It's fall, time to plan your EOY* Appeal

“Hey nonprofit leader, what’s keeping you awake at night?”

As October unfolds, ushering in the beauty of fall, cooler temperatures, and Halloween decorations, it also signals a critical time for you – the commencement of preparations for your end-of-year* annual appeal.

The fourth quarter holds special significance in the fundraising world, as over 30% of donations happen in December, with 12% occurring in the final three days of the year. Brace yourself for a bustling period between Christmas and New Year!

If you haven't started yet, this week is the ideal time to kick off your annual appeal campaign planning. Begin by outlining your goals, including a target amount, timeline, and the channels you'll leverage. Direct mail tops the list, followed by email and in-person asks. Craft your appeal, ideally weaving a compelling story about one of your clients. Even if your role is more administrative, spend time in your programs, with staff or volunteers – inspiration often lies there. Make the donor, not your organization, the hero of the story, and always include a clear 'call to action,' specifying the amount you are seeking.

Consider segmenting your donor list – distinguish between lapsed and current donors. Tailor letters for each group, aiming to re-engage lapsed donors and categorize current donors based on appropriate giving levels.

Simplify the donation process by removing obstacles. Ensure you can accept checks and process credit card payments. Consider adding a QR code, especially for younger donors, and test the user-friendliness of your website's donate button. Explore text-to-donate and peer-to-peer fundraising options. Lastly, prepare your thank-you’s in advance, differentiating between a mere 'receipt' and a heartfelt acknowledgment. Mail formal thank-you’s with tax acknowledgments, but go the extra mile with handwritten notes or phone calls, enlisting your Board's help for a personal touch.

Initiate your annual appeal campaign now, and you'll have one less thing keeping you awake at night."