It's November 15
Will Your Year-End Appeal Stand Out?

By Timothy McCormick, Vice President
Cleveland

As I’ve been sorting through the mail for the past week or so, I have already begun to see year-end appeal letters and cards.

The first part of November seems early to start getting these, but I guess organizations are just trying to get ahead of the game a little and hope that being first, they will get a contribution. This made me think about what makes an effective year-end appeal and why do I respond to some and not others?

There are any number of factors that make an effective year-end appeal: Timing, the “case”, and the ongoing relationship the organization has with the prospective donor are all key elements.

Timing

Timing can be difficult to control, since there are always a great number of organizations who will be making an appeal during the final weeks of each year. The key here is to know your donor base. You should track the timing of when you send out your appeal each year. Results that vary more than 10 percent in a given year when other factors are the same, should give you some insight as to what is the optimum week for your donors.

Be sure to consider whether other factors could have influenced your results. It also never hurts to seek direct feedback from your donors as to when they feel is the best time to receive your year-end information.

Your “Case”

Your year-end appeal must provide the donor a clear, concise and compelling reason to support your cause. Remember your donors have dozens of choices for their annual giving.

The information you provide should focus on the specific impact your agency has on the lives of the people in your community. It should also address how you are unique and show that you are the best at what you do.

Go beyond statistics. Tell personal stories that touch the donor’s heart. Make sure the donor can connect with the essence of your mission and that they can see how you change lives.

Loyalty and Connectedness

For me, the ongoing relationship I have with the organization is the key factor in determining whether or not I respond to a year-end appeal.

Letters that I receive from agencies with which I am not familiar are not likely to gain my support just because it is the “Giving Season.” The same holds true for organizations I gave to at one time, but have not heard from since.

I am most likely to support those organizations that have thanked me properly and have communicated with me regularly. By letting me know how they are accomplishing their mission and keeping me abreast of new developments, these agencies have demonstrated that they want to have a relationship with me and not just my donation.

To truly make your year-end appeal stand out, begin planning now for how you are going to enhance your relationship with your donors in 2006.

To ask Tim about year-end appeals, call him at 1-800-222-9233.