Year End Appeals

Consider driving your appeal this year with a theme or concept that’s bigger than just ‘we need your help’. Donors are partial to ideas that inspire emotions, don’t focus on the negative or sound desperate, and provide lots good opportunities for readers to get involved.

Make it unique. What have you been up to that you can speak about that’s really engaging? Why should I support you and not your peers this year-end? Tell me more, please.  Use an inspirational story that embodies your mission and core values.

Plan it out proactively. Don’t wait until the 11th hour to start writing and designing. This year, map out a calendar that details the emails you’ll send, how you’ll use social media, what will happen on your website, and what’ll go in the mail. Map out the timing in detail and block out your personal work calendar now so you actually have a shot at making it happen.

Finally, don’t forget about December 31. It’s dazzling how many people give on this date. Don’t forget to ask them- ideally with email on that date.


What are you doing this year for your year end appeal?


About Gary Coiro

Nonprofit & Church Leader Nonprofit Leader and Consultant since 2004, following 15 years as a pastor. Competencies include board development, fundraising, staff development and management, strategic planning, church work, Bible teaching, and capital campaigns. Currently consulting and serving on the Church Ministries Management Team for a large multi-cultural evangelical church.
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