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441					appeal letters				</h1>
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446<div class="article-wrapper">
447	<article id="post-18500" class="post-18500 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-2 tag-database tag-donor-relations tag-donor-retention tag-fundraising tag-thank-you-letters">
448		<header class="entry-header">
449					<h1 class="entry-title"><a href="https://anngreennonprofit.com/2026/09/28/the-many-benefits-of-segmenting-your-donors/" rel="bookmark">The Many Benefits of Segmenting Your&nbsp;Donors</a></h1>
450								<div class="entry-meta">
451								<span class="posted-on"><a href="https://anngreennonprofit.com/2026/09/28/the-many-benefits-of-segmenting-your-donors/" rel="bookmark"><time class="entry-date published" datetime="2026-09-28T17:30:28+00:00">September 28, 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>
452															<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">
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 you’re 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.&nbsp;</p>
467
468
469
470<p class="wp-block-paragraph">I often receive generic, one-size-fits-all communication from organizations that don’t acknowledge I’m a longtime donor or recognize that I’m 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 haven’t 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">Isn’t it time for you to start segmenting your donors? If you’re 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 don’t think your current CRM/database can handle it and it will cost too much to get a better one.&nbsp;</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.&nbsp;</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 don’t need to create a 100 different types of letters, though. Four or five should be sufficient.&nbsp;</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 don’t do this, but it’s 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 you’ve 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 they’ve upgraded their gift, be sure to acknowledge that, too.&nbsp;</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 you’re sending an appeal to someone who’s 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, they’re showing their commitment to your organization. That’s why the second gift is called a golden donation. Don’t 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.&nbsp;</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.&nbsp;</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&amp;utm_medium=ONTRAPORT-email-broadcast&amp;utm_term=Recent+Activity&amp;utm_content=%5BThe+Grow+Report%5D+More+money%2C+fewer+donors.+Here%27s+the+fix.&amp;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.&nbsp;</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 I’ve 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 donors’ 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&amp;utm_medium=email&amp;_hsenc=p2ANqtz-8G93TZLyw2KNVxsxModewhW3EeSbwle6aGIieTQ9fTsGdzrKRnIyTVuY9y5LChAEWwnjfadPvGEDYQ2Qw_OA9QLWer8Q&amp;_hsmi=440697155&amp;utm_content=440275696&amp;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 don’t, you’re 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>
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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 That’s&nbsp;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 -->
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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 you’re doing a year-end appeal.&nbsp;</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 haven’t 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>, don’t wait any longer. Everything always takes more time than you think.&nbsp;</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 you’ve been using the same boring, generic template for years, it’s time for something new (and better).&nbsp;</p>
623
624
625
626<p class="wp-block-paragraph">You need a letter that takes into account what’s 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 – both for your donors and when you write about your clients/community.&nbsp;</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>
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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 can’t 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.&nbsp;</p>
647
648
649
650<p class="wp-block-paragraph">Perhaps you’d 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 donor’s attention. This doesn’t mean one that says 2026 Year-End Appeal. That’s not inspiring. Instead, say something like – <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.&nbsp;</p>
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652
653
654<p class="wp-block-paragraph">A hand-addressed envelope will look more personal. If that isn’t feasible, print directly on the envelope. You could also use mailing labels. Use some nice stamps if you can.</p>
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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 they’ll be helping.&nbsp;</p>
667
668
669
670<p class="wp-block-paragraph">Here’s an example – <em>Rhonda, a single mother with three kids, has gone through a lot over the past few years. It’s been hard to find work that pays enough and groceries are so expensive. Sometimes she’s 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 you’re writing to people who haven’t given before), she’s 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 she’s always treated with respect and dignity when she visits.&nbsp;</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. We’re 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.&nbsp;</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 it’s prominent and clear. Also, ask your current donors if they can give a little more right now. Don’t be afraid to ask your donors to upgrade their gifts. I realize some donors may be feeling pinched financially and won’t 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 – <em>We’re so grateful for your previous gift of $50. We’re 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 you’ve been doing a good job of engaging your donors throughout the year (and I hope that’s the case), they shouldn’t mind if you ask for a larger gift. Including the amount of your donor’s previous gift is helpful since people don’t 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. Don’t 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>It’s 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.&nbsp;</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 donor’s help.&nbsp;</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">Don’t send everyone the same appeal. Try to send different letters to current donors, monthly donors, lapsed donors, people on your mailing list who haven’t donated yet, event attendees, volunteers, and friends of board members.&nbsp;</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. They’re your best bet for getting donations. Let them know how much you appreciate their support.&nbsp;</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">Don’t send a generic, one-size-fits-all appeal letter. Go the extra mile for your donors, so they’ll 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 can’t even use a person’s 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.&nbsp;</p>
791
792
793
794<p class="wp-block-paragraph">Be careful and don’t send an appeal to your current monthly donors that invites them to become monthly donors. That’s 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&amp;utm_campaign=blog"><strong>but don’t go overboard</strong></a>. Make it easy to read and scan. Most people won’t 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
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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>, you’ll 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.&nbsp;</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
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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
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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 doesn’t 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
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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 don’t send it to a committee.</p>
839
840
841
842<p class="wp-block-paragraph">If you don’t 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. Don’t 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 that’s already in your appeal – <em>Please donate now to help us feed more families in the community</em>. Again, don’t 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>
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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>
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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>
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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 you’re 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 doesn’t focus on why something is important. There’s 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 don’t 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. We’ve all spent time with four-year-olds who pepper the conversation with “But why?” Imagine one of your favorite four-year-olds is with you as you write and keeps asking, “But why?” 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">Here’s 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">That’s 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 you’re making. It’s 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 it’s 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 doesn’t make sense to him. He’s always had trouble with math and fell behind during remote learning. He was still struggling to catch up and afraid he’d have to take that horrible class again.&nbsp;</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 Aaron’s patience and guidance, Steven got a B on his last test.&nbsp;</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 donor’s 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">It’s 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 it’s focused too much on your organization and sounds like you’re bragging, then probably not.&nbsp;</p>
1006
1007
1008
1009<p class="wp-block-paragraph">Your donors want information that lets them know how they’re helping you make a difference and why that’s 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 couldn’t 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 -->
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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">Don’t Wait Too Long &#8211; Spring Cleaning Projects for Your&nbsp;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">It’s spring in the Northern Hemisphere, and it’s about time after a snowy, frigid winter here in the Boston area, although some days it doesn’t feel like spring.&nbsp;</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 I’m usually not one of them.&nbsp;</p>
1062
1063
1064
1065<p class="wp-block-paragraph">I know I should do more. As much as I dislike cleaning and organizing, I’m 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. It’s important to make some time to tackle these so-called cumbersome tasks. Just think how happy you’ll be when you’re done. You’ll also make some much-needed improvements to your infrastructure and donor communication.</p>
1070
1071
1072
1073<p class="wp-block-paragraph">If you’re 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">Don’t 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 it’s been a while since you’ve done this, then you need to do what’s 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 it’s tedious, have someone who’s 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 it’s 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 haven’t already done this, segment your donors into different groups – 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 haven’t donated for several years into an inactive file. Don’t do this until you’ve sent targeted, personalized appeals asking them to donate again. And if you’ve 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 doesn’t make sense to send emails to people who don’t 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 they’re not even opening your emails, move them to an inactive file. Don’t worry if people unsubscribe. You’re 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, “Our database doesn’t let us do that,” maybe it’s time for an upgrade.</p>
1118
1119
1120
1121<p class="wp-block-paragraph">While you’re at it, you could give your <a href="https://www.pamelagrow.com/14727/donation-page-adjustments/?utm_source=ONTRAPORT-email-broadcast&amp;utm_medium=ONTRAPORT-email-broadcast&amp;utm_term=Recent+Activity&amp;utm_content=%5BThe+Grow+Report%5D+Testing+that+even+YOU+can+%28and+should%21%29+do&amp;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 that’s 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 – your messages. Take some time to freshen them up, if you haven’t 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.&nbsp;</p>
1134
1135
1136
1137<p class="wp-block-paragraph">There’s 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 don’t look like boring receipts. Create separate templates for new donors, current donors, and monthly donors.&nbsp;</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&nbsp;</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. I’m not a gardener. I live in a townhouse and don’t 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 it’s events or grants. These can take a lot of time and don’t always bring in that much money. Plus, if you’ve relied on federal funding here in the U.S., you’ll 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 –&nbsp; 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.&nbsp;</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 you’ve 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 doesn’t 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 don’t 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.&nbsp;</p>
1178
1179
1180
1181<p class="wp-block-paragraph">I know you’re 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 won’t disappear on their own. The longer you ignore it, the worse it gets.&nbsp;</p>
1182
1183
1184
1185<p class="wp-block-paragraph">You’ll be happy once these spring cleaning projects are done. Plus, your donors will be happy if they don’t 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>
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1199			
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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&nbsp;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
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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="{&quot;copyright&quot;:&quot;Copyright \u00a9 2021&quot;}" 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 they’re a monthly donor.</p>
1222
1223
1224
1225<p class="wp-block-paragraph">If that’s 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 isn’t doing what it’s supposed to do, it’s 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 aren’t the same, so they shouldn’t 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 it’s 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.&nbsp;</p>
1242
1243
1244
1245<p class="wp-block-paragraph">Also, please stop sending Dear Friend letters. You’re not being a good friend if you don’t even use your donors’ names.</p>
1246
1247
1248
1249<p class="wp-block-paragraph">I know this will take more time, but it’s 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&amp;utm_medium=FeedBlitzEmail&amp;utm_content=388628&amp;utm_campaign=Express_2026-03-13_01:30&amp;utm_medium=FeedBlitzEmail&amp;utm_content=388628&amp;utm_campaign=Express_2026-03-13_01:30"><strong>vague, generic language and jargon</strong></a>, you’re going to instantly bore and/or confuse your donors. Most of your donors don’t have a medical or social services background. They don’t use terms like food insecurity, at-risk populations, and underserved communities – and neither should you. Stay away from insider language.&nbsp;</p>
1258
1259
1260
1261<p class="wp-block-paragraph">Connect with your donors by using language they’ll 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 you’re 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 haven’t 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 what’s 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
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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 don’t 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 that’s 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>
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1297<p class="wp-block-paragraph"></p>
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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&nbsp;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 -->
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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="{&quot;credit&quot;:&quot;Kevin Dooley&quot;}" 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. I’m 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 it’s well worth the investment.&nbsp;</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 you’ll 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
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1344
1345<p class="wp-block-paragraph">You’ll have a lot of competition since you’re 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 haven’t 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>
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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> that’s 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
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1372
1373<p class="wp-block-paragraph">When you’re 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">Don’t spend a lot of time on channels your donors aren’t 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. I’ve 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.&nbsp;</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 you’re 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 haven’t 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
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1408
1409<p class="wp-block-paragraph"><a href="https://www.nonprofitpro.com/post/dont-make-year-end-giving-a-transaction/#ne=9b07fef3ea09a5eef489eab2aac63449&amp;utm_source=nonprofit-pro-today&amp;utm_medium=newsletter&amp;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&nbsp; –<em> How you can help local families put food on the table.&nbsp;&nbsp;</em></p>
1410
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1412
1413<p class="wp-block-paragraph">Make sure it’s obvious your message is coming from your organization so you have a better chance of getting it opened.&nbsp;</p>
1414
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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, here’s a friendly reminder to thank your donors as soon as the donations come in.</p>
1434
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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, don’t 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
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1444
1445<p class="wp-block-paragraph"><em>Thank you so much to all of you who donated to our year-end appeal. We’re well on our way to serving more families at the Eastside Community Food Pantry. This is crucial. We’re seeing more people coming in because they’re having trouble affording groceries, and we expect this to continue for a while.</em></p>
1446
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1448
1449<p class="wp-block-paragraph"><em>If you haven’t 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 you’re focused on year-end fundraising, you also need to communicate in other ways right now.&nbsp;</p>
1462
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1465<p class="wp-block-paragraph">And, if you’ve been holding off on sending those thank you letters, now would be a good time to get caught up.</p>
1466
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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
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1476
1477<p class="wp-block-paragraph">Love it, hate it, or somewhere in between, your donors’ 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 you’re not participating in GivingTuesday, you’ll want to send a reminder on a different day.</p>
1478
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1480
1481<p class="wp-block-paragraph">Also, not all of your donors will care that it’s 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, don’t look like spam. And, keep it positive. Don’t make your donors feel bad because they haven’t 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. That’s probably most effective. Leaving a voice mail message is fine.&nbsp;</p>
1494
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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">It’s a busy time of the year and your donors may need a gentle prompt.</p>
1502
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1504
1505<p class="wp-block-paragraph"><strong>The rest of December and beyond</strong></p>
1506
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1508
1509<p class="wp-block-paragraph">Keep sending reminders throughout December. It’s 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 haven’t donated yet.</p>
1510
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1512
1513<p class="wp-block-paragraph">Be sure to keep up with your donor communication (newsletter and other updates). Remember, you don’t 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
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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. It’s 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
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1520
1521<p class="wp-block-paragraph">Even though you’re trying to raise money, don’t forget about <a href="https://neonone.com/resources/blog/donor-relationships/"><strong>building relationships</strong></a>, too. That’s just as important.</p>
1522
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1525<p class="wp-block-paragraph">Look to see who hasn’t 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 don’t use electronic communication. The more you can personalize it, the better.</p>
1526
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1528
1529<p class="wp-block-paragraph">You can continue following up in the New Year when your donors aren’t as busy.</p>
1530
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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>
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1537<p class="wp-block-paragraph"></p>
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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 It’s Important to Segment Your&nbsp;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 you’re 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>
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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.&nbsp;</p>
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1572
1573<p class="wp-block-paragraph">I often receive generic, one-size-fits-all communication from organizations that don’t acknowledge I’m a longtime donor or recognize that I’m a monthly donor. How do you think that makes me feel?</p>
1574
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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 haven’t 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>
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1581<p class="wp-block-paragraph">Isn’t it time for you to start segmenting your donors? If you’re 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 don’t think your current CRM/database can handle it and it will cost too much to get a better one.&nbsp;</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
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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 don’t need to create a 100 different types of letters, though. Four or five should be sufficient.&nbsp;</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 don’t do this, but it’s 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 you’ve 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
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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 they’ve upgraded their gift, be sure to acknowledge that, too.&nbsp;</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 you’re sending an appeal to someone who’s 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
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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, they’re showing their commitment to your organization. That’s why the second gift is called a golden donation. Don’t 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.&nbsp;</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.&nbsp;</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.&nbsp;</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 I’ve 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 don’t, you’re 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>
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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&nbsp;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>
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1704
1705<p class="wp-block-paragraph">September is here. It’s 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>
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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 you’re doing a year-end appeal.&nbsp;</p>
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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 haven’t 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> don’t wait any longer. Everything always takes more time than you think.&nbsp;</p>
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1716
1717<p class="wp-block-paragraph">You need to create an appeal that will stand out and resonate with your donors. If you’ve been using the same boring, generic template for years, it’s time for something new.&nbsp;</p>
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1720
1721<p class="wp-block-paragraph">You need a letter that takes into account what’s going on in 2025. How are the everchanging current situations affecting your clients/community?</p>
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1724
1725<p class="wp-block-paragraph">Your appeal also needs to be personal – both for your donors and when you write about your clients/community.&nbsp;</p>
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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.&nbsp;</p>
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1732
1733<p class="wp-block-paragraph"><strong>Your envelope matters</strong></p>
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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 can’t get them to do that, then all your hard work has gone to waste.</p>
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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.&nbsp;</p>
1742
1743
1744
1745<p class="wp-block-paragraph">Perhaps you’d 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 donor’s attention. This doesn’t mean one that says 2025 Annual Appeal. That’s not inspiring. Instead, say something like –<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&amp;utm_source=enews-weekly-2025-08-28&amp;utm_campaign=enews-weekly&amp;inf_contact_key=0db9fc7e1607f0789df5fdc1231a154e680f8914173f9191b1c0223e68310bb1"><strong>open the envelope</strong></a>.&nbsp;</p>
1746
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1748
1749<p class="wp-block-paragraph">A hand-addressed envelope will look more personal. If that isn’t feasible, print directly on the envelope. You could also use mailing labels. Use some nice stamps if you can.</p>
1750
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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
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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 they’ll be helping.&nbsp;</p>
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1764
1765<p class="wp-block-paragraph">Here’s an example – <em>Melanie, a single mother with three kids, has gone through a lot over the past few years. It’s been hard to find work that pays enough and groceries are so expensive. Sometimes she’s forced to choose between buying groceries and paying the heating bill.</em></p>
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1769<p class="wp-block-paragraph"><em>But thanks to generous donors like you (or because of our generous donors if you’re writing to people who haven’t given before), she’s 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 she’s always treated with respect and dignity when she visits.&nbsp;</em></p>
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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. We’re seeing more people coming in right now because of rising food costs and cuts in benefits.</em></p>
1774
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1776
1777<p class="wp-block-paragraph">You could also share a first-person story from a client/program recipient.&nbsp;</p>
1778
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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
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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 it’s prominent and clear. Also, ask your current donors if they can give a little more right now. Don’t be afraid to ask your donors to upgrade their gifts. I realize some donors may be feeling pinched financially and won’t 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 – <em>We’re so grateful for your previous gift of $50. We’re 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>
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1800
1801<p class="wp-block-paragraph">Asking for an upgrade can help you raise more money. Also, if you’ve been doing a good job of engaging your donors throughout the year (and I hope that’s the case), they shouldn’t mind if you ask for a larger gift. Including the amount of your donor’s previous gift is helpful since people don’t often remember what they gave before.</p>
1802
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1804
1805<p class="wp-block-paragraph">Be sure the ask is the only call to action in your appeal. Don’t 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>It’s 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.&nbsp;</p>
1814
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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
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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>
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1824
1825<p class="wp-block-paragraph"><strong>Share your successes and challenges</strong></p>
1826
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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 donor’s help.&nbsp;</p>
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1832
1833<p class="wp-block-paragraph"><strong>Personalization is crucial</strong></p>
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1837<p class="wp-block-paragraph">Don’t send everyone the same appeal. Try to send different letters to current donors, monthly donors, lapsed donors, people on your mailing list who haven’t donated yet, event attendees, volunteers, and friends of board members.&nbsp;</p>
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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>
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1844
1845<p class="wp-block-paragraph">Send a personalized appeal to your current donors. They’re your best bet for getting donations. Let them know how much you appreciate their support.&nbsp;</p>
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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
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1852
1853<p class="wp-block-paragraph">Don’t send a generic, one-size-fits-all appeal letter. Go the extra mile for your donors, so they’ll continue to support you.</p>
1854
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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 can’t even use a person’s 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>
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1864
1865<p class="wp-block-paragraph"><strong>Make it easy for your donors to give</strong></p>
1866
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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.&nbsp;</p>
1886
1887
1888
1889<p class="wp-block-paragraph">Be careful and don’t send an appeal to your current monthly donors that invites them to become monthly donors. That’s 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 won’t 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&amp;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, you’ll 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.&nbsp;</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 doesn’t 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 don’t send it to a committee.</p>
1934
1935
1936
1937<p class="wp-block-paragraph">If you don’t 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. Don’t 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 that’s already in your appeal –<em> Please donate now to help us feed more families in the community.</em> Don’t 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 doesn’t focus on why something is important. There’s 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 don’t 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 you’re a four-year-old who keeps asking, “But why?” 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">Here’s 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">That’s 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 you’re 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 it’s 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&nbsp;Porter High School, can’t stand algebra. It just doesn’t make sense to him. He’s always had trouble with math and fell behind during remote learning. He was still struggling to catch up and afraid he’d have to take that horrible class again.&nbsp;</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 Brian’s patience and guidance, Jason got a B on his last test.&nbsp;</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 donor’s 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">It’s 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 it’s focused too much on your organization and sounds like you’re bragging, then probably not. </p>
2090
2091
2092
2093<p class="wp-block-paragraph">Your donors want information that lets them know how they’re helping you make a difference and why that’s 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 couldn’t 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&nbsp;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">It’s spring in the Northern Hemisphere, and it’s about time after a frigid winter here in the Boston area, although I can’t say it’s been that warm right now.&nbsp;</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 I’m usually not one of them.&nbsp;</p>
2146
2147
2148
2149<p class="wp-block-paragraph">I know I should do more. As much as I dislike cleaning and organizing, I’m 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. It’s important to make some time to tackle these so-called cumbersome tasks. Just think how happy you’ll be when you’re done. You’ll 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">Don’t 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 it’s been a while since you’ve done this, then you need to do what’s 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 it’s tedious, have someone who’s 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 it’s 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 haven’t already done this, segment your donors into different groups – 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 haven’t donated for several years into an inactive file. Don’t do this until you’ve sent targeted, personalized appeals asking them to donate again. And if you’ve 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 doesn’t make sense to send emails to people who don’t 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 they’re not even opening your emails, move them to an inactive file. Don’t worry if people unsubscribe. You’re 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, “Our database doesn’t let us do that.&#8221;, maybe it’s time for an upgrade.</p>
2202
2203
2204
2205<p class="wp-block-paragraph">While you’re at it, you could give your <a href="https://www.pamelagrow.com/14727/donation-page-adjustments/?utm_source=ONTRAPORT-email-broadcast&amp;utm_medium=ONTRAPORT-email-broadcast&amp;utm_term=Recent+Activity&amp;utm_content=%5BThe+Grow+Report%5D+Testing+that+even+YOU+can+%28and+should%21%29+do&amp;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 that’s 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 – your messages. Take some time to freshen them up, if you haven’t 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.&nbsp;</p>
2218
2219
2220
2221<p class="wp-block-paragraph">There’s 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 don’t look like boring receipts. Create separate templates for new donors, current donors, and monthly donors.&nbsp;</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&nbsp;</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. I’m not a gardener. I live in a townhouse and don’t 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 it’s events or grants. These can take a lot of time and don’t always bring in that much money. Plus, if you’ve relied on federal funding here in the U.S., you’ll 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 –&nbsp; 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.&nbsp;</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 you’ve 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 doesn’t serve you) and find ways to raise money that will help you grow.</p>
2254
2255
2256
2257<p class="wp-block-paragraph"><strong>Don’t wait too long</strong></p>
2258
2259
2260
2261<p class="wp-block-paragraph">I know you’re 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 won’t disappear on their own. The longer you ignore it, the worse it gets.&nbsp;</p>
2262
2263
2264
2265<p class="wp-block-paragraph">Get started on these spring cleaning projects as soon as you can. You’ll be happy once they’re done. Your donors will be happy if they don’t 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
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2376</aside><aside id="jp_blogs_i_follow-2" class="widget widget_jp_blogs_i_follow"><h1 class="widget-title">Blogs I Follow</h1><ul><li><a href="http://marketing-fundraising.com" class="bump-view" data-bump-view="bif">Fundraising Copywriter George Crankovic</a></li><li><a href="http://garecht.com/" class="bump-view" data-bump-view="bif">Garecht Fundraising Associates</a></li><li><a href="http://michaelrosensays.wordpress.com" class="bump-view" data-bump-view="bif">Michael Rosen Says...</a></li><li><a href="https://bloomerang.co/blog/" class="bump-view" data-bump-view="bif">Bloomerang Blog</a></li><li><a href="https://blog.blackbaud.com/" class="bump-view" data-bump-view="bif">The ENGAGE Blog by Blackbaud</a></li><li><a href="https://getfullyfunded.com/" class="bump-view" data-bump-view="bif">Get Fully Funded</a></li><li><a href="http://mcahalane.com/" class="bump-view" data-bump-view="bif">Hands-On Fundraising</a></li><li><a href="https://agentsofgood.org/" class="bump-view" data-bump-view="bif">Agents of Good</a></li><li><a href="https://www.wildapricot.com/blog" class="bump-view" data-bump-view="bif">WildApricot Blog (RSS 2.0)</a></li><li><a href="http://www.stayclassy.org/blog/" class="bump-view" data-bump-view="bif">
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 -->
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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&#039;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. 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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		
2468<script type="text/javascript">
2469			( function () {
2470
2471				var setupPrivacy = function() {
2472
2473					// Minimal Mozilla Cookie library
2474					// https://developer.mozilla.org/en-US/docs/Web/API/Document/cookie/Simple_document.cookie_framework
2475					var cookieLib = window.cookieLib = {getItem:function(e){return e&&decodeURIComponent(document.cookie.replace(new RegExp("(?:(?:^|.*;)\\s*"+encodeURIComponent(e).replace(/[\-\.\+\*]/g,"\\$&")+"\\s*\\=\\s*([^;]*).*$)|^.*$"),"$1"))||null},setItem:function(e,o,n,t,r,i){if(!e||/^(?:expires|max\-age|path|domain|secure)$/i.test(e))return!1;var c="";if(n)switch(n.constructor){case Number:c=n===1/0?"; expires=Fri, 31 Dec 9999 23:59:59 GMT":"; max-age="+n;break;case String:c="; expires="+n;break;case Date:c="; expires="+n.toUTCString()}return"rootDomain"!==r&&".rootDomain"!==r||(r=(".rootDomain"===r?".":"")+document.location.hostname.split(".").slice(-2).join(".")),document.cookie=encodeURIComponent(e)+"="+encodeURIComponent(o)+c+(r?"; domain="+r:"")+(t?"; path="+t:"")+(i?"; secure":""),!0}};
2476
2477					// Implement IAB USP API.
2478					window.__uspapi = function( command, version, callback ) {
2479
2480						// Validate callback.
2481						if ( typeof callback !== 'function' ) {
2482							return;
2483						}
2484
2485						// Validate the given command.
2486						if ( command !== 'getUSPData' || version !== 1 ) {
2487							callback( null, false );
2488							return;
2489						}
2490
2491						// Check for GPC. If set, override any stored cookie.
2492						if ( navigator.globalPrivacyControl ) {
2493							callback( { version: 1, uspString: '1YYN' }, true );
2494							return;
2495						}
2496
2497						// Check for cookie.
2498						var consent = cookieLib.getItem( 'usprivacy' );
2499
2500						// Invalid cookie.
2501						if ( null === consent ) {
2502							callback( null, false );
2503							return;
2504						}
2505
2506						// Everything checks out. Fire the provided callback with the consent data.
2507						callback( { version: 1, uspString: consent }, true );
2508					};
2509
2510					// Initialization.
2511					document.addEventListener( 'DOMContentLoaded', function() {
2512
2513						// Internal functions.
2514						var setDefaultOptInCookie = function() {
2515							var value = '1YNN';
2516							var domain = '.wordpress.com' === location.hostname.slice( -14 ) ? '.rootDomain' : location.hostname;
2517							cookieLib.setItem( 'usprivacy', value, 365 * 24 * 60 * 60, '/', domain );
2518						};
2519
2520						var setDefaultOptOutCookie = function() {
2521							var value = '1YYN';
2522							var domain = '.wordpress.com' === location.hostname.slice( -14 ) ? '.rootDomain' : location.hostname;
2523							cookieLib.setItem( 'usprivacy', value, 24 * 60 * 60, '/', domain );
2524						};
2525
2526						var setDefaultNotApplicableCookie = function() {
2527							var value = '1---';
2528							var domain = '.wordpress.com' === location.hostname.slice( -14 ) ? '.rootDomain' : location.hostname;
2529							cookieLib.setItem( 'usprivacy', value, 24 * 60 * 60, '/', domain );
2530						};
2531
2532						var setCcpaAppliesCookie = function( applies ) {
2533							var domain = '.wordpress.com' === location.hostname.slice( -14 ) ? '.rootDomain' : location.hostname;
2534							cookieLib.setItem( 'ccpa_applies', applies, 24 * 60 * 60, '/', domain );
2535						}
2536
2537						var maybeCallDoNotSellCallback = function() {
2538							if ( 'function' === typeof window.doNotSellCallback ) {
2539								return window.doNotSellCallback();
2540							}
2541
2542							return false;
2543						}
2544
2545						// Look for usprivacy cookie first.
2546						var usprivacyCookie = cookieLib.getItem( 'usprivacy' );
2547
2548						// Found a usprivacy cookie.
2549						if ( null !== usprivacyCookie ) {
2550
2551							// If the cookie indicates that CCPA does not apply, then bail.
2552							if ( '1---' === usprivacyCookie ) {
2553								return;
2554							}
2555
2556							// CCPA applies, so call our callback to add Do Not Sell link to the page.
2557							maybeCallDoNotSellCallback();
2558
2559							// We're all done, no more processing needed.
2560							return;
2561						}
2562
2563						// We don't have a usprivacy cookie, so check to see if we have a CCPA applies cookie.
2564						var ccpaCookie = cookieLib.getItem( 'ccpa_applies' );
2565
2566						// No CCPA applies cookie found, so we'll need to geolocate if this visitor is from California.
2567						// This needs to happen client side because we do not have region geo data in our $SERVER headers,
2568						// only country data -- therefore we can't vary cache on the region.
2569						if ( null === ccpaCookie ) {
2570
2571							var request = new XMLHttpRequest();
2572							request.open( 'GET', 'https://public-api.wordpress.com/geo/', true );
2573
2574							request.onreadystatechange = function () {
2575								if ( 4 === this.readyState ) {
2576									if ( 200 === this.status ) {
2577
2578										// Got a geo response. Parse out the region data.
2579										var data = JSON.parse( this.response );
2580										var region      = data.region ? data.region.toLowerCase() : '';
2581										var ccpa_applies = ['california', 'colorado', 'connecticut', 'delaware', 'indiana', 'iowa', 'montana', 'new jersey', 'oregon', 'tennessee', 'texas', 'utah', 'virginia'].indexOf( region ) > -1;
2582										// Set CCPA applies cookie. This keeps us from having to make a geo request too frequently.
2583										setCcpaAppliesCookie( ccpa_applies );
2584
2585										// Check if CCPA applies to set the proper usprivacy cookie.
2586										if ( ccpa_applies ) {
2587											if ( maybeCallDoNotSellCallback() ) {
2588												// Do Not Sell link added, so set default opt-in.
2589												setDefaultOptInCookie();
2590											} else {
2591												// Failed showing Do Not Sell link as required, so default to opt-OUT just to be safe.
2592												setDefaultOptOutCookie();
2593											}
2594										} else {
2595											// CCPA does not apply.
2596											setDefaultNotApplicableCookie();
2597										}
2598									} else {
2599										// Could not geo, so let's assume for now that CCPA applies to be safe.
2600										setCcpaAppliesCookie( true );
2601										if ( maybeCallDoNotSellCallback() ) {
2602											// Do Not Sell link added, so set default opt-in.
2603											setDefaultOptInCookie();
2604										} else {
2605											// Failed showing Do Not Sell link as required, so default to opt-OUT just to be safe.
2606											setDefaultOptOutCookie();
2607										}
2608									}
2609								}
2610							};
2611
2612							// Send the geo request.
2613							request.send();
2614						} else {
2615							// We found a CCPA applies cookie.
2616							if ( ccpaCookie === 'true' ) {
2617								if ( maybeCallDoNotSellCallback() ) {
2618									// Do Not Sell link added, so set default opt-in.
2619									setDefaultOptInCookie();
2620								} else {
2621									// Failed showing Do Not Sell link as required, so default to opt-OUT just to be safe.
2622									setDefaultOptOutCookie();
2623								}
2624							} else {
2625								// CCPA does not apply.
2626								setDefaultNotApplicableCookie();
2627							}
2628						}
2629					} );
2630				};
2631
2632				// Kickoff initialization.
2633				if ( window.defQueue && defQueue.isLOHP && defQueue.isLOHP === 2020 ) {
2634					defQueue.items.push( setupPrivacy );
2635				} else {
2636					setupPrivacy();
2637				}
2638
2639			} )();
2640		</script>
2640
2641
2642		<!-- CCPA [end] -->
2643		<div class="widget widget_eu_cookie_law_widget">
2644<div
2645	class="hide-on-button ads-active"
2646	data-hide-timeout="30"
2647	data-consent-expiration="180"
2648	id="eu-cookie-law"
2649	style="display: none"
2650>
2651	<form method="post">
2652		<input type="submit" value="Close and accept" class="accept" />
2653
2654		Privacy &amp; Cookies: This site uses cookies. By continuing to use this website, you agree to their use. <br />
2655To find out more, including how to control cookies, see here:
2656				<a href="https://automattic.com/cookies/" rel="nofollow">
2657			Cookie Policy		</a>
2658 </form>
2659</div>
2660</div>			<div id="actionbar" dir="ltr" style="display: none;"
2661				class="actnbr-pub-big-brother" role="region" aria-label="Site actions">
2662			<span class="actnbr-live" aria-live="polite"></span>
2663			<ul>
2664										<li class="actnbr-btn actnbr-hidden">
2665										<a class="actnbr-action actnbr-actn-follow " href="" role="button" aria-haspopup="dialog" aria-expanded="false">
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2667			</a>
2668			<a class="actnbr-action actnbr-actn-following  no-display" href="" role="button">
2669				<svg class="actnbr-icon actnbr-icon-check" width="20" height="20" viewBox="0 0 24 24" xmlns="http://www.w3.org/2000/svg" aria-hidden="true" focusable="false" style="fill: none" stroke="currentColor" stroke-width="1.5"><path d="M7 12L10 15L17 8" vector-effect="non-scaling-stroke"/></svg>				<span>Subscribed</span>
2670			</a>
2671									<div class="actnbr-popover actnbr-panel actnbr-notice" id="follow-bubble" role="dialog" aria-label="Subscribe to Ann Green&#039;s Nonprofit Blog">
2672								<div class="actnbr-follow-bubble">
2673								<div class="actnbr-panel__group"><a class="actnbr-menu__item actnbr-sitename" href="https://anngreennonprofit.com"><img loading='lazy' alt='' src='https://s-ssl.wordpress.com/i/logo/wpcom-gray-white.png?m=1479929237i' srcset='https://s-ssl.wordpress.com/i/logo/wpcom-gray-white.png 1x' class='avatar avatar-50' height='50' width='50' /><span class="actnbr-menu__label">Ann Green&#039;s Nonprofit Blog</span></a></div>																	<div class="actnbr-panel__group">
2674										<div class="actnbr-message no-display" aria-live="polite"></div>
2675										<form method="post" action="https://subscribe.wordpress.com" accept-charset="utf-8" class="no-display">
2676																							<div class="actnbr-follow-count">Join 589 other subscribers</div>
2677																							<input type="email" name="email" placeholder="Want updates? Enter your email" class="actnbr-email-field" aria-label="Email address" />
2678											<input type="hidden" name="action" value="subscribe" />
2679											<input type="hidden" name="blog_id" value="72704477" />
2680											<input type="hidden" name="source" value="https://anngreennonprofit.com/category/appeal-letters/" />
2681											<input type="hidden" name="sub-type" value="actionbar-follow" />
2682											<input type="hidden" id="_wpnonce" name="_wpnonce" value="ada6ecb274" />											<button type="submit" class="actnbr-button">Sign me up</button>
2683										</form>
2684										<p class="actnbr-login-nudge">
2685											Have a WordPress.com account? <a href="https://wordpress.com/log-in?redirect_to=https%3A%2F%2Fr-login.wordpress.com%2Fremote-login.php%3Faction%3Dlink%26back%3Dhttps%253A%252F%252Fanngreennonprofit.com%252F2026%252F09%252F28%252Fthe-many-benefits-of-segmenting-your-donors%252F">Log in now.</a>										</p>
2686									</div>
2687																	</div>
2688							</div>
2689						</li>
2690									<li class="actnbr-ellipsis actnbr-hidden">
2691					<button type="button" class="actnbr-more-toggle" aria-haspopup="true" aria-expanded="false" aria-label="More options">
2692						<svg class="actnbr-icon actnbr-icon-more-horizontal" width="24" height="24" viewBox="0 0 24 24" xmlns="http://www.w3.org/2000/svg" aria-hidden="true" focusable="false" fill="currentColor"><path d="M11 13h2v-2h-2v2zm-6 0h2v-2H5v2zm12-2v2h2v-2h-2z"/></svg>					</button>
2693					<div class="actnbr-popover actnbr-menu" role="menu" aria-label="Site options">
2694						<div class="actnbr-menu__group" role="group"><a role="menuitem" class="actnbr-menu__item actnbr-sitename" href="https://anngreennonprofit.com"><img loading='lazy' alt='' src='https://s-ssl.wordpress.com/i/logo/wpcom-gray-white.png?m=1479929237i' srcset='https://s-ssl.wordpress.com/i/logo/wpcom-gray-white.png 1x' class='avatar avatar-50' height='50' width='50' /><span class="actnbr-menu__label">Ann Green&#039;s Nonprofit Blog</span></a></div><div class="actnbr-menu__group" role="group"><a role="menuitem" class="actnbr-menu__item actnbr-reader" href="https://wordpress.com/reader/feeds/23415987"><span class="actnbr-menu__label">View site in Reader</span></a></div><div class="actnbr-menu__group" role="group"><a role="menuitem" class="actnbr-menu__item actnbr-subs" href="https://subscribe.wordpress.com/"><span class="actnbr-menu__label">Manage subscriptions</span></a><a role="menuitem" class="actnbr-menu__item actnbr-signup" href="https://wordpress.com/start/"><span class="actnbr-menu__label">Sign up</span></a><a role="menuitem" class="actnbr-menu__item actnbr-login" href="https://wordpress.com/log-in?redirect_to=https%3A%2F%2Fr-login.wordpress.com%2Fremote-login.php%3Faction%3Dlink%26back%3Dhttps%253A%252F%252Fanngreennonprofit.com%252F2026%252F09%252F28%252Fthe-many-benefits-of-segmenting-your-donors%252F"><span class="actnbr-menu__label">Log in</span></a></div><div class="actnbr-menu__group" role="group"><a role="menuitem" class="actnbr-menu__item flb-report" href="https://wordpress.com/abuse/?report_url=https://anngreennonprofit.com" target="_blank" rel="noopener noreferrer"><span class="actnbr-menu__label">Report this content</span><span class="actnbr-menu__icon"><svg class="actnbr-icon actnbr-icon-external" width="18" height="18" viewBox="0 0 24 24" xmlns="http://www.w3.org/2000/svg" aria-hidden="true" focusable="false" fill="currentColor"><path d="M19.5 4.5h-7V6h4.44l-5.97 5.97 1.06 1.06L18 7.06v4.44h1.5v-7Zm-13 1a2 2 0 0 0-2 2v10a2 2 0 0 0 2 2h10a2 2 0 0 0 2-2v-3H17v3a.5.5 0 0 1-.5.5h-10a.5.5 0 0 1-.5-.5v-10a.5.5 0 0 1 .5-.5h3V5.5h-3Z"/></svg></span></a></div><div class="actnbr-menu__group" role="group"><a role="menuitem" class="actnbr-menu__item actnbr-fold" href=""><span class="actnbr-menu__label">Collapse this bar</span></a></div>					</div>
2695				</li>
2696			</ul>
2697		</div>
2698		
2698<script>
2699window.addEventListener( "DOMContentLoaded", function () {
2700				var link = document.createElement( "link" );
2701				link.href = "\/wp-content\/mu-plugins\/jetpack-plugin\/sun\/jetpack_vendor\/automattic\/jetpack-newsletter\/src\/..\/build\/action-bar.css?ver=33ad88c8b02f7d5bc6d2";
2702				link.rel = "stylesheet";
2703				document.head.appendChild( link );
2704
2705				var script = document.createElement( "script" );
2706				script.src = "\/wp-content\/mu-plugins\/jetpack-plugin\/sun\/jetpack_vendor\/automattic\/jetpack-newsletter\/src\/..\/build\/action-bar.js?ver=33ad88c8b02f7d5bc6d2";
2707				document.body.appendChild( script );
2708			} );
2709</script>
2709
2710<link rel="prefetch" href="/wp-content/mu-plugins/jetpack-plugin/sun/_inc/blocks/swiper.js" as="script" />
2711		<div id="jp-carousel-loading-overlay" style="display: none;">
2712			<div id="jp-carousel-loading-wrapper">
2713				<span id="jp-carousel-library-loading"><svg class="jetpack-spinner" width="40" height="40" viewBox="0 0 100 100" xmlns="http://www.w3.org/2000/svg" aria-hidden="true" focusable="false"><circle cx="50" cy="50" r="46" fill="none" stroke="#ddd" stroke-width="8"/><path d="M 50 4 A 46 46 0 0 1 96 50" fill="none" stroke="currentColor" stroke-width="8" stroke-linecap="round"><animateTransform attributeName="transform" type="rotate" dur="1.4s" from="0 50 50" to="360 50 50" repeatCount="indefinite"/></path></svg></span>
2714			</div>
2715		</div>
2716		<div class="jp-carousel-overlay" style="display: none;">
2717
2718		<div class="jp-carousel-container">
2719			<!-- The Carousel Swiper -->
2720			<div
2721				class="jp-carousel-wrap swiper jp-carousel-swiper-container jp-carousel-transitions"
2722				itemscope
2723				itemtype="https://schema.org/ImageGallery">
2724				<div class="jp-carousel swiper-wrapper"></div>
2725				<div class="jp-swiper-button-prev swiper-button-prev">
2726					<svg width="25" height="24" viewBox="0 0 25 24" fill="none" xmlns="http://www.w3.org/2000/svg">
2727						<mask id="maskPrev" mask-type="alpha" maskUnits="userSpaceOnUse" x="8" y="6" width="9" height="12">
2728							<path d="M16.2072 16.59L11.6496 12L16.2072 7.41L14.8041 6L8.8335 12L14.8041 18L16.2072 16.59Z" fill="white"/>
2729						</mask>
2730						<g mask="url(#maskPrev)">
2731							<rect x="0.579102" width="23.8823" height="24" fill="#FFFFFF"/>
2732						</g>
2733					</svg>
2734				</div>
2735				<div class="jp-swiper-button-next swiper-button-next">
2736					<svg width="25" height="24" viewBox="0 0 25 24" fill="none" xmlns="http://www.w3.org/2000/svg">
2737						<mask id="maskNext" mask-type="alpha" maskUnits="userSpaceOnUse" x="8" y="6" width="8" height="12">
2738							<path d="M8.59814 16.59L13.1557 12L8.59814 7.41L10.0012 6L15.9718 12L10.0012 18L8.59814 16.59Z" fill="white"/>
2739						</mask>
2740						<g mask="url(#maskNext)">
2741							<rect x="0.34375" width="23.8822" height="24" fill="#FFFFFF"/>
2742						</g>
2743					</svg>
2744				</div>
2745			</div>
2746			<!-- The main close buton -->
2747			<div class="jp-carousel-close-hint">
2748				<svg width="25" height="24" viewBox="0 0 25 24" fill="none" xmlns="http://www.w3.org/2000/svg">
2749					<mask id="maskClose" mask-type="alpha" maskUnits="userSpaceOnUse" x="5" y="5" width="15" height="14">
2750						<path d="M19.3166 6.41L17.9135 5L12.3509 10.59L6.78834 5L5.38525 6.41L10.9478 12L5.38525 17.59L6.78834 19L12.3509 13.41L17.9135 19L19.3166 17.59L13.754 12L19.3166 6.41Z" fill="white"/>
2751					</mask>
2752					<g mask="url(#maskClose)">
2753						<rect x="0.409668" width="23.8823" height="24" fill="#FFFFFF"/>
2754					</g>
2755				</svg>
2756			</div>
2757			<!-- Image info, comments and meta -->
2758			<div class="jp-carousel-info">
2759				<div class="jp-carousel-info-footer">
2760					<div class="jp-carousel-pagination-container">
2761						<div class="jp-swiper-pagination swiper-pagination"></div>
2762						<div class="jp-carousel-pagination"></div>
2763					</div>
2764					<div class="jp-carousel-photo-title-container">
2765						<div class="jp-carousel-photo-caption"></div>
2766					</div>
2767					<div class="jp-carousel-photo-icons-container">
2768						<a href="#" class="jp-carousel-icon-btn jp-carousel-icon-info" aria-label="Toggle photo metadata visibility">
2769							<span class="jp-carousel-icon">
2770								<svg width="25" height="24" viewBox="0 0 25 24" fill="none" xmlns="http://www.w3.org/2000/svg">
2771									<mask id="maskInfo" mask-type="alpha" maskUnits="userSpaceOnUse" x="2" y="2" width="21" height="20">
2772										<path fill-rule="evenodd" clip-rule="evenodd" d="M12.7537 2C7.26076 2 2.80273 6.48 2.80273 12C2.80273 17.52 7.26076 22 12.7537 22C18.2466 22 22.7046 17.52 22.7046 12C22.7046 6.48 18.2466 2 12.7537 2ZM11.7586 7V9H13.7488V7H11.7586ZM11.7586 11V17H13.7488V11H11.7586ZM4.79292 12C4.79292 16.41 8.36531 20 12.7537 20C17.142 20 20.7144 16.41 20.7144 12C20.7144 7.59 17.142 4 12.7537 4C8.36531 4 4.79292 7.59 4.79292 12Z" fill="white"/>
2773									</mask>
2774									<g mask="url(#maskInfo)">
2775										<rect x="0.8125" width="23.8823" height="24" fill="#FFFFFF"/>
2776									</g>
2777								</svg>
2778							</span>
2779						</a>
2780												<a href="#" class="jp-carousel-icon-btn jp-carousel-icon-comments" aria-label="Toggle photo comments visibility">
2781							<span class="jp-carousel-icon">
2782								<svg width="25" height="24" viewBox="0 0 25 24" fill="none" xmlns="http://www.w3.org/2000/svg">
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2791								<span class="jp-carousel-has-comments-indicator" aria-label="This image has comments."></span>
2792							</span>
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2796				<div class="jp-carousel-info-extra">
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2801						<div class="jp-carousel-comments-wrapper">
2802															<div id="jp-carousel-comments-loading">
2803									<span>Loading Comments...</span>
2804								</div>
2805								<div class="jp-carousel-comments"></div>
2806								<div id="jp-carousel-comment-form-container">
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2828																<label for="jp-carousel-comment-form-url-field">Website</label>
2829																<input type="text" name="url" class="jp-carousel-comment-form-field jp-carousel-comment-form-text-field" id="jp-carousel-comment-form-url-field" />
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2832													<input
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2842						<div class="jp-carousel-image-meta">
2843							<div class="jp-carousel-title-and-caption">
2844								<div class="jp-carousel-photo-info">
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2848								<div class="jp-carousel-photo-description"></div>
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2859								<span class="jp-carousel-download-text"></span>
2860							</a>
2861							<div class="jp-carousel-image-map" style="display: none;"></div>
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2863					</div>
2864				</div>
2865			</div>
2866		</div>
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2869		
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2909
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2919
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2920
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