Stand-out Year End Appeals are Harder than Ever

The fall is rapidly fading into early winter and we're making plans for the holidays, kicking us into the high season of fundraising. The economy is still sluggish (and in serious decline in many areas), placing the success of our fundraising activities at risk. Many nonprofits generate more than 50% of their fundraising revenue in the last quarter of the year. What to do? Now, more than ever, it's essential that we adhere to pristine fundraising methods and don't forget the basics.

Those year-end appeals must make a compelling case for support and demonstrate to prospective donors that your organization is professional and worthy of support. And they must accomplish all of this in one page or less. That means a glance at your letter must pull the reader in with a "hook" and hold the reader with an attractive, easy-to-read layout. Your hook might be an invocative first sentence, a quote, or client success story. Don't forget the basics: perfect spelling, grammar, an easy-to-use response card, and accurate mailing list. These elements are far more important than a slick or clever design. To seal the deal, include a signature or note from someone the reader knows-- a board member or volunteer is ideal.

You'll find some great suggestions for conducting a successful direct mail campaign at the Capital Ventures website.
http://www.cvfundraising.com/resources/tip_sheets/direct_mail
http://www.cvfundraising.com/resources/tip_sheets/direct_mail_2

Or join us at the November 18 NorthSky Break for Lunch session, "Developing a Compelling Case Statement," with fundraising expert, Lyn Jenks. You'll find the details at www.northskynonprofitnetwork.org

Without a Strong Case for Support, Fundraising is Doomed…

Well, it’s most definitely the fundraising season. Northern Michigan nonprofits are percolating with fundraising events, board planning sessions, training, and strategizing. And the NorthSky consulting team is in the thick of it… assisting with planning, capacity building, and learning along with you. I’ve been dazzled by the innovation emerging from your work and impressed that you’re not letting a sluggish economy slow you down. But no matter how bold, creative and innovative your strategies, there’s really no escaping the necessity of having a vibrant case for support as the foundation for your fundraising program. Donors simply have too many choices. Your nonprofit must stand out as being uniquely qualified to fill a critical need. And your case must resonate on both an emotional and business level. So where do you begin?

Developing the case statement is hard work and not very sexy, I’m afraid. It requires team effort (in the form of ideas and input) yet works best if a single heroic soul authors the document. You’ll find some great tools including a worksheet and a PowerPoint presentation in the NorthSky Online Resource Center. http://www.northskynonprofitnetwork.org/resource.php#JumpFundraising.

The case statement represents the nonprofit's business plan and outlines all the reasons a funder should invest in you. It should grab the reader's attention, provide your irrefutable case and "wave the flag" as to why your nonprofit is uniquely qualified to address the need. You'll find an outline and some samples in the PowerPoint presentation in our Resource Center. It's ideal if you can lay out your case using stories or testimonials that make it stick in the audience's mind.

Do you have any suggestions or sample case statements to share with us?