Year-End Appeals: How to Ask for Money

Sep 24, 2021

Year-End Appeals: How to Ask for Money

Sep 24, 2021

It’s almost that time of the year—time to send your year-end appeal asking for those ever important donations. But with so many nonprofits and amazing causes to choose from, how can you best ensure that donors choose your organization? Sadly there’s no guarantee, but by following these 3 best practices, you’ll be one step closer!

Make an IMPACT with your Mailing

You may have the best appeal letter ever written–it’s heartfelt and personal and leaves donors reaching for their wallets, eager to support! But none of that matters if the letter doesn’t get opened. So don’t overlook the importance of the envelope. This is the first impression that people get of your organization and your cause. And its very likely you won’t be the only appeal letter in the mailbox. So give yourself a fighting chance with a bold colored envelope or one that has imagery and graphics to help it stand apart. Size can also be a considering factor, so don’t be afraid to go BIG!

Tug at the Heartstrings

Telling a story is one of the most effective ways to help donors form an emotional connection with your cause. Be specific and get personal. Sometimes less is more. You may want to share every statistic and every success story, but this can overwhelm the reader. Instead, choose one story. Give your cause a face. Consider your language as well. Instead of saying how many people you’ve helped, use language that includes the donor. Show how much they can help! When they learn about your cause in a personal way and can imagine the impact they can make, they will be more likely to donate.

Be Blunt

Don’t sugar coat the ask. Put it front and center and reiterate it multiple times throughout your appeal. Lead with it, use bold graphics for a call to action and then follow up with a final ask in the post script. Remember, this is why you are sending the appeal. It isn’t just to spread awareness. It’s to garner financial support, so never hide your ask in small fonts or blend it in with the rest of your copy. Let it shine so the reader knows exactly what to do!

Sometimes, it’s as easy as 1, 2, 3! Good luck with your year end appeals and if you need help, we’re here!

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