As the year draws to a close, nonprofits everywhere are preparing their year-end appeals. With so many organizations reaching out to donors during the giving season, how can you make your message stand out and inspire generosity?
At this month’s Spokes Development Directors Roundtable, facilitator Debby Nicklas, Chief Consultant of Philanthropy at Change Collective Central Coast, thoughtfully shared several practical tips for strengthening year-end appeals. Drawing on her extensive fundraising experience, she offered some simple yet meaningful ways nonprofits can better connect with existing and potential donors.
Here are some of her ideas to consider as you prepare your year-end campaign.
1. Let Someone Else Tell Your Story
Instead of having your executive director deliver (and sign) every fundraising message, consider sharing a story from someone directly impacted by your organization’s work. A client, program participant or community member can offer a personal perspective that brings your mission to life.
Authentic stories help donors connect emotionally with your work and better understand the difference their contributions make. Be sure to obtain permission and respect the privacy and dignity of those sharing their experiences.
2. Don’t Forget Your Volunteers
Your volunteers already believe in your mission. They’re giving their time and energy because they care about the work you do. But are they included in your year-end appeal?
Don’t overlook this important group of supporters. Some volunteers may welcome the opportunity to contribute financially in addition to donating their time. Just be sure your message acknowledges and appreciates the valuable contributions they’re already making.
3. Expand Your Mailing List
Year-end appeals are also an opportunity to reach new potential supporters. Consider ways to expand your mailing list beyond your existing donor base.
Working with a mailing house, such as local company Boone Graphics, can help you explore options for reaching prospective donors who may be interested in supporting your cause. You can also look for opportunities to connect with past event attendees, community partners and others who have expressed interest in your organization.
4. Get Your Board Members Involved
Your board members can play a valuable role in strengthening donor relationships, especially during the year-end giving season.
Consider asking board members to personally call major donors to thank them for their contributions last year. These calls don’t need to include another fundraising request. A genuine expression of appreciation can go a long way toward making donors feel valued.
Board members can also add a personal touch to year-end appeals by writing brief, handwritten notes to longtime supporters or major donors. Even a simple message of thanks can help an appeal feel less like a mass mailing and more like a personal invitation to give.
5. Consider a Thanksgiving Message
Before asking donors to give again, take a moment to thank them.
A Thanksgiving card or personal message is a thoughtful way to express gratitude without making another request. Let supporters know how their generosity has helped advance your mission and why their partnership matters.
Sometimes the most meaningful donor communication is the one that doesn’t ask for anything at all.
6. Invite Donors to See Your Mission in Action
Consider scheduling a tour or site visit for donors shortly before your year-end appeal goes out.
Giving supporters an opportunity to see your programs, meet your team and better understand your impact can strengthen their connection to your organization. When your appeal arrives, they’ll have a firsthand understanding of the work their contributions help make possible.
More Year-End Fundraising Resources
For Spokes Members
Looking for more ideas? Spokes members can log in to access a recording of our recent workshop, Planning Effective Year-End Giving Campaigns, featuring Rob Grayson, Creative Director at Boone Graphics. The session offers practical guidance for planning and strengthening your year-end fundraising efforts.
Additional Reading
For more ideas and inspiration, explore these helpful resources:
- Association of Fundraising Professionals: What to Do in October and November to Close Year-End Gifts — Practical advice on personalizing appeals, connecting with donors and making the most of the year-end giving season.
- CauseVox: How to Write a Year-End Appeal That Moves People to Give — Tips and real-world examples to help you craft compelling appeals that inspire generosity.
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