This document provides 11 tips for non-profits to get the most out of their year-end fundraising appeal. Some key tips include personalizing appeals by using first names and prior giving histories, focusing appeals on how donations will fulfill needs like providing meals or transportation, using readable 14 point fonts and limiting paragraphs, and involving the board who can increase donations by 300% with handwritten messages. Direct mail appeals are also identified as the most important way to fundraise, with U.S. donors giving through them 79% of the time.

1. 11 Tips
to get the MOST out of your Year-End Appeal
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1/3 of all gifts
made in December
are made on the 31st
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1 story is
more powerful than 3 stories
What’s in a name?
Personalize your appeals: first names, prior giving levels, preferences, and histories all provide insight that can make each letter sound as if it were written exclusively for the donor.
What turns donors on?
Feeling good about themselves
Doing unto others
Public recognition
Improving their community
Tax benefits
Fulfilling a religious
or moral obligation
Did you know...
A donor is considered a loyal donor when he or she has given to your organization during at least 3 of the 5 past years, or 60% of the time. Once a donor reaches this point, he or she is much more likely either to advance to a higher level of annual giving or to make a planned major gift.
Deconstruct your offer (Inquiring donors want to know)
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“$100 pays for lunches for <xx> children for a week”
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“$250 allows us to drive <xx> seniors to their doctors’ appointments”
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“$1,000 will keep your gallery open <xx> additional hours per week“
Readability triggers
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14 is the new 12; use 14pt fonts whenever possible
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Keep lines and paragraphs short and write like you talk
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Use subheads, boldface, italics and underlines
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Just say no to jargon and buzzwords— and avoid clichés of the holiday season!
How can you build your mailing list?
(It’s not so hard...)
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Ask each board member to refer 5 friends
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Ask each volunteer to refer 5 friends
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Ask each staff member to refer 5 friends
Optimize your year-end annual appeal
response rates
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Start with your year-end direct mail piece
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Deploy an email solicitation
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Follow up with another email a week later
Wondering how to involve your board?
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Studies show that a handwritten message can increase the chances of donation by 300%!
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Segment your lists and letters, give them pens, and ask board members to divide and conquer by crafting a simple message
Why are direct mail appeals so important?
U.S. Donors give 79% of the time through direct mail
U.S. Donors give online 10% of the time
U.S. Donors give offline 11% of the time (not through direct mail)
79%
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