What makes an annual fundraising appeal, well, appealing?

What's Inside:

 by Bloomerang | All rights reserved | Copyright © 2021

About the Author:

The last six weeks of the calendar year are make-or-break time for nonprofits. In fact, nearly 30% of nonprofits raise 26% to 50% of their annual fundraising in November and December – when people are feeling their most grateful and generous.

As the end of the calendar year approaches, it’s important to get everything in order to ensure your annual fundraising appeal does its job. Which is why the 40-40-20 Rule is so important. 

40-40-20 rule explained: 40 percent of a direct mailing campaign’s success is dependent upon the list; 40 percent of the success comes from the offer; and 20 percent of the success is due to the creative aspects of the campaign.

This eBook will review some key components of each of these fundamentals of the 40-40-20 rule  for your annual fundraising appeal strategy. 

Claire is Principal of the social benefit consulting firm, Clairification. Named Outstanding Fundraising Professional of the Year by AFP, Claire teaches the CFRE course that certifies professional fundraisers, is a presenter for 4GOOD Nonprofit Webinars, a regular contributor on nonprofit social media to Maximize Social Business and was named “Best Fundraising Blog of 2013” by FundRaising Success Magazine.
40% mailing list fundamentals
40% fundraising offer fundamentals
Claire Axelrad, J.D., CFRE

Strategies to Boost Your Annual Fundraising Appeal: 
Use the 40-40-20 Rule

Made with

20% creative fundamentals
Where to begin: put the 40-40-20 rule to work!
Download The Guide