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Fundraising Tuesday: You Asked. Now What?

December 13, 2022 by Dennis Fischman Leave a Comment

By the time you read this, I hope you have sent out your ideal end-of-year fundraising letter. Maybe you did it by mail. Maybe you sent it by email. Either way, it’s tempting to sit back and let it do its work.

Don’t give in to temptation! There’s more to do if you want to stay atop your donors’ mind…and donation list!

Your appeal is one of many, many appeals your donors are receiving this time of year. (Just look at your own mail or inbox and you will agree.) To make yours stand out, it cannot be one and done. Here are some ideas to bring your appeal to the top of your donors’ list.

What to do after you ask

  1. Follow up a letter with email.
    • In the From: line, send the message in the name of a real person.
    • Make sure you choose a Subject: line that will make the donor perk up and open the message.
    • Talk about what the donor wants, not what your nonprofit wants.
    • Include a link to your Donate page–twice or three times!
  2. Follow up a written message with a phone call.
    • Prepare a good script.
    • Train your volunteers.
    • Invite your Board to get involved. Following up an ask will be easier for many of them than making the ask themselves!
  3. Follow up a personal message by talking to all your donors on social media.  Now is the time to make the donor the hero of the story.

“Here is a person who’s struggling, and you can help them get over the hump and have a happy ending.” There is no better message to post in December!

December is different. As Double the Donation points out, “30% of annual giving happens in December, with about 10% of all annual donations coming in the last three days of the year.”

The rest of the year, telling success stories helps donors feel happy and proud that they gave to your organization. But in December, you want to make the donor feel that the ending of the story is all in their hands. When you call, or email, and especially when you post, bring them to the brink, and then ask. And always make it easy to give by including the link to your donation page!

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Fundraising Tuesday: December is a Wake-Up Call

December 7, 2021 by Dennis Fischman Leave a Comment

Following up on your fundraising appeal letter is the most important thing you can do to raise money this year.

I know you put a lot of work into writing an excellent letter to donors—even the ideal appeal letter. It was even more work to lay it out, produce it, and get it into the mail.

It would be so tempting right about now to take a nap. Just hit the Snooze button and wake up on December 31. But there’s a reason for the saying, “If you snooze, you lose.”

December is a wake-up call

alarm clock DecemberThere are so many other worthy causes competing for those donations. Donors have already dug deep in 2021 to help people in their communities meet their basic needs.

By the end of the year, they may have spent their whole budget for charitable gifts on other organizations—unless you follow up with them now.

So, wake up! And read Three Powerful Ways to Follow up Your Fundraising Letter in 2020. It’s my guest post on Robin Cabral’s blog…and it may save your end-of-year appeal.

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Fundraising Tuesday: Will Your Nonprofit be Golden in December?

October 5, 2021 by Dennis Fischman Leave a Comment

December is a crucial month for your nonprofit. As Double the Donation points out, “30% of annual giving happens in December, with about 10% of all annual donations coming in the last three days of the year.”

What happens in December could make or break your nonprofit's budget. But what you do right now, starting today, can make your December golden. Share on X

Here are the ten steps you need to take SOON to ensure a successful end-of-year fundraising campaign this December.

  1. Thank your loyal donors. Ideally, you would have been doing this all year long! But if the last time your donors heard you express your gratitude was a week after they gave, last December, the single most important thing you can do is to send a letter or email thanking them again, and showing the impact they made by giving.
  2. Go over your donor data. Remove any duplicates from your list. Check for any addresses that have changed, or anyone on your list who has died. Make sure that you are calling them by the name they prefer.
  3. Get to know your donors better. Spend a little time doing online research about a sample of your list. Call some of them. Do a survey. Find out what they care about at your organization and outside of your organization. That way, you’ll know what moves them!
  4. Segment your list. You’ll want to talk with renewal donors differently from prospects, and to people who care about (for example) your youth theater program because they care about theater differently from the one who primarily car about youth. Make sure you can find those different segments in your database or CRM.
  5. Collect stories. Once you know what your donors care about, find one person or family who faces great challenges in exactly that part of life. Tell their story, vividly, leaving off at the point where the donor can make the difference. (And give the donor the chance to be a hero of the story!)
  6. Collect photos. They’re one of the first things that donors look at when they get your letter in the mail. A photo on the envelope may tip the donor into actually opening it, and a photo inside may decide them to read it instead of throwing it into the recycling bin.
  7. Use your newsletters and social media to put donors in a giving mood. love lettersYour social media posts in October and November should should sound like to the donor. Success stories belong here. When you send the appeal letter, it should call the donor to immediate action.
  8. Write the ideal appeal letter. Direct mail still works the best at stimulating donations. If you have email addresses and no postal addresses for some of your donors, then send the ideal email appeal–but work on getting their U.S. mailing addresses for next year!
  9. Follow up your appeal. A letter in the mail will have even more impact if you use phone calls or email (or text messages, if you have permission) to remind donors how much they matter.
  10. Get ready to send the ideal thank-you letter within 48 hours of receiving the donation. That’s how you start this December to make next December golden!

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