Maximizing the Impact – and Results – of Your Annual Appeal

As we near the end of the year, nonprofits all over the country are working to find ways to close any funding gaps or end the year on a high note.

 Enter the Annual Appeal letter.

 It’s that one last chance to close any gaps, especially for organizations with calendar fiscal years. It’s an opportunity to connect with donors by highlighting inspirational stories or achievements from the year. It’s a chance to share plans for the new year and ask donors to be part of it.

 These letters, or solicitations, have the potential to bring in a little or a lot depending on how they are executed.

Here are a few tips for getting most out of this year’s Annual Appeal.

 ·         Get their attention. Feature an inspirational story about a client or someone who was served through your organization’s programs. Leading with a touching story about a real person or situation will draw in your readers and keep them reading. 

 ·         Make it personal. Make sure your letter starts with the donor’s name instead of “Dear Donor” or something impersonal. You want your donors to know that they are personally recognized and appreciated, and vital to making your work happen. Write in second person, addressing the donor directly, and if possible, take the time to handwrite a short, personal note at the bottom of the letter – the small, personal touches matter.

 ·         Thank them. Everyone wants to be appreciated, and each donor’s gift, regardless of how big or small, matters. In some cases, that smaller gift from one donor might be a bigger sacrifice than the larger gift from another donor. Even if it’s just a line or two, your letter should thank the donor, communicating that your organization can’t do its work without their continued support.

 ·         Keep it short and simple. No one wants to or has time to read a four-page letter. And you’ll likely have more success at communicating the main things you want your donor to take away by sending them a message that is simple and concise. Keep the letter to one page, or two if it’s formatted with photos or other graphics.

 ·         Be specific about the ask. Tying a gift to a specific outcome can be very effective in any kind of solicitation. For example, a gift of $10 might provide dinner for a family, or a gift of $75 or $100 might provide groceries for a week. When you ask the donor for a specific amount to cover a specific expense, they are likely to give according to what item or outcome they want to personally support.

 ·         Package and send in multiple formats. In this age of technology, the Annual Appeal message doesn’t have to be just sent in the mail. Because donors get their information in multiple formats, it should be sent in multiple formats, including the traditional printed and mailed format, as well as via email and social media. The point is not to saturate donors with your message, but make sure they receive and are able to read it in the format they prefer.