This past weekend I participated in a donor event for a Minnesota nonprofit. The event invited 20 couples who had donated in the past 6 months to visit the nonprofit facility for a tour, conversation with a client and to discuss programs. The donors, staff and board members enjoyed a meal together and were having so much fun that they stayed over an hour later than scheduled.
So what does this have to do with appeal letters? To your donors, everything.
Think about your last appeal letter. It no doubt included a specific ask for a program, capital project or other organizational need. The letter probably even included pictures and quotes from clients; all of which are very important to help donors understand how their donations make a difference. A tour and face-to-face conversation with a client puts a name on your appeal and makes the story real for your donors.
Direct connection to appeal letters
This nonprofit highlighted specific needs in their spring appeal letter. They receive donations from many of the donors who participated in the event (but not all). On the tour, the executive director highlighted how donations had supported the programs and also pointed out how additional donations would provide for program expansion and better help their clients.
There was no specific ask at the event, but specific capital and program needs were highlighted and specific dollar amounts to cover these costs were shared.
Next appeal letter
For this nonprofit, their next appeal will focus on the 4-5 specific needs highlighted during the tour. In addition, they gathered a list of questions donors had regarding program objectives and outcomes. The donor visit is bookmarked by two appeals focused on these specific needs. This provides for three ask opportunities. Donors left the event knowing exactly how they can help and how important their future gifts will be to the nonprofit programs and clients.
Making it real
As you look at your next appeal letter, consider what you can do to involve your donors in the appeal. Can you host a tour for some donors? Maybe tours won’t work for your organization, how about a series of client stories posted on your website? Or collecting impact statements from donors as to why they give to support your organization.
The more you engage your donors with your appeals, the more active their giving will become.
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