December is coming and we all know what that means. It’s the largest giving time of the year – by far.

Are you procrastinating? It’s time to kick into gear.

If you don’t believe me, check this out from Network for Good. 

Everyone wants help writing their letter, and with good reason. It matters. But it’s not enough.

If you’ve followed my blogposts you may have noticed that I can’t stand offering silly lists or “how to” advice without beginning with a deeper understanding of why.

Today, my beyond the “tips” message revolves around your answer to this question.

Do you believe that fundraising is in service of your donors?

This may sound counter-intuitive, but the answer is a resounding yes.

Many nonprofits believe that fundraising is in service of the mission.

Think again. 

When a donor pulls out their checkbook and makes a contribution, they’ve taken a leap of faith in you. It’s your job to show them – often – that you’re worthy of their trust.

Unlike a corporation that must prove their value with profits, you must prove your value by reporting out the impact that you’ve had with their investment and show them that you are using their money wisely.

Not to mention the emotional boost that seals the deal.

When you do this with intention and authenticity, it is reflected in your solicitation letters and the quality of your communications throughout the year.

If you send out newsletters inconsistently, or they’re boring and haven’t been given thought, that shows.

It really comes across in your thank you notes. Do they read like a canned thank you –“On behalf of the board…” Ugh. Not another one of those please.

It’s an indication that you’re fundraising in NOT in service of them. If you are approaching them with the attitude that fundraising is a necessary evil, you need to get another job.

If you’re still with me, here are some tried and true tips for writing an effective letter for your year-end appeal.

I’m proud to report that many of my clients have doubled their results using these techniques.

I’m happy to share a few of them.

3 tips for a year-end appeal that works

1. Set a goal

When you do this, your letter reflects it. One size does not fit all.

Take time to think through a realistic goal that’s based on facts. What did you bring in last year? How many of those donors can you upgrade? How many of your lapsed donors can you recover?

How can you approach them in a way that reflects their giving history?

If you’ve always sent out one letter to everyone, step it up and send out 2: one with a message to the repeat donors thanking them and asking them to increased gift.

A specific amount is best.

And one to lapsed donors letting them know what’s new and amazing. Here’s why you need their support.

2. A theme and stories

You may be rolling your eyes, but think about it. If you come up with a simple theme and design a graphic (for pennies online, check out canva.com) for your appeal, it will stand out from all of your other materials you send out throughout the year.

They don’t need to be perfect, but they should be relevant and used over and over to set it apart.

3. The basics – a checklist

Use a 14 point font. Make your paragraphs short. Ask often throughout the letter. Use a P.S. It’s the most read part of the letter. Hand write the envelopes. Really! No labels.

DON’T let one of your well education board members write it!

It must be conversational. Well thought out sentences with long paragraphs and perfect grammar get thrown in recycling.

If the person signing the letter insists that it sound like “them” and in their voice, it won’t work. 

Send them Tom Ahern’s check list. This infographic will convince the most skeptical. It’s the gold standard.

These tips will help if your attitude is authentic. Wherever you are in the development of your fundraising program, if you take a step forward, your donors will notice.

Do you believe that fundraising is in service of your donors?

Join me in my upcoming 3-week teleseminar

A step by step process to design and implement your best year-end appeal ever!

Stay tuned for the details. It will run from November 3-17^th.

Especially for those of you that procrastinate, this series will be just the thing to get you pumped up and on your way to big results.

If you’re not on my list, sign up here and you’ll be the first to know.