It takes a strong foundation to build a strong house. For nonprofit organizations doing a nonprofit appeal, donors are the bricks they need to lay that foundation, and like the bricks in a foundation, each donor matters.
Mellady Direct has worked on numerous nonprofit fundraising appeal campaigns, and we’ve found it’s important to pay special attention to donors. People make the initial decision to give to an organization because something about the mission resonates with them. They choose to continue donating because they believe in that mission.
A successful nonprofit appeal campaign needs more than a one-size-fits-all letter. Just as you should incorporate an emotional appeal that targets potential new donors, your campaign should also include elements to specifically address those who have already donated.
There are a few keys to addressing your donors when doing an appeal campaign,
- Remind Supporters: Sending a version of your nonprofit appeal letter that specifically addresses existing donors serves to remind them that you value their support.
- Reclaim Relationships: In addition to a strong list of donors on whom you can count for regular, yearly donations, you may have a list of lapsed donors who have not made a contribution in two years or more. It can be a strong tool to send a letter that offers acknowledgment and thanks for past support, provides emotionally-stirring updates on the work your organization
An appeal letter that acknowledges and thanks a recipient for their past support and invites them to once again make a financial contribution can be a powerful tool in renewing past donor relationships.
- Make it Personal: With advances in variable data printing it’s easy to give nonprofit appeal letters to your donors an extra touch of personalization, such as a tear-off reply form that includes custom gift strings based on their prior giving. In addition to providing a helpful reference, those gift strings by design create a subtle suggestion to increase giving.
When it comes to fundraising, just as it’s vital to pursue new leads and supporters, it’s crucial to engage your existing base of supporters, remind them of what they are helping you accomplish and make an appeal for their continued support. With 30 years of experience in list maintenance and processing as well as mailing, Mellady Direct Marketing can help you in successfully developing and executing a nonprofit appeal that works.
Do you have questions about how to best reach your donors? Contact Mellady Direct today and get started with a free quote.
