The 5 Essential Elements of a Successful Annual Appeal
In 2015, Americans donated more money to charities, $373 billion to be exact, more than ever before in history. More and more, people are realizing that traditional programs aren’t enough to solve all societal ills. Of course, the number of donations an organization receives depends largely on its annual appeal letter. If these appeal letters aren’t done right, fundraising becomes much more difficult.
Reach Out to Prior DonorsIf possible, your organization should make an effort to distinguish between potential and prior donors. If someone has previously donated before, they don’t need to be sold like prospective donors do. An appeal letter to a former donor still needs to remind the recipient what the organization’s purpose is, but more focus should be given to the following:
- Saying “thank you” for the prior donation
- Explaining how the prior donation helped your organization’s goals
- Informing the donor why time is of the essence
- Reiterating what their new donation will go towards