Studies show that even the most loyal donors tend to forget to give annually, as well as the amount of their previous gifts—without a reminder, that is. With the appropriate action on your part, you can improve the results of your annual fundraising appeal.
Successful direct mail fundraisers suggest that annual appeal letters should include a reminder of when the donor gave previously, the amount of the last gift, and a challenge to increase support.
Ask for a specific amount based on the donor’s history, or determine a donor’s capacity through wealth screening or peer review. Every major gift development manager knows that a gift solicitor must determine the right “stretch” ask amount to set the level of expectation with the donor. Major donors expect this. The same principle applies to even the smallest gifts solicited by mail.
Be specific and direct. It works!
Ways to ask for the right amount: Don’t be shy!
- Remind donors when they last gave and/or that you haven’t received their gift yet this year (or season).
- Ask for the same amount as last year’s gift, plus two higher suggestions (see the end of this section for a table of ask suggestions).
- Ask for just one amount, at a higher level than last year’s gift.
- Or ask for a larger amount than the last gift, no matter when it was given, when asking for support of special initiatives.
- Thank the donor for the amount given so far this year, and then ask for the final gift amount. Include the previous gift date: E.g., “Thank you for your gift of $100 on October 17, 2009. Your gift helped fund the visits of 1,000 school children this season. Your additional gift of $100 at this time will help us complete our annual visit program.”
- Invite the donor to join a higher giving circle/club (you can try wealth screening to determine the appropriate level). For example: “I’m turning to you, and 25 other special friends of the center, to ask that you provide a leadership gift of $5,000.”
- Repeat the reason for giving on the response card. Affirm the donor’s eagerness to help (As in, “YES! I want to support…”).
- Invite donors to make their gifts through monthly credit card or bank debited giving. This increases the gift amount, makes the donor’s commitment open ended, and constantly reinforces the donor’s involvement. Converting once-a-year donors to monthly sustainers works best when an enrollment form is combined with a follow-up phone call. The best targets for this conversion are those who have given smaller gifts several times.
- Acquisition letters for first time donors should use a generic set of gift amounts; e.g., $25, $50, $75. No big ranges. If wealth or peer screening has indicated that the prospect should be solicited at a higher level, than use a different ask string (see table of ask suggestions).
How Mailrite can customize the ask.
If you include the last gift (or last year’s total) amount in the mailing list you send to Mailrite and provide a set of instructions for suggested gift levels verses ranges of previous gifts, we can:
- Code for and output the correct suggested gift amount in the letter and reply card for each donor (SYBUNTS, LYBUNTS, NEVERS, class years, age groups, member/society groups, or other segments).
- Insert different ask sentences into the letter, the postscript, and the reply card (and/or even different layouts or photos).
- See examples of Mailrite’s order forms:
- Appeal Instruction Form
- Appeal instruction form with multiple ask strings
- Appeal instruction form with multiple ask amounts
The DO NOTS:
- Do not include a range of amounts from $25 to $5,000 in one ask card.
- Do not not ask for a specific amount.
Design a response vehicle that increases giving.
- When donors fill out the response card, it’s their chance to interact with you. This is their part of the conversation, so make it enjoyable and rewarding for them.
- Don’t make them fill out their name and address.
- Ask for a specific amount, personalized for the donor’s giving history.
- Give donors choices: let them help manage their relationship with you.
- Collect and correct donor information.
Here is a menu of response card items to consider.
- Organization logo, address, website
- Donor commitment or ask sentence, with a thank you for the last gift (amount and date) and a reminder of how their new gift will help.
- Donor name
- Donor address
- Donor home phone and work phone
- Donor home e-mail and work e-mail
- Donor ID number
- Donor giving history (sets a base line)
- Number of years in a row the donor has contributed (encourages consistency)
- Phone number to make a phone donation
- Website address to make an online donation
- Tax deductability statement
- Date the fiscal year or campaign ends
- Choices for designating the gift to a specific need
- Giving circle or society choices
- Chance to make a gift in memory or honor of someone
- Choice for the gift to be anonymous or publized
- Employer match information request
- Option to be contacted about planned giving
- Pledge schedule
- Whether the donor wants pledge reminders and how often
- Credit card information
- Option to convert to monthly giving
- Mailing and/or donor ID code
- Development department contact person(s), phone number, and e-mail address
- Option to be removed from the fundraising mailings list or be contacted only by e-mail