I’m a collector. I collect red and white kitchen memorabilia, flour sifters, tablecloths and fundraising appeals. I also tell my clients to become collectors (but just of the last item on my list!). I ask them to collect only appeals that demand their attention and cause them to give. After all, isn’t that the true measure of a fundraising appeal’s effectiveness?
I encourage them to ask everyone in their organization (other staff, board members, volunteers) to share winning appeals with them. Then I ask them to share the successful appeals with their team and endeavor to tease out what it is about these appeals the recipients find so irresistible.
Figure out what works; then copy it! After all, imitation is the sincerest form of flattery.
This is a great exercise for you and your team, and over the next several posts I’m going to suggest some things I find common to the most successful fundraising appeals. Ask these questions of the successful appeals you’re reviewing. Let’s begin!