What Are You Missing in Your End of Year Appeal (or any other appeal)? (Copy)
December is a crucial month for so many nonprofits’ bottom line. December is an incredible month of giving. For nonprofits operating on a thin budget, maximizing their end-of-year appeal can truly make or break the success of the entire year. On average, one-third of all annual giving occurs in December alone. Further, 12% of all giving occurs in the last three days of the year. Additionally, just under a third of nonprofits raise half of their annual funds in their end-of-the-year appeal. Half of their funds, just in the final appeal of the year. Why point this out to nonprofits that are already likely stressed about fundraising this time of year? We have a few tips for organizations to maximize their end-of-year appeal and to apply to any appeals going forward.
Grab the Reader’s Attention
Whether you are sending a piece of mail or an email, losing your reader in the first moment they begin to read can doom your appeal. Your first goal is to keep the recipient from throwing out the mail without reading it or deleting the email without scrolling. Therefore, the first words and lines are critical. Starting with a captivating story, quote, or question is great, but the first sentence of that intro must grab the reader’s attention. First, be personal. Use the recipient’s name rather than a generic “Sir, madam, friend, valued supporter, etc.” This will immediately make the reader feel more appreciated and lead them to read on. Follow this with a great first sentence that locks the reader into the rest of the appeal. It is difficult to give a one size fits all formula because this sentence should capture the essence of your organization and what a gift can do for your work. Evoke a feeling in the reader that it is critical to give to your organization in order to drive your mission forward.
Don’t Forget a Call to Action
Aside from losing the reader before they even become a reader, the biggest mistake a nonprofit can make is failing to include a call for action. An appeal can have a perfect introduction, story, design, color scheme, and more, but it can be faulty if it does not include a call for action. A call to action is a phrase designed to prompt an immediate response. For nonprofits, that response is a donation or membership. It may seem minor to many since it is clear as to why organizations are sending the appeal in the first place, but a simple request to give goes a long way. For example, including, “make your donation today” can increase the success of your appeal. Draw the reader’s attention to the call to action with design cues that draw their eyes to the call (bold, italics, different colors, centering the text, etc).
Use a Postscript
A postscript or more commonly known, P.S., is an important method for concluding a successful appeal. Studies have shown that postscript messages are effective at improving response rates, meaning more donations for your organization. A great intro, body paragraph, and call to action make for a great appeal, but maximize your potential by using every tool available. An effective postscript consists of 2-3 sentences reiterating or highlighting the key points such as the ask, a repeated call to action, deadlines, and whatever else is a central tenet of your appeal.
Wrapping Up
Using the tips laid out above make for a quality appeal, but a few more insights can help you create an appeal that rises above the rest. First, check, double-check, and triple-check. So many nonprofits have massive amounts of funding riding on their appeals, particularly their end-of-year appeal. Don’t let a minor mistake turn away donors. Review the appeal and have a team member or two do the same. Additionally, keep it simple. Don’t give the reader a book to read. Appeals are about getting the information and ask to the reader. Overwhelming them will hurt more than it helps. Finally, finish where you started and be personal. Offer a genuine farewell and thank you and have a staff member sign the appeal (preferably a high-level leader or director of development). Provide the opportunity to contact a real person in your organization. Offering readers the opportunity to reply furthers the feeling that the appeal was crafted and sent personally. Some readers have questions and including a “no-reply” email address immediately communicates that questions or responses are not welcome. It also can turn away donors who simply don’t feel personally appreciated by this sort of mechanism.
Remember, review the appeal, keep it simple, and be personal!
Want to maximize your appeal? NMBL Strategies has worked with nonprofits for years, helping in some of the greatest nonprofit developments of the previous 20+ years. In that time, we’ve raised more than $100 million, developed millions of dollars more in earned income, and most importantly, developed the strategies and insights behind these efforts. Let us bring that experience to your nonprofit today and ensure your financial future is in good hands.
