The end of the year is a critical time for nonprofits to raise funds. Many people are feeling generous during the holidays, and they are also looking for ways to make a difference in the world. Your end-of-year appeal mailing is a great opportunity to connect with your donors and inspire them to give.
Here are some tips on how to design and mail an effective end-of-year appeal mailing:
- Start early. Don’t wait until the last minute to start planning your mailing. Give yourself plenty of time to develop a strong message, design eye-catching materials, and mail your mailings well in advance of the end of the year.
- Personalize your mailings. Donors are more likely to respond to mailings that are personalized to them. You can personalize your mailings by using the donor’s name, mentioning their past giving history, or sharing a story about how their donation has made a difference.
- Tell a compelling story. People give to nonprofits because they want to make a difference in the world. Your end-of-year appeal mailing should tell a compelling story about the impact that your organization is making. Use vivid language and powerful images to bring your story to life.
- Make a clear ask. Tell your donors exactly what you are asking for and why it is important. Be specific about how their donation will be used. For example, instead of saying “donate to support our mission,” you could say “donate $25 to help us provide food to hungry children.”
- Make it easy to give. Include a clear call to action in your mailing and make it easy for donors to give. You can include a reply envelope with your mailing, or you can direct donors to your website or online donation form.
- Use high-quality materials. Your end-of-year appeal mailing should be visually appealing and well-produced. Use high-quality paper and printing, and choose high-impact graphics.
Here are some additional tips for designing and mailing an effective end-of-year appeal mailing:
- Use a clear and concise subject line. Your subject line should be short and to the point, and it should entice donors to open your mailing.
- Use high-quality images. Images can be very effective at grabbing attention and telling your story. Choose images that are relevant to your organization and that evoke an emotional response.
- Keep your mailing short and to the point. Donors are busy people, so they don’t want to read a long mailing. Get to your point quickly and make it easy for donors to give.
- Test your mailing before you send it. Ask a few people to review your mailing and give you feedback. This will help you to ensure that your mailing is clear, concise, and persuasive.
- Include a personal letter from the executive director or another key staff member. This will help to connect with donors on a personal level.
- Offer matching gifts or other incentives to encourage donors to give.
- Create a special landing page on your website for your end-of-year appeal. This will make it easy for donors to give online.
- Follow up with donors who do not give right away. Send them a reminder email or postcard with a special offer.
By taking the time to design and mail an effective end-of-year appeal mailing, you can raise more funds for your organization and make a real difference in the world.