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Follow-Up Tactics For Your End-Of-Year Appeals

Double Your Response Rates! Simple. Effective. Field Tested.

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I hope you all had a happy Thanksgiving, even if you couldn’t be with all of your friends and family. As the year comes to a close, it’s important to remember that 30% of all giving takes place between Thanksgiving and December 31, and 12% takes place in the last 3 days of the year.

Most of this money comes from donors who give less than $10,000. This should give hope to everyone raising money who has been feeling anxious that their donor’s wallets are in “lockdown.”

The Rule of 5

The Rule of 5 is a winning follow-up strategy that will improve your response rates no matter when you use it. It’s helped me raise millions of dollars and I know it will help you too.

As we gear up for end-of-year appeals, or any email campaign for that matter, follow these basic follow-up tactics to increase your response rates and percentage of gifts. In fact, if you follow these tactics precisely, you’ll find that your response rates can DOUBLE!

1. Send a solid appeal letter with all the basics:

Use short paragraphs.
People read headers first. Always use a bolded header for each paragraph.
Ask for a gift at least three times in the letter, either directly or indirectly.
Sell the need and impact, not your programs. You don’t have room to pitch your programs. Always send the details of your programs as an attachment.
Use a pull quote to pitch the ask somewhere. It will be one of the first things a donor will read.
Don’t talk about “you” or oversell what you do. Focus on connecting the donor’s gift to the impact you’re making.

2. Once you send out an initial solicitation email, wait five days. If you don’t hear back, send it again on the fifth day. However, use a different subject line than the one you used the first time.

3. If you don’t hear back in five days, send another email on the fifth day. Again, use a different subject line. At the top of this email, before solicitation text, add something to this effect:

John, when you have a moment, read the email and the attached PDF.

Demand for infant formula has tripled since COVID. Your gift will make a difference.

I’ll call you early next week to hear your thoughts and answer your questions.

All the best,

Tom~

4. Then, within five days, call the prospect. If they don’t answer, leave a message for them to call you back. Do NOT ask for a donation when leaving a voicemail.

5. If you haven’t heard back within five days, call again on the fifth day (or the sixth or seventh). If you don’t reach the donor, leave another message, but this time, tell them that you will send a reminder email in the next five days.

Note: If this is an end-of-year appeal, time the entire process so the last email goes out on the 27th of December.

6. When you send your last email for your end-of-year campaign, change the subject line again and write something to this effect at the top of the email, before the solicitation text:

John, now is the time to ensure infants have enough formula during the holidays and the start of the new year.

Pick a sponsorship level from the attached PDF and then make your gift online at: www.[ORG NAME].com

You have XX days left to make a tax-deductible gift for 2020.

Your gift will make a difference in the lives of dozens of infants in our county.

Thank you, and Happy Holidays!

Tom~

Persistence will pay off if you’re passionate and kind, and you don’t come off as pushy. People are super busy at this time of year— just like yourself—but it is the season of “giving back.” Some folks just need a little nudge.

How are you preparing your end-of-year appeals? Let us know in the comments.