Maximizing Fall Fundraising
Hi everyone,
I hope you are doing well and “Happy Fall!” I love fall, but for me in the Midwest it also means winter is coming. Yikes! I do not like the cold, but then at least winter means spring is coming. Yeah you get the point; I keep looking a season ahead. I need to just stop and focus on the beautiful sunny day I have right now. This month we have a great podcast by Sarah Downing, JDLA Director of Philanthropic Sustainability. I am also sharing a letter she wrote to our clients to remind them about their fall solicitation letters and some key points. I have shared that letter she sent out last month below. I hope you find value in it. Have a great October!
Warmly,
Jamie
As you know, 4th quarter is the most popular time of the year for donors to give. Some organizations will raise up to 40% of their annual revenue this quarter alone. Coming off of summer months that tend to be leaner, you may be feeling the need to get some funds in the door. You may also notice that revenues are down compared to last year when donors generously responded to COVID related needs. This year’s fall appeal will be critical to your organization’s fundraising success. You don’t want to miss this opportunity to ask your donors to give. Let’s work together to ask them well!
Plan ahead
Thanksgiving is Nov. 25th this year. This means, you want your organization’s appeal letter to drop in the mail no later than the week of November 8th. (We target the week before the week before the Thanksgiving Holiday). Start with Nov 8 and work your way backward building in time for creation, printing, and personalization--- handwriting appeals, notes and hand-addressing envelopes. Personalization is a must!
Create a strong appeal letter
A great appeal letter will contain 4 things.
1) Easy to understand problem
2) Solution to the problem donor can help with
3) Cost – that is a good deal for the donor
4) Urgency to give
Your problem and solution don’t need to be representative of everything your organization does. Choose something that is compelling and build your offer around it.
· Problem– a person, who is hungry, a child struggling to learn math, a family that is homeless
· The solution– a nourishing meal, after school tutoring, safe shelter
· Cost– the cost of a single meal, the costs of 1 after school tutoring session, the cost of a single night of shelter
· Urgency to Give– Create sense of urgency by using a deadline by which to give. December 31 is perfect for this appeal.
Follow-up after the appeal
Block out time on your calendars now to follow-up with donors who you asked for a gift but haven’t yet given. The week of December 6-10 looks like an ideal time to have those follow-up conversations. By then, donors will have had 3 weeks to give. The excitement/chaos of Thanksgiving, Black Friday, Cyber Monday, and Giving Tuesday will have passed but you’ll be ahead of the Christmas rush. Donors are busy people and they want to do good, so remind them if they’ve forgotten to give!
EOY giving
Emailing donors with a short message reminding them to give before the yearend has proven to be very effective. Plan to send three emails December 29, 30, and 31st urging donors to give before midnight on December 31, 2021.
Be ready to say thank you!
When gifts are received, be ready to give your donor a heartfelt thank you for their generosity that makes a difference in the lives of those you serve. Target sending thank yous out within 24-48 hours of receiving the gift. Handwrite notes to tier 1&2 donors and make personal phone calls to all you can. Loop Board members in the thank you process for major gifts.
To help with the thank you process, write the thank you letter as soon as you finalize the appeal letter. The thank you letter should be custom designed to the appeal—not a generic version. Hand-sign all thank you letters and write a note in the margin for all you can.
Celebrate your success
Take a few minutes to reflect on the generosity of your donors and the organizational impact made possible as a result of their giving. I hope you can realize how critical your fundraising efforts are to your organization and your donors.
Because of your relationship and trust building—asking, thanking, reporting, and learning—lives were changed this year.
You have empowered others to do good! You provided opportunities to wonderful, generous people to be a part of something they otherwise would not be able to. What they couldn’t accomplish on their own, they found a way to through your organization. Together, you, your organization, and donors are creating impact and changing lives. Thank you for making our world a better place to live in.
