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Lessons From The Season Of Giving: 8 Ways You Can Create Effective Year-End Appeals
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Updated - 10/30/2023
Dear Janis,
I hope this letter finds you well and in high spirits! As the season of giving approaches, I couldn’t help but think of the similarities between year-end appeals and the seasonal focus of spreading joy and granting wishes. As we’re preparing for our year-end appeals, can you offer some advice on how we can infuse our year-end appeals with the magic of the season?
In the spirit of the season,
Festive Fundraiser
Dear Festive Fundraiser,
Thank you for your letter. In considering your question, it’s safe to say that one of the similarities between your organization and the spirit of the season, is that both aim to make the world a better place.
First and foremost, just as families eagerly anticipate the joy of giving and receiving during the winter holidays, nonprofits seek to create a similar sense of urgency in their year-end appeals. It’s about inspiring the spirit of giving and ensuring that your donors understand that their support is crucial and that their contributions will have a direct impact on those communities served by your organization.
It’s important that you infuse a warm, personal touch in your year-end appeals. The most effective year-end appeals focus on the need and your organization’s mission in fulfilling that need. Sharing individual stories of need are more personal to donors than an overview of the broader impact. Donors want to know how their contributions are making a difference in the lives of the people they help, even if it’s one person at a time.
Here are 8 strategies to make sure your year-end appeals are as joyous as your holiday season:
- Start with a magical opening: Capture donors’ hearts right from the beginning. Begin the appeal with an emotional story or a powerful statistic related to your mission. Make it clear that their support is urgently needed to create positive change.
- Tug at the heartstrings: Craft a compelling narrative that illustrates the challenges your organization faces and how donor support can overcome these obstacles. Be warm, heartfelt, and sentimental. Stories of personal need yet to be fulfilled have the power to inspire donors and make your appeal unforgettable.
- Set clear goals: Clearly communicate your fundraising goals for the year-end appeal. Let donors know how their contributions will be used and what specific projects or initiatives they will support. Transparency builds trust.
- Create a sense of wonder: Make donors feel like they’re part of something as extraordinary as the Northern Lights in the night sky. That they are the hero who makes dreams possible. Detail any matching grants or limited-time opportunities that can encourage donors to act quickly and be part of the magic.
- Express heartfelt thanks: Don’t forget to express heartfelt gratitude. Thank donors for their past support and convey not only how much their contributions mean to your organization’s mission, but also speak directly to the impact of their contributions throughout the year.
- Make it easy to give: Make sure the donation process is as smooth as skating over fresh ice. Provide multiple giving options, including email, QR codes, Apple Pay or Google Pay, text, mail, and phone, to accommodate different donor preferences. Throwing a gala? Offer QR codes or contactless options to inspire generosity.
- Use a personal touch: Tailor your year-end appeals to individual donors. Use their names and reference past contributions to show your appreciation. Those who reach out to donors personally will see a significant increase in year-over-year revenue.
- Keep it engaging but brief: While you want to weave a magical tale, avoid overwhelming donors with lengthy appeals. Keep your message concise and focused on the most relevant points to maintain donor engagement.
Of course, once the year-end appeal is successful, the magic doesn’t stop there. Stewarding donors is just as crucial as making the initial connection. This is where we get to highlight the real magic—the impact. This is the time to highlight the incredible results your donors have helped you achieve—sharing success stories, inspiring statistics, and tangible outcomes. This is the time to show donors that their contributions have worked magic, transforming lives and communities. It’s like the post-holiday joy that lingers well into the new year, and it’s all thanks to their generosity.
As we’re gearing up for the holidays, make sure your year-end appeals shine bright. By combining the magic of the holiday season with effective fundraising strategies, you can make wishes come true for those in need.
Here’s to a season filled with magic, joy, and boundless generosity!
Warmest wishes,
Janis
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