which you are not asking for money. Send out email between once a week and once a month.  You can post on social media more often, such as once or twice a day.

A newsletter is a great way to update your donors.  Make sure it is donor-centered and focus on success stories that demonstrate how you are making a difference with the donors’ contributions.  For example, I used to work for a mentoring organization and we would feature a different mentor/mentee match each month in our newsletter. 

Be sure to keep thanking your donors in your newsletter and social media updates.  Emphasize that you wouldn’t be able to do the work you do without your donors’ support.

Here is more information about communicating effectively via your newsletter and social media.

Choose Quality Over Quantity – Part One – Your Email Newsletter

Choose Quality Over Quantity – Part Two – Social Media

Other ways to show appreciation
Another good way to show appreciation to your donors is to hold an open house at your organization.  Offer tours so your donors can see the inner workings of your nonprofit.  Make your open house informal and fun, and provide food.  Include a brief program that might include a video/power point presentation or a few words from a client.  If cost is an issue, you could have food donated.  Even if your donors don’t come to your open house, they will appreciate the invitation.

Many nonprofits will send out Thanksgiving or holiday cards, which is fine even though most people receive a higher volume of mail at that time.  You are more likely to catch your donors’ attention if you send something out around Valentine’s Day or right before spring.

Here are some other ways to say thank you. 8 Ways You’re Probably Not Thanking Your Donors

The most important thing is to keep showing appreciation to your donors all year round.  If you treat them well, maybe they’ll treat you well the next time you send out your annual appeal.

How to Create a Marketing Plan

Ann Green Communications, marketing
This graph by Kivi Leroux Miller shows that many
nonprofit organizations
don’t have a formal marketing plan.
Some nonprofit organizations don’t spend a lot of time on marketing and communications.  They want to focus on raising money.  But marketing and fundraising are very much interconnected.  You can’t raise money without clear messages and a good strategy to communicate those messages.
 
If you have never created a marketing plan, you may want to start big and do a SWOT analysis and competitor study (see below for details).  At the very least, you should create a plan that covers how you will communicate with your audience(s).  Ideally, you should be looking at more than one year and your marketing plan needs to be consistent with your strategic plan.
 
Don’t make the mistake of not taking your marketing and communications seriously. Here are a few things to keep in mind as you put together a marketing plan.
 
Who are you?
What does your organization do and what makes you unique?  What is your message platform?  If you have never taken the time to create a consistent set of messages, you’ll need to do that.  Make Your Messages Clear and Consistent
 
What are your needs and goals?
Each nonprofit will have different needs.  Everyone needs to raise money, but perhaps you also need members, clients, or volunteers.  Come up with categories and goals and then create a strategy for each.  For example, if you need tutors or mentors, you need to come up with a recruitment plan.
 
Think about going beyond raising awareness.  You need a call to action, such as donating, volunteering, attending an event, or contacting your legislator.
 
Who is your audience? 
In most cases, it’s not everyone.  Sometimes it’s people who know you well, such as donors, and sometimes it’s not.  Personalize your messages to different audiences.
 
Communicating with people who know you
Just because someone has donated to your organization or subscribed to your email list, doesn’t mean they are thinking about you all the time.  They won’t be thinking about you at all if you don’t communicate with them.  These folks are precious resources and you want them to keep supporting you, so don’t ignore them.
 
Communicating with donors and other supporters needs to be part of your marketing plan. Update them on how you are making a difference.  Create an editorial calendar How to Create an Editorial Calendar and keep messages consistent across each channel.
 
Communicating with people who don’t know you
When you communicate with an external audience, target people and groups who will be most receptive to your message or call to action.
 
All nonprofits want media coverage, but plan carefully.  Target the right publications and choose the right stories.  You have lots of competition.  Pitch something newsworthy.
 
Measure your progress
Each quarter look at your goals and figure out what is working, what isn’t, and how you can make improvements.
More information on marketing plans
This template by Nancy Schwartz of Getting Attention.org will give you more detailed information to help you put together a marketing plan.
Nonprofit Marketing Plan Template — Ready-to-Use
The links below are quite detailed, but are helpful if you want to do a competitor study or a SWOT analysis. 
How To Do A Nonprofit SWOT Analysis
Framework for Basic Nonprofit Marketing and Promotions Plan
Again, don’t make the mistake of not having a marketing plan.  Yes, it will take some time to put together, but as with all types of planning, it is time well spent.

How to Create a Fundraising Plan

Ann Green fundraising

Like many nonprofit organizations, you may be right in the middle of getting ready to sending out your annual appeal.  Even though your mind is focused on 2012 right now, you need to start thinking about your fundraising plan for next year.

Some nonprofit organizations don’t do long-range planning. That’s a mistake. It’s not optional.  You may have heard the saying if you fail to plan, you plan to fail.  Don’t let that happen to you.

Putting together any kind of plan doesn’t need be painful.  Yes, it takes some time, but it’s time well spent.  It’s a lot better than being taken by surprise when you come up short on revenue.

Ideally, you should have a multi-year fundraising plan that is based on your strategic plan.  Here are a few other things to take into account as you put together your fundraising plan.

How much money do you need to raise?
The revenue part of your fundraising plan is fairly straightforward.   Figure out how much money you get from other sources, such as fees, and how much you need to raise.   Remember to build in a reserve, too.

Be realistic
Determine how much you want to raise from each source – individuals, grants, events, etc.  The funding climate is still precarious, so you need to rely on a variety of sources.

But be realistic about what you can do.  Cultivating major donors is a worthwhile endeavor, but it doesn’t happen overnight and you need to involve your board.  Events and online auctions can take up a lot of staff time and sometimes don’t bring in that much revenue.

Make it detailed
Fundraising plans don’t just cover how much money you are going to raise.  You also need to include a strategy.  Map out each step of an annual appeal campaign or an event and include a timeline.  You don’t want to leave anything out.

Also, figure out who will be involved and in what capacity.  Make sure to include your board. 

It’s not just about acquisition
Yes, your fundraising plan will include ways to find new donors, but don’t neglect the ones you already have. Donor relations is a crucial, overlooked part of your fundraising.  Include ways to thank donors, such as holding an open house or sending out holiday cards, as well as donor communication, such as newsletters and social media updates.

You want as many of your donors as possible to give again and to give at a higher level.  This means you need to keep your donors engaged and interested in your work.  Also, as you look for new donors, find ones who will support you long-term.

Measure your progress
Once a quarter, look at your fundraising plan to see if you are on track with your goals.  Determine what is working and what isn’t.   If you are falling short in your grant revenue, perhaps you are applying to foundations who aren’t the right match for your organization.

In addition, each time you hold an event or run a campaign, figure what worked, what didn’t, and how you can make improvements in the future. 

Here is a dashboard you can use to keep track of your plans.
Library of Sample Dashboard Indicators
Don’t make the mistake of not having a fundraising plan.  Here is additional information about putting together a fundraising plan, along with some sample plans and worksheets.

Financing Not Fundraising: 7 Mistakes in Your Nonprofit’s Fundraising Plan
How to Write a Successful Fundraising Plan
Templates, checklists and other treasures for your sustainable fundraising campaign

Fundraising Plan 1 Year Template
Sample Online Fundraising Plan

How to Create an Annual Report That’s Not Boring

Ann Green Communications, donor relations, fundraising, writing

Nonprofit organizations are not required to produce an annual report, but I believe your organization will benefit by having one.  

When I mention an annual report, are you picturing a long, boring document filled with wordy text and statistics?  It doesn’t have to be like that.

The key is to create an annual report that will engage your supporters and not bore them.  Here are a few ways you can do that.

Tell a story
Share a success story about a person you have helped.  Let’s say you run a tutoring program.  Instead of rattling off a bunch of statistics about young people doing poorly in school, tell a story about Jason, a young man who was struggling academically, but started doing better in school after weekly tutoring sessions with Rob, a volunteer tutor.

Make it visual
Find some engaging photos to include in your annual report.  Photos can tell a story in an instant.  Choose photos of people participating in an activity, such as Jason and Rob in a tutoring session. 

Use colorful charts or graphs to highlight your financials. Sprinkle in quotes and short testimonials to help break up the text.  

Keep it short

Your supporters are busy people and are not going to have a lot of time to read your annual report, no matter how great is. The trend now is a four to six page document. If you are a small organization, producing a glossy 20-page annual report would not be a good use of your resources.


Keeping all this in mind, what should you include in your annual report?

Introduction
Start with a brief, friendly introduction by your Executive Director or Board Chair. Make sure it doesn’t contain jargon and it’s filled with gratitude towards your donors for their support in helping you reach your goals.

Accomplishments
The main purpose of an annual report is to highlight your accomplishments.  These accomplishments need to focus on how you are making a difference for the people you serve.  Examples would be kids receiving higher grades in school or low-income families finding affordable housing. 

Be sure to list accomplishments, not activities, and show results.

Your financials. 
Include your revenue and expenses, and break them down by department (program, administration, etc.).  Keep it simple and use a pie chart or bar graph, so it’s easy to understand.

A donor list
You may want to just include donors at a certain level in your annual report and include a list of all your donors on your website.  Whatever you decide, be sure to thank all your donors in this section.

Some final words about annual reports
You should also include a list of your staff and board, and your mailing address.

Here is a helpful resource created by Kivi Leroux Miller.  It’s an annual report wiki that includes many great examples.

Annual Reports Wiki
You don’t need to mail your annual report to all your supporters.  You may want to mail only to your major donors.  Put your annual report on your website, and let your supporters know it’s there.  You could send out a special email announcement or include something about your annual report in your newsletter.  Of course, you should make a hard copy available to anyone who wants one.  You should also have hard copies available for potential funders and other interested parties.

If you choose not to produce an annual report, you should still have a list of accomplishments readily available.  You often need these for grant proposals, anyway.  I recommend keeping a running list, so you are not scrambling to put something together when it’s time to do your annual report or a grant proposal.  This can also help you get your annual report out earlier in the New Year.

Remember your goal is to create an annual report that will capture your supporters’ attention right away and not bore them.

How to Create an Editorial Calendar

Ann Green Communications, marketing, writing

Nonprofit organizations need to communicate with donors and other supporters all year round. Does the idea of finding content to share on a regular basis stress you out?  Don’t worry, it doesn’t have to.  Not if you create an editorial calendar.  Start thinking now about creating one for 2013. 

You have many communication channels to work with. Sending out a newsletter is one way. It’s up to your organization whether to use a print or email newsletter. Other methods include email updates, your website, social media, and mailings.

As you put together your editorial calendar, think about how you will use each channel. You may only send out direct mail a few times a year, but send out a newsletter once a month and communicate by social media several times a week.

Remember, the information you share should be audience-centered and emphasize how you are making a difference for the people you serve and in the community.

Here are some categories for your editorial calendar. Some items will be time sensitive and others won’t be.

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.

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. 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 is 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 your work?

News stories
You won’t be able to predict news stories in advance.  However, as something newsworthy comes up, see if that is something you could share.
Fundraising and recruitment
Be sure to add your annual appeal and other fundraising drives to your editorial calendar.  You want to promote these, and at the same time not inundate your supporters with a lot of other information at that time.

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

Ongoing content
If you are making a difference, you have stories to tell.  Share your clients’ success stories. You could also profile a board member or volunteer.

Put together a collection of stories and profiles to use in your newsletter or website throughout the year. If you are profiling board members or volunteers, highlight what motivated them to serve on your board or volunteer with your organization.  Keep it focused on your mission.

Keep it up
As you hear about other relevant information, add it to your calendar, so you will always have good content to share with your supporters.

Here is more information to help you create an editorial calendar.
Nonprofit Marketing Guide’s Editorial Calendar Links

LightBox Collaborative’s 2013 Editorial Calendar

Elements Of A Good Annual Appeal Letter

Ann Green fundraising, writing

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

First impressions count
First, you need to get your donor to open your letter.  Give some thought to the outside envelope. Include a teaser, if possible.  

You want to be both personal and professional.  Hand addressing the envelopes may not be feasible, but make sure your mailing labels look clean and are affixed with care.  Use stamps if you can.

Create an inviting piece of mail.

Start with a story
Start your letter with a compelling story.  Focus on a person or family and not on your organization.  Use emotion and don’t bore your donor with a lot of statistics. 

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

Here is more information on creating stories and photos.

Do You Have Good Stories To Tell?

You gotta ask
Ask for a donation at the beginning of the next paragraph (after the story).

It’s all about the donor
Show how are you are making a difference and how much you appreciate your donor’s role in that.  Make the donor feel good about supporting your organization.

Be positive
Emphasize solutions and not problems.  Highlight a few accomplishments, but also show you plan to continue your good work with your donor’s help.  

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

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

Make it easy to give 
Include a return envelope with amounts to check off or an envelope and a pledge form.  Show what each amount will fund.  For example, $50 will provide X amount of meals at the food pantry.  In addition, include a link to your website that will take someone to your user-friendly donation page.  Even if donors receive a letter, they will often donate online.

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

Make it easy to read
Use short paragraphs and bulleted lists.  Bold or use color for key words, but keep it tasteful.  Make it easy to read and scan.  Use a simple font that’s at least 12 point.

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

Use a conversational style and leave out jargon such as capacity building, direct services, and evidence-based.  Refer to your reader as you and write as if you are communicating with that one donor. Keep it personal.

Too many editors spoil the appeal
Your entire staff shouldn’t need to be involved in creating the letter.  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.  Not only does involving more people take extra time, it usually weakens the content.

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
People often gravitate to the PS as they scan the letter.  Here you could emphasize monthly giving or use another creative way to ask for support. 

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

Hand sign the letters in blue ink.

Are you ready?
Send out an annual appeal letter that will get noticed and will bring you the donations you need. Good luck!

Here are some examples of sample fundraising letters, along with one you shouldn’t use.

Sample Fundraising Letters
The power of boring fundraising to not raise funds

More information on creating your annual appeal,
Stop the presses! Does your annual appeal have what it takes to be successful?

153 Tips to Raise More Money By Mail
Image by r8r via Flickr