By Diane Bauhof, CFRE, Senior Consultant
Meaning…not for everyone in your database.
Many organizations mail their year-end appeals to everyone on their mailing list. Let’s consider a different approach.
Instead, before your next fiscal year budget is finalized, consider how you can engage (and effectively solicit) each of your individual donor segments – major, mid-level, and entry-level gifts – in a unique way. Start with those donors you would consider major donors and create a personalized plan to cultivate, steward, engage, and solicit these individuals. You want to get to know them, meet with them, and really listen to why they are interested in your mission. And…find ways to engage them in your organization, on a committee, or potentially as a new board member. When you do this, you’ll raise more money and create new community advocates for your organization.
Now back to your year-end appeal: when you run your database export list, remove these major donors from your list (as well as companies and grant funders). Also include the previous or largest appeal donation amount so when you merge your letters that ask amount will be slightly higher (an upgrade) than the previous year. Don’t forget to specifically share how each gift supports your mission (such as, “your gift of $55 provides an hour of therapy for one child”).
If you just can’t imagine not mailing your year-end appeal to your major donors or they requested the letter, consider sending a copy with a hand-written note to share the story, acknowledge how their gift(s) have contributed to your nonprofit’s impact, and do not include a reply form. It’s great stewardship!
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