Here’s an example of how you might sequence your annual fundraising plan and direct mailings.
1. July
a. Quarterly newsletter (mail and e-mail)
b. Develop volunteer committee. Volunteers must have contacts and will participate in asks and phonathons–they are not envelope stuffers!
c. Develop leadership circle schedule for participation in special events with dates in the coming year.
2. August
a. Identify leadership gift prospects from existing or found relationships:
i. Begin developing those who haven’t given previously.
ii. Volunteers and staff solicit top prospects who have given previously.
b. Thank you postcard with previous annual fund results or link to on-line annual report
3. September
a. Direct mail
i. Hand-addressed, special package to all who have given at $125 or above, inviting them to join a leadership circle group at the appropriate level.
ii. Direct mail package to all donors and prospects (members, alumni, visitors, patients, etc.), inviting them to give, renew, or become members.
b. E-mail follow up, notifying that package should have arrived and asking to give online or to return pledge card.
c. Phonathon follow-up to all previous donors or members within one to two weeks of receipt of package. Solicit monthly debited giving from those who give twice per year.
4. October: Quarterly newsletter (mail and e-mail)
5. November: Special letter to all current and previous donors or members about how gifts were used: e.g., accomplishments, who was helped, how mission was delivered.
6. December
a. Second letter, mailed first week of December, to those who haven’t yet given
b. Volunteer call to those not reached
c. Reminder e-mail last week of December to those who haven’t yet given
7. January: Quarterly newsletter (mail and e-mail)
8. February: E-mail survey of donors and members
9. April
a. Quarterly newsletter (mail and e-mail)
b. Spring donor appeal and prospect mailing; different letters/ask strings for those who gave in fall and those who didn’t
c. Phonathon follow up
10. May: Postcard reminder
11. June: Year-end e-mail reminder to those who have yet to give