- \n
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How to create a practical year-end appeal timeline<\/a><\/p>\n<\/li>\n
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Which channels work best for year-end fundraising<\/a><\/p>\n<\/li>\n
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Easy ways to personalize your appeal for stronger results<\/a><\/p>\n<\/li>\n
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How to choose and frame donor impact stories<\/a><\/p>\n<\/li>\n
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The most effective formatting techniques<\/a><\/p>\n<\/li>\n
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What to send after your appeal letter<\/a><\/p>\n<\/li>\n
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Free downloadable examples of year-end fundraising letters<\/a><\/p>\n<\/li>\n<\/ol>\n
The right tools make this process even easier. Giveffect\u2019s nonprofit marketing and communication features<\/a> help nonprofits personalize outreach, automate follow-up, and track results so you can focus on meaningful donor connections during the busiest weeks of the year.<\/p>\n
Now let\u2019s dive into the seven strategies that will help your year-end appeal stand out and inspire generosity.<\/p>\n
<\/p>\n
![\"\"](\"https:\/\/www.giveffect.com\/nonprofit-resource-center\/wp-content\/uploads\/2022\/03\/Appeal-Letter-hed-1.png\")
<\/a><\/p>\n1. Create a Clear Year-End Appeal Timeline<\/h2>\n
If you\u2019re scrambling to develop your appeal letter plan in the middle of December, chances are that you won\u2019t have much luck winning over all of the supporters in your database (much less potential new prospects).<\/p>\n
Instead of throwing your fundraising appeals together at the last minute, start early. Schedule time with your team midway through the year to begin plotting your end-of-year strategy. Develop a clear timeline to serve as your roadmap for the last months of the year.<\/strong><\/p>\n
As you\u2019re creating your calendar, check off the following steps:<\/h3>\n
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- Delegate key responsibilities.<\/strong> Determine who will be writing the direct mail, email, and social media appeals? Consider if the same person or people will ensure all of the direct mail is sent and received, Decide if you design the appeals in-house or work with an outside designer.<\/li>\n
- Establish smart goals.<\/strong> Using reports from previous years as a baseline, how much money do you hope to bring in through your year-end appeal letters? How much money do you need to raise to cover operational expenses?<\/li>\n
- Determine how technology fits in.<\/strong> Is your email marketing software integrated with your nonprofit CRM? What about your direct mail solution? (Hint: the more connected these systems are, the easier it will be to automate tasks<\/a> and limit manual data entry!)<\/li>\n<\/ul>\n
No matter what, make sure you clearly document your timeline and inform all relevant team members about the plan. Trust us: when everyone is on the same page from square one, you\u2019ll mitigate a significant amount of confusion and stress once the end-of-year season ramps up!<\/p>\n
Takeaway:<\/strong><\/h3>\n
Your team should think about how to manage year-end fundraising appeals well before the holiday season. Create a practical timeline to ensure that responsibilities are covered and tasks don’t slip through the cracks.<\/p>\n
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![\"\"](\"https:\/\/www.giveffect.com\/nonprofit-resource-center\/wp-content\/uploads\/2022\/03\/Appeal-Letter-hed-2.png\")
<\/p>\n2. Choose the Best Channels for Your Appeal<\/h2>\n
There are many channels to reach supporters. The trick is to identify the right channels to reach your specific supporter groups. The right channel means that you are contacting your supporters how they want to be contacted. As a result, they are then open and willing to learn more and contribute.<\/p>\n
We won\u2019t be able to touch on every creative year-end appeal approach in this post. However, we can provide real-world advice for sending fundraising letters through two distinct channels: direct mail appeals<\/strong> and online appeals.<\/strong> Let\u2019s explore each!<\/p>\n
Direct Mail Appeal Letters<\/h3>\n
Many nonprofits rely on traditional and time-tested, end-of-year direct mail appeal letters for a reason: they work!<\/p>\n
The major downside of direct mail is that sending a letter or postcard through the mail costs money. For smaller nonprofits with a less flexible budget, it might be easy to write off this marketing channel in favor of free or cheap online methods.<\/p>\n
However, all<\/i> nonprofits can \u2014 and should \u2014 utilize direct mail appeal letters. Just follow these tips:<\/strong><\/h4>\n
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- Focus on existing donors,<\/strong> particularly small-to-midsized donors who\u2019ve previously given through mail.<\/li>\n
- Be deliberate with your design,<\/strong> from the color and size of your envelope to the content itself, by using direct mail software that gives you plenty of customization options.<\/li>\n
- Make the donation easy<\/strong> by including a pre-addressed reply envelope and the URL to your online giving form. Don\u2019t forget: when you use integrated direct mail marketing software, you can track appeal responses in your CRM automatically.<\/li>\n<\/ul>\n
Direct mail can be the most compelling type of appeal you send, so don\u2019t forget to make the most of this channel!<\/p>\n
Online Appeal Letters<\/h3>\n
Though some may feel that it’s less personal than a letter in the mail, a year-end appeal sent through the internet is virtually free for your nonprofit and accessible to almost all of your supporters.<\/p>\n
Take advantage of the ubiquity and cost-effectiveness of online marketing in a few ways: <\/strong><\/h3>\n
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- Follow up your direct mail letter with an email appeal.<\/strong> If you haven\u2019t heard back after your initial solicitation letter, reach out again with an email appeal.<\/li>\n
- Maintain a diverse social media presence.<\/strong> Link to your year-end giving page on Twitter, Facebook, and Instagram throughout the holiday season. Be sure to capitalize on key giving days like #GivingTuesday.<\/li>\n
- Open up a variety of online giving methods.<\/strong> As you promote year-end giving, offer plenty of convenient ways to donate. Be sure to include your online donation form, corporate giving option, text-to-give campaigns, or a crowdfunding page.<\/li>\n<\/ul>\n
Another perk of online appeals? You can use them to reach a broad audience of prospective donors without spending a dime. To do that, ensure that your online content is shareable and visually engaging. Then, encourage supporters to forward your message to their peers!<\/p>\n
Takeaway:<\/strong><\/h3>\n
By pairing your online year-end appeal strategy with a stellar direct mail campaign, you\u2019ll maximize the amount you\u2019re able to bring in. Make sure your marketing software allows you to explore both avenues for the best results and the most seamless experience!<\/p>\n
![\"\"](\"https:\/\/www.giveffect.com\/nonprofit-resource-center\/wp-content\/uploads\/2022\/03\/Appeal-Letter-hed-3.png\")
<\/a><\/p>\n3. Personalize Your Appeal for Stronger Donor Engagement<\/h2>\n
There\u2019s nothing worse than a generic \u201cTo Whom It May Concern\u201d letter, especially if that one-size-fits-all letter is asking the recipient for money!<\/p>\n
If your year-end appeal letters lack a personal touch, draw on the information stored in your nonprofit CRM<\/a>. <\/strong><\/p>\n
You should already know a thing or two about your donors based on the forms they\u2019ve filled out, the conversations you\u2019ve shared, and the giving and engagement history they have with your organization. If you track this information effectively in your database, you are starting from a great position for a successful year-end appeal!<\/p>\n
Here are a few suggestions for where personalization pays off:<\/h3>\n
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- Greeting.<\/strong> Always address a supporter by their preferred first name or title. For most donors, their first name is better than \u201cMr\/Ms.\u201d Major donors or individuals with prominent roles in the community may prefer a more formal salutation.<\/li>\n
- Ask amount.<\/strong> Reference an individual\u2019s giving history to determine the right solicitation amount. To maximize the ask, offer suggested giving levels that align with their previous donation amount but encourage them to increase slightly.<\/li>\n
- Content.<\/strong> Personalizing your letters means more than just filling in the blanks for a name and donation amount. Craft different appeals that relate to specific segments of your list. Consider different messaging for major donors, lapsed donors, and prospective new donors.<\/li>\n<\/ul>\n
If possible, reference the recipient\u2019s previous involvement explicitly within the copy of your letter. For example: \u201cYour $500 gift last year provided school supplies for five underprivileged children.\u201d Or, \u201cYour hard work volunteering on our fundraising event committee<\/a> ensured our auction went off without a hitch.\u201d<\/p>\n
For direct mail appeal letters, add a special touch with a handwritten P.S. from a notable member of your team, such as a board member.<\/p>\n
Keeping all of this data in an integrated system will help access donor, volunteer, or member data to inform your year-end marketing strategy.<\/strong> You\u2019ll be able to stay on top of your end-of-year solicitations without bouncing back and forth between disparate systems.<\/p>\n
Takeaway:<\/strong><\/h3>\n
Reading a year-end appeal letter should feel personal. Use the information in your nonprofit software to guarantee that each letter is as unique as the supporter who receives it.<\/p>\n
![\"\"](\"https:\/\/www.giveffect.com\/nonprofit-resource-center\/wp-content\/uploads\/2022\/03\/Appeal-Letter-hed-4.png\")
<\/a><\/p>\n4. Use Donor-Centered Impact Stories<\/h2>\n
Distinguish year-end appeal letters from the other appeals you send by showcasing the effectiveness of your fundraising efforts throughout the year.<\/p>\n
To make your case for support, tell the story of what your organization has accomplished over the last 12 months to warrant their contribution.<\/p>\n
The good news is that this doesn\u2019t have to be a source of stress for your fundraising team; instead, you should view this as an opportunity to highlight key stories of your nonprofit\u2019s success in the communities you serve!<\/strong><\/p>\n
Here are tips to compellingly show donors how much you\u2019ve accomplished in the past year:<\/h3>\n
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- Focus on the donor.<\/strong> It may seem counterintuitive (after all, you are trying to illustrate what your nonprofit has achieved), but hear us out. First, remind your supporters why their donations are valued. Second, illustrate what their support has accomplished. And third, remind them that your organization can\u2019t make an impact alone.<\/li>\n
- Use visual elements.<\/strong> Use high-quality photos (and, in online appeals, videos) to put faces to the individuals, places, or animals that you support. Plus, a photo or graphic can break up the text and catch a reader\u2019s eye, drawing them toward your call to action.<\/li>\n
- Include statistics sparingly.<\/strong> A powerful statistic can validate the need for your organization, or the impact you\u2019ve already made can motivate supporters. However, your readers will gloss over a wall of numbers. Use stats sparingly.<\/li>\n<\/ul>\n
In a way, your year-end donation request letter reminds donors why they\u2019ve supported your mission in the past and gets them excited about contributing once again.<\/p>\n
The more you illustrate the powerful things your supporters have helped you accomplish, the more likely they are to make a donation again.<\/strong> Additionally, they are likely to help spread these stories to friends and family. After all, who wouldn\u2019t want to broadcast such amazing stories that they\u2019ve made possible?<\/p>\n
Takeaway:<\/strong><\/h3>\n
Your year-end appeal letter is your chance to reiterate how vital your donors\u2019 contributions are by illustrating the impact they\u2019ve already had. Tell the story of what your fundraising campaign has accomplished and why you need their continued support. With a compelling story, your supporters are sure to give again.<\/p>\n
![\"\"](\"https:\/\/www.giveffect.com\/nonprofit-resource-center\/wp-content\/uploads\/2022\/03\/Appeal-Letter-hed-5.png\")
<\/a><\/p>\n5. Format Your Appeal Letter for Readability<\/h2>\n
Now that you have an idea of the content you\u2019ll include in your year-end fundraising appeal let\u2019s dive into specific tips for laying out your letter for the best results.<\/span><\/p>\n
There\u2019s no such thing as magic formatting. However, there are proven techniques to get your appeal letter in optimum shape:<\/span><\/p>\n
- \n
- Start with “thank you.”:<\/b> The first paragraph of your year-end appeal should include gratitude for your donors’ past contributions. Don’t launch a new request without acknowledging their support.<\/span><\/li>\n
- Keep it conversational:<\/b> Instead of a complicated dissertation, use a warm, friendly tone and simple language to invite donors to participate in your mission.<\/span><\/li>\n
- Be brief:<\/b> All your fundraising appeal letters should be easy to read. Email appeals should be shorter than direct mailings. Your storytelling should provide context, evoke emotions, and quickly get to the point.<\/span><\/li>\n
- Write for scanners, not readers:<\/b> Use short paragraphs, images, and strategic formatting (bold or italic text) to keep your appeal scannable for quick comprehension.<\/span><\/li>\n
- Include a clear call to action: <\/b>Ensure your formatting facilitates the point of your letter \u2014 a donation! Reiterate this call to action throughout the appeal and explicitly restate it in your closing.<\/span><\/li>\n<\/ul>\n
On top of these important tactics, review your year-end appeal draft with your target audience in mind.<\/span><\/p>\n
Test your direct mail appeal with a board member or staff member. Ask: Is the font legible and engaging? Does the content maintain their interest through to the donation ask? Do the visuals immediately resonate and support your message?<\/span><\/p>\n
Key Takeaway:<\/b><\/h3>\n
Strategically format your year-end fundraising appeal to immerse readers in your nonprofit’s story. The quicker you captivate their attention and present your compelling ask, the higher your chances of securing their donation. Remember, effective formatting can significantly boost your year-end campaign’s success!<\/span><\/p>\n
![\"\"](\"https:\/\/www.giveffect.com\/nonprofit-resource-center\/wp-content\/uploads\/2022\/03\/Appeal-Letter-hed-6.png\")
<\/a><\/p>\n6. Follow Up Thoughtfully After Your Appeal Letter<\/h2>\n
The end-of-year season is a busy time for your nonprofit, and it\u2019s a busy time for your supporters. Don\u2019t let them slip away if they don\u2019t reply to your initial solicitation letter!<\/span><\/p>\n
Leverage integrated marketing and fundraising software to track your appeal letters’ progress and monitor donor responses. Advanced donor management systems can even automate data entry, instantly recording year-end contributions in supporters’ profiles. This streamlined process allows you to focus on timely, personalized follow-ups that can significantly boost your year-end campaign results.<\/span><\/p>\n
Remember, effective follow-up is crucial for maximizing your year-end fundraising success. A well-timed reminder or a thoughtful thank-you message can make the difference between a missed opportunity and a generous year-end gift.<\/span><\/p>\n
When you know where your donors are in the year-end giving journey, you can better tailor your follow-up, which might include:<\/span><\/h3>\n
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- Additional Solicitations:<\/b> If your recipient hasn’t responded to your initial appeal, consider a multi-channel approach with an email, direct mailing, or phone call. Time your first message early in the season to allow for follow-ups before the year’s end.<\/span><\/li>\n
- Corporate Matching Gift information:<\/b> Maximize donations by showing contributors how their gifts can double through corporate philanthropy programs. Segment your donor list by employer to provide detailed, relevant matching gift information.<\/span><\/li>\n
- Thank You Notes:<\/b> Perhaps the most crucial follow-up is the thank you note! Depending on the gift size, send either an email or a personal note by mail. Aim to send these acknowledgments as quickly as possible after receiving the gift to reinforce the donor’s decision and strengthen your relationship.<\/span><\/li>\n<\/ul>\n
With advanced nonprofit software that automates many of your critical communication tasks, manually sending follow-ups to each supporter becomes a thing of the past. When all your nonprofit systems work in harmony, your donor profiles inform your segmentation and outreach strategies. The result? Each follow-up is personalized, relevant, and engaging – a recipe for year-end appeal success!<\/span><\/p>\n
- Corporate Matching Gift information:<\/b> Maximize donations by showing contributors how their gifts can double through corporate philanthropy programs. Segment your donor list by employer to provide detailed, relevant matching gift information.<\/span><\/li>\n
- Keep it conversational:<\/b> Instead of a complicated dissertation, use a warm, friendly tone and simple language to invite donors to participate in your mission.<\/span><\/li>\n
- Use visual elements.<\/strong> Use high-quality photos (and, in online appeals, videos) to put faces to the individuals, places, or animals that you support. Plus, a photo or graphic can break up the text and catch a reader\u2019s eye, drawing them toward your call to action.<\/li>\n
- Ask amount.<\/strong> Reference an individual\u2019s giving history to determine the right solicitation amount. To maximize the ask, offer suggested giving levels that align with their previous donation amount but encourage them to increase slightly.<\/li>\n
- Maintain a diverse social media presence.<\/strong> Link to your year-end giving page on Twitter, Facebook, and Instagram throughout the holiday season. Be sure to capitalize on key giving days like #GivingTuesday.<\/li>\n
- Be deliberate with your design,<\/strong> from the color and size of your envelope to the content itself, by using direct mail software that gives you plenty of customization options.<\/li>\n
- Establish smart goals.<\/strong> Using reports from previous years as a baseline, how much money do you hope to bring in through your year-end appeal letters? How much money do you need to raise to cover operational expenses?<\/li>\n
- \n
![\"\"](\"https:\/\/www.giveffect.com\/nonprofit-resource-center\/wp-content\/uploads\/2022\/03\/Appeal-Letter-hed-7.png\")
<\/p>\n![\"Giveffect](\"https:\/\/www.giveffect.com\/nonprofit-resource-center\/wp-content\/uploads\/2018\/03\/Year-end-appeal-letter-sample-791x1024.jpg\")
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