If your non-profit organization is like many others, you receive half or more or your contributed income at the end of the year as part of what used to be called the "Christmas Appeal." In recent years it has come to be known as, in politically correct North America at least, the "Year-End Appeal" or "Seasonal Appeal."
Which means your year-end appeal
letter can make or break your year, financially speaking. Here are some tips on
how to craft a winning year-end fundraising letter appeal package.
1. Keep it simple
One non-profit ministry that I shall not name mailed their year-end appeal
letter in a poly bag along with their donor newsletter. They had been late in
getting their newsletter in the mail and so, to save on postage, they mailed it
along with the seasonal appeal letter. The campaign bombed, and bombed big.
Donors, as far as we could tell, read the full-colour newsletter and ignored the
letter that came with it. So my advice is this: keep your year-end appeal simple
and focused on one goal: securing a year-end donation.
2. Be creative
You will be competing with other organizations in the mailbox. Every charity
sends an appeal at Christmas. So stand out by mailing something creative. When I
worked with Doctors Without Borders as their fundraising letter writer, they
mailed a Christmas card to donors that donors then signed and returned to the
organization with their gift. Doctors Without Borders forwarded the card to a
volunteer doctor or nurse who was serving overseas, and whose name was on the
card. The cards were greatly appreciated by the volunteers (many of whom were
homesick at that time of year). The cards also involved donors in a way that
warmed their hearts and motivated them to contribute.
3. Look back with thanksgiving
Use your year-end appeal fundraising letter as a way to thank donors for
their support during the past year. Don't list the names of every staff person
you hired or promoted, or go on at length about happenings at head office.
Instead, tell at least one heart-warming or compelling story that illustrates in
vivid terms how your donors' gifts changed lives. Use quotes from the people
that you serve wherever possible. They add credibility and human interest to
your letter.
4. Look ahead with anticipation
Also use this Christmas appeal letter to present your vision for the coming
year. Show donors how their gift this "Holiday Season" will make a difference
next year for your organization and the people you serve.
5. Use a seasonal theme
Try to tie your appeal to the season. Giving, presents, exchanging
greetings, snow, "goodwill toward man" and other themes are popular at
Christmastime. If you can tie your appeal to an emotion or sentiment that is
already prevalent at the end of the year, and do so in a relevant way without
being overly sentimental, do so.
6. Accentuate the positive
Please don't appeal for donors to get your books out of the red and into the
black. If you have a negative cash flow at year-end, don't ask donors to correct
it. They will see your predicament as your fault. Donors are not motivated to
eliminate debt (unless it's Third World debt). But they are motivated to change
the world through a gift to your organization. So present your appeal as an
opportunity for the donor rather than a rescue operation for your chief
financial officer.
7. A special word for Christian charities
Avoid the "God gave us an unspeakable Gift and so should you" approach in
your Christmas appeal letter. Instead, show in concrete terms how you will use a
donor's gift to further the work that your Christian donors care about, using a
biblical theme if possible.
About the author
Alan Sharpe is a professional fundraising letter writer, instructor and mentor who helps non-profit organizations raise funds, build relationships and retain loyal donors using creative fundraising letters. Learn more about his services, view free sample fundraising letters, and sign up for free weekly tips like this at http://www.RaiserSharpe.com
