A lot of you are probably already working on your annual appeal letter – and if you haven’t started, then you should at least be thinking about it!
Every appeal letter needs to include your organization’s “case for support.” Your case for support shows why people should donate to you. Direct mail pieces go out to households that often know little to nothing about your organization. Why should they give you their hard-earned money?
Direct mail expert Tom Ahern who leads our Direct Mail for Small Nonprofits E-clinic, says your case for support must include the answers to these three questions:
1. Why Us?
Your nonprofit needs to show how you are worthy of the gift. There are many nonprofits out there vying for your supporters’ attention. They are probably even nonprofits out there who serve the same mission as you. So, what makes you so special? What can you promise to do for the donor and the community?
2. Why Now?
Your nonprofit needs to show why it’s crucial to give now. Donors are smart. They know there will still be people or animals or land that need protecting next year. What’s the hurry? What happens if they wait to give?
3. Why Would a Donor Care?
Your nonprofit needs to show how your cause is relevant. People want to feel like they are a part of something. They like to feel needed. How does giving to your cause affect the donor? How can you make them feel good?
You also need to make sure your appeal letter is focusing on the donor – not you and your organization. The donors are the key to your success and they need to know that. Think about them as you are answering these questions.
Want more personalized expert advice?
Join us August 5th through the 15th for our next session — and final session in 2013 — of Direct Mail for Small Nonprofits. This two-week online clinic is led by Tom Ahern and is designed specifically for nonprofits with smaller mailing lists. You will receive 5+ hours of training including one-on-one time with Tom himself as he looks over your appeal letter and tells you what works and what doesn’t. It’s the perfect way to get ready for your fall or year-end appeal.
Because of the personal nature of this e-clinic, we limit it to 24 nonprofits. Learn more and reserve your spot now.