Appeal Week -- It's the Little Things

Now that you've chosen your theme and found your lead, you're halfway to writing a blockbuster special appeal. There are just a few more things to think about before you're ready to mail:

Urgency

A sense of urgency is key to a strong appeal letter. Think about it: you're mailing your donor a special letter, asking them for a gift in addition to their annual obligation. You need a good reason to send that letter (your strong theme) and you need a reason to send it NOW.

Deadlines are excellent. Try something like "We need $XX by August 31st in order to make this happen. Please respond as quickly as possible!"

Light a fire under your donors, and they're more likely to give.

A Track Record

Even your most loyal donors want some reassurance that you can deliver on what you promise in your mail. Have you solved this kind of problem before? Remind them! Do you have ties to other groups or government agencies that will help you in this work? List them!

Don't be afraid to let them know, again and again, that you are worth their support.

Asks

This is one of the biggest hurdles for some organizations, but it's the single most important thing you can put in your appeal letter. Ask, and ask often.

If you don't ask, your donors won't give. So don't be shy. Ask up front for money. Tell them why you need it and what you'll use it for. Ask again in the middle of the letter. Ask at the end. And, for good measure, shove a final ask in the P.S.

Thanks

Please don't forget to thank your donors. Thank them for reading, thank them for being loyal donors, thank them for all the things you've been able to do with their past support. And thank them in advance for the gift they're about to make. Because if they feel appreciated, they're much more likely to give.

And on that note, thank you for reading. Any questions about appeals? Post them below, and I'll try to answer in the coming weeks.