Here are the number one, absolute essentials for writing a hard-hitting successful appeal:

1.  Use I and you words.  Keep it personal. Keep it between you and me. Make it intimate.

2.  Give them detail regarding what exactly you need and exactly how the money will be used.

3.  Show how the money will make an immediate and lasting difference.

OK – an  example:  a ballet company can write and ask for:

1. general support, OR

2. Help us pay our dancers; they make less than $xx/year and can’t even afford xxx.  If we can reach our goal to cover our dancers’ salaries, we’ll be able to (do this, and this and this)  and with more dancers, we can stage the ballets you know and love. Without enough dancers we’ll have  to eliminate dances from our repertoire.

Another example: A community college program helps foster youth when they transition out of the social services program to go on their own:

You can ask for a gift to “fund the foster youth program,” or

• $25k to expand the program, employ another coach/social worker, and bring in an additional 20 kids into the program. These kids are much more 40% likely to become incarcerated or pregnant than others of their age group.  Helping them transition to college gives them a new hope for the future. And they return as coaches to inspire the foster kids currently  in high school who may be thinking about dropping out.

You tell me which type of appeal works!

I hope you are in the full swing of the holiday season! And I do hope you’re pulling in LOTS and LOTS Of year-end gifts!

Here’s some coaching I gave a colleague this morning.  She is working on some last-minute email appeals for her new job. The first draft of the note talks about the great things this group has done in the past year and asks for a gift. She asked me to give her an edit.

“No!” I said, “this won’t work! Here’s what your donors want to hear:”

1. What, specifically, do you want to accomplish this coming year? Tell your donors EXACTLY what you are raising money for.  This means you are NOT making a generic appeal. You are making a very specific appeal. You are asking your donors to contribute to some specific goals and projects.

Remember, NEVER, EVER make a generic appeal. It will kill the energy of your letter. You’ve got to be as specific as possible.

2. How much money will it take to accomplish this? Donors want to know if you are actually planning. If you tell them you need $25k or $100 or $2 million, that gives them some benchmark for their own gift.  They want to know what part they might be playing in the effort to get the job done.

And telling them how much money it will take shows that you are well-run. You have made your plans and you’re deliberately planning to execute them.

I have found that just the act of naming an amount helps the money to actually come in.  The word gets around town that this group needs xxxx and sometimes foundations or special donors show up and make that last gift to meet the goal.

There’s lots of power in driving a stake in the ground and setting a goal.

So many organizations are afraid to set a goal because they need as much money as possible, and they want to raise as much as possible.

But I strongly recommend nailing down some goals and a dollar figure. I promise it will help you raise more money!

It’s the week of Thanksgiving here in the U.S. and we are counting our blessings. As you consider what you are thankful for, perhaps you might remember your DONORS – the wonderful people who make the work of your organization possible.

I think most of us fundraisers take our donors for granted. And I think many board members and non-development staff members also feel this way.

I am doing a feasibility study for a capital campaign here in North Carolina, and I ran across a blatant example today. I was interviewing a donor who had made a major gift to the organization’s previous capital campaign. And the donor never felt adequately thanked.

He was invited to the groundbreaking with the other major donors. And he saw his name on the donor board in the lobby of the building that he contributed to. And he received a thank you letter.

But he also saw all the whoopla being made over a bank’s gift to the project. The organization made lots of fuss over some donors and none over other donors, including him.

And he felt sorta neglected.  Can you imagine that a major donor might feel neglected?  In fundraising, we consider this almost a crime.  But I bet it happens more often than not.

What happened in this case?

You guessed it: there was turnover among the development office staff. The vital link of knowledge and consistency was broken. And when the staff left, the relationship with the donor walked out the door too.  The new staff had other priorities . . . and the donor was left out in the cold.

During this season, please remember your donors – particularly your major donors. Go back to them and thank them for all they have done to make your organization successful.

How about thanking your organization’s founders?

How about all the donors to your last capital campaign?

How about former board members?

Hint: these folks are probably major donor prospects, aren’t they? So it is reasonable to invest some of your time thanking them.

Remember thanking donors is the first step to preparing them for the next solicitation.

When in doubt, love your donors!

Hi, I’ve been on vacation last week on the lovely west coast.  My friend Jane Heimerdinger from the `Iolani School in Honolulu, Hawaii invited me to speak at the CASE VII Conference in San Francisco. And I stayed out on the west coast visiting the Napa Valley a few days. Life is good!

The Chronicle of Philanthropy columnist Holly Hall just posted an article on the Chronicle’s Prospecting blog:  “Most Americans Intend to Make Holiday Donations This Year.” You know I have been preaching optimism about year-end giving right now – from my perspective, things are looking up.

I am seeing a turning tide of not only hopefullness, but clear indications that donors are starting to loosen the strings on their wallets.

The Chronicle cited a study by the American Red Cross of over 1000 adults in November that showed the same results.

If you can imagine, almost 25% of those polled said that their income had decreased during the recession!  But even including those people, 80% of all those surveyed said that their year-end gifts would stay the same (62%) or increase (7%).

And only 20% said their giving would cut back.  I think it is so very encouraging that the people in this poll said they would economize in other areas in order to keep up their giving.  This agrees with other studies earlier in the year that cited the same opinions.

We need to remember  – Amerians are a generous people. And we are accustomed to giving in the fall and particularly during the holiday season.

May your end of year campaign be the best ever! Onward!

Here’s some pretty interesting info from this weeks Fundraising Success E-Newsletter. Here’s some data  just released by the “eCampaigning Review Study” that looked at 2 million donors to 50 nonprofits around the world.

The study found that 70% of the nonprofits didn’t send a followup email within one month.  And – can you believe this – 37% did not send a thank you email.

This shows where nonprofits stand in developing their e-fundraising skills – they are only doing the very basics. Apparently nonprofits are learning how to successfully raise money online.  BUT. . .

They are missing the followup! I can’t imagine how they could neglect the thank you and the followup. If they don’t followup, then the donors are most likely to never give again!

There is a lot of research out there indicating that first time online donors are less likely to give again than first time donors by mail. If there was ever an urgent “to-do” in any fundraising office – it’s being ALL OVER first time online donors – and thank thank thanking them.

The Fundraising Success article suggests that a nonprofit create a “welcome route,” – a series of communications to first-time donors.  I love the idea of a Welcome Route. But it’s hard – I know it’s hard – to plan for the followup when you are under so much pressure to bring in new gifts.

But the investment in welcome packages is an investment in next year’s campaign. You are laying the groundwork for NEXT YEAR’s fundraising. You need to engage your donor NOW while she is still excited about her donation and she is really interested in your work.

We all know that developing long term relationships with donors is the KEY to long term, sustainable fundraising. But just because we know it, doesn’t mean that we do it.

This needs to be one of our new-year’s resolutions for 2010 – loving our donors and thanking them in every possible way!

To your fundraising success,

Gail