Spokes would like to thank Anna Boyd-Bucy, Spokes Consultant and Volunteer Faculty for guest-writing this article. 

“Exactly what should be included in my donor packet?” is a common question. The answer is the same every time: a case statement is the first and most important document in your donor communication toolbox. Designed for a specific audience, your case statement is a compelling explanation of who you are, what you do, and where you are going in less than 500 words.

Assuming that you have a document that includes your mission statement, history, services, key accomplishments, future goals, and testimonials, look it over carefully: does your donor appear in your organization’s story? Fundraising expert Joe Garecht suggests that if not, you should rewrite your case for support this year. He advises, “Great case statements are always donor-centric. This means that they put the donors in the center of the action, and make them the heroes of the story. They talk about how donors are an integral part of the team that make everything possible, and they directly ask the donor to get engaged with the non-profit.”

In order to make the most of your case statement, it’s critical that you know your donor base. Do they watch videos on social media? Are they perusing your website? Donors make the decision to give with their hearts, and videos are a great way to reach their hearts by making a compelling case in a minute or less. Guidestar offers some fresh ideas in their article, Case Statements: Know Your Audience and How to Reel Donors In.

For the purpose of this article, let’s assume that you’re going to continue with the creative brochure route. How do you make sure every current and potential donor understands your case for support?

• Give board members a stack of brochures to keep in their car. Word of mouth is a powerful tool, and when combined with a physical call-to-action, it’s a win-win.
• Include a brochure with new donor donation receipts. It’s easy to include your case statement with a donation receipt. Be sure to include a sticky note that says “Welcome and thank you for your first gift, look what you are accomplishing! New donors are more likely to give again if you offer a personal recognition.
• Pass out brochures at service club presentations. Don’t forget to collect those left behind. We aren’t made of money.
• Bring brochures to media interviews. Bring one for you and one for your interviewer. It creates a template for questions and provides the interviewer with important facts so they sound knowledgeable.
• Keep a brochure next to the phone for talking points. You will be prepared to pull up fun facts during impromptu calls with potential donors.
• Save a brochure on your computer desktop – cut and paste for EVERYTHING. Consistent messaging is crucial to help people remember. (It really works. This is why Nike keeps saying, “Just Do It.”)

Whether you’re starting from scratch or updating your existing case statement, your donors will feel gratified to see themselves included in your nonprofit’s efforts to make the world a better place.

By Consuelo Meux, Ph.D., CEO

Did you know that 1/3 of all charitable giving happens at the end of December each year? Even more importantly, 12% of giving occurs in the last three days of the year. This means that it’s time to start planning your year-end fundraising campaign.

I remember once having a very late start on a year-end appeal. I worried that December 20 was too late to send the first letter. My staff insisted that no one was going to open or read the email – they were prepping their holiday dinners and spending time with family. Always up for a challenge, I decided to gather my volunteer team and get the letter out anyway. That mailing resulted in the largest end-of-year collective donations that the organization ever collected. Funds continued to come in well after the New Year.

The lesson is that it’s never too late to ask people to give.

So how do you capitalize on the annual year-end fundraising campaign? Start early (i.e., to reduce stress, don’t wait until December 20!)

September is the perfect time to start planning your year-end appeal. Direct mail is still the #1 fundraising method, followed by email appeals, then personal appeals. There is plenty of time to determine the message focus and the campaign design. You will need to develop a strong, consistent series of communications and a schedule. Don’t be shy about sending several appeals to your donor base. Some will miss them, some will ignore them, but each contact helps to build your case.

Here are some basic steps to get you started:

1. Clean up your mailing list. It’s a tedious task, but you have the time to correct bounced email addresses and find missing mailing addresses. Since your current donors, board members, and volunteers already have demonstrated they care about your mission, ensure that they are included in all communications.
2. Study your donor list. Evaluate who might have the potential to increase the size of their gifts. Frequent donors are loyal and often would give more if you asked. Then, look at who is not on your donor list. Major donors who support one or more nonprofit causes are likely to donate to other causes as well. LinkedIn is useful for finding connections to make an introduction.
3. Investigate social media followers. Social media might be the goldmine needed to reach new potential donors. Explore your social sites for active followers and send them personalized messages about your campaign. Also, keep in mind that Facebook makes it easy for charitable organizations to accept donations. Your Facebook followers can even host fundraisers for your organization in a few easy steps.

If you start now, your year-end appeal has the potential to be a huge success. For additional resources, check out Classy.org for a few extra tips on what not to do, and sign up for Spokes mailing list to receive email notifications about upcoming workshops.