By Kirk Walden, Advancement Specialist
Our Year-End Appeal is not simply a fundraising letter; it is our opportunity to impart our vision to the hundreds of people (thousands?) on our mailing list. This is why it is so important that we paint a large vision in this letter.
So consider, what do you want to accomplish in 2015? What is the big picture for your organization? What initiatives are new? Which initiatives are due for a major upgrade?
If there is nothing new or there are no major changes, consider emphasizing several key areas that are most effective in changing and saving lives.
When we ask, let’s think big
The simple truth is that our response rate on our Year-End Appeal is not going to be 20% or something like that. We all know many of our letters go in the trash. That’s certainly okay, and not a reason to fail to send out a letter.
What this means however, is that we need to think big.
This is not our “diapers and wipes” letter. In fact, let’s stop for a moment here and make it clear: We never need to use our newsletter, e-blast or any other communication to ask for layette items. When we do this, we are proclaiming to the world that we are a small organization, doing small things. Major donors see these asks and quickly decide, “They have no need for the gifts I am considering.”
Therefore, our asks need to be significant, with one exception. Sometimes when we are asking for a first or second gift in a specialized appeal letter, we might ask for a small amount ($15-$30) to gauge interest in our work.
In this letter it is certainly fine to let people know we would be thankful for any gift, but overall let’s be looking to help fund initiatives that require larger gifts.
Takeaway Thoughts…
- Stratify the mailing list for this letter. Those who have given only one gift might be asked for a gift 1 1/2 times the size of that gift. A person who gave $25 during the past year might be asked for $40 at Year End.
- Those who give monthly gifts might be asked for a “Special Gift” at this time of year; you can specify an amount higher than the regular gift, or, because these friends of the ministry are already committed, provide several ideas and leave the decision entirely in their hands.