10 Commandments for Annual Giving Success
Year-end giving campaigns are a foundation of fundraising programs everywhere. But – many nonprofits – both large and small alike – struggle to get them right.
So many challenges and downfalls are out there: Sometimes the appeal letters are completely off the mark because they have the wrong tone.
Even worse, we see committees that try to “group think” their appeal letters – resulting in watered-down pablum.
Some organizations neglect their donors during the year, and are then disappointed by lackluster giving from a list that has grown cool or even cold.
An Effective Annual Fund
An effective annual fund is far more than the tactics you use to reach donors.
It requires strong leadership to fend off the untrained who want to interfere. In addition, a successful year-end campaign also requires single-minded intention.
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Even the most seasoned fundraising and nonprofit leaders can lose sight of strategy and vision in their annual giving plans.
This vital task of raising important, sustaining funds can just fade into the background. What happens then? Leadership is aghast to see gifts declining and donor retention levels plummeting.
So let there be light on the subject!
Ten Commandments of a Successful Annual Giving Campaign
Here are our Ten Commandments of a Successful Annual Giving Campaign. If you follow these, you are well on your way to successful fundraising results.
1. Do for others as you would like them to do for you.
The Golden Rule applies to every part of life, including with your donors. Think about how you would want to be communicated with. Focus on your donors and what they want to achieve. Focus less on your organization’s accomplishments and needs.
2. You shall be consistent.
Use the same fundraising solicitation message and call to action in your mail solicitations, on your website, and in your email appeals –this reinforces your message over and over.
3. Your appeal message shall have only one focus.
The appeal letter or message can have only one objective: a clear ask for support. It is not a newsletter, an end-of-year report, an update, or mixed in with other communications.
4. You shall prioritize the renewal of past donors.
Your top priority is always to renew your past donors. They are your customer base – your “money in the bank.” Don’t let them slip away.
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5. You shall communicate frequently with donors outside of appeals.
Be sure to communicate with your donors frequently between solicitations so they are up to date and feel connected to your organization.
How well you stay in touch with your donors will determine whether they give again.
6. You shall maintain control over thy appeal letter.
Maintain control. Don’t let a committee approve or edit your letter. If you let well-meaning but unknowledgeable people help write your appeal, they will ruin it.
Too many cooks really do spoil the stew.
7. You shall make your website’s donation page easy to use.
Update your website and make your donation page easy to understand. Many donors who receive a snail mail letter will go to your website to make their gift.
Be ready to welcome them there with an easy-to-follow online donation process.
8. You shall create an entire campaign.
Create an entire campaign. Don’t rely on only one letter to do the work for you. Use phone, postcards, letters, emails, and social media to build a series of appeals.
9. You shall create a budget and view it as an investment.
Create a budget and consider it an investment. Know that, if well executed, your direct mail/digital program should yield a 400% return.
If you invest $20k in these communications to your donors, you should receive $80k back.
10. You shall never neglect snail mail fundraising appeal letters.
Never, ever neglect your paper snail mail fundraising appeal letters. People are experiencing deluges of email and very little snail mail.
That means paper letters stand out far more than a digital appeal in a crowded mailbox. Paper letters get your donors’ attention.
BOTTOM LINE: Follow these rules to nail your next appeal campaign!
Ready to revamp your approach? Send us an email, and we’ll schedule some time to learn where you are and where you want to go and share how we can help get you there.
