Then what? People tend to prepare, prepare and prepare for the ask. Then they pitch, pitch, pitch. Yet they don’t think much about persist, persist, persist when it comes to navigating the donor’s response. How to Handle the “After Ask” Failing to persist is a huge mistake. It’s so huge, it can undermine your fundraising…
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Have you started working on your annual appeal and year-end fundraising plan?
It’s time!
I worked for 30 years in the trenches, so I know exactly what this time of year feels like.
It feels like you’re at the base of a mountain you’re about to scale.
And this particular year, you may feel you’re taking two steps forward and three steps back.
That’s to be expected during times of great uncertainty.
Expected or not, I know you’re still anxious and thinking “What if we don’t reach the top?”
Don’t worry, I’m here to help.
This year you may need the equivalent of a few extra granola bars for energy. And maybe an extra tool or two to help you get a grip.
Right now I want to give you a few specific, timely tips you might not be thinking about.
Here are some strategies I hope will give you a leg up, so to speak.
Here are 11 tips I’ve learned over the years.
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This year Giving Tuesday is November 29th. So, soon.
Now is a good time to think about whether or not you want to jump on the bandwagon and, if so, how. There is more than one way to slice this particular piece of pie. And, really, that’s what Giving Tuesday is – just one piece of your total annual fundraising strategy.
You don’t want to blow it out of proportion. But you probably don’t want to ignore it. Rather, plan ahead to put it into a context where it will complement your other year-end communications and fundraising strategies.
Let’s take a closer look.
What is Giving Tuesday?
I confess I’ve been a bit of an apologist for the “holiday.” I like to turn the tables by actually giving to donors, rather than asking them to give yet one more time during this busiest fundraising time of the year.
Plus, I often say if you want gifts, you must give them. What better time to do so than on giving Tuesday?
Of course, asking can also be a form of giving. So, I love appeals on this date that give people the option of giving money or supporting you in other ways.
It’s all philanthropy (aka “love of humanity”).
Fundamentals are important! Before writing your appeal, it’s good to remind yourself of the basics to make sure you’ve got all bases covered. Look at the elements you want to include; make sure you’re applying them. In this two-part series, I’m calling out eight appeal writing fundamentals. In Part 1 we looked at the first four:
Today we continue with four more.
Let’s get started!
What if part of the reason our sector has so little understanding of our supporters is because we think we’ve done the work of understanding by slapping the activist, volunteer, donor (insert other generic label here) on people?
— Kevin Shulman, Founder, DonorVoice
Donors have their own sense of identity; they’re people first. Trying to categorize them neatly into donor “personas” (e.g., “Wanda Widow,” “Busby Business Man,” “Suzy Soccer Mom,)” doesn’t work nearly as well as helping them express their best self or selves.
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I never begin writing a fundraising appeal without beginning with a template and checklist. It’s always good to remind yourself of the fundamentals.
“The most beautiful thing in the world is you.”
— Alvin Ailey, choreographer and dancer, (1931-1989)
This gets to who you’re writing to. Not to yourself, program staff. or board of directors. You’re writing to ONE donor. It’s about their ego, not yours. Their needs, not yours.
Take a good hard look at your letter. How often do you use “I,” “my,” “our,” “we,” or the name of your organization vs. “you” and “your?”
Fix this! Here’s a “you test” you can use from Bloomerang.
Here’s a “don’t” example:
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Fundraising copywriter extraordinaire, Lisa Sargent, recently shared a brilliant piece of writing on the Moceanic blog. Appropriately, the subject matter – “6 Winning Ways to Start Your Next Fundraising Appeal” — was all about brilliant writing. Specifically, fundraising appeal writing. I commend the full article to you, as she fills it with juicy, specific examples. But if you’re short on time, here are the key take-aways – plus some of my own thoughts and examples — to get your reader well “into” your appeal – right from the get go!
The first line’s job: Get the reader to the second line. Otherwise, all your carefully crafted prose is for naught. The first line ideas below are tested and true; you can’t go wrong with any of them. Just switch them up so that not every one of your appeals starts the same way. Why? Because (1) not every style is your best bet for every situation, and (2) not all your readers are alike. Some prefer whodunnit mysteries, others prefer coming of age tales, and others historical fiction. Still, everyone will respond to a good story.
Everyone.
An appeal without a story is a true crime. As business and thought leader Jim Collins taught us:
“We are known by the stories we can tell.”
So, before putting pen to paper, think about a story you can tell. Only then should you begin.
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I learned something many decades ago that I’ve never forgotten.
When I learned this, it made me very happy.
You see, I was transitioning from an unhappy, short-lived career in law and wasn’t really sure about my next chapter. Nonprofit work intrigued me, but… was it really a discipline or just something folks “winged?” How would I know I could be successful?
There weren’t a lot of role models around at the time, and I really didn’t know any other fundraisers. And there certainly were no articles to “google” online!
So, I enrolled in a week-long course offered by The Fundraising School, then led by founder Hank Rosso (who I call the “Daddy of Fundraising”), which is now part of the Lilly Family School of Philanthropy at Indiana University.
What a revelation! My eyes were opened to the very nature of fundraising. And the essential pre-conditions for fundraising success.
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In Part 1 of this two-part series of “Top 10 Strategies to Prepare for Fall Fundraising” we covered.
Today we’ll look at:
Ready to get all your ducks in a row?
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You’ve got one month before fall fundraising season begins in earnest.
What will you do with it?
I’VE GOT 10 TOP STRATEGIES TO HELP YOU GET ALL YOUR DUCKS IN A ROW!
We’ll start with the first five today.
Next week we’ll look at:
Ready?
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What makes us think a perfect stranger, who’s never given to our organization before, will choose to do so? It’s highly counter intuitive.