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Help! My Appeal Letter Failed
Year-end can be a very stressful time for a fundraiser. Especially, when many nonprofits are relying on the success of a fall direct response appeal, with a disappointing average success rate of two-percent participation.
If your appeal has reached two-percent participation, congratulations! The tips below will help you surpass your goal even further. If your appeal has not reached this threshold, there’s still hope! Successful nonprofits don’t just send their final fall appeal and hope for the best. They have a comprehensive strategy to finish the year achieving their benchmark goals.
Try the below tips to increase your participation rate of the appeal:
Personalized email
Send personalized emails to previous donors who have not yet responded to your appeal. Build upon the fall appeal messaging. Ask for a specific amount and make online giving easy with a “Donate Now” link on the email.
Personalized call
Make calls to previous top donors who have not yet given this year to tell them how much their past support has meant to your organization. Let them know you are really hoping you can count on their support again this year.
Personalized thank you
Review your donor list to deepen donor loyalty. Consider who needs a special thank you in addition to the standard thank you letter all donors should receive within 48 hours of receipt of their gift. Set benchmarks: Which donors gave more than $X? Which ones gave for the first time? Who upgraded from their last gift? A handwritten note, ideally from a volunteer board member or client, will set your organization apart from the rest.
As we approach the end of the year, there’s still time. Don’t hesitate to send an email, pick up the phone or write a letter. Contact your best previous donors to make this the best year-end ever.
Janell Johnson, Senior Vice President (Wilmington, N.C.) jjohnson@kineticfundraising.com
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Join Us on the Growing Philanthropy Tour
Next stops on the road to achieving Kinetic’s mission of growing philanthropy by 25 percent in the next 20 years:
Scotland, U.K.
February 7-9, 2018
Great Fundraising Masterclass
Adrian Sargeant
Minneapolis
February 28-March 3, 2018
ALDE IGNITE International Conference
Massive Fundraising
Adrian Sargeant
London
July 2018
Iof Convention 2018
Adrian Sargeant
Jen Shang
Resources for Smart Fundraising Available on Kindle
Keep up to date on the latest fundraising trends with the Kindle ASR Media collection:
- Fundraising Leadership – The definitive source for empowering board members to become pro-active fundraising leaders by Karin L. Cox
- Performance-Driven Fundraising – Handy, yet entertaining reference tool for new and seasoned fundraisers by Matthew J. Beem
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On the Web
Blogs and articles. President and CEO Matthew J. Beem regularly shares simple, but powerful messages about philanthropy, fundraising and the power of relationships.
Timely Tips and Tweets! Follow us on Twitter at HartsookTips for tips and giveaways.
Facebook: Become a Fan and a Friend. Fundraising tips, event photos, news and updates – see what’s new At Kinetic by becoming a fan of us on Facebook. Friend Kinetic CEO Matthew J. Beem, and Chief Creative Officer Karin Cox for even more updates!
Visit the Kinetic website for:
– Educational opportunities
– Books/reference articles
– Conference/workshop speakers
Strategies for Success explores smart ideas, connecting with thousands of fundraising professionals. We welcome your best practices contributions or comments. Send to Strategies for Success editor Karin Cox, kcox@kineticfundraising.com. If you’d like a free subscription to Strategies for Success or its monthly companion, Philanthropy Success, contact info@kineticfundraising.com.
