Fine-tuning your holiday appeal
- Thu, December 16 2010
- Filed under: Fundraising essentials
Tonight and tomorrow, I’m online at The Network for Good, our online community of nonprofits, providing advice on appeals that charities have bravely posted for comment. Come by to weigh in. Here is the advice I’ve been giving:
1. A year-end online appeal should be short and sweet.
2. It has only two functions: to inspire and to ask.
3. Grab the reader immediately with a vivid story, idea or quote. You may find yourself tossing out the first paragraph to achieve this - and that’s often a good move.
4. Make your call to action clear and direct.
5. If it feels flat, have the appeal come from someone else - a donor, volunteer or person helped by your programs.
6. Be crystal clear about the difference you make in the world - make it human, tangible and unmistakable!
Happy fundraising - and remember: Now is the time to make a great ask. Of all giving online this year, 22% will come on December 30 and 31!
Comments
I didn’t realize most donations came on the 30 & 31st. That’s a neat fact! I like your points, especially making the call to action clear and to the point.
With so many nonprofits struggling with their email copywriting, this is a wonderful benefit you’re offering Katya - KUDOS!
wow thats really amazing 6 points… thanks for the help
Can it be, that most people wait until the two last days of the year because that are not able to decide, for what exactly the want to donate?
I think it more likely that people are reflecting on what they’ve done for the past year, and feel they should give to charity. Also, it’s only after Christmas that you know if you’ve got any money to give! 