Here’s a question from our colleague Chris Harp.
“Gail, my question has to do with how to reinvigorate an annual appeal that started in August, but probably should have started in October. Even though our past appeals have been year-end appeals, my board thought sending letters out early would garner increased contributions, but I’m afraid people have just put their letter aside. We are down about 50% at this point, and if we mail the same amount as a reminder, we’ll cut into our profits. Any low-cost ideas to reinvigorate this campaign?”
Hi Chris, I really think you have no choice but to send another mailing to people who haven’t given yet this year. I know the cost of this mailing will cut into your profits as you say, but try running the numbers:
What will you get if you send the additional mailing? :
Expected revenue from the second mailing less the expenses of the second mailing = net increased revenue.
What’s the expected revenue and cost of doing nothing?
If you DON’T send another mailing:
Estimated revenue that might dribble in during November and December from an August mailing = not many more contributions.
I think you must mail an appeal again, for two major reasons. One, they need to be reminded and asked, clearly. Two, you need to put that pledge card and reply envelope in their hands again.
Almost certainly they have misplaced the pledge card and envelope. And you MUST make it easy for them to give.
Now, there are some other alternatives: You can send them a postcard, “we haven’t heard from you yet!” and direct them to your web site to make an on-line contribution.
Or you can phone call them to followup the August mailing. I”d love to see your board members making those phone calls since they were the ones who directed the strategy to mail in August. 
Finally, there’s always email. You can certainly email folks on your list who have given you their email addresses.
I think you need to plan your year-end appeal using what I call “multiple communications channels” anyway. Use a combination of phone, email, letters and postcards to really jack up your message on your donors’ radar screens.
Good luck and let me know how you do!
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