THE ANATOMY OF AN APPEAL

Most nonprofits send out an appeal for support at least once a year.  Over the years, many things have changed—more letters have pictures and the letters have gotten much shorter. Often, these letters are sent electronically.   Success, however, often relies on the tried and true.

Appeals are most effective when they look and feel like a letter.  Therefore, it should start with a Dear and then the person’s name.  If it is an email, the Dear may be replaced with Hi.  But still, as often as you can, make sure you use the person’s name and not Dear Friend, or Hi with nothing trailing. 

Using a person’s name is important.  It draws them closer.  But you must be using the right name.  As an example, you would never, ever call me Jan.  My name is Janet and woe to the person who shortens it.  Except in the case of my late and much-lamented neighbor—but that is another story.  You would, however, make my husband happier if you called him Geoff instead of Geoffrey.  But if you are being formal, do not write Dear Mr. and Mrs. Shiflett.  As you probably have noticed, I don’t use his last name.  The last name I use happens to be my brother-in-law’s, but that is also another story.

Beyond the salutation, there are 10 important rules for you to pay attention to:

1.     In the first paragraph, thank the donor for their past generosity.  Letters to non-donors should clearly state the importance of the work your organization does—and tell that this happens “thanks the generosity of our donors.”   Thank lapsed donors for their past support and then remind them why their support is crucial.  

2.     Add a little context—not just why your organization exists and why it matters but explain what your clients are experiencing.  “Over half the youth in our community read below grade level.” 

3.     What have you done recently?  Your potential donors will want to know. And if you haven’t stated it earlier in the paragraph, remind them that you cannot do this alone; their support is crucial.

4.     The next paragraph talks more about what you accomplish.  Don’t confuse that with how you do it.  A little bit of that is fine, but a description of your programs is not.  For example, no one really wants to know that you help the youth by providing tutors, having homework time, and are in 15 schools in your community.  They do want to know that “last year, 93% of the youth in our program now read at grade level.”

5.     A third paragraph can continue the purpose, or it can move on to what will change once you can do what their generosity brings.  “Over the next year, we will be adding a reading readiness program to ensure that students in our schools have the tools to be academically successful from the start.  Because for many of our students, English is a second language, it is even more important to begin their reading readiness as early as possible.”

6.     If your third paragraph continues the purpose, this is where you talk about the importance of their generosity.  “The success of our students depends on the generosity of our donors.  With your help, we can provide the necessary tools to ensure that our students excel at reading and reading comprehension.”

7.     This makes the specific ask.  Note that all along in your appeal, you have been making soft asks—reminding them that their gift matters; that your work can only happen because of them.  “Your gift of $250 will help to ensure that all of our students have access to the education they deserve.”  Later, in the closing, you might want to remind them that their gift of any size will make a difference.

8.     The final paragraph again thanks them—for their past support or for what you hope they will be doing now.  “Your support is so important.  A gift of any size provides the gift of literacy and of a brighter future.”

9.     The signature should always be from someone who is either their peer—a board members, donor, community member—or, if appropriate, a client.  In a pinch, the CEO can sign, but the development director never, ever should be the one making the appeal.

10.  A PS can often encourage someone to give.  The PS can reinforce your ask, or it can bring up another topic:  As you are considering your current gift, please do consider a future gift where you can leave a legacy at our organization.”