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452thank you letters</a></span> 453 <span class="entry-tags"><a href="https://anngreennonprofit.com/tag/appeal-letters/" rel="tag">appeal letters</a>, <a href="https://anngreennonprofit.com/tag/communications-2/" rel="tag">communications</a>, <a href="https://anngreennonprofit.com/tag/database/" rel="tag">database</a>, <a href="https://anngreennonprofit.com/tag/donor-relations/" rel="tag">donor relations</a>, <a href="https://anngreennonprofit.com/tag/donor-retention/" rel="tag">donor retention</a>, <a href="https://anngreennonprofit.com/tag/fundraising/" rel="tag">fundraising</a>, <a href="https://anngreennonprofit.com/tag/thank-you-letters/" rel="tag">thank you letters</a></span> </div><!-- .entry-meta --> 454 </header><!-- .entry-header --> 455 456 <div class="entry-content"> 457 <div class="wp-block-image"> 458<figure class="alignright size-large is-resized"><a href="https://anngreennonprofit.com/wp-content/uploads/2026/09/11284686615_48e11cf38f_w.jpg"><img data-attachment-id="18502" data-permalink="https://anngreennonprofit.com/2026/09/28/the-many-benefits-of-segmenting-your-donors/11284686615_48e11cf38f_w/#main" data-orig-file="https://anngreennonprofit.com/wp-content/uploads/2026/09/11284686615_48e11cf38f_w.jpg" data-orig-size="400,300" data-comments-opened="1" data-image-title="11284686615_48e11cf38f_w" data-image-description="" data-image-caption="" data-large-file="https://anngreennonprofit.com/wp-content/uploads/2026/09/11284686615_48e11cf38f_w.jpg?w=400" width="400" height="300" src="https://anngreennonprofit.com/wp-content/uploads/2026/09/11284686615_48e11cf38f_w.jpg?w=400" alt="" class="wp-image-18502" style="width:366px;height:auto" srcset="https://anngreennonprofit.com/wp-content/uploads/2026/09/11284686615_48e11cf38f_w.jpg 400w, https://anngreennonprofit.com/wp-content/uploads/2026/09/11284686615_48e11cf38f_w.jpg?w=150 150w, https://anngreennonprofit.com/wp-content/uploads/2026/09/11284686615_48e11cf38f_w.jpg?w=300 300w" sizes="(max-width: 400px) 100vw, 400px" /></a></figure> 459</div> 460 461 462<p class="wp-block-paragraph">Segmenting your donors is important in many ways. If youâre running a campaign, you can send different letters to different types of donors or segment by gift amount and encourage them to upgrade. You can also create a new donor welcome series, a special thank you mailing for monthly donors, or reach out to lapsed donors.</p> 463 464 465 466<p class="wp-block-paragraph">Your donors are not the same. Some donors have given for at least five years (these donors should get a lot of attention). Some are monthly donors. Yet, many nonprofit organizations fail to recognize that and send everyone the same messages. </p> 467 468 469 470<p class="wp-block-paragraph">I often receive generic, one-size-fits-all communication from organizations that donât acknowledge Iâm a longtime donor or recognize that Iâm a monthly donor. How do you think that makes me feel?</p> 471 472 473 474<p class="wp-block-paragraph">Besides creating a personal connection, another benefit of segmenting your donors is it can help you raise more money and boost your retention rate. If you havenât been segmenting your donors and have been struggling with meeting your revenue and retention goals, that may be why. During this time of economic uncertainty, for both your nonprofit and your donors, segmenting could make a difference.</p> 475 476 477 478<p class="wp-block-paragraph">Isnât it time for you to start segmenting your donors? If youâre already segmenting your donors, kudos to you!</p> 479 480 481 482<p class="wp-block-paragraph">You may be worried about how much time this will take. Plus, you donât think your current CRM/database can handle it and it will cost too much to get a better one. </p> 483 484 485 486<p class="wp-block-paragraph">In reality, it may cost you more not to segment. A good CRM/database is worth the <a href="https://anngreennonprofit.com/2026/05/06/making-the-right-investments-can-help-your-nonprofit-raise-more-money/"><strong>investment</strong></a> because segmenting your donors will help you with retention, which costs less than trying to find new donors. </p> 487 488 489 490<p class="wp-block-paragraph">Your appeals and thank you letters will stand out if you can personalize them and not send everyone the same generic letter. You donât need to create a 100 different types of letters, though. Four or five should be sufficient. </p> 491 492 493 494<p class="wp-block-paragraph">Here are a few different types of donor groups to help get you started. Remember, investing in a good CRM/database will help you with this.</p> 495 496 497 498<p class="wp-block-paragraph"><strong>Current single gift donors</strong></p> 499 500 501 502<p class="wp-block-paragraph">An appeal letter to current single gift donors (Monthly donors get their own appeal. More on that below.) must acknowledge their past support. You can segment donors by gift amount and use this opportunity to ask for an upgrade. Many organizations donât do this, but itâs a good way to increase your revenue.</p> 503 504 505 506<p class="wp-block-paragraph">Your donors will be more receptive to upgrading their gifts if youâve been <a href="https://anngreennonprofit.com/2026/02/24/why-its-important-to-follow-the-ask-thank-report-repeat-formula/"><strong>doing a good job of thanking them and staying in touch throughout the year</strong></a>.</p> 507 508 509 510<p class="wp-block-paragraph">If these donors give again, they should get a handwritten note, phone call, or letter letting them know how much you appreciate their continued support. If theyâve upgraded their gift, be sure to acknowledge that, too. </p> 511 512 513 514<p class="wp-block-paragraph"><strong>Potential/new single gift donors</strong></p> 515 516 517 518<p class="wp-block-paragraph">If youâre sending an appeal to someone whoâs never donated to your nonprofit before, what is your connection to them? Are they volunteers, event attendees, or people on a list you purchased?</p> 519 520 521 522<p class="wp-block-paragraph">The more you can establish a connection, the better chance you have of getting a donation.</p> 523 524 525 526<p class="wp-block-paragraph">The retention rate for first-time donors is horrible. One of the reasons is poor communication. You can help boost your retention rate by making your new donors feel special.</p> 527 528 529 530<p class="wp-block-paragraph">New donors should get a handwritten note, phone call, or letter welcoming them as donors. Invite them to connect with you in other ways, such as signing up for your newsletter, following you on social media, and volunteering.</p> 531 532 533 534<p class="wp-block-paragraph">Then a week or so later, send them a <a href="https://askgenius.com/new-donor-welcome-kit-retain-donors/"><strong>welcome package</strong></a> by mail or email. Personalization is crucial for new donors.</p> 535 536 537 538<p class="wp-block-paragraph">One of the biggest hurdles nonprofits face is ensuring first-time donors give a second time. If they keep giving after that, theyâre showing their commitment to your organization. Thatâs why the second gift is called a golden donation. Donât blow it by ignoring this.</p> 539 540 541 542<p class="wp-block-paragraph"><strong>New monthly donors</strong></p> 543 544 545 546<p class="wp-block-paragraph">Brand new donors who opt for monthly or other recurring donations get the same special thank you treatment mentioned above. Welcome them to your family of monthly donors. </p> 547 548 549 550<p class="wp-block-paragraph">Your current monthly donors must get their own appeal that recognizes them as monthly donors. In this appeal, you can either ask them to upgrade their gift or give an additional gift. </p> 551 552 553 554<p class="wp-block-paragraph">When your donors give an additional gift or upgrade their monthly gift, they, of course, get an amazing thank you.</p> 555 556 557 558<p class="wp-block-paragraph"><strong>Current donors who become monthly donors</strong></p> 559 560 561 562<p class="wp-block-paragraph">Your current donors who decide to become monthly donors are also showing their <a href="https://adirectsolution.com/2026/09/08/retention-improves-if-you-convert-someone-to-recurring-giving-early/?utm_source=ONTRAPORT-email-broadcast&utm_medium=ONTRAPORT-email-broadcast&utm_term=Recent+Activity&utm_content=%5BThe+Grow+Report%5D+More+money%2C+fewer+donors.+Here%27s+the+fix.&utm_campaign=09242026"><strong>commitment</strong></a> to you. They get a handwritten note, phone call, or letter thanking them for their continued support and for joining your family of monthly donors. From now on, they should receive specialized appeals and other communication targeted to monthly donors. </p> 563 564 565 566<p class="wp-block-paragraph"><strong>Segment as much as you can</strong></p> 567 568 569 570<p class="wp-block-paragraph">While Iâve suggested a few ways you can segment, there are many more options. You can segment by gift amount and the number of years someone has been a donor. You can segment volunteers, event attendees, lapsed donors, and non-donors. If you have a variety of programs, you can segment by donorsâ interests. If you want to go even further, you could segment by <a href="https://www.donorrelations.com/post/donor-segmentation-how-to-move-beyond-lists-and-build-better-donor-experiences?utm_campaign=8719540-Weekly%20Ne
570wsletters&utm_medium=email&_hsenc=p2ANqtz-8G93TZLyw2KNVxsxModewhW3EeSbwle6aGIieTQ9fTsGdzrKRnIyTVuY9y5LChAEWwnjfadPvGEDYQ2Qw_OA9QLWer8Q&_hsmi=440697155&utm_content=440275696&utm_source=hs_email"><strong>donor behavior</strong></a>, such as what motivated them to give. You can also use segmentation in other types of communication, such as creating a special newsletter for monthly donors (or at the very least including a cover letter for monthly donors with your newsletter) and sending handwritten notes to people on their donor anniversary.</p> 571 572 573 574<p class="wp-block-paragraph"><strong>Segmenting your donors makes a difference</strong></p> 575 576 577 578<p class="wp-block-paragraph">Spend some extra time segmenting your donors into different groups. Unfortunately, if you donât, youâre missing out on opportunities to connect with your donors, <a href="https://bloomerang.com/blog/how-to-segment-and-personalize-appeals-to-raise-more-money-at-end-of-year"><strong>raise additional revenue, and boost your retention rate.</strong></a></p> 579 580 581 582<p class="wp-block-paragraph"></p> 583 </div><!-- .entry-content --> 584 585 <footer class="entry-meta"> 586 <span class="comments-link"><a href="https://anngreennonprofit.com/2026/09/28/the-many-benefits-of-segmenting-your-donors/#respond">Leave a comment</a></span> 587 588 </footer><!-- .entry-meta --> 589 </article><!-- #post-## --> 590</div> 591 592 593 594<div class="article-wrapper"> 595 <article id="post-18423" class="post-18423 post type-post status-publish format-standard hentry category-appeal-letters category-direct-mail category-donor-retention category-fundraising category-writing category-year-end-appeal tag-appeal-letters tag-direct-mail tag-donor-retention tag-fundraising tag-writing tag-year-end-appeal"> 596 <header class="entry-header"> 597 <h1 class="entry-title"><a href="https://anngreennonprofit.com/2026/09/09/how-you-can-create-a-fundraising-appeal-thats-appealing/" rel="bookmark">How You Can Create a Fundraising Appeal Thatâs Appealing</a></h1> 598 <div class="entry-meta"> 599 <span class="posted-on"><a href="https://anngreennonprofit.com/2026/09/09/how-you-can-create-a-fundraising-appeal-thats-appealing/" rel="bookmark"><time class="entry-date published" datetime="2026-09-09T17:43:13+00:00">September 9, 2026</time></a></span> <span class="byline"><span class="author vcard"><a class="url fn n" href="https://anngreennonprofit.com/author/anngreennonprofit/">Ann Green</a></span></span> 600 <span class="entry-categories"><a href="https://anngreennonprofit.com/category/appeal-letters/" rel="category tag">appeal letters</a>, <a href="https://anngreennonprofit.com/category/direct-mail/" rel="category tag">direct mail</a>, <a href="https://anngreennonprofit.com/category/donor-retention/" rel="category tag">donor retention</a>, <a href="https://anngreennonprofit.com/category/fundraising/" rel="category tag">fundraising</a>, <a href="https://anngreennonprofit.com/category/writing/" rel="category tag">writing</a>, <a href="https://anngreennonprofit.com/category/year-end-appeal/" rel="category tag">year-end appeal</a></span> 601 <span class="entry-tags"><a href="https://anngreennonprofit.com/tag/appeal-letters/" rel="tag">appeal letters</a>, <a href="https://anngreennonprofit.com/tag/direct-mail/" rel="tag">direct mail</a>, <a href="https://anngreennonprofit.com/tag/donor-retention/" rel="tag">donor retention</a>, <a href="https://anngreennonprofit.com/tag/fundraising/" rel="tag">fundraising</a>, <a href="https://anngreennonprofit.com/tag/writing/" rel="tag">writing</a>, <a href="https://anngreennonprofit.com/tag/year-end-appeal/" rel="tag">year-end appeal</a></span> </div><!-- .entry-meta --> 602 </header><!-- .entry-header --> 603 604 <div class="entry-content"> 605 <div class="wp-block-image"> 606<figure class="alignright size-large is-resized"><a href="https://anngreennonprofit.com/wp-content/uploads/2026/09/9694324435_826091fc19_w-1.jpg"><img data-attachment-id="18426" data-permalink="https://anngreennonprofit.com/2026/09/09/how-you-can-create-a-fundraising-appeal-thats-appealing/9694324435_826091fc19_w-1/#main" data-orig-file="https://anngreennonprofit.com/wp-content/uploads/2026/09/9694324435_826091fc19_w-1.jpg" data-orig-size="400,290" data-comments-opened="1" data-image-title="9694324435_826091fc19_w (1)" data-image-description="" data-image-caption="" data-large-file="https://anngreennonprofit.com/wp-content/uploads/2026/09/9694324435_826091fc19_w-1.jpg?w=400" width="400" height="290" src="https://anngreennonprofit.com/wp-content/uploads/2026/09/9694324435_826091fc19_w-1.jpg?w=400" alt="" class="wp-image-18426" style="width:350px;height:auto" srcset="https://anngreennonprofit.com/wp-content/uploads/2026/09/9694324435_826091fc19_w-1.jpg 400w, https://anngreennonprofit.com/wp-content/uploads/2026/09/9694324435_826091fc19_w-1.jpg?w=150 150w, https://anngreennonprofit.com/wp-content/uploads/2026/09/9694324435_826091fc19_w-1.jpg?w=300 300w" sizes="(max-width: 400px) 100v
606w, 400px" /></a></figure> 607</div> 608 609 610<p class="wp-block-paragraph">How did it get to be September already? The kids are back in school, pumpkin spice is everywhere, and depending on where you live, that nice crisp air is starting to make an appearance.</p> 611 612 613 614<p class="wp-block-paragraph">September also brings us to the start of the busiest time of the year for nonprofit organizations, especially if youâre doing a year-end appeal. </p> 615 616 617 618<p class="wp-block-paragraph">Even though you may not launch your campaign until later in the fall, you should get started on your appeal letter now. If you havenât even started thinking about <strong></strong><a href="https://anngreennonprofit.com/2026/08/03/use-this-checklist-to-help-you-plan-your-year-end-fundraising-campaign/"><strong>your whole campaign</strong></a>, donât wait any longer. Everything always takes more time than you think. </p> 619 620 621 622<p class="wp-block-paragraph">You need to create an appeal that will stand out and resonate with your donors. If youâve been using the same boring, generic template for years, itâs time for something new (and better). </p> 623 624 625 626<p class="wp-block-paragraph">You need a letter that takes into account whatâs going on in 2026. How are the ever-changing current situations affecting your clients/community?</p> 627 628 629 630<p class="wp-block-paragraph">Your appeal also needs to be personal â both for your donors and when you write about your clients/community. </p> 631 632 633 634<p class="wp-block-paragraph">Here are some ways you can create a better appeal that stands out and can help you raise more money. In short, an appealing appeal.</p> 635 636 637 638<p class="wp-block-paragraph"><strong>Your envelope matters</strong></p> 639 640 641 642<p class="wp-block-paragraph">You may not think your envelope makes much of a difference, but it does. You need to get your donors to open your letter. If you canât get them to do that, then all your hard work has gone to waste.</p> 643 644 645 646<p class="wp-block-paragraph">Make it look as personal as possible. Use something other than the standard #10 white business envelope and steer clear of a window envelope because that makes it look like a bill. Think about using an oversized or colored envelope. </p> 647 648 649 650<p class="wp-block-paragraph">Perhaps youâd like to include a teaser on the outer envelope. Fundraising experts are mixed on whether this is a good idea. It makes it look less personal, but a <a href="https://marketing-fundraising.com/2026/07/02/whats-the-right-envelope-strategy-for-direct-mail-fundraising/#respond"><strong>good teaser</strong></a> can capture your donorâs attention. This doesnât mean one that says 2026 Year-End Appeal. Thatâs not inspiring. Instead, say something like â <em>Find out how you can help families move into their own homes</em>. Remember, your goal is to get your donor to open the envelope. </p> 651 652 653 654<p class="wp-block-paragraph">A hand-addressed envelope will look more personal. If that isnât feasible, print directly on the envelope. You could also use mailing labels. Use some nice stamps if you can.</p> 655 656 657 658<p class="wp-block-paragraph">Create an inviting piece of mail.</p> 659 660 661 662<p class="wp-block-paragraph"><strong>Share a compelling story</strong></p> 663 664 665 666<p class="wp-block-paragraph">A good appeal letter should open with a compelling <strong></strong><a href="https://anngreennonprofit.com/2026/08/24/are-you-sharing-stories-with-your-donors/"><strong>story</strong>.</a> Focus on a person or family and not your organization. Your donors want to hear about the people theyâll be helping. </p> 667 668 669 670<p class="wp-block-paragraph">Hereâs an example â <em>Rhonda, a single mother with three kids, has gone through a lot over the past few years. Itâs been hard to find work that pays enough and groceries are so expensive. Sometimes sheâs forced to choose between buying groceries and paying the heating bill.</em></p> 671 672 673 674<p class="wp-block-paragraph"><em>But thanks to generous donors like you (or because of our generous donors if youâre writing to people who havenât given before), sheâs been able to get boxes of healthy food at the Riverside Community Food Pantry. At first, Rhonda was embarrassed that she had to rely on a food pantry to feed her family, but sheâs always treated with respect and dignity when she visits. </em></p> 675 676 677 678<p class="wp-block-paragraph"><em>We want to continue providing Rhonda and other members of our community with healthy food when they need it. Weâre seeing more people coming in right now because of rising food costs and cuts in benefits.</em></p> 679 680 681 682<p class="wp-block-paragraph">You could also share a first-person story from a client/program recipient. </p> 683 684 685 686<p class="wp-block-paragraph"><strong>Include a photo</strong></p> 687 688 689 690<p class="wp-block-paragraph">Include an engaging color photo in your letter or on your reply form. Photos can tell a story in an instant.</p> 691 692 693 694<p class="wp-block-paragraph"><strong>Next comes the ask</strong></p> 695 696 697 698<p class="wp-block-paragraph">Ask for a donation at the beginning of the next paragraph (after the story). Make sure itâs prominent and clear. Also, ask your current donors if they can give a little more right now. Donât be afraid to ask your donors to upgrade their gifts. I realize some donors may be feeling pinched financially and wonât be able to give as much or at all, but some will give more. People want to help if they can.</p> 699 700 701 702<p class="wp-block-paragraph">Phrase your ask like this â <em>Weâre so grateful for your previous gift of $50. Weâre continuing to see more people coming into the food pantry right now. Would you be able to help us out a little more this time with a gift of $75?</em></p> 703 704 705 706<p class="wp-block-paragraph">Asking for an upgrade can help you raise more money. Also, if youâve been doing a good job of engaging your donors throughout the year (and I hope thatâs the case), they shouldnât mind if you ask for a larger gift. Including the amount of your donorâs previous gift is helpful since people donât often remember what they gave before.</p> 707 708 709 710<p class="wp-block-paragraph">Be sure the ask is the only call to action in your appeal. Donât distract people with information about an upcoming event or volunteering. Save that for a different message.</p> 711 712 713 714<p class="wp-block-paragraph"><strong>Itâs not about your organization</strong></p> 715 716 717 718<p class="wp-block-paragraph">Focus on your donors and your clients/community. Keep your organization in the background. </p> 719 720 721 722<p class="wp-block-paragraph">Show your donors how they can help you make a difference for your clients/community and how much you appreciate their role in that. Make your donors feel good about supporting your nonprofit.</p> 723 724 725 726<p class="wp-block-paragraph">At the same time, respect your clients/community by not undermining them when you use terms like at-risk y
726outh or underserved communities. They are people, after all.</p> 727 728 729 730<p class="wp-block-paragraph"><strong>Share your successes and challenges</strong></p> 731 732 733 734<p class="wp-block-paragraph">Highlight some of your accomplishments, but you can share challenges, too. Show how you plan to continue your work with your donorâs help. </p> 735 736 737 738<p class="wp-block-paragraph"><strong>Personalization is crucial</strong></p> 739 740 741 742<p class="wp-block-paragraph">Donât send everyone the same appeal. Try to send different letters to current donors, monthly donors, lapsed donors, people on your mailing list who havenât donated yet, event attendees, volunteers, and friends of board members. </p> 743 744 745 746<p class="wp-block-paragraph">The more you can <a href="https://anngreennonprofit.com/2025/10/08/why-its-important-to-segment-your-donors/"><strong>segment</strong></a>, the better, but at the very least, you must do these two things.</p> 747 748 749 750<p class="wp-block-paragraph">Send a personalized appeal to your current donors. Theyâre your best bet for getting donations. Let them know how much you appreciate their support. </p> 751 752 753 754<p class="wp-block-paragraph">Also, send a specific appeal tailored to monthly donors, giving them the recognition they deserve. For your year-end appeal, I would thank them for all their generous support and ask them to give an additional gift. You can ask them to upgrade at a different time.</p> 755 756 757 758<p class="wp-block-paragraph">Donât send a generic, one-size-fits-all appeal letter. Go the extra mile for your donors, so theyâll continue to support you.</p> 759 760 761 762<p class="wp-block-paragraph">Your appeal letter should also have a personal salutation (first names are best) and not be addressed to Dear Friend or Dear Valued Donor. How much do you value this relationship if you canât even use a personâs name?</p> 763 764 765 766<p class="wp-block-paragraph">If this sounds like a lot of work, then give yourself plenty of time. This is important. Personalizing your letters can also help you raise more money.</p> 767 768 769 770<p class="wp-block-paragraph"><strong>Make it easy for your donors to give</strong></p> 771 772 773 774<p class="wp-block-paragraph">Include a reply envelope with amounts to check off or a reply form and a return envelope. Create <a href="https://donorbox.org/nonprofit-blog/donation-tiers-to-boost-online-donations"><strong>donation tiers</strong></a> that show what each amount will fund. Do this on your <a href="https://neonone.com/resources/blog/nonprofit-donation-page-best-practices/"><strong>donation page</strong></a>, too.</p> 775 776 777 778<p class="wp-block-paragraph">If donors have given before, you can include that amount on the reply form and also customize their giving strings.</p> 779 780 781 782<p class="wp-block-paragraph">Many donors prefer to donate online. Direct them to a user-friendly donation page on your website. You could create a QR code for your letter and reply device. Make sure your donation page is mobile-friendly, too.</p> 783 784 785 786<p class="wp-block-paragraph"><strong>Offer a monthly or recurring giving option</strong></p> 787 788 789 790<p class="wp-block-paragraph">Monthly gifts can generate more revenue, give you a steady source of income throughout the year, and improve donor retention. Encourage your donors to give $5, $10, or even $20 a month. This may be a more viable option for some of them. </p> 791 792 793 794<p class="wp-block-paragraph">Be careful and donât send an appeal to your current monthly donors that invites them to become monthly donors. Thatâs one reason why they need their own appeal.</p> 795 796 797 798<p class="wp-block-paragraph"><strong>Your letter must be easy to read (and scan)</strong></p> 799 800 801 802<p class="wp-block-paragraph">Use short paragraphs and bulleted lists, along with bold or color for keywords, <strong></strong><a href="https://betterfundraising.com/overuse-of-emphasis/?utm_source=ontramail&utm_campaign=blog"><strong>but donât go overboard</strong></a>. Make it easy to read and scan. Most people wonât read your letter word for word. Use a simple font, such as serif, and at least a 12-point type (14 is even better).</p> 803 804 805 806<p class="wp-block-paragraph">Human attention spans are less than 10 seconds. But go figure, longer fundraising letters (four pages as opposed to two) have been shown to perform better, especially for prospective donors.</p> 807 808 809 810<p class="wp-block-paragraph">Resist the temptation to create a one-page letter. This often means cramming a bunch of tiny text on the page. With a <a href="https://www.fivemaples.c
810om/blog/fundraising-letter-length"><strong>longer letter</strong></a>, youâll have more space to tell a story and repeat your messages. You can also break up the text with a photo, testimonials, and short paragraphs. Printing on both sides of the page is fine, too.</p> 811 812 813 814<p class="wp-block-paragraph">Quality and readability are essential here. Make every word count. </p> 815 816 817 818<p class="wp-block-paragraph"><strong>Think of your letter as a conversation with a friend</strong></p> 819 820 821 822<p class="wp-block-paragraph">You can create a better, more personal appeal if you think of your letter as a conversation with a friend. That means not using jargon like at-risk youth and underserved communities. Be specific and use everyday language. Your goal should be for your reader to understand you.</p> 823 824 825 826<p class="wp-block-paragraph">Refer to your reader as <strong><mark style="background-color:rgba(0, 0, 0, 0)" class="has-inline-color has-vivid-green-cyan-color">you</mark></strong> and use you a lot more than we.</p> 827 828 829 830<p class="wp-block-paragraph"><strong>Too many editors spoil the appeal</strong></p> 831 832 833 834<p class="wp-block-paragraph">Your entire staff doesnât need to be involved in writing your appeal. Generally, the <a href="https://agitator.thedonorvoice.com/how-to-ruin-good-copy/"><strong>more people</strong></a> you involve in writing your letter, the worse it becomes. Fundraising Consultant Tom Ahern refers to this as letter writing by committee.</p> 835 836 837 838<p class="wp-block-paragraph">Your best writer should craft it and then turn it over to your best editor. Whoever signs the letter (your Executive Director?) can take a quick look at it, but donât send it to a committee.</p> 839 840 841 842<p class="wp-block-paragraph">If you donât have someone on your staff who can write a good fundraising appeal, then hire a freelancer or consultant to do it.</p> 843 844 845 846<p class="wp-block-paragraph">Besides weakening the content, involving more people takes extra time.</p> 847 848 849 850<p class="wp-block-paragraph"><strong>Make a good lasting impression</strong></p> 851 852 853 854<p class="wp-block-paragraph">Repeat your ask at the end of your appeal. Donât forget to say please and thank you.</p> 855 856 857 858<p class="wp-block-paragraph">Be sure to <a href="https://www.fivemaples.com/blog/nonprofit-fundraising-letter-ps"><strong>add a P.S</strong></a>. People often gravitate to the P.S. as they scan the letter, so include something that will capture their attention. It may be the only thing they look at. It should include information thatâs already in your appeal â <em>Please donate now to help us feed more families in the community</em>. Again, donât distract people with information about volunteering, an upcoming event, etc.</p> 859 860 861 862<p class="wp-block-paragraph"><strong>Get your pens out</strong></p> 863 864 865 866<p class="wp-block-paragraph">Include a short handwritten note, if you can. Make it relevant to each donor, such as thanking someone for a previous donation or hoping a potential donor will support you. You could also stick on a handwritten Post-it note. Hand-sign the letters in blue ink.</p> 867 868 869 870<p class="wp-block-paragraph">Spend some time writing a better, more personal appeal letter that will stand out and help bring you the donations you need. Good luck!</p> 871 872 873 874<p class="wp-block-paragraph"><em><mark style="background-color:rgba(0, 0, 0, 0)" class="has-inline-color has-vivid-green-cyan-color">Photo by Howard Lake</mark></em></p> 875 876 877 878<p class="wp-block-paragraph"></p> 879<div id="atatags-370373-6abf1463edb3f"> 880
880<script type="text/javascript"> 881 __ATA = window.__ATA || {}; 882 __ATA.cmd = window.__ATA.cmd || []; 883 __ATA.cmd.push(function() { 884 __ATA.initVideoSlot('atatags-370373-6abf1463edb3f', { 885 sectionId: '370373', 886 format: 'inread' 887 }); 888 }); 889 </script>
889 890 </div> </div><!-- .entry-content --> 891 892 <footer class="entry-meta"> 893 <span class="comments-link"><a href="https://anngreennonprofit.com/2026/09/09/how-you-can-create-a-fundraising-appeal-thats-appealing/#respond">Leave a comment</a></span> 894 895 </footer><!-- .entry-meta --> 896 </article><!-- #post-## --> 897</div> 898 899 900 901<div class="article-wrapper"> 902 <article id="post-18249" class="post-18249 post type-post status-publish format-standard hentry category-appeal-letters category-communications category-donor-engagement category-donor-relations category-impact-report category-newsletter category-thank-you-letters category-writing tag-appeal-letters tag-communications-2 tag-donor-engagement tag-donor-relations tag-impact-report tag-newsletter tag-thank-you-letters tag-writing"> 903 <header class="entry-header"> 904 <h1 class="entry-title"><a href="https://anngreennonprofit.com/2026/04/08/but-why-2/" rel="bookmark">But Why?</a></h1> 905 <div class="entry-meta"> 906 <span class="posted-on"><a href="https://anngreennonprofit.com/2026/04/08/but-why-2/" rel="bookmark"><time class="entry-date published" datetime="2026-04-08T17:35:27+00:00">April 8, 2026</time></a></span> <span class="byline"><span class="author vcard"><a class="url fn n" href="https://anngreennonprofit.com/author/anngreennonprofit/">Ann Green</a></span></span> 907 <span class="entry-categories"><a href="https://anngreennonprofit.com/category/appeal-letters/" rel="category tag">appeal letters</a>, <a href="https://anngreennonprofit.com/category/communications/" rel="category tag">Communications</a>, <a href="https://anngreennonprofit.com/category/donor-engagement/" rel="category tag">donor engagement</a>, <a href="https://anngreennonprofit.com/category/donor-relations/" rel="category tag">donor relations</a>, <a href="https://anngreennonprofit.com/category/impact-report/" rel="category tag">impact report</a>, <a href="https://anngreennonprofit.com/category/newsletter/" rel="category tag">newsletter</a>, <a href="https://anngreennonprofit.com/category/thank-you-letters/" rel="category tag">thank you letters</a>, <a href="https://anngreennonprofit.com/category/writing/" rel="category tag">writing</a></span> 908 <span class="entry-tags"><a href="https://anngreennonprofit.com/tag/appeal-letters/" rel="tag">appeal letters</a>, <a href="https://anngreennonprofit.com/tag/communications-2/" rel="tag">communications</a>, <a href="https://anngreennonprofit.com/tag/donor-engagement/" rel="tag">donor engagement</a>, <a href="https://anngreennonprofit.com/tag/donor-relations/" rel="tag">donor relations</a>, <a href="https://anngreennonprofit.com/tag/impact-report/" rel="tag">impact report</a>, <a href="https://anngreennonprofit.com/tag/newsletter/" rel="tag">newsletter</a>, <a href="https://anngreennonprofit.com/tag/thank-you-letters/" rel="tag">thank you letters</a>, <a href="https://anngreennonprofit.com/tag/writing/" rel="tag">writing</a></span> </div><!-- .entry-meta --> 909 </header><!-- .entry-header --> 910 911 <div class="entry-content"> 912 <div class="wp-block-image"> 913<figure class="alignright size-large"><a href="https://anngreennonprofit.com/wp-content/uploads/2026/04/5243717090_c24e287a99_w.jpg"><img data-attachment-id="18251" data-permalink="https://anngreennonprofit.com/2026/04/08/but-why-2/5243717090_c24e287a99_w/#main" data-orig-file="https://anngreennonprofit.com/wp-content/uploads/2026/04/5243717090_c24e287a99_w.jpg" data-orig-size="400,267" data-comments-opened="1" data-image-title="5243717090_c24e287a99_w" data-image-description="" data-image-caption="" data-large-file="https://anngreennonprofit.com/wp-content/uploads/2026/04/5243717090_c24e287a99_w.jpg?w=400" width="400" height="267" src="https://anngreennonprofit.com/wp-content/uploads/2026/04/5243717090_c24e287a99_w.jpg?w=400" alt="" class="wp-image-18251" srcset="https://anngreennonprofit.com/wp-content/uploads/2026/04/5243717090_c24e287a99_w.jpg 400w, https://anngreennonprofit.com/wp-content/uploads/2026/04/5243717090_c24e287a99_w.jpg?w=150 150w, https://anngreennonprofit.com/wp-content/uploads/2026/04/5243717090_c24e287a99_w.jpg?w=300 300w" sizes="(max-width: 400px) 100v
913w, 400px" /></a></figure> 914</div> 915 916 917<p class="wp-block-paragraph">As youâre creating messages for your nonprofit, keep the word <strong><mark style="background-color:rgba(0, 0, 0, 0)" class="has-inline-color has-vivid-purple-color">why</mark></strong><mark style="background-color:rgba(0, 0, 0, 0)" class="has-inline-color has-vivid-cyan-blue-color"> </mark>in mind. Why, you ask? Because a lot of nonprofit communication doesnât focus on why something is important. Thereâs usually a lot of what and how, but not much why.</p> 918 919 920 921<p class="wp-block-paragraph">The typical fundraising letter and newsletter article rambles on about accomplishments without explaining why something matters. Some organizations also like to pour on the statistics. These numbers donât mean much without more information.</p> 922 923 924 925<p class="wp-block-paragraph">You need to dig deep into why something is important. Weâve all spent time with four-year-olds who pepper the conversation with âBut why?â Imagine one of your favorite four-year-olds is with you as you write and keeps asking, âBut why?â over and over again.</p> 926 927 928 929<p class="wp-block-paragraph"><strong>Why is what you do important?</strong></p> 930 931 932 933<p class="wp-block-paragraph">Hereâs something you might see in a newsletter or impact report.</p> 934 935 936 937<p class="wp-block-paragraph"><em>We expanded our tutoring program to five more high schools.</em></p> 938 939 940 941<p class="wp-block-paragraph">Okay, but why is that important?</p> 942 943 944 945<p class="wp-block-paragraph"><em>To serve more students.</em></p> 946 947 948 949<p class="wp-block-paragraph">Thatâs good, but why is that important?</p> 950 951 952 953<p class="wp-block-paragraph"><em>After six months of weekly tutoring sessions, 85% of the students in our program have improved their math skills, as well as their grades. Many of these students fell behind during remote learning and are still struggling to catch up.</em></p> 954 955 956 957<p class="wp-block-paragraph">There you go. Tell your donors about the impact youâre making. Itâs especially important during this time of economic uncertainty and funding cuts. You want to emphasize the importance of your work.</p> 958 959 960 961<p class="wp-block-paragraph"><strong>Why should someone donate to your organization?</strong></p> 962 963 964 965<p class="wp-block-paragraph">Do your appeals focus on why itâs important to donate to your organization? Instead of saying something generic like please donate to our year-end appeal, tell a story emphasizing why someone should donate to your nonprofit.</p> 966 967 968 969<p class="wp-block-paragraph"><em>Steven, a 10th grader at Lincoln High School, hates algebra. It just doesnât make sense to him. Heâs always had trouble with math and fell behind during remote learning. He was still struggling to catch up and afraid heâd have to take that horrible class again. </em></p> 970 971 972 973<p class="wp-block-paragraph"><em>Then Steven started weekly tutoring sessions with Aaron, a volunteer tutor. It was difficult at first, but thanks to Aaronâs patience and guidance, Steven got a B on his last test. </em></p> 974 975 976 977<p class="wp-block-paragraph"><em>Many other students fell behind during remote learning and could use a tutor. After six months of weekly tutoring sessions, 85% of the students in our program have improved their math skills. With your help, we can expand our program to serve more students in more schools.</em></p> 978 979 980 981<p class="wp-block-paragraph">Again, focus on why.</p> 982 983 984 985<p class="wp-block-paragraph"><strong>Why is your donorâs gift valuable?</strong></p> 986 987 988 989<p class="wp-block-paragraph">When you thank your donors, do you tell them why their gift is valuable? Give a specific example.</p> 990 991 992 993<p class="wp-block-paragraph"><em>Thank you so much for your generous gift of $50. This will help cover the expenses of our one-to-one weekly tutoring sessions. After six months of these tutoring sessions, 85% of the students in our program have improved their math skills. This is crucial since many of these students fell behind during remote learning and are still struggling to catch up.</em></p> 994 995 996 997<p class="wp-block-paragraph">Itâs all about the why.</p> 998 999 1000 1001<p class="wp-block-paragraph"><strong>Why are you sharing this information?</strong></p> 1002 1003 1004 1005<p class="wp-block-paragraph">When you write a newsletter article or something for an impact report, why are you including that information? Will this be something of interest to your donors? If itâs focused too much on your organization and sounds like youâre bragging, then probably not. </p> 1006 1007 1008 1009<p class="wp-block-paragraph">Your donors want information that lets them know how theyâre helping you make a difference and why thatâs important. Sharing stories is a great way to do that.</p> 1010 1011 1012 1013<p class="wp-block-paragraph"><strong>Why do you appreciate your donors?</strong></p> 1014 1015 1016 1017<p class="wp-block-paragraph">Finally, do your donors know why you appreciate them? You need to tell them this again and again.</p> 1018 1019 1020 1021<p class="wp-block-paragraph"><em>Thank you so much for doing your part in helping high school students boost their math skills. We couldnât do this without you.</em></p> 1022 1023 1024 1025<p class="wp-block-paragraph">Always remember to focus on why.</p> 1026 1027 1028 1029<p class="wp-block-paragraph"></p> 1030 </div><!-- .entry-content --> 1031 1032 <footer class="entry-meta"> 1033 <span class="comments-link"><a href="https://anngreennonprofit.com/2026/04/08/but-why-2/#comments">2 Comments</a></span> 1034 1035 </footer><!-- .entry-meta --> 1036 </article><!-- #post-## --> 1037</div> 1038 1039 1040 1041<div class="article-wrapper"> 1042 <article id="post-18243" class="post-18243 post type-post status-publish format-standard hentry category-appeal-letters category-communications category-database category-direct-mail category-email category-planning category-thank-you-letters category-writing tag-appeal-letters tag-communications-2 tag-database tag-direct-mail tag-email tag-planning tag-thank-you-letters tag-writing"> 1043 <header class="entry-header"> 1044 <h1 class="entry-title"><a href="https://anngreennonprofit.com/2026/04/01/dont-wait-too-long-spring-cleaning-projects-for-your-nonprofit/" rel="bookmark">Donât Wait Too Long – Spring Cleaning Projects for Your Nonprofit</a></h1> 1045 <div class="entry-meta"> 1046 <span class="posted-on"><a href="https://anngreennonprofit.com/2026/04/01/dont-wait-too-long-spring-cleaning-projects-for-your-nonprofit/" rel="bookmark"><time class="entry-date published" datetime="2026-04-01T18:35:21+00:00">April 1, 2026</time></a></span> <span class="byline"><span class="author vcard"><a class="url fn n" href="https://anngreennonprofit.com/author/anngreennonprofit/">Ann Green</a></span></span> 1047 <span class="entry-categories"><a href="https://anngreennonprofit.com/category/appeal-letters/" rel="category tag">appeal letters</a>, <a href="https://anngreennonprofit.com/category/communications/" rel="category tag">Communications</a>, <a href="https://anngreennonprofit.com/category/database/" rel="category tag">database</a>, <a href="https://anngreennonprofit.com/category/direct-mail/" rel="category tag">direct mail</a>, <a href="https://anngreennonprofit.com/category/email/" rel="category tag">email</a>, <a href="https://anngreennonprofit.com/category/planning/" rel="category tag">planning</a>, <a href="https://anngreennonprofit.com/category/thank-you-letters/" rel="category tag">
1047thank you letters</a>, <a href="https://anngreennonprofit.com/category/writing/" rel="category tag">writing</a></span> 1048 <span class="entry-tags"><a href="https://anngreennonprofit.com/tag/appeal-letters/" rel="tag">appeal letters</a>, <a href="https://anngreennonprofit.com/tag/communications-2/" rel="tag">communications</a>, <a href="https://anngreennonprofit.com/tag/database/" rel="tag">database</a>, <a href="https://anngreennonprofit.com/tag/direct-mail/" rel="tag">direct mail</a>, <a href="https://anngreennonprofit.com/tag/email/" rel="tag">email</a>, <a href="https://anngreennonprofit.com/tag/planning/" rel="tag">planning</a>, <a href="https://anngreennonprofit.com/tag/thank-you-letters/" rel="tag">thank you letters</a>, <a href="https://anngreennonprofit.com/tag/writing/" rel="tag">writing</a></span> </div><!-- .entry-meta --> 1049 </header><!-- .entry-header --> 1050 1051 <div class="entry-content"> 1052 <div class="wp-block-image"> 1053<figure class="alignright size-large is-resized"><a href="https://anngreennonprofit.com/wp-content/uploads/2026/04/4759159108_dd1c84385f_w.jpg"><img data-attachment-id="18245" data-permalink="https://anngreennonprofit.com/2026/04/01/dont-wait-too-long-spring-cleaning-projects-for-your-nonprofit/4759159108_dd1c84385f_w/#main" data-orig-file="https://anngreennonprofit.com/wp-content/uploads/2026/04/4759159108_dd1c84385f_w.jpg" data-orig-size="400,400" data-comments-opened="1" data-image-title="4759159108_dd1c84385f_w" data-image-description="" data-image-caption="" data-large-file="https://anngreennonprofit.com/wp-content/uploads/2026/04/4759159108_dd1c84385f_w.jpg?w=400" loading="lazy" width="400" height="400" src="https://anngreennonprofit.com/wp-content/uploads/2026/04/4759159108_dd1c84385f_w.jpg?w=400" alt="" class="wp-image-18245" style="width:270px;height:auto" srcset="https://anngreennonprofit.com/wp-content/uploads/2026/04/4759159108_dd1c84385f_w.jpg 400w, https://anngreennonprofit.com/wp-content/uploads/2026/04/4759159108_dd1c84385f_w.jpg?w=150 150w, https://anngreennonprofit.com/wp-content/uploads/2026/04/4759159108_dd1c84385f_w.jpg?w=300 300w" sizes="auto, (max-width: 400px) 100vw, 400px" /></a></figure> 1054</div> 1055 1056 1057<p class="wp-block-paragraph">Itâs spring in the Northern Hemisphere, and itâs about time after a snowy, frigid winter here in the Boston area, although some days it doesnât feel like spring. </p> 1058 1059 1060 1061<p class="wp-block-paragraph">A lot of people use this time of the year to do some spring cleaning. I envy the people who do that because Iâm usually not one of them. </p> 1062 1063 1064 1065<p class="wp-block-paragraph">I know I should do more. As much as I dislike cleaning and organizing, Iâm happy once it gets done. Usually, getting started is the hardest part.</p> 1066 1067 1068 1069<p class="wp-block-paragraph">Your nonprofit organization may be putting off some version of your own spring cleaning and decluttering. Itâs important to make some time to tackle these so-called cumbersome tasks. Just think how happy youâll be when youâre done. Youâll also make some much-needed improvements to your infrastructure and donor communication.</p> 1070 1071 1072 1073<p class="wp-block-paragraph">If youâre feeling stuck, here are a few suggestions to help you get started.</p> 1074 1075 1076 1077<p class="wp-block-paragraph"><strong>Clean up your mailing lists and CRM/database</strong></p> 1078 1079 1080 1081<p class="wp-block-paragraph">Has it been a while since you updated your mailing lists? Did you have an influx of address changes, returned mail, and bounced emails after you sent your year-end appeal? If so, this is a good time to clean up and update both your direct mail and email mailing lists.</p> 1082 1083 1084 1085<p class="wp-block-paragraph">Donât wait until right before your next mailing or campaign to <a href="https://donorsnap.com/blog/how-to-keep-your-nonprofit-data-clean-and-organized/"><strong>clean up your donor data</strong></a>. If itâs been a while since youâve done this, then you need to do whatâs known as <a href="https://doublethedonation.com/data-hygiene-best-practices/"><strong>data hygiene</strong></a>.</p> 1086 1087 1088 1089<p class="wp-block-paragraph">Even though itâs tedious, have someone whoâs familiar with your donors (your development director?) go through your mailing lists and CRM/database to see if you need to make any additions, changes, and deletions.</p> 1090 1091 1092 1093<p class="wp-block-paragraph">Be meticulous. No donor wants to see her name misspelled, be addressed as Mrs. when she prefers Ms., or receive three mailings because you have duplicate records.<
1093/p> 1094 1095 1096 1097<p class="wp-block-paragraph">Your CRM/donor database is an essential tool, and it needs to be up-to-date and filled with accurate information about your donors.</p> 1098 1099 1100 1101<p class="wp-block-paragraph">Run your donor list through the <a href="https://www.nationalchangeofaddress.com/"><strong>National Change of Address database</strong></a>. It may cost some money to do this, but itâs worth it if you come out with squeaky-clean data. Do it at least once a year.</p> 1102 1103 1104 1105<p class="wp-block-paragraph">Also, if you havenât already done this, segment your donors into different groups â new donors, returning donors, monthly donors, etc. You may need to make some changes. For example, if a single gift donor starts giving monthly.</p> 1106 1107 1108 1109<p class="wp-block-paragraph">You might also want to move some lapsed donors who havenât donated for several years into an inactive file. Donât do this until youâve sent targeted, personalized appeals asking them to donate again. And if youâve never gotten in touch with any lapsed donors from 2025, you could reach out to them now.</p> 1110 1111 1112 1113<p class="wp-block-paragraph">Do the same thing with your email list. It doesnât make sense to send emails to people who donât respond to them. Give these people a chance to <a href="https://www.nonprofitmarketingguide.com/messaging-options-for-email-re-engagement-campaigns/"><strong>re-engage</strong></a>, and if theyâre not even opening your emails, move them to an inactive file. Donât worry if people unsubscribe. Youâre better off with an email list of engaged subscribers.</p> 1114 1115 1116 1117<p class="wp-block-paragraph">Also, if you find you keep saying, âOur database doesnât let us do that,â maybe itâs time for an upgrade.</p> 1118 1119 1120 1121<p class="wp-block-paragraph">While youâre at it, you could give your <a href="https://www.pamelagrow.com/14727/donation-page-adjustments/?utm_source=ONTRAPORT-email-broadcast&utm_medium=ONTRAPORT-email-broadcast&utm_term=Recent+Activity&utm_content=%5BThe+Grow+Report%5D+Testing+that+even+YOU+can+%28and+should%21%29+do&utm_campaign=03272025"><strong>donation page</strong></a> a spring cleaning.</p> 1122 1123 1124 1125<p class="wp-block-paragraph"><strong>Freshen up your messages</strong></p> 1126 1127 1128 1129<p class="wp-block-paragraph">Spring is a time to open up the windows and let some fresh air replace the stale air thatâs been accumulating in your house over the last several months.</p> 1130 1131 1132 1133<p class="wp-block-paragraph">You know what else might be stale â your messages. Take some time to freshen them up, if you havenât done that for a while. Ideally, you should do this at least once a year. I mentioned this in a recent<strong> </strong><a href="https://anngreennonprofit.com/2026/03/18/how-to-ensure-that-your-donor-engagement-is-actually-engaging/"><strong>post</strong></a>, emphasizing that your donor communication needs to be clear, conversational, and specific. Stay away from generic language and jargon. </p> 1134 1135 1136 1137<p class="wp-block-paragraph">Thereâs a good chance your<strong> </strong><a href="https://anngreennonprofit.com/2025/08/12/put-gratitude-front-and-center-by-creating-a-thank-you-plan/"><strong>thank you</strong></a><strong> </strong>letters need a refresh. Your thank you letters need to actually thank your donors, not brag about your organization. Also, make sure your automatically generated thank you emails and landing pages donât look like boring receipts. Create separate templates for new donors, current donors, and monthly donors. </p> 1138 1139 1140 1141<p class="wp-block-paragraph">Thank you messages are one of the most important components of donor communication. Make yours shine.</p> 1142 1143 1144 1145<p class="wp-block-paragraph"><strong>Weed and grow </strong></p> 1146 1147 1148 1149<p class="wp-block-paragraph">People who have gardens spend a lot of time getting rid of weeds to ensure they have a beautiful garden. Iâm not a gardener. I live in a townhouse and donât have a yard, but even I know I need to cut off the dead leaves on my houseplants to help them grow.</p> 1150 1151 1152 1153<p class="wp-block-paragraph">What are your weeds? Perhaps itâs events or grants. These can take a lot of time and donât always bring in that much money. Plus, if youâve relied on federal funding here in the U.S., youâll need to branch out and look into other revenue sources.</p> 1154 1155 1156 1157<p class="wp-block-paragraph">A better option is to grow your individual giving program. Start with monthly giving. You can think of this as a houseplant approach, relatively easy to take on and maintain. Then move on to mid-level, major, and legacy giving. These will take more time, just like a seedling that with care and attention, will grow into a tree.</p> 1158 1159 1160 1161<p class="wp-block-paragraph">As you work on your weeding, this article on <a href="https://www.sahilbloom.com/newsletter/unlocking-the-power-of-simplicity"><strong>simplicity</strong></a> might be helpful. It suggests you do an audit of various aspects of your life and ask â Is it necessary and is it creating energy? If you answer Yes to both, keep it. If you answer No to both, remove it. If you answer Yes to one, think about it. </p> 1162 1163 1164 1165<p class="wp-block-paragraph">For your nonprofit, the energy question can be turned around and you can ask if something is depleting your energy. You could also ask, is it producing results?</p> 1166 1167 1168 1169<p class="wp-block-paragraph">It can be hard to let go. Maybe youâve held a particular event for years. But like weeds in a garden, it might be prohibiting your growth. Let go of this event (or whatever doesnât serve you) and find ways to raise money that will help you grow.</p> 1170 1171 1172 1173<p class="wp-block-paragraph"><strong>Start small, but donât wait too long</strong></p> 1174 1175 1176 1177<p class="wp-block-paragraph">All of this might sound overwhelming and the best remedy for that is to start small. Maybe you begin by cleaning up your CRM and then move on to freshening up your thank you letters. Remember, getting started is often the hardest part. </p> 1178 1179 1180 1181<p class="wp-block-paragraph">I know youâre busy, but you need to take on these initiatives sooner rather than later. Just like the clutter and dust in your home, along with the weeds in your garden, they wonât disappear on their own. The longer you ignore it, the worse it gets. </p> 1182 1183 1184 1185<p class="wp-block-paragraph">Youâll be happy once these spring cleaning projects are done. Plus, your donors will be happy if they donât get duplicate mailings and a fundraising letter laced with
1185jargon, but do receive a personalized appeal and a stellar thank you letter. Your organization will also benefit by taking on initiatives and making investments that will help you grow.</p> 1186 1187 1188 1189<p class="wp-block-paragraph"></p> 1190 </div><!-- .entry-content --> 1191 1192 <footer class="entry-meta"> 1193 <span class="comments-link"><a href="https://anngreennonprofit.com/2026/04/01/dont-wait-too-long-spring-cleaning-projects-for-your-nonprofit/#respond">Leave a comment</a></span> 1194 1195 </footer><!-- .entry-meta --> 1196 </article><!-- #post-## --> 1197</div> 1198 1199 1200 1201<div class="article-wrapper"> 1202 <article id="post-18219" class="post-18219 post type-post status-publish format-standard hentry category-appeal-letters category-communications category-donor-engagement category-donor-relations category-planning category-thank-you-letters category-writing tag-appeal-letters tag-communications-2 tag-donor-engagement tag-donor-relations tag-planning tag-thank-you-letters tag-writing"> 1203 <header class="entry-header"> 1204 <h1 class="entry-title"><a href="https://anngreennonprofit.com/2026/03/18/how-to-ensure-that-your-donor-engagement-is-actually-engaging/" rel="bookmark">How to Ensure That Your Donor Engagement is Actually Engaging</a></h1> 1205 <div class="entry-meta"> 1206 <span class="posted-on"><a href="https://anngreennonprofit.com/2026/03/18/how-to-ensure-that-your-donor-engagement-is-actually-engaging/" rel="bookmark"><time class="entry-date published" datetime="2026-03-18T17:31:26+00:00">March 18, 2026</time></a></span> <span class="byline"><span class="author vcard"><a class="url fn n" href="https://anngreennonprofit.com/author/anngreennonprofit/">Ann Green</a></span></span> 1207 <span class="entry-categories"><a href="https://anngreennonprofit.com/category/appeal-letters/" rel="category tag">appeal letters</a>, <a href="https://anngreennonprofit.com/category/communications/" rel="category tag">Communications</a>, <a href="https://anngreennonprofit.com/category/donor-engagement/" rel="category tag">donor engagement</a>, <a href="https://anngreennonprofit.com/category/donor-relations/" rel="category tag">donor relations</a>, <a href="https://anngreennonprofit.com/category/planning/" rel="category tag">planning</a>, <a href="https://anngreennonprofit.com/category/thank-you-letters/" rel="category tag">thank you letters</a>, <a href="https://anngreennonprofit.com/category/writing/" rel="category tag">writing</a></span> 1208 <span class="entry-tags"><a href="https://anngreennonprofit.com/tag/appeal-letters/" rel="tag">appeal letters</a>, <a href="https://anngreennonprofit.com/tag/communications-2/" rel="tag">communications</a>, <a href="https://anngreennonprofit.com/tag/donor-engagement/" rel="tag">donor engagement</a>, <a href="https://anngreennonprofit.com/tag/donor-relations/" rel="tag">donor relations</a>, <a href="https://anngreennonprofit.com/tag/planning/" rel="tag">planning</a>, <a href="https://anngreennonprofit.com/tag/thank-you-letters/" rel="tag">thank you letters</a>, <a href="https://anngreennonprofit.com/tag/writing/" rel="tag">writing</a></span> </div><!-- .entry-meta --> 1209 </header><!-- .entry-header --> 1210 1211 <div class="entry-content"> 1212 <div class="wp-block-image"> 1213<figure class="alignright size-large"><a href="https://anngreennonprofit.com/wp-content/uploads/2026/03/52680682454_cdb279df57_w.jpg"><img data-attachment-id="18221" data-permalink="https://anngreennonprofit.com/2026/03/18/how-to-ensure-that-your-donor-engagement-is-actually-engaging/52680682454_cdb279df57_w/#main" data-orig-file="https://anngreennonprofit.com/wp-content/uploads/2026/03/52680682454_cdb279df57_w.jpg" data-orig-size="400,267" data-comments-opened="1" data-image-meta="{"copyright":"Copyright \u00a9 2021"}" data-image-title="52680682454_cdb279df57_w" data-image-description="" data-image-caption="" data-large-file="https://anngreennonprofit.com/wp-content/uploads/2026/03/52680682454_cdb279df57_w.jpg?w=400" loading="lazy" width="400" height="267" src="https://anngreennonprofit.com/wp-content/uploads/2026/03/52680682454_cdb279df57_w.jpg?w=400" alt="" class="wp-image-18221" srcset="https://anngreennonprofit.com/wp-content/uploads/2026/03/52680682454_cdb279df57_w.jpg 400w, https://anngreennonprofit.com/wp-content/uploads/2026/03/52680682454_cdb279df57_w.jpg?w=150 150w, https://anngreennonprofit.com/wp-content/uploads/2026/03/52680682454_cdb279df57_w.jpg?w=300 300w" sizes="auto, (max-width: 400px) 100v
1213w, 400px" /></a></figure> 1214</div> 1215 1216 1217<p class="wp-block-paragraph">Is your donor engagement actually engaging? You may think so, but often those thank you letters and newsletters are formulaic and just downright dull.</p> 1218 1219 1220 1221<p class="wp-block-paragraph">Many nonprofits send all their donors the same appeal and thank you letters. In these letters, they never thank a donor for their past support or acknowledge theyâre a monthly donor.</p> 1222 1223 1224 1225<p class="wp-block-paragraph">If thatâs not bad enough, many of these letters use vague and impersonal language and even worse, jargon.</p> 1226 1227 1228 1229<p class="wp-block-paragraph">If your donor engagement isnât doing what itâs supposed to do, itâs time for you to move away from generic and impersonal communication. Your donors deserve better. Here are a few suggestions to help you improve your donor communication to make it more engaging.</p> 1230 1231 1232 1233<p class="wp-block-paragraph"><strong>Segment your donors</strong></p> 1234 1235 1236 1237<p class="wp-block-paragraph">Your donors arenât the same, so they shouldnât all get the same letter or other types of communication. <a href="https://anngreennonprofit.com/2025/10/08/why-its-important-to-segment-your-donors/"><strong>Segment</strong> </a>your donors into different groups as much as you can. At the very least, create different letters for new donors, repeat donors, and monthly donors. You can also personalize letters to lapsed donors, event attendees, volunteers, etc.</p> 1238 1239 1240 1241<p class="wp-block-paragraph">I emphasize segmenting your donors a lot in my posts because itâs so important. Both because it allows you to send your messages to the right audience, and you can personalize those messages. Donors like it if you recognize their past giving or anything that shows them this is more than a generic, one-size-fits-all message. </p> 1242 1243 1244 1245<p class="wp-block-paragraph">Also, please stop sending Dear Friend letters. Youâre not being a good friend if you donât even use your donorsâ names.</p> 1246 1247 1248 1249<p class="wp-block-paragraph">I know this will take more time, but itâs worth the investment. So is a good CRM/database to help you with this. Your donors will feel appreciated and are more likely to give again, possibly at a higher level.</p> 1250 1251 1252 1253<p class="wp-block-paragraph"><strong>Use language your donors will understand</strong></p> 1254 1255 1256 1257<p class="wp-block-paragraph">If you use <a href="https://agitator.thedonorvoice.com/experiencing-homelessness-and-other-ways-we-talk-past-people/?utm_source=feedblitz&utm_medium=FeedBlitzEmail&utm_content=388628&utm_campaign=Express_2026-03-13_01:30&utm_medium=FeedBlitzEmail&utm_content=388628&utm_campaign=Express_2026-03-13_01:30"><strong>vague, generic language and jargon</strong></a>, youâre going to instantly bore and/or confuse your donors. Most of your donors donât have a medical or social services background. They donât use terms like food insecurity, at-risk populations, and underserved communities â and neither should you. Stay away from insider language. </p> 1258 1259 1260 1261<p class="wp-block-paragraph">Connect with your donors by using language theyâll understand. Instead of writing about food insecurity, give an example of a single mother choosing between buying groceries and paying the heating bill.</p> 1262 1263 1264 1265<p class="wp-block-paragraph">What do you mean by at-risk or underserved? Are high school students less likely to graduate on time? Do residents of a certain community not have good health care nearby? Is housing too expensive? Get specific, but at the same time, keep it simple. Also, terms like at-risk and underserved undermine your clients/community. Remember, these are human beings youâre writing about.</p> 1266 1267 1268 1269<p class="wp-block-paragraph">A great way to break free from generic language and jargon is to tell stories. Most people respond better to a human-interest story than a bunch of boring statistics.</p> 1270 1271 1272 1273<p class="wp-block-paragraph"><strong>Make time for improvement</strong></p> 1274 1275 1276 1277<p class="wp-block-paragraph">You may be between fundraising campaigns right now and have a little more time (or maybe not). If so, work on segmenting the donors in your database, if you havenât already done that. Segment your donors on an ongoing basis. For example, some of your single-gift donors may have upgraded to monthly. If you can do this after every campaign, you should have fairly up-to-date information on your donors.</p> 1278 1279 1280 1281<p class="wp-block-paragraph">In addition, dust off those templates and freshen up your appeal letters and thank you letters. Situations in the U.S. and throughout the world are constantly changing and your communication needs to be relevant. How is whatâs going on now affecting your clients/community? Create letter templates for different donor groups and replace your vague, generic language with something clear, conversational, and specific.</p> 1282 1283 1284 1285<p class="wp-block-paragraph">You can also use this time to add new stories to your story bank or start putting one together, if you donât already have one.</p> 1286 1287 1288 1289<p class="wp-block-paragraph">Have someone outside of your organization, a friend or family member, look at your messages. Something thatâs clear to you may baffle others.</p> 1290 1291 1292 1293<p class="wp-block-paragraph">Create communication that shows your donors how much you appreciate them by recognizing who they are and giving them engaging content they can relate to.<
1293/p> 1294 1295 1296 1297<p class="wp-block-paragraph"></p> 1298 </div><!-- .entry-content --> 1299 1300 <footer class="entry-meta"> 1301 <span class="comments-link"><a href="https://anngreennonprofit.com/2026/03/18/how-to-ensure-that-your-donor-engagement-is-actually-engaging/#comments">3 Comments</a></span> 1302 1303 </footer><!-- .entry-meta --> 1304 </article><!-- #post-## --> 1305</div> 1306 1307 1308 1309<div class="article-wrapper"> 1310 <article id="post-18099" class="post-18099 post type-post status-publish format-standard hentry category-appeal-letters category-fundraising category-multichannel category-planning category-year-end-appeal tag-fundraising tag-multichannel tag-planning tag-year-end-appeal"> 1311 <header class="entry-header"> 1312 <h1 class="entry-title"><a href="https://anngreennonprofit.com/2025/10/15/how-to-plan-a-mulitchannel-fundraising-campaign/" rel="bookmark">How To Plan a Mulitchannel Fundraising Campaign</a></h1> 1313 <div class="entry-meta"> 1314 <span class="posted-on"><a href="https://anngreennonprofit.com/2025/10/15/how-to-plan-a-mulitchannel-fundraising-campaign/" rel="bookmark"><time class="entry-date published" datetime="2025-10-15T17:31:00+00:00">October 15, 2025</time></a></span> <span class="byline"><span class="author vcard"><a class="url fn n" href="https://anngreennonprofit.com/author/anngreennonprofit/">Ann Green</a></span></span> 1315 <span class="entry-categories"><a href="https://anngreennonprofit.com/category/appeal-letters/" rel="category tag">appeal letters</a>, <a href="https://anngreennonprofit.com/category/fundraising/" rel="category tag">fundraising</a>, <a href="https://anngreennonprofit.com/category/multichannel/" rel="category tag">multichannel</a>, <a href="https://anngreennonprofit.com/category/planning/" rel="category tag">planning</a>, <a href="https://anngreennonprofit.com/category/year-end-appeal/" rel="category tag">year-end appeal</a></span> 1316 <span class="entry-tags"><a href="https://anngreennonprofit.com/tag/fundraising/" rel="tag">fundraising</a>, <a href="https://anngreennonprofit.com/tag/multichannel/" rel="tag">multichannel</a>, <a href="https://anngreennonprofit.com/tag/planning/" rel="tag">planning</a>, <a href="https://anngreennonprofit.com/tag/year-end-appeal/" rel="tag">year-end appeal</a></span> </div><!-- .entry-meta --> 1317 </header><!-- .entry-header --> 1318 1319 <div class="entry-content"> 1320 <div class="wp-block-image"> 1321<figure class="alignright size-large is-resized"><a href="https://anngreennonprofit.com/wp-content/uploads/2025/10/19333280794_c8b53261ca_w-1.jpg"><img data-attachment-id="18101" data-permalink="https://anngreennonprofit.com/2025/10/15/how-to-plan-a-mulitchannel-fundraising-campaign/19333280794_c8b53261ca_w-1/#main" data-orig-file="https://anngreennonprofit.com/wp-content/uploads/2025/10/19333280794_c8b53261ca_w-1.jpg" data-orig-size="400,400" data-comments-opened="1" data-image-meta="{"credit":"Kevin Dooley"}" data-image-title="19333280794_c8b53261ca_w (1)" data-image-description="" data-image-caption="" data-large-file="https://anngreennonprofit.com/wp-content/uploads/2025/10/19333280794_c8b53261ca_w-1.jpg?w=400" loading="lazy" width="400" height="400" src="https://anngreennonprofit.com/wp-content/uploads/2025/10/19333280794_c8b53261ca_w-1.jpg?w=400" alt="" class="wp-image-18101" style="width:318px;height:auto" srcset="https://anngreennonprofit.com/wp-content/uploads/2025/10/19333280794_c8b53261ca_w-1.jpg 400w, https://anngreennonprofit.com/wp-content/uploads/2025/10/19333280794_c8b53261ca_w-1.jpg?w=150 150w, https://anngreennonprofit.com/wp-content/uploads/2025/10/19333280794_c8b53261ca_w-1.jpg?w=300 300w" sizes="auto, (max-width: 400px) 100vw, 400px" /></a></figure> 1322</div> 1323 1324 1325<p class="wp-block-paragraph">Year-end fundraising season is here. Iâm already seeing appeal letters in my mailbox and this is just the beginning.</p> 1326 1327 1328 1329<p class="wp-block-paragraph">Speaking of appeal letters, you should send one by <a href="https://mcahalane.com/the-new-way-to-fundraise-trust-your-mail/#respond"><strong>mail</strong></a>. I know email is easier and less expensive, but people respond better to mail and itâs well worth the investment. </p> 1330 1331 1332 1333<p class="wp-block-paragraph">However, if you just send one fundraising letter and wait for the donations to come in, prepare to be disappointed. Your donors have a lot going on and may put your letter aside to handle later, and then never get to it.</p> 1334 1335 1336 1337<p class="wp-block-paragraph">Of course, you can also send email appeals, but youâll need to send more than one appeal due to the enormous volume of email people receive. Some donors will respond to the first appeal, but most are going to need a few reminders.</p> 1338 1339 1340 1341<p class="wp-block-paragraph">Your fundraising campaign will be more successful if you use a combination of mail, email, social media, texts, and phone calls. Some donors may respond to your direct mail piece but will donate online. This is what I usually do. Others will see your email message but prefer to send a check. You could also include a text to give option and send reminders by text.</p> 1342 1343 1344 1345<p class="wp-block-paragraph">Youâll have a lot of competition since youâre not the only organization seeking year-end donations. Most nonprofits rely on year-end for the bulk of their fundraising.</p> 1346 1347 1348 1349<p class="wp-block-paragraph">This is why you need a multichannel fundraising campaign with a series of asks.</p> 1350 1351 1352 1353<p class="wp-block-paragraph"><strong>BEFORE YOU START</strong></p> 1354 1355 1356 1357<p class="wp-block-paragraph"><strong>Clean up your mailing lists/database</strong></p> 1358 1359 1360 1361<p class="wp-block-paragraph">If you havenât already done this, clean up and organize your mailing lists/database. Do you have both postal and email addresses for all your donors? Be sure to<strong> </strong><a href="https://anngreennonprofit.com/2025/10/08/why-its-important-to-segment-your-donors/"><strong>segment</strong></a><strong> </strong>your donors into different groups (current, monthly, etc), as well. Having <a href="https://gettingattention.org/donor-database-data-
1361hygiene/"><strong>good donor data</strong></a> is essential.</p> 1362 1363 1364 1365<p class="wp-block-paragraph"><strong>Make it easy to donate online</strong></p> 1366 1367 1368 1369<p class="wp-block-paragraph">You need to have a <a href="https://bloomerang.com/blog/donation-page/"><strong>donation page</strong></a> thatâs engaging and easy to use on all platforms, including mobile. Test all links in email messages, texts, and social media posts. The last thing you want is a donor contacting you about a broken link or needing to hunt around on your website for a link to your donation page. You also run the risk of someone not donating at all.</p> 1370 1371 1372 1373<p class="wp-block-paragraph">When youâre ready to launch your campaign, include a blurb on your homepage that says your year-end campaign is underway. Make sure you have a prominent Donate button.</p> 1374 1375 1376 1377<p class="wp-block-paragraph"><strong>Which channels do your donors use?</strong></p> 1378 1379 1380 1381<p class="wp-block-paragraph">Donât spend a lot of time on channels your donors arenât using. Figure out in advance where you want to focus your efforts.</p> 1382 1383 1384 1385<p class="wp-block-paragraph"><strong>SAMPLE SCHEDULE AND STRATEGY</strong></p> 1386 1387 1388 1389<p class="wp-block-paragraph">Come up with a schedule of when the appeals will go out. Iâve created a sample schedule below. Of course, you can adjust the time frame as needed and use this for campaigns at other times of the year. </p> 1390 1391 1392 1393<p class="wp-block-paragraph">I recommend starting your year-end campaign sooner rather than later to get ahead of your competition. If youâre still working on your appeal and thank you letters, be sure to get those done soon.</p> 1394 1395 1396 1397<p class="wp-block-paragraph">Finally, if you havenât already done this, you could send your donors a <a href="https://www.pamelagrow.com/13762/whats-in-my-inbox-how-are-you-warming-up-your-donors/"><strong>warm-up letter or email</strong> </a>before you launch your campaign. I highly recommend that.</p> 1398 1399 1400 1401<p class="wp-block-paragraph"><strong>October 29</strong></p> 1402 1403 1404 1405<p class="wp-block-paragraph">Give your supporters a heads-up by email and social media. Let them know your year-end campaign is about to launch and they should receive a letter from you soon, provided you have their mailing address. Encourage them to donate online right now. This means your donation page needs to be in great shape.</p> 1406 1407 1408 1409<p class="wp-block-paragraph"><a href="https://www.nonprofitpro.com/post/dont-make-year-end-giving-a-transaction/#ne=9b07fef3ea09a5eef489eab2aac63449&utm_source=nonprofit-pro-today&utm_medium=newsletter&utm_campaign=2022-10-05"><strong>Keep in mind that the fact your year-end campaign is going on will matter to some donors and not to others.</strong></a> Use an enticing subject line such as â<em> How you can help local families put food on the table. </em></p> 1410 1411 1412 1413<p class="wp-block-paragraph">Make sure itâs obvious your message is coming from your organization so you have a better chance of getting it opened. </p> 1414 1415 1416 1417<p class="wp-block-paragraph"><strong>Week of November 3</strong></p> 1418 1419 1420 1421<p class="wp-block-paragraph">Mail your appeal letters.</p> 1422 1423 1424 1425<p class="wp-block-paragraph"><strong>Week of November 10</strong></p> 1426 1427 1428 1429<p class="wp-block-paragraph">Send an appeal by email. You could also reach out by text and social media if your donors are receptive to those. Use the same messaging as you did in your appeal letter.</p> 1430 1431 1432 1433<p class="wp-block-paragraph">And, hereâs a friendly reminder to thank your donors as soon as the donations come in.</p> 1434 1435 1436 1437<p class="wp-block-paragraph"><strong>Week of November 17</strong></p> 1438 1439 1440 1441<p class="wp-block-paragraph">Start sending follow-up reminders via email, text, and social media. Weekly or regular reminders are a proven way to help you raise more money. If possible, donât send reminders to people who have already donated. Otherwise, be sure to thank your recent donors. You can even phrase your reminders as more of a thank you or an update.</p> 1442 1443 1444 1445<p class="wp-block-paragraph"><em>Thank you so much to all of you who donated to our year-end appeal. Weâre well on our way to serving more families at the Eastside Community Food Pantry. This is crucial. Weâre seeing more people coming in because theyâre having trouble affording groceries, and we expect this to continue for a while.</em></p> 1446 1447 1448 1449<p class="wp-block-paragraph"><em>If you havenât donated yet, please help us out today by visiting our website (include a link to your donation page) or sending us a check (provide address).</em></p> 1450 1451 1452 1453<p class="wp-block-paragraph"><strong>Week of November 24</strong></p> 1454 1455 1456 1457<p class="wp-block-paragraph">November 27 is Thanksgiving in the U.S. I would recommend pausing your fundraising this week and focusing 100% on gratitude. Send your donors a Happy Thanksgiving message, preferably by mail, but an electronic message is fine. Your donors are going to be busy getting ready for turkey day and may not have time to donate that week, but would appreciate a heartfelt thank you from you.</p> 1458 1459 1460 1461<p class="wp-block-paragraph">For those of you outside of the U.S., this can also be an opportunity to show some donor appreciation. Even though youâre focused on year-end fundraising, you also need to communicate in other ways right now. </p> 1462 1463 1464 1465<p class="wp-block-paragraph">And, if youâve been holding off on sending those thank you letters, now would be a good time to get caught up.</p> 1466 1467 1468 1469<p class="wp-block-paragraph"><strong>Week of December 1</strong></p> 1470 1471 1472 1473<p class="wp-block-paragraph">December 2 is GivingTuesday so you could tie that into a reminder message. You may already have a campaign planned.</p> 1474 1475 1476 1477<p class="wp-block-paragraph">Love it, hate it, or somewhere in between, your donorsâ inboxes will be bursting at the seams on GivingTuesday and your messages can easily get lost in the chaos. Make your messages <a href="https://anngreennonprofit.com/2025/04/21/how-to-make-your-nonprofit-messages-stand-out-in-a-world-filled-with-information/"><strong>stand out</strong></a> and remember to show some<a href="https://anngreennonprofit.com/2025/08/12/put-gratitude-front-and-center-by-creating-a-thank-you-plan/"> <strong>gratitude</strong></a>, too. If youâre not participating in GivingTuesday, youâll want to send a reminder on a different day.</p> 1478 1479 1480 1481<p class="wp-block-paragraph">Also, not all of your donors will care that itâs GivingTuesday. Focus on how they can help you make a difference.</p> 1482 1483 1484 1485<p class="wp-block-paragraph">Make sure your reminders, as well as any GivingTuesday messages, donât look like spam. And, keep it positive. Donât make your donors feel bad because they havenât donated yet.</p> 1486 1487 1488 1489<p class="wp-block-paragraph"><strong>Week of December 8</strong></p> 1490 1491 1492 1493<p class="wp-block-paragraph">Start making reminder calls, along with sending electronic messages. If time is an issue, you could just call people who have donated before. Thatâs probably most effective. Leaving a voice mail message is fine. </p> 1494 1495 1496 1497<p class="wp-block-paragraph">Sending a text message as well as an email can improve your chance of getting a donation.</p> 1498 1499 1500 1501<p class="wp-block-paragraph">Itâs a busy time of the year and your donors may need a gentle prompt.</p> 1502 1503 1504 1505<p class="wp-block-paragraph"><strong>The rest of December and beyond</strong></p> 1506 1507 1508 1509<p class="wp-block-paragraph">Keep sending reminders throughout December. Itâs tricky because you want to get your messages across without being annoying. This is another reason why you should only send reminders to people who havenât donated yet.</p> 1510 1511 1512 1513<p class="wp-block-paragraph">Be sure to keep up with your donor communication (newsletter and other updates). Remember, you donât want the only messages your donors receive to be fundraising appeals. December is also a great time to show some appreciation and send holiday greetings.</p> 1514 1515 1516 1517<p class="wp-block-paragraph">The end of December is the busiest time of this already busy fundraising season. Send a reminder email on December 29th, 30th, and 31st. This is also proven to be an effective strategy. Itâs especially relevant if your fiscal year ends on December 31 or your donor wants to give before the end of the calendar year. According to NextAfter, more people donate on <a href="https://www.nextafter.com/blog/year-end-giving-campaign-ideas/"><strong>December 31</strong></a> than on GivingTuesday.</p> 1518 1519 1520 1521<p class="wp-block-paragraph">Even though youâre trying to raise money, donât forget about <a href="https://neonone.com/resources/blog/donor-relationships/"><strong>building relationships</strong></a>, too. Thatâs just as important.</p> 1522 1523 1524 1525<p class="wp-block-paragraph">Look to see who hasnât contributed yet. Concentrate on people who are most likely to donate, such as past donors. You may need to send another letter or a reminder postcard to donors who donât use electronic communication. The more you can personalize it, the better.</p> 1526 1527 1528 1529<p class="wp-block-paragraph">You can continue following up in the New Year when your donors arenât as busy.</p> 1530 1531 1532 1533<p class="wp-block-paragraph">Once is not enough. Your fundraising campaign will be more successful with multiple asks and by using multiple channels. Good luck!</p> 1534 1535 1536 1537<p class="wp-block-paragraph"></p> 1538 </div><!-- .entry-content --> 1539 1540 <footer class="entry-meta"> 1541 <span class="comments-link"><a href="https://anngreennonprofit.com/2025/10/15/how-to-plan-a-mulitchannel-fundraising-campaign/#comments">3 Comments</a></span> 1542 1543 </footer><!-- .entry-meta --> 1544 </article><!-- #post-## --> 1545</div> 1546 1547 1548 1549<div class="article-wrapper"> 1550 <article id="post-18094" class="post-18094 post type-post status-publish format-standard hentry category-appeal-letters category-communications category-database category-donor-relations category-donor-retention category-fundraising category-thank-you-letters tag-appeal-letters tag-communications tag-database tag-donor-relations tag-donor-retention tag-fundraising tag-thank-you-letters"> 1551 <header class="entry-header"> 1552 <h1 class="entry-title"><a href="https://anngreennonprofit.com/2025/10/08/why-its-important-to-segment-your-donors/" rel="bookmark">Why Itâs Important to Segment Your Donors</a></h1> 1553 <div class="entry-meta"> 1554 <span class="posted-on"><a href="https://anngreennonprofit.com/2025/10/08/why-its-important-to-segment-your-donors/" rel="bookmark"><time class="entry-date published" datetime="2025-10-08T17:19:09+00:00">October 8, 2025</time></a></span> <span class="byline"><span class="author vcard"><a class="url fn n" href="https://anngreennonprofit.com/author/anngreennonprofit/">Ann Green</a></span></span> 1555 <span class="entry-categories"><a href="https://anngreennonprofit.com/category/appeal-letters/" rel="category tag">appeal letters</a>, <a href="https://anngreennonprofit.com/category/communications/" rel="category tag">Communications</a>, <a href="https://anngreennonprofit.com/category/database/" rel="category tag">database</a>, <a href="https://anngreennonprofit.com/category/donor-relations/" rel="category tag">donor relations</a>, <a href="https://anngreennonprofit.com/category/donor-retention/" rel="category tag">donor retention</a>, <a href="https://anngreennonprofit.com/category/fundraising/" rel="category tag">fundraising</a>, <a href="https://anngreennonprofit.com/category/thank-you-letters/" rel="category tag">
1555thank you letters</a></span> 1556 <span class="entry-tags"><a href="https://anngreennonprofit.com/tag/appeal-letters/" rel="tag">appeal letters</a>, <a href="https://anngreennonprofit.com/tag/communications/" rel="tag">Communications</a>, <a href="https://anngreennonprofit.com/tag/database/" rel="tag">database</a>, <a href="https://anngreennonprofit.com/tag/donor-relations/" rel="tag">donor relations</a>, <a href="https://anngreennonprofit.com/tag/donor-retention/" rel="tag">donor retention</a>, <a href="https://anngreennonprofit.com/tag/fundraising/" rel="tag">fundraising</a>, <a href="https://anngreennonprofit.com/tag/thank-you-letters/" rel="tag">thank you letters</a></span> </div><!-- .entry-meta --> 1557 </header><!-- .entry-header --> 1558 1559 <div class="entry-content"> 1560 <div class="wp-block-image"> 1561<figure class="alignright size-large is-resized"><a href="https://anngreennonprofit.com/wp-content/uploads/2025/10/9518582616_fb1b981fe0_w.jpg"><img data-attachment-id="18096" data-permalink="https://anngreennonprofit.com/2025/10/08/why-its-important-to-segment-your-donors/9518582616_fb1b981fe0_w-2/#main" data-orig-file="https://anngreennonprofit.com/wp-content/uploads/2025/10/9518582616_fb1b981fe0_w.jpg" data-orig-size="300,400" data-comments-opened="1" data-image-title="9518582616_fb1b981fe0_w" data-image-description="" data-image-caption="" data-large-file="https://anngreennonprofit.com/wp-content/uploads/2025/10/9518582616_fb1b981fe0_w.jpg?w=300" loading="lazy" width="300" height="400" src="https://anngreennonprofit.com/wp-content/uploads/2025/10/9518582616_fb1b981fe0_w.jpg?w=300" alt="" class="wp-image-18096" style="width:235px;height:auto" srcset="https://anngreennonprofit.com/wp-content/uploads/2025/10/9518582616_fb1b981fe0_w.jpg 300w, https://anngreennonprofit.com/wp-content/uploads/2025/10/9518582616_fb1b981fe0_w.jpg?w=113 113w, https://anngreennonprofit.com/wp-content/uploads/2025/10/9518582616_fb1b981fe0_w.jpg?w=225 225w" sizes="auto, (max-width: 300px) 100vw, 300px" /></a></figure> 1562</div> 1563 1564 1565<p class="wp-block-paragraph">Segmenting your donors is important in many ways. If youâre running a campaign, you can send different letters to different types of donors or segment by gift amount and encourage them to upgrade. You can also create a new donor welcome series, a special thank you mailing for monthly donors, or reach out to lapsed donors.</p> 1566 1567 1568 1569<p class="wp-block-paragraph">Your donors are not the same. Some donors have given for at least five years (these donors should get a lot of attention). Some are monthly donors. Yet, many nonprofit organizations fail to recognize that and send everyone the same messages. </p> 1570 1571 1572 1573<p class="wp-block-paragraph">I often receive generic, one-size-fits-all communication from organizations that donât acknowledge Iâm a longtime donor or recognize that Iâm a monthly donor. How do you think that makes me feel?</p> 1574 1575 1576 1577<p class="wp-block-paragraph">Besides creating a personal connection, another benefit of segmenting your donors is it can help you raise more money and boost your retention rate. If you havenât been segmenting your donors and have been struggling with meeting your revenue and retention goals, that may be why. In this time of economic uncertainty, both for your nonprofit and your donors, segmenting could make a difference.</p> 1578 1579 1580 1581<p class="wp-block-paragraph">Isnât it time for you to start segmenting your donors? If youâre already segmenting your donors, kudos to you!</p> 1582 1583 1584 1585<p class="wp-block-paragraph">You may be worried about how much time this will take. Plus, you donât think your current CRM/database can handle it and it will cost too much to get a better one. </p> 1586 1587 1588 1589<p class="wp-block-paragraph">In reality, it may cost you more not to segment. A good CRM/database is worth the<a href="https://anngreennonprofit.com/2025/05/05/why-your-nonprofit-needs-to-make-the-right-investments/"> <strong>investment </strong></a>because segmenting your donors will help you with retention, which costs less than trying to find new donors. </p> 1590 1591 1592 1593<p class="wp-block-paragraph">Your appeals and thank you letters will stand out if you can personalize them and not send everyone the same generic letter. You donât need to create a 100 different types of letters, though. Four or five should be sufficient. </p> 1594 1595 1596 1597<p class="wp-block-paragraph">Here are a few different types of donor groups to help get you started. Remember, investing in a good CRM/database will help you with this.</p> 1598 1599 1600 1601<p class="wp-block-paragraph"><strong>Current single gift donors</strong></p> 1602 1603 1604 1605<p class="wp-block-paragraph">An appeal letter to current single gift donors (Monthly donors get their own appeal. More on that below.) must acknowledge their past support. You can segment donors by gift amount and use this opportunity to ask for an upgrade. Many organizations donât do this, but itâs a good way to increase your revenue.</p> 1606 1607 1608 1609<p class="wp-block-paragraph">Your donors will be more receptive to upgrading their gifts if youâve been <a href="https://anngreennonprofit.com/2025/02/25/remember-these-four-words-ask-thank-report-repeat/"><strong>doing a good job of thanking them and staying in touch throughout the year</strong></a>.</p> 1610 1611 1612 1613<p class="wp-block-paragraph">If these donors give again, they should get a handwritten note, phone call, or letter letting them know how much you appreciate their continued support. If theyâve upgraded their gift, be sure to acknowledge that, too. </p> 1614 1615 1616 1617<p class="wp-block-paragraph"><strong>Potential/new single gift donors</strong></p> 1618 1619 1620 1621<p class="wp-block-paragraph">If youâre sending an appeal to someone whoâs never donated to your nonprofit before, what is your connection to them? Are they volunteers, event attendees, or people on a list you purchased?</p> 1622 1623 1624 1625<p class="wp-block-paragraph">The more you can establish a connection, the better chance you have of getting a donation.</p> 1626 1627 1628 1629<p class="wp-block-paragraph">The retention rate for first-time donors is terrible. One of the reasons is poor communication. You can help boost your retention rate by making your new donors feel special.</p> 1630 1631 1632 1633<p class="wp-block-paragraph">New donors should get a handwritten note, phone call, or letter welcoming them as donors. Invite them to connect with you in other ways, such as signing up for your newsletter, following you on social media, and volunteering.</p> 1634 1635 1636 1637<p class="wp-block-paragraph">Then a week or so later, send them a<strong> </strong><a href="https://askgenius.com/new-donor-welcome-kit-retain-donors/"><strong>welcome package</strong></a><strong> </strong>by mail or email. Personalization is crucial for new donors.</p> 1638 1639 1640 1641<p class="wp-block-paragraph">One of the biggest hurdles nonprofits face is ensuring first-time donors give a second time. If they keep giving after that, theyâre showing their commitment to your organization. Thatâs why the second gift is called a golden donation. Donât blow it by ignoring this.</p> 1642 1643 1644 1645<p class="wp-block-paragraph"><strong>New monthly donors</strong></p> 1646 1647 1648 1649<p class="wp-block-paragraph">Brand new donors who opt for monthly or other recurring donations get the same special thank you treatment mentioned above. Welcome them to your family of monthly donors. </p> 1650 1651 1652 1653<p class="wp-block-paragraph">Your current monthly donors must get their own appeal that recognizes them as monthly donors. In this appeal, you can either ask them to upgrade their gift or give an additional gift. </p> 1654 1655 1656 1657<p class="wp-block-paragraph">When your donors give an additional gift or upgrade their monthly gift, they, of course, get an amazing thank you.</p> 1658 1659 1660 1661<p class="wp-block-paragraph"><strong>Current donors who become monthly donors</strong></p> 1662 1663 1664 1665<p class="wp-block-paragraph">Your current donors who decide to become monthly donors are also showing their commitment to you. They get a handwritten note, phone call, or letter thanking them for their continued support and for joining your family of monthly donors. From now on they should receive specialized appeals and other communication targeted to monthly donors. </p> 1666 1667 1668 1669<p class="wp-block-paragraph"><strong>Segment as much as you can</strong></p> 1670 1671 1672 1673<p class="wp-block-paragraph">While Iâve suggested a few ways you can segment, there are many more options. You can segment by gift amount and the number of years someone has been a donor. You can segment volunteers, event attendees, lapsed donors, and non-donors. You can also use segmentation in other types of communication, such as creating a special newsletter for monthly donors (or at the very least including a cover letter for monthly donors with your newsletter) and sending handwritten notes to people on their donor anniversary.</p> 1674 1675 1676 1677<p class="wp-block-paragraph"><strong>Segmenting your donors makes a difference</strong><br>Spend some extra time segmenting your donors into different groups. Unfortunately, if you donât, youâre missing out on opportunities to connect with your donors,<a href="https://bloomerang.com/blog/how-to-segment-and-personalize-appeals-to-raise-more-money-at-end-of-year/"> <strong>raise additional revenue, and boost your retention rate</strong>.</a></p> 1678 </div><!-- .entry-content --> 1679 1680 <footer class="entry-meta"> 1681 <span class="comments-link"><a href="https://anngreennonprofit.com/2025/10/08/why-its-important-to-segment-your-donors/#comments">7 Comments</a></span> 1682 1683 </footer><!-- .entry-meta --> 1684 </article><!-- #post-## --> 1685</div> 1686 1687 1688 1689<div class="article-wrapper"> 1690 <article id="post-18075" class="post-18075 post type-post status-publish format-standard hentry category-appeal-letters category-direct-mail category-donor-retention category-donor-centered category-fundraising category-writing category-year-end-appeal tag-appeal-letters tag-direct-mail tag-donor-retention tag-donor-centered tag-fundraising tag-writing tag-year-end-appeal"> 1691 <header class="entry-header"> 1692 <h1 class="entry-title"><a href="https://anngreennonprofit.com/2025/09/16/how-to-create-a-fundraising-appeal-that-will-help-you-raise-more-money/" rel="bookmark">How to Create a Fundraising Appeal That Will Help You Raise More Money</a></h1> 1693 <div class="entry-meta"> 1694 <span class="posted-on"><a href="https://anngreennonprofit.com/2025/09/16/how-to-create-a-fundraising-appeal-that-will-help-you-raise-more-money/" rel="bookmark"><time class="entry-date published" datetime="2025-09-16T17:25:13+00:00">September 16, 2025</time></a></span> <span class="byline"><span class="author vcard"><a class="url fn n" href="https://anngreennonprofit.com/author/anngreennonprofit/">Ann Green</a></span></span> 1695 <span class="entry-categories"><a href="https://anngreennonprofit.com/category/appeal-letters/" rel="category tag">appeal letters</a>, <a href="https://anngreennonprofit.com/category/direct-mail/" rel="category tag">direct mail</a>, <a href="https://anngreennonprofit.com/category/donor-retention/" rel="category tag">donor retention</a>, <a href="https://anngreennonprofit.com/category/donor-centered/" rel="category tag">donor-centered</a>, <a href="https://anngreennonprofit.com/category/fundraising/" rel="category tag">fundraising</a>, <a href="https://anngreennonprofit.com/category/writing/" rel="category tag">writing</a>, <a href="https://anngreennonprofit.com/category/year-end-appeal/" rel="category tag">year-end appeal</a></span> 1696 <span class="entry-tags"><a href="https://anngreennonprofit.com/tag/appeal-letters/" rel="tag">appeal letters</a>, <a href="https://anngreennonprofit.com/tag/direct-mail/" rel="tag">direct mail</a>, <a href="https://anngreennonprofit.com/tag/donor-retention/" rel="tag">donor retention</a>, <a href="https://anngreennonprofit.com/tag/donor-centered/" rel="tag">donor-centered</a>, <a href="https://anngreennonprofit.com/tag/fundraising/" rel="tag">fundraising</a>, <a href="https://anngreennonprofit.com/tag/writing/" rel="tag">writing</a>, <a href="https://anngreennonprofit.com/tag/year-end-appeal/" rel="tag">year-end appeal</a></span> </div><!-- .entry-meta --> 1697 </header><!-- .entry-header --> 1698 1699 <div class="entry-content"> 1700 <div class="wp-block-image"> 1701<figure class="alignright size-large"><a href="https://anngreennonprofit.com/wp-content/uploads/2025/09/9705535524_3a72228701_w.jpg"><img data-attachment-id="18077" data-permalink="https://anngreennonprofit.com/2025/09/16/how-to-create-a-fundraising-appeal-that-will-help-you-raise-more-money/9705535524_3a72228701_w-2/#main" data-orig-file="https://anngreennonprofit.com/wp-content/uploads/2025/09/9705535524_3a72228701_w.jpg" data-orig-size="400,57" data-comments-opened="1" data-image-title="9705535524_3a72228701_w" data-image-description="" data-image-caption="" data-large-file="https://anngreennonprofit.com/wp-content/uploads/2025/09/9705535524_3a72228701_w.jpg?w=400" loading="lazy" width="400" height="57" src="https://anngreennonprofit.com/wp-content/uploads/2025/09/9705535524_3a72228701_w.jpg?w=400" alt="" class="wp-image-18077" srcset="https://anngreennonprofit.com/wp-content/uploads/2025/09/9705535524_3a72228701_w.jpg 400w, https://anngreennonprofit.com/wp-content/uploads/2025/09/9705535524_3a72228701_w.jpg?w=150 150w, https://anngreennonprofit.com/wp-content/uploads/2025/09/9705535524_3a72228701_w.jpg?w=300 300w" sizes="auto, (max-width: 400px) 100v
1701w, 400px" /></a></figure> 1702</div> 1703 1704 1705<p class="wp-block-paragraph">September is here. Itâs back to school for the kids, pumpkin spice is everywhere, and depending on where you live, the humidity and hot weather are out of here.</p> 1706 1707 1708 1709<p class="wp-block-paragraph">September also brings us to the start of the busiest time of the year for nonprofit organizations, especially if youâre doing a year-end appeal. </p> 1710 1711 1712 1713<p class="wp-block-paragraph">Even though you may not launch your campaign until later in the fall, you should get started on your appeal letter now. If you havenât even started thinking about <a href="https://anngreennonprofit.com/2025/08/05/why-you-need-to-start-planning-your-year-end-fundraising-campaign-now/"><strong>your whole campaign,</strong></a> donât wait any longer. Everything always takes more time than you think. </p> 1714 1715 1716 1717<p class="wp-block-paragraph">You need to create an appeal that will stand out and resonate with your donors. If youâve been using the same boring, generic template for years, itâs time for something new. </p> 1718 1719 1720 1721<p class="wp-block-paragraph">You need a letter that takes into account whatâs going on in 2025. How are the everchanging current situations affecting your clients/community?</p> 1722 1723 1724 1725<p class="wp-block-paragraph">Your appeal also needs to be personal â both for your donors and when you write about your clients/community. </p> 1726 1727 1728 1729<p class="wp-block-paragraph">Here are some ways you can create a better appeal that stands out and can help you raise more money. </p> 1730 1731 1732 1733<p class="wp-block-paragraph"><strong>Your envelope matters</strong></p> 1734 1735 1736 1737<p class="wp-block-paragraph">You may not think your envelope makes much of a difference, but it does. You need to get your donors to open your letter. If you canât get them to do that, then all your hard work has gone to waste.</p> 1738 1739 1740 1741<p class="wp-block-paragraph">Make it look as personal as possible. Use something other than the standard #10 white business envelope and steer clear of a window envelope because that makes it look like a bill. Think about using an oversized or colored envelope. </p> 1742 1743 1744 1745<p class="wp-block-paragraph">Perhaps youâd like to include a teaser on the outer envelope. Fundraising experts are mixed on whether this is a good idea. It makes it look less personal, but a good teaser can capture your donorâs attention. This doesnât mean one that says 2025 Annual Appeal. Thatâs not inspiring. Instead, say something like â<em> Find out how you can help kids learn to read</em>. Remember, your goal is to get your donor to <a href="https://www.moceanic.com/2025/increase-direct-mail-open-rates-using-mystery/?utm_medium=email&utm_source=enews-weekly-2025-08-28&utm_campaign=enews-weekly&inf_contact_key=0db9fc7e1607f0789df5fdc1231a154e680f8914173f9191b1c0223e68310bb1"><strong>open the envelope</strong></a>. </p> 1746 1747 1748 1749<p class="wp-block-paragraph">A hand-addressed envelope will look more personal. If that isnât feasible, print directly on the envelope. You could also use mailing labels. Use some nice stamps if you can.</p> 1750 1751 1752 1753<p class="wp-block-paragraph">Create an inviting piece of mail.</p> 1754 1755 1756 1757<p class="wp-block-paragraph"><strong>Share a compelling story</strong></p> 1758 1759 1760 1761<p class="wp-block-paragraph">A good appeal letter should open with a compelling <a href="https://anngreennonprofit.com/2025/08/25/why-you-need-to-share-stories-with-your-donors/"><strong>story</strong></a>. Focus on a person or family and not your organization. Your donors want to hear about the people theyâll be helping. </p> 1762 1763 1764 1765<p class="wp-block-paragraph">Hereâs an example â <em>Melanie, a single mother with three kids, has gone through a lot over the past few years. Itâs been hard to find work that pays enough and groceries are so expensive. Sometimes sheâs forced to choose between buying groceries and paying the heating bill.</em></p> 1766 1767 1768 1769<p class="wp-block-paragraph"><em>But thanks to generous donors like you (or because of our generous donors if youâre writing to people who havenât given before), sheâs been able to get boxes of healthy food at the Eastside Community Food Pantry. At first, Melanie was embarrassed that she had to rely on a food pantry to feed her family, but sheâs always treated with respect and dignity when she visits. </em></p> 1770 1771 1772 1773<p class="wp-block-paragraph"><em>We want to continue providing Melanie and other members of our community with healthy food when they need it. Weâre seeing more people coming in right now because of rising food costs and cuts in benefits.</em></p> 1774 1775 1776 1777<p class="wp-block-paragraph">You could also share a first-person story from a client/program recipient. </p> 1778 1779 1780 1781<p class="wp-block-paragraph"><strong>Include a photo</strong></p> 1782 1783 1784 1785<p class="wp-block-paragraph">Include an engaging color photo in your letter or on your reply form. Photos can tell a story in an instant.</p> 1786 1787 1788 1789<p class="wp-block-paragraph"><strong>Next comes the ask</strong></p> 1790 1791 1792 1793<p class="wp-block-paragraph">Ask for a donation at the beginning of the next paragraph (after the story). Make sure itâs prominent and clear. Also, ask your current donors if they can give a little more right now. Donât be afraid to ask your donors to upgrade their gifts. I realize some donors may be feeling pinched financially and wonât be able to give as much or at all, but some will give more. People want to help if they can.</p> 1794 1795 1796 1797<p class="wp-block-paragraph">Phrase your ask like this â <em>Weâre so grateful for your previous gift of $50. Weâre continuing to see more people coming into the food pantry right now. Would you be able to help us out a little more this time with a gift of $75?</em></p> 1798 1799 1800 1801<p class="wp-block-paragraph">Asking for an upgrade can help you raise more money. Also, if youâve been doing a good job of engaging your donors throughout the year (and I hope thatâs the case), they shouldnât mind if you ask for a larger gift. Including the amount of your donorâs previous gift is helpful since people donât often remember what they gave before.</p> 1802 1803 1804 1805<p class="wp-block-paragraph">Be sure the ask is the only call to action in your appeal. Donât distract people with information about an upcoming event or volunteering. Save that for a different message.</p> 1806 1807 1808 1809<p class="wp-block-paragraph"><strong>Itâs not about your organization</strong></p> 1810 1811 1812 1813<p class="wp-block-paragraph">Focus on your donors and your clients/community. Keep your organization in the background. </p> 1814 1815 1816 1817<p class="wp-block-paragraph">Show your donors how they can help you make a difference for your clients/community and how much you appreciate their role in that. Make your donors feel good about supporting your nonprofit.</p> 1818 1819 1820 1821<p class="wp-block-paragraph">At the same time, respect your clients/community by not undermining them when you use terms like at-risk y
1821outh or underserved communities. They are people, after all.</p> 1822 1823 1824 1825<p class="wp-block-paragraph"><strong>Share your successes and challenges</strong></p> 1826 1827 1828 1829<p class="wp-block-paragraph">Highlight some of your accomplishments, but you can share challenges, too. Show how you plan to continue your work with your donorâs help. </p> 1830 1831 1832 1833<p class="wp-block-paragraph"><strong>Personalization is crucial</strong></p> 1834 1835 1836 1837<p class="wp-block-paragraph">Donât send everyone the same appeal. Try to send different letters to current donors, monthly donors, lapsed donors, people on your mailing list who havenât donated yet, event attendees, volunteers, and friends of board members. </p> 1838 1839 1840 1841<p class="wp-block-paragraph">The more you can<strong> </strong><a href="https://anngreennonprofit.com/2024/10/16/why-segmenting-your-donors-makes-sense/"><strong>segment</strong></a>, the better, but at the very least, you must do these two things.</p> 1842 1843 1844 1845<p class="wp-block-paragraph">Send a personalized appeal to your current donors. Theyâre your best bet for getting donations. Let them know how much you appreciate their support. </p> 1846 1847 1848 1849<p class="wp-block-paragraph">Also, send a specific appeal tailored to monthly donors, giving them the recognition they deserve. For your year-end appeal, I would thank them for all their generous support and ask them to give an additional gift. You can ask them to upgrade at a different time.</p> 1850 1851 1852 1853<p class="wp-block-paragraph">Donât send a generic, one-size-fits-all appeal letter. Go the extra mile for your donors, so theyâll continue to support you.</p> 1854 1855 1856 1857<p class="wp-block-paragraph">Your appeal letter should also have a personal salutation (first names are best) and not be addressed to Dear Friend or Dear Valued Donor. How much do you value this relationship if you canât even use a personâs name?</p> 1858 1859 1860 1861<p class="wp-block-paragraph">If this sounds like a lot of work, then give yourself plenty of time. This is important. Personalizing your letters can also help you raise more money.</p> 1862 1863 1864 1865<p class="wp-block-paragraph"><strong>Make it easy for your donors to give</strong></p> 1866 1867 1868 1869<p class="wp-block-paragraph">Include a reply envelope with amounts to check off or a reply form and a return envelope. Create<a href="https://donorbox.org/nonprofit-blog/donation-tiers-to-boost-online-donations"><strong> donation tiers </strong></a>that show what each amount will fund. Do this on your <a href="https://neonone.com/resources/blog/nonprofit-donation-page-best-practices/"><strong>donation page</strong></a>, too.</p> 1870 1871 1872 1873<p class="wp-block-paragraph">If donors have given before, you can include that amount on the reply form and also customize their giving strings.</p> 1874 1875 1876 1877<p class="wp-block-paragraph">Some donors prefer to donate online. Direct them to a user-friendly donation page on your website. You could create a QR code for your letter and reply device. Make sure your donation page is mobile-friendly, too.</p> 1878 1879 1880 1881<p class="wp-block-paragraph"><strong>Offer a monthly or recurring giving option</strong></p> 1882 1883 1884 1885<p class="wp-block-paragraph">Monthly gifts can generate more revenue, give you a steady source of income throughout the year, and improve donor retention. Encourage your donors to give $5, $10, or even $20 a month. This may be a more viable option for some of them. </p> 1886 1887 1888 1889<p class="wp-block-paragraph">Be careful and donât send an appeal to your current monthly donors that invites them to become monthly donors. Thatâs one reason why they need their own appeal.</p> 1890 1891 1892 1893<p class="wp-block-paragraph"><strong>Your letter must be easy to read (and scan)</strong></p> 1894 1895 1896 1897<p class="wp-block-paragraph">Use short paragraphs and bulleted lists, along with bold or color for keywords, but keep it tasteful. Make it easy to read and scan. Most people wonât read your letter word for word. Use a simple font, such as serif, and at least a 12-point type (14 is even better).</p> 1898 1899 1900 1901<p class="wp-block-paragraph">Human attention spans are less than 10 seconds. But go figure, <a href="https://betterfundraising.com/how-long-is-too-long/?utm_source=ontramail&utm_campaign=blog"><strong>longer fundraising letters</strong></a> (four pages as opposed to two) have been shown to perform better, especially for prospective donors.</p> 1902 1903 1904 1905<p class="wp-block-paragraph">Resist the temptation to create a one-page letter. This often means cramming a bunch of tiny text on the page. With a longer letter, youâll have more space to tell a story and repeat your messages. You can also break up the text with a photo, testimonials, and short paragraphs. Printing on both sides of the page is fine, too.</p> 1906 1907 1908 1909<p class="wp-block-paragraph">Quality and readability are essential here. Make every word count. </p> 1910 1911 1912 1913<p class="wp-block-paragraph"><strong>Think of your letter as a conversation with a friend</strong></p> 1914 1915 1916 1917<p class="wp-block-paragraph">You can create a better, more personal appeal if you think of your letter as a conversation with a friend. That means not using jargon like at-risk y
1917outh and underserved communities. Be specific and use everyday language. Your goal should be for your reader to understand you.</p> 1918 1919 1920 1921<p class="wp-block-paragraph">Refer to your reader as <mark style="background-color:rgba(0, 0, 0, 0)" class="has-inline-color has-vivid-green-cyan-color"><strong>you</strong> </mark>and use you a lot more than we.</p> 1922 1923 1924 1925<p class="wp-block-paragraph"><strong>Too many editors spoil the appeal</strong></p> 1926 1927 1928 1929<p class="wp-block-paragraph">Your entire staff doesnât need to be involved in writing your appeal. Generally, the <a href="https://agitator.thedonorvoice.com/how-to-ruin-good-copy/"><strong>more people </strong></a>you involve in writing your letter, the worse it becomes. Fundraising Consultant Tom Ahern refers to this as letter writing by committee.</p> 1930 1931 1932 1933<p class="wp-block-paragraph">Your best writer should craft it and then turn it over to your best editor. Whoever signs the letter (your Executive Director?) can take a quick look at it, but donât send it to a committee.</p> 1934 1935 1936 1937<p class="wp-block-paragraph">If you donât have someone on your staff who can write a good fundraising appeal, then hire a freelancer or consultant to do it.</p> 1938 1939 1940 1941<p class="wp-block-paragraph">Besides weakening the content, involving more people takes extra time.</p> 1942 1943 1944 1945<p class="wp-block-paragraph"><strong>Make a good lasting impression</strong></p> 1946 1947 1948 1949<p class="wp-block-paragraph">Repeat your ask at the end of your appeal. Donât forget to say please and thank you.</p> 1950 1951 1952 1953<p class="wp-block-paragraph">Be sure to<a href="https://www.fivemaples.com/blog/nonprofit-fundraising-letter-ps"> <strong>add a P.S.</strong></a><strong> </strong>People often gravitate to the P.S. as they scan the letter, so include something that will capture their attention. It may be the only thing they look at. It should include information thatâs already in your appeal â<em> Please donate now to help us feed more families in the community.</em>Â Donât distract people with information about volunteering, an upcoming event, etc.</p> 1954 1955 1956 1957<p class="wp-block-paragraph"><strong>Get your pens out</strong></p> 1958 1959 1960 1961<p class="wp-block-paragraph">Include a short handwritten note, if you can. Make it relevant to each donor, such as thanking someone for a previous donation or hoping a potential donor will support you. You could also stick on a handwritten Post-it note. Hand-sign the letters in blue ink.</p> 1962 1963 1964 1965<p class="wp-block-paragraph">Spend some time writing a better, more personal appeal letter that will stand out and help bring you the donations you need. Good luck!</p> 1966 1967 1968 1969<p class="wp-block-paragraph"><em><mark style="background-color:rgba(0, 0, 0, 0)" class="has-inline-color has-vivid-green-cyan-color">Image by Howard Lake</mark></em></p> 1970 1971 1972 1973<p class="wp-block-paragraph"></p> 1974 </div><!-- .entry-content --> 1975 1976 <footer class="entry-meta"> 1977 <span class="comments-link"><a href="https://anngreennonprofit.com/2025/09/16/how-to-create-a-fundraising-appeal-that-will-help-you-raise-more-money/#respond">Leave a comment</a></span> 1978 1979 </footer><!-- .entry-meta --> 1980 </article><!-- #post-## --> 1981</div> 1982 1983 1984 1985<div class="article-wrapper"> 1986 <article id="post-17950" class="post-17950 post type-post status-publish format-standard hentry category-appeal-letters category-communications category-donor-engagement category-donor-relations category-impact-report category-newsletter category-thank-you-letters category-writing tag-communications-2 tag-donor-engagement tag-fundraising tag-impact-report tag-newsletter tag-thank-you tag-writing"> 1987 <header class="entry-header"> 1988 <h1 class="entry-title"><a href="https://anngreennonprofit.com/2025/04/07/why-ask-why/" rel="bookmark">Why Ask Why?</a></h1> 1989 <div class="entry-meta"> 1990 <span class="posted-on"><a href="https://anngreennonprofit.com/2025/04/07/why-ask-why/" rel="bookmark"><time class="entry-date published" datetime="2025-04-07T17:25:14+00:00">April 7, 2025</time><time class="updated" datetime="2025-04-08T14:39:31+00:00">April 8, 2025</time></a></span> <span class="byline"><span class="author vcard"><a class="url fn n" href="https://anngreennonprofit.com/author/anngreennonprofit/">Ann Green</a></span></span> 1991 <span class="entry-categories"><a href="https://anngreennonprofit.com/category/appeal-letters/" rel="category tag">appeal letters</a>, <a href="https://anngreennonprofit.com/category/communications/" rel="category tag">Communications</a>, <a href="https://anngreennonprofit.com/category/donor-engagement/" rel="category tag">donor engagement</a>, <a href="https://anngreennonprofit.com/category/donor-relations/" rel="category tag">donor relations</a>, <a href="https://anngreennonprofit.com/category/impact-report/" rel="category tag">impact report</a>, <a href="https://anngreennonprofit.com/category/newsletter/" rel="category tag">newsletter</a>, <a href="https://anngreennonprofit.com/category/thank-you-letters/" rel="category tag">
1991thank you letters</a>, <a href="https://anngreennonprofit.com/category/writing/" rel="category tag">writing</a></span> 1992 <span class="entry-tags"><a href="https://anngreennonprofit.com/tag/communications-2/" rel="tag">communications</a>, <a href="https://anngreennonprofit.com/tag/donor-engagement/" rel="tag">donor engagement</a>, <a href="https://anngreennonprofit.com/tag/fundraising/" rel="tag">fundraising</a>, <a href="https://anngreennonprofit.com/tag/impact-report/" rel="tag">impact report</a>, <a href="https://anngreennonprofit.com/tag/newsletter/" rel="tag">newsletter</a>, <a href="https://anngreennonprofit.com/tag/thank-you/" rel="tag">thank you</a>, <a href="https://anngreennonprofit.com/tag/writing/" rel="tag">writing</a></span> </div><!-- .entry-meta --> 1993 </header><!-- .entry-header --> 1994 1995 <div class="entry-content"> 1996 <div class="wp-block-image"> 1997<figure class="alignright size-large"><a href="https://anngreennonprofit.com/wp-content/uploads/2025/04/4195880838_47c227e3e5_w.jpg"><img data-attachment-id="17952" data-permalink="https://anngreennonprofit.com/2025/04/07/why-ask-why/4195880838_47c227e3e5_w/#main" data-orig-file="https://anngreennonprofit.com/wp-content/uploads/2025/04/4195880838_47c227e3e5_w.jpg" data-orig-size="400,400" data-comments-opened="1" data-image-title="4195880838_47c227e3e5_w" data-image-description="" data-image-caption="" data-large-file="https://anngreennonprofit.com/wp-content/uploads/2025/04/4195880838_47c227e3e5_w.jpg?w=400" loading="lazy" width="400" height="400" src="https://anngreennonprofit.com/wp-content/uploads/2025/04/4195880838_47c227e3e5_w.jpg?w=400" alt="" class="wp-image-17952" srcset="https://anngreennonprofit.com/wp-content/uploads/2025/04/4195880838_47c227e3e5_w.jpg 400w, https://anngreennonprofit.com/wp-content/uploads/2025/04/4195880838_47c227e3e5_w.jpg?w=150 150w, https://anngreennonprofit.com/wp-content/uploads/2025/04/4195880838_47c227e3e5_w.jpg?w=300 300w" sizes="auto, (max-width: 400px) 100vw, 400px" /></a></figure> 1998</div> 1999 2000 2001<p class="wp-block-paragraph">As you work on your nonprofit messages, remember the word<mark style="background-color:rgba(0, 0, 0, 0)" class="has-inline-color has-vivid-green-cyan-color"> <strong>why</strong></mark>. Why, you ask? Because a lot of nonprofit communication doesnât focus on why something is important. Thereâs usually a lot of what and how, but not much why.</p> 2002 2003 2004 2005<p class="wp-block-paragraph">The typical fundraising letter and newsletter article rambles on about accomplishments without explaining why something matters. Some organizations also like to pour on the statistics. These numbers donât mean much without more information.</p> 2006 2007 2008 2009<p class="wp-block-paragraph">You need to dig deep into why something is important. Imagine youâre a four-year-old who keeps asking, âBut why?â over and over again.</p> 2010 2011 2012 2013<p class="wp-block-paragraph"><strong>Why is what you do important?</strong></p> 2014 2015 2016 2017<p class="wp-block-paragraph">Hereâs something you might see in a newsletter or impact report.</p> 2018 2019 2020 2021<p class="wp-block-paragraph"><em>We expanded our tutoring program to four more high schools.</em></p> 2022 2023 2024 2025<p class="wp-block-paragraph">Okay, but why is that important?</p> 2026 2027 2028 2029<p class="wp-block-paragraph"><em>To serve more students.</em></p> 2030 2031 2032 2033<p class="wp-block-paragraph">Thatâs good, but why is that important?</p> 2034 2035 2036 2037<p class="wp-block-paragraph"><em>After six months of weekly tutoring sessions, 85% of the students in our program have improved their math skills, as well as their grades. Many of these students fell behind during remote learning and are still struggling to catch up.</em></p> 2038 2039 2040 2041<p class="wp-block-paragraph">There you go. Tell your donors about the impact youâre making. This is especially important during this time of economic uncertainty. You want to emphasize the importance of your work.</p> 2042 2043 2044 2045<p class="wp-block-paragraph"><strong>Why should someone donate to your organization?</strong></p> 2046 2047 2048 2049<p class="wp-block-paragraph">Do your appeals focus on why itâs important to donate to your organization? Instead of saying something generic like please donate to our year-end appeal, tell a story emphasizing why someone should donate to your nonprofit.</p> 2050 2051 2052 2053<p class="wp-block-paragraph"><em>Jason, a 10th grader at Porter High School, canât stand algebra. It just doesnât make sense to him. Heâs always had trouble with math and fell behind during remote learning. He was still struggling to catch up and afraid heâd have to take that horrible class again. </em></p> 2054 2055 2056 2057<p class="wp-block-paragraph"><em>Then Jason started weekly tutoring sessions with Brian, a volunteer tutor. It was difficult at first, but thanks to Brianâs patience and guidance, Jason got a B on his last test. </em></p> 2058 2059 2060 2061<p class="wp-block-paragraph"><em>Many other students fell behind during remote learning and could use a tutor. After six months of weekly tutoring sessions, 85% of the students in our program have improved their math skills. With your help, we can expand our program to serve more students in more schools.</em></p> 2062 2063 2064 2065<p class="wp-block-paragraph">Again, focus on why.</p> 2066 2067 2068 2069<p class="wp-block-paragraph"><strong>Why is your donorâs gift valuable?</strong></p> 2070 2071 2072 2073<p class="wp-block-paragraph">When you thank your donors, do you tell them why their gift is valuable? Give a specific example.</p> 2074 2075 2076 2077<p class="wp-block-paragraph"><em>Thank you so much for your generous gift of $50. This will help cover the expenses of our one-to-one weekly tutoring sessions. After six months of these tutoring sessions, 85% of the students in our program have improved their math skills. This is crucial since many of these students fell behind during remote learning and are still struggling to catch up.</em></p> 2078 2079 2080 2081<p class="wp-block-paragraph">Itâs all about the why.</p> 2082 2083 2084 2085<p class="wp-block-paragraph"><strong>Why are you sharing this information?</strong></p> 2086 2087 2088 2089<p class="wp-block-paragraph">When you write a newsletter article or something for an impact report, why are you including that information? Will this be something of interest to your donors? If itâs focused too much on your organization and sounds like youâre bragging, then probably not. </p> 2090 2091 2092 2093<p class="wp-block-paragraph">Your donors want information that lets them know how theyâre helping you make a difference and why thatâs important. Sharing stories is a great way to do that.</p> 2094 2095 2096 2097<p class="wp-block-paragraph"><strong>Why do you appreciate your donors?</strong></p> 2098 2099 2100 2101<p class="wp-block-paragraph">Finally, do your donors know why you appreciate them? You need to tell them this again and again.</p> 2102 2103 2104 2105<p class="wp-block-paragraph"><em>Thank you so much for doing your part in helping high school students boost their math skills. We couldnât do this without you.</em></p> 2106 2107 2108 2109<p class="wp-block-paragraph">Always remember to focus on why.</p> 2110 2111 2112 2113<p class="wp-block-paragraph"></p> 2114 </div><!-- .entry-content --> 2115 2116 <footer class="entry-meta"> 2117 <span class="comments-link"><a href="https://anngreennonprofit.com/2025/04/07/why-ask-why/#comments">3 Comments</a></span> 2118 2119 </footer><!-- .entry-meta --> 2120 </article><!-- #post-## --> 2121</div> 2122 2123 2124 2125<div class="article-wrapper"> 2126 <article id="post-17943" class="post-17943 post type-post status-publish format-standard hentry category-appeal-letters category-communications category-database category-direct-mail category-email category-planning category-thank-you-letters category-writing tag-communications-2 tag-database tag-direct-mail tag-email tag-fundraising tag-planning tag-thank-you tag-writing"> 2127 <header class="entry-header"> 2128 <h1 class="entry-title"><a href="https://anngreennonprofit.com/2025/03/31/does-your-nonprofit-need-to-do-a-little-spring-cleaning/" rel="bookmark">Does Your Nonprofit Need to Do a Little Spring Cleaning?</a></h1> 2129 <div class="entry-meta"> 2130 <span class="posted-on"><a href="https://anngreennonprofit.com/2025/03/31/does-your-nonprofit-need-to-do-a-little-spring-cleaning/" rel="bookmark"><time class="entry-date published" datetime="2025-03-31T17:28:55+00:00">March 31, 2025</time><time class="updated" datetime="2025-04-03T20:32:54+00:00">April 3, 2025</time></a></span> <span class="byline"><span class="author vcard"><a class="url fn n" href="https://anngreennonprofit.com/author/anngreennonprofit/">Ann Green</a></span></span> 2131 <span class="entry-categories"><a href="https://anngreennonprofit.com/category/appeal-letters/" rel="category tag">appeal letters</a>, <a href="https://anngreennonprofit.com/category/communications/" rel="category tag">Communications</a>, <a href="https://anngreennonprofit.com/category/database/" rel="category tag">database</a>, <a href="https://anngreennonprofit.com/category/direct-mail/" rel="category tag">direct mail</a>, <a href="https://anngreennonprofit.com/category/email/" rel="category tag">email</a>, <a href="https://anngreennonprofit.com/category/planning/" rel="category tag">planning</a>, <a href="https://anngreennonprofit.com/category/thank-you-letters/" rel="category tag">
2131thank you letters</a>, <a href="https://anngreennonprofit.com/category/writing/" rel="category tag">writing</a></span> 2132 <span class="entry-tags"><a href="https://anngreennonprofit.com/tag/communications-2/" rel="tag">communications</a>, <a href="https://anngreennonprofit.com/tag/database/" rel="tag">database</a>, <a href="https://anngreennonprofit.com/tag/direct-mail/" rel="tag">direct mail</a>, <a href="https://anngreennonprofit.com/tag/email/" rel="tag">email</a>, <a href="https://anngreennonprofit.com/tag/fundraising/" rel="tag">fundraising</a>, <a href="https://anngreennonprofit.com/tag/planning/" rel="tag">planning</a>, <a href="https://anngreennonprofit.com/tag/thank-you/" rel="tag">thank you</a>, <a href="https://anngreennonprofit.com/tag/writing/" rel="tag">writing</a></span> </div><!-- .entry-meta --> 2133 </header><!-- .entry-header --> 2134 2135 <div class="entry-content"> 2136 <div class="wp-block-image"> 2137<figure class="alignright size-large"><a href="https://anngreennonprofit.com/wp-content/uploads/2025/03/43936630_efc181a7a1_w.jpg"><img data-attachment-id="17945" data-permalink="https://anngreennonprofit.com/2025/03/31/does-your-nonprofit-need-to-do-a-little-spring-cleaning/43936630_efc181a7a1_w/#main" data-orig-file="https://anngreennonprofit.com/wp-content/uploads/2025/03/43936630_efc181a7a1_w.jpg" data-orig-size="400,300" data-comments-opened="1" data-image-title="43936630_efc181a7a1_w" data-image-description="" data-image-caption="" data-large-file="https://anngreennonprofit.com/wp-content/uploads/2025/03/43936630_efc181a7a1_w.jpg?w=400" loading="lazy" width="400" height="300" src="https://anngreennonprofit.com/wp-content/uploads/2025/03/43936630_efc181a7a1_w.jpg?w=400" alt="" class="wp-image-17945" srcset="https://anngreennonprofit.com/wp-content/uploads/2025/03/43936630_efc181a7a1_w.jpg 400w, https://anngreennonprofit.com/wp-content/uploads/2025/03/43936630_efc181a7a1_w.jpg?w=150 150w, https://anngreennonprofit.com/wp-content/uploads/2025/03/43936630_efc181a7a1_w.jpg?w=300 300w" sizes="auto, (max-width: 400px) 100vw, 400px" /></a></figure> 2138</div> 2139 2140 2141<p class="wp-block-paragraph">Itâs spring in the Northern Hemisphere, and itâs about time after a frigid winter here in the Boston area, although I canât say itâs been that warm right now. </p> 2142 2143 2144 2145<p class="wp-block-paragraph">A lot of people use this time of the year to do some spring cleaning. I envy the people who do that because Iâm usually not one of them. </p> 2146 2147 2148 2149<p class="wp-block-paragraph">I know I should do more. As much as I dislike cleaning and organizing, Iâm happy once it gets done. Often getting started is the hardest part.</p> 2150 2151 2152 2153<p class="wp-block-paragraph">Your nonprofit organization may be putting off some version of your own spring cleaning and decluttering. Itâs important to make some time to tackle these so-called cumbersome tasks. Just think how happy youâll be when youâre done. Youâll also make some much-needed improvements to your infrastructure and donor communication.</p> 2154 2155 2156 2157<p class="wp-block-paragraph">Here are a few suggestions to help you get started.</p> 2158 2159 2160 2161<p class="wp-block-paragraph"><strong>Clean up your mailing lists and CRM/database</strong></p> 2162 2163 2164 2165<p class="wp-block-paragraph">Has it been a while since you updated your mailing lists? Did you have an influx of address changes, returned mail, and bounced emails after you sent your year-end appeal? This is a good time to clean up and update both your direct mail and email mailing lists.</p> 2166 2167 2168 2169<p class="wp-block-paragraph">Donât wait until right before your next mailing or campaign to<strong> </strong><a href="https://donorsnap.com/blog/how-to-keep-your-nonprofit-data-clean-and-organized/"><strong>clean up your donor data</strong></a>. If itâs been a while since youâve done this, then you need to do whatâs known as <a href="https://doublethedonation.com/data-hygiene-best-practices/"><strong>data hygiene</strong></a>.</p> 2170 2171 2172 2173<p class="wp-block-paragraph">Even though itâs tedious, have someone whoâs familiar with your donors (your development director?) go through your mailing lists and CRM/database to see if you need to make any additions, changes, and deletions.</p> 2174 2175 2176 2177<p class="wp-block-paragraph">Be meticulous. No donor wants to see her name misspelled, be addressed as Mrs. when she prefers Ms., or receive three mailings because you have duplicate records.<
2177/p> 2178 2179 2180 2181<p class="wp-block-paragraph">Your CRM/donor database is an essential tool, and it needs to be up-to-date and filled with accurate information about your donors.</p> 2182 2183 2184 2185<p class="wp-block-paragraph">Run your donor list through the<a href="http://www.nationalchangeofaddress.com/"><strong> National Change of Address database</strong></a>. It may cost some money to do this, but itâs worth it if you come out with squeaky-clean data. Do it at least once a year.</p> 2186 2187 2188 2189<p class="wp-block-paragraph">Also, if you havenât already done this, segment your donors into different groups â new donors, returning donors, monthly donors, etc. You may need to make some changes. For example, if a single gift donor starts giving monthly.</p> 2190 2191 2192 2193<p class="wp-block-paragraph">You might also want to move some lapsed donors who havenât donated for several years into an inactive file. Donât do this until youâve sent targeted, personalized appeals asking them to donate again. And if youâve never gotten in touch with any lapsed donors from 2024, you could reach out to them now.</p> 2194 2195 2196 2197<p class="wp-block-paragraph">Do the same thing with your email list. It doesnât make sense to send emails to people who donât respond to them. Give these people a chance to<strong> </strong><a href="https://www.nonprofitmarketingguide.com/messaging-options-for-email-re-engagement-campaigns/"><strong>re-engage</strong></a>, and if theyâre not even opening your emails, move them to an inactive file. Donât worry if people unsubscribe. Youâre better off with an email list of engaged subscribers.</p> 2198 2199 2200 2201<p class="wp-block-paragraph">Also, if you find you keep saying, âOur database doesnât let us do that.”, maybe itâs time for an upgrade.</p> 2202 2203 2204 2205<p class="wp-block-paragraph">While youâre at it, you could give your <a href="https://www.pamelagrow.com/14727/donation-page-adjustments/?utm_source=ONTRAPORT-email-broadcast&utm_medium=ONTRAPORT-email-broadcast&utm_term=Recent+Activity&utm_content=%5BThe+Grow+Report%5D+Testing+that+even+YOU+can+%28and+should%21%29+do&utm_campaign=03272025"><strong>donation page</strong></a> a spring cleaning.</p> 2206 2207 2208 2209<p class="wp-block-paragraph"><strong>Freshen up your messages</strong></p> 2210 2211 2212 2213<p class="wp-block-paragraph">Spring is a time to open up the windows and let some fresh air replace the stale air thatâs been accumulating in your house over the last several months.</p> 2214 2215 2216 2217<p class="wp-block-paragraph">You know what else might be stale â your messages. Take some time to freshen them up, if you havenât done that for a while. Ideally, you should do this at least once a year. I mentioned this in a recent<a href="https://anngreennonprofit.com/2025/03/24/is-your-donor-engagement-actually-engaging/"> <strong>post</strong></a>, emphasizing that your donor communication needs to be clear, conversational, and specific. Stay away from generic language and jargon. </p> 2218 2219 2220 2221<p class="wp-block-paragraph">Thereâs a good chance your <a href="https://anngreennonprofit.com/2024/08/13/creating-a-thank-you-plan-will-help-you-let-your-donors-know-how-much-you-appreciate-them/"><strong>thank you</strong></a> letters need a refresh. Your thank you letters need to actually thank your donors, not brag about your organization. Also, make sure your automatically generated thank you emails and landing pages donât look like boring receipts. Create separate templates for new donors, current donors, and monthly donors. </p> 2222 2223 2224 2225<p class="wp-block-paragraph">Thank you messages are one of the most important components of donor communication. Make yours sparkle.</p> 2226 2227 2228 2229<p class="wp-block-paragraph"><strong>Weed and grow </strong></p> 2230 2231 2232 2233<p class="wp-block-paragraph">People who have gardens spend a lot of time getting rid of weeds to ensure a beautiful garden. Iâm not a gardener. I live in a townhouse and donât have a yard, but even I know I need to cut off the dead leaves on my houseplants to help them grow.</p> 2234 2235 2236 2237<p class="wp-block-paragraph">What are your weeds? Perhaps itâs events or grants. These can take a lot of time and donât always bring in that much money. Plus, if youâve relied on federal funding here in the U.S., youâll need to branch out and look into other revenue sources.</p> 2238 2239 2240 2241<p class="wp-block-paragraph">A better option is to grow your individual giving program. Start with monthly giving. You can think of this as a houseplant approach, relatively easy to take on and maintain. Then move on to mid-level, major, and legacy giving. These will take more time, just like a seedling that with care and attention will grow into a tree.</p> 2242 2243 2244 2245<p class="wp-block-paragraph">As you work on your weeding, this article on <a href="https://www.sahilbloom.com/newsletter/unlocking-the-power-of-simplicity"><strong>simplicity</strong></a><strong> </strong>might be helpful. It suggests you do an audit of various aspects of your life and ask â Is it necessary and is it creating energy? If you answer Yes to both, keep it. If you answer No to both, remove it. If you answer Yes to one, think about it. </p> 2246 2247 2248 2249<p class="wp-block-paragraph">For your nonprofit, the energy question can be turned around and you can ask if something is depleting your energy. You could also ask, is it producing results?</p> 2250 2251 2252 2253<p class="wp-block-paragraph">It can be hard to let go. Maybe youâve held a particular event for years. But like weeds in a garden, it might be prohibiting your growth. Let go of this event (or whatever doesnât serve you) and find ways to raise money that will help you grow.</p> 2254 2255 2256 2257<p class="wp-block-paragraph"><strong>Donât wait too long</strong></p> 2258 2259 2260 2261<p class="wp-block-paragraph">I know youâre busy, but you need to take on these initiatives sooner rather than later. Just like the clutter and dust in your home, along with the weeds in your garden, they wonât disappear on their own. The longer you ignore it, the worse it gets. </p> 2262 2263 2264 2265<p class="wp-block-paragraph">Get started on these spring cleaning projects as soon as you can. Youâll be happy once theyâre done. Your donors will be happy if they donât get duplicate mailings and a fundraising letter laced with
2265jargon, but do receive a personalized appeal and a stellar thank you letter. Your organization will also benefit by taking on initiatives and making investments that will help you grow.</p> 2266 2267 2268 2269<p class="has-vivid-green-cyan-color has-text-color has-link-color wp-elements-1 wp-block-paragraph"><em>Photo by Ryan Harvey</em></p> 2270 2271 2272 2273<p class="wp-block-paragraph"></p> 2274 </div><!-- .entry-content --> 2275 2276 <footer class="entry-meta"> 2277 <span class="comments-link"><a href="https://anngreennonprofit.com/2025/03/31/does-your-nonprofit-need-to-do-a-little-spring-cleaning/#comments">1 Comment</a></span> 2278 2279 </footer><!-- .entry-meta --> 2280 </article><!-- #post-## --> 2281</div> 2282 2283 2284 <nav role="navigation" id="nav-below" class="paging-navigation"> 2285 <h1 class="screen-reader-text">Post navigation</h1> 2286 2287 2288 <div class="nav-previous"><a href="https://anngreennonprofit.com/category/appeal-letters/page/2/" ><span class="meta-nav">←</span> Older posts</a></div> 2289 2290 2291 2292 </nav><!-- #nav-below --> 2293 2294 2295 </main><!-- #main --> 2296 </section><!-- #primary --> 2297 2298 <div class="secondary widget-area" role="complementary"> 2299 <aside id="blog_subscription-2" class="widget widget_blog_subscription jetpack_subscription_widget"><h1 class="widget-title"><label for="subscribe-field">Follow my Blog via Email</label></h1> 2300 2301 <div class="wp-block-jetpack-subscriptions__container"> 2302 <form 2303 action="https://subscribe.wordpress.com" 2304 method="post" 2305 accept-charset="utf-8" 2306 data-blog="72704477" 2307 data-post_access_level="everybody" 2308 id="subscribe-blog" 2309 > 2310 <p>Enter your email address to follow this blog and receive notifications of new posts by email.</p> 2311 <p id="subscribe-email"> 2312 <label 2313 id="subscribe-field-label" 2314 for="subscribe-field" 2315 class="screen-reader-text" 2316 > 2317 Email Address: </label> 2318 2319 <input 2320 type="email" 2321 name="email" 2322 autocomplete="email" 2323 2324 style="width: 95%; 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2376StayClassy Nonprofit Fundraising Blog | StayClassy Blog</a></li><li><a href="https://www.pamelagrow.com/" class="bump-view" data-bump-view="bif">Pamela Grow</a></li><li><a href="https://fundraisingcoach.com/" class="bump-view" data-bump-view="bif">FundraisingCoach.com</a></li><li><a href="http://www.nonprofitmarketingblog.com/" class="bump-view" data-bump-view="bif">The Nonprofit Marketing Blog</a></li><li><a href="https://www.thestorytellingnonprofit.com/" class="bump-view" data-bump-view="bif">The Storytelling Non-Profit</a></li><li><a href="http://dennisfischman.com/" class="bump-view" data-bump-view="bif">Communicate!</a></li><li><a href="http://www.gailperry.com/resource-center/blog//feed" class="bump-view" data-bump-view="bif">www.gailperry.com/resource-center/blog//feed</a></li><li><a href="https://futurefundraisingnow.com/" class="bump-view" data-bump-view="bif">Future Fundraising Now</a></li><li><a href="https://www.nonprofitmarketingguide.com/blog/" class="bump-view" data-bump-view="bif">Blog - Nonprofit Marketing Guide (NPMG)</a></li><li><a href="https://jefflenney.com/" class="bump-view" data-bump-view="bif">Jeff Lenney</a></li></ul></aside> </div><!-- #secondary --> 2377 2378 </div><!-- #content --> 2379 2380 <footer id="colophon" class="site-footer" role="contentinfo"> 2381 <div class="site-footer-wrapper"> 2382 <div class="site-info"> 2383 <a href="https://wordpress.com/?ref=footer_website" rel="nofollow">Create a free website or blog at WordPress.com.</a> 2384 2385 </div><!-- .site-info --> 2386 </div><!-- .site-footer-wrapper --> 2387 </footer><!-- #colophon --> 2388</div><!-- #page --> 2389 2390
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2396 2397<div id="wpcom-follow-bubbles-jp_blogs_i_follow-2" class="wpcom-follow-bubbles"><div id="wpcom-bubble-jp_blogs_i_follow-2-1" class="wpcom-bubble wpcom-follow-bubble"><div class="bubble-txt"><a href="http://marketing-fundraising.com" class="bump-view" data-bump-view="bif">Fundraising Copywriter George Crankovic</a><p><small>Fundraising intelligence that isn't artificial: the clued-in copywriter</small></p></div></div><div id="wpcom-bubble-jp_blogs_i_follow-2-2" class="wpcom-bubble wpcom-follow-bubble"><div class="bubble-txt"><a href="http://garecht.com/" class="bump-view" data-bump-view="bif">Garecht Fundraising Associates</a><p><small>Maximize Your Fundraising. Multiply Your Impact.</small></p></div></div><div id="wpcom-bubble-jp_blogs_i_follow-2-3" class="wpcom-bubble wpcom-follow-bubble"><div class="bubble-txt"><a href="http://michaelrosensays.wordpress.com" class="bump-view" data-bump-view="bif">Michael Rosen Says...</a><p><small>Thoughts from the author of "Donor-Centered Planned Gift Marketing"</small></p></div></div><div id="wpcom-bubble-jp_blogs_i_follow-2-4" class="wpcom-bubble wpcom-follow-bubble"><div class="bubble-txt"><a href="https://bloomerang.co/blog/" class="bump-view" data-bump-view="bif">Bloomerang Blog</a><p><small>Advice and Resources to Help Nonprofit Organizations and Professionals Succeed</small></p></div></div><div id="wpcom-bubble-jp_blogs_i_follow-2-5" class="wpcom-bubble wpcom-follow-bubble"><div class="bubble-txt"><a href="https://blog.blackbaud.com/" class="bump-view" data-bump-view="bif">The ENGAGE Blog by Blackbaud</a><p><small>Advice and Resources to Help Nonprofit Organizations and Professionals Succeed</small></p></div></div><div id="wpcom-bubble-jp_blogs_i_follow-2-6" class="wpcom-bubble wpcom-follow-bubble"><div class="bubble-txt"><a href="https://getfullyfunded.com/" class="bump-view" data-bump-view="bif">Get Fully Funded</a><p><small>Advice and Resources to Help Nonprofit Organizations and Professionals Succeed</small></p></div></div><div id="wpcom-bubble-jp_blogs_i_follow-2-7" class="wpcom-bubble wpcom-follow-bubble"><div class="bubble-txt"><a href="http://mcahalane.com/" class="bump-view" data-bump-view="bif">Hands-On Fundraising</a><p><small>Donor Communications</small></p></div></div><div id="wpcom-bubble-jp_blogs_i_follow-2-8" class="wpcom-bubble wpcom-follow-bubble"><div class="bubble-txt"><a href="https://agentsofgood.org/" class="bump-view" data-bump-view="bif">Agents of Good</a><p><small>Advice and Resources to Help Nonprofit Organizations and Professionals Succeed</small></p></div></div><div id="wpcom-bubble-jp_blogs_i_follow-2-9" class="wpcom-bubble wpcom-follow-bubble"><div class="bubble-txt"><a href="https://www.wildapricot.com/blog" class="bump-view" data-bump-view="bif">WildApricot Blog (RSS 2.0)</a><p><small>Advice and Resources to Help Nonprofit Organizations and Professionals Succeed</small></p></div></div><div id="wpcom-bubble-jp_blogs_i_follow-2-10" class="wpcom-bubble wpcom-follow-bubble"><div class="bubble-txt"><a href="http://www.stayclassy.org/blog/" class="bump-view" data-bump-view="bif">StayClassy Nonprofit Fundraising Blog | StayClassy Blog</a><p></p></div></div><div id="wpcom-bubble-jp_blogs_i_follow-2-11" class="wpcom-bubble wpcom-follow-bubble"><div class="bubble-txt"><a href="https://www.pamelagrow.com/" class="bump-view" data-bump-view="bif">Pamela Grow</a><p><small>Advice and Resources to Help Nonprofit Organizations and Professionals Succeed</small></p></div></div><div id="wpcom-bubble-jp_blogs_i_follow-2-12" class="wpcom-bubble wpcom-follow-bubble"><div class="bubble-txt"><a href="https://fundraisingcoach.com/" class="bump-view" data-bump-view="bif">FundraisingCoach.com</a><p><small>Advice and Resources to Help Nonprofit Organizations and Professionals Succeed</small></p></div></div><div id="wpcom-bubble-jp_blogs_i_follow-2-13" class="wpcom-bubble wpcom-follow-bubble"><div class="bubble-txt"><a href="http://www.nonprofitmarketingblog.com/" class="bump-view" data-bump-view="bif">The Nonprofit Marketing Blog</a><p><small>Advice and Resources to Help Nonprofit Organizations and Professionals Succeed</small></p></div></div><div id="wpcom-bubble-jp_blogs_i_follow-2-14" class="wpcom-bubble wpcom-follow-bubble"><div class="bubble-txt"><a href="https://www.thestorytellingnonprofit.com/" class="bump-view" data-bump-view="bif">The Storytelling Non-Profit</a><p><small>Advice and Resources to Help Nonprofit Organizations and Professionals Succeed</small></p></div></div><div id="wpcom-bubble-jp_blogs_i_follow-2-15" class="wpcom-bubble wpcom-follow-bubble"><div class="bubble-txt"><a href="http://dennisfischman.com/" class="bump-view" data-bump-view="bif">Communicate!</a><p></p></div></div><div id="wpcom-bubble-jp_blogs_i_follow-2-16" class="wpcom-bubble wpcom-follow-bubble"><div class="bubble-txt"><a href="http://" class="bump-view" data-bump-view="bif"></a><p><small>Advice and Resources to Help Nonprofit Organizations and Professionals Succeed</small></p></div></div><div id="wpcom-bubble-jp_blogs_i_follow-2-17" class="wpcom-bubble wpcom-follow-bubble"><div class="bubble-txt"><a href="https://futurefundraisingnow.com/" class="bump-view" data-bump-view="bif">Future Fundraising Now</a><p><small>Advice and Resources to Help Nonprofit Organizations and Professionals Succeed</small></p></div></div><div id="wpcom-bubble-jp_blogs_i_follow-2-18" class="wpcom-bubble wpcom-follow-bubble"><div class="bubble-txt"><a href="https://www.nonprofitmarketingguide.com/blog/" class="bump-view" data-bump-view="bif">Blog - Nonprofit Marketing Guide (NPMG)</a><p><small>Advice and Resources to Help Nonprofit Organizations and Professionals Succeed</small></p></div></div><div id="wpcom-bubble-jp_blogs_i_follow-2-19" class="wpcom-bubble wpcom-follow-bubble"><div class="bubble-txt"><a href="https://jefflenney.com/" class="bump-view" data-bump-view="bif">Jeff Lenney</a><p><small>Advice and Resources to Help Nonprofit Organizations and Professionals Succeed</small></p></div></div></div>
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2453 2454 2455 <div style="display:none"> 2456 </div> 2457 <div id="infinite-footer"> 2458 <div class="container"> 2459 <div class="blog-info"> 2460 <a id="infinity-blog-title" href="https://anngreennonprofit.com/" rel="home"> 2461 Ann Green's Nonprofit Blog </a> 2462 </div> 2463 <div class="blog-credits"> 2464 <a href="https://wordpress.com/?ref=footer_blog" rel="nofollow">Blog at WordPress.com.</a> </div> 2465 </div> 2466 </div><!-- #infinite-footer --> 2467 <!-- CCPA [start] --> 2468
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