Seven Tips for Improving Your Year-End Solicitations

We’re fielding lots of requests from area nonprofits working on year-end fundraising campaigns. I expect as we get closer to the holidays, we’ll be hearing from even more of you. Those year-end appeals can be critical as you capitalize on donor receptivity and interest and ensure you meet your revenue budget.

A few tips to keep in mind as you work on direct mail solicitations.

1. The solicitation letter should be personal, appealing, and compelling. To make it personal, use a personal salutation on the letter and personalized address on the envelope. Craft your message to appeal to the audience receiving the letter. To help you do this, imagine yourself receiving the letter while sitting in the comfort of your home. How would someone capture your attention and create that very important personal link through the opening paragraph in the letter?
2. Attempt to keep the letter to one page or less to make it appealing to the reader. Use bullet points and white space so it’s not intimidating.
3. Use a story, testimonial or example to make a compelling case to the potential donor.
4. Include a response card and call-to-action that explicitly asks for the donation.
5. The greatest letter will not offset a poor mailing list. Put at least or more effort into creating a good mailing list that includes the right individuals, correct spelling of names, and accurate mailing information.
   
6. Be meticulous about grammar, spelling, and the look of the mailing.
7. Consider if an e-mail blast could work for your solicitation. For many prospects, an e-mail letter that links to more detailed information about your organization may be the ideal communication strategy.

Interested in learning more? Check out these articles:
http://www.malwarwick.com/learning-resources/articles/10-most-important-things-about-dm.html
http://www.fundsraiser.com/jul07/direct-mail-fundraising-program.html

How about you? Do you have any tips to share? Join this discussion by posting your suggestions and success stories.

Pam Evans
NorthSky Program Manager