The Season of Asking: A Guide to Year End Campaign Letters and 6 Tips
First piece of advice: relax and tell your story. What have you done this past year? How have your donors helped make that happen? How grateful are you for their support and how important are they for the future? Assuming you did a good job throughout the year of keeping them informed of what was going on with newsletters, and sending them prompt “Thank You” letters when they donated or volunteered, then they really like you and may just be waiting for you to ask.
6 Tips for a Successful Year End Campaign
1. Say “Thank You” and say it early. 9 times out of 10 your letter is going to previous donors and/or volunteers.
Dear Mrs. Smith,
Thank you so much for your support this year. With the help of your kind gift, ABC Organization has been able to feed 1000 children since February.
2. Acknowledge them again. Make sure they know that you appreciate them and their gift and that it made an impact.
Your generosity has made a direct impact on our youth...
3. Then, tell them a story about what their donation has helped accomplish. Make it a good one.
…below is a story about Mark and his family that will give you an idea of how important your gifts are, not just to our organization, but to children throughout RVA.
4. ASK FOR THEIR CONTINUED SUPPORT! You spent the first ½ to ¾ of the letter telling them why they (and their gifts) are important – now it’s time to ask them to keep being important.
With all that we have accomplished together in 2015, there is still so much left to do as we expand our fight against childhood hunger here in RVA. Please consider giving today to continue making an impact in the lives of hungry kids.
5. Give specific amount/effect examples. It is proven to increase giving and provides the donor a tangible mental image of how they are helping.
Your gift of $112 feeds a child for 6 months.
Your gift of $223 covers an entire years worth of healthy food for one elementary school child.
6. Thank them again. I know this sounds like a thank you letter, it is. It’s a thank you for whatever it is that got your name in my donor management database. Also, wouldn’t it just be great for everyone if you did it again? Thank them on behalf of your clients, or thank them for being part of the team – something personal that leaves them with the knowledge that you appreciate them and look forward to working with them again this year.
We love having you as a member of our team and look forward to what else we can accomplish together.
On behalf of Mark and his friends and family, we thank you for your past support and ask you to recommit today to help feed those children still in need of our help.