Annual Appeals That Deliver

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Annual Appeals That Deliver

• WVDO
• Third Thursday Forum May 19, 2005

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Annual Appeals What They Are

• The practice of asking for another gift after the
  first gift has been made to an organization.
• We prefer to call them Special Appeals because
  we dont want our clients to assume that they
  should only be sending these appeals once during
  a twelve-month period.

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Why They Are Important

• Because interest in your organization does not
  end with the initial gift.
• They keep your donors informed of your
  organizations needs and/or accomplishments.
• They continue a conversation with your donors
  which is an important part of cultivation.
• They usually have among the highest ROI of any
  solicitation you can send.

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How Often Should Appeals Be Sent?

• Some organizations ask for a gift approximately
  1x per month. Others find that bi-monthly,
  quarterly or bi-annually is better.
• Ask Yourself
• - Does my organization have a relevant need?
• - Is the need new?
• - Is there a deadline attached?
• - Is there a hook to help leverage gifts?

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Who Should Receive The Appeal?

• Does the need have broad appeal or does it
  require special focus?
• Segment your donor list using RFM techniques
• - Recency how recent last gift was made?
• - Frequency how often does the donor make gifts?
• - Monetary how much was the last gift amount?

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Once When and Who Is Defined, What Do You Mail?

• The Basics
• - Letter
• - Reply Form
• - Reply Envelope
• - Outer Envelope
• The Extras
• - Buckslip
• - Lift Note
• - Freemium (decal, bookmark, etc.)

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Mail Strategy

• Special appeals should have a follow-up effort.
  If youve decided on 4 campaigns in a 12-month
  period, you would then mail a total of 8 efforts.
  Follow-ups are usually sent two weeks after the
  first effort and copy is often more brief than
  that of the first effort.
• The second effort in a campaign generally
  performs half as well as the first effort. If
  you received a response rate of 6 in effort one,
  effort two is likely to earn 3.

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What Works, What Doesnt and Other Notes

• Whenever possible, use a detached reply form.
  Making a gift should be as easy as possible for a
  prospect. Dont require them to fumble with
  tearing a reply form.
• Test letter copy length and use a length that
  allows you to develop the case for support one
  page is not always the answer.
• Change outer envelope for second drop, if
  possible, or simply add a teaser. Second
  Chance works for some, deadlines work for others.

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What Works, What Doesnt and Other Notes,
Continued

• Whenever possible, base gift ladders off of last
  gift amount and include higher gift amounts to
  encourage upgrading. Preprinted gift ladders
  dont allow for this flexibility.
• If possible, personalize your letters, reply
  forms, outer envelopes or all three. These
  decisions are usually based on budget and
  capacity.

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What Works, What Doesnt and Other Notes,
Continued

• Test postage treatments. First class stamps may
  work best for high-end donors, but you may not
  need that treatment for lower level donors.
  Also, dont assume that you need to affix postage
  to your reply envelopes to ensure a successful
  campaign.
• Keep it simple! Usually the best performing
  packages are those that dont incorporate costly
  graphic elements.

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The Basic Recipe For a Good Letter

• Set the stage quickly incorporate a strong hook
  to immediately engage the reader.
• Identify your organization upfront.
• Develop an emotional and rational case for
  support strike a personal chord using key
  concepts that motivate donors to give (pride,
  value, nostalgia, excitement, concern).
• Build the ask in very clear terms (what will
  the money be used for preciselythe more specific
  the better).

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The Basic Recipe For a Good Letter

• Foster credibility by touching on how previous
  gifts have been put to great use.
• Speak to your donors as insiders and always
  show appreciation for their support.
• Write with a strong sense of urgency whenever
  possible.
• If there are tangible benefits to giving, then
  offer and explain them.

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Other Rules of Thumb

• Direct Mail Special Appeal copy has its own style
  and rhythm. Its a sales letter not a grant
  proposal, press release or news story.
• Write your ideas in a clear, conversational style
  as though youre writing to a friend.
• Use the words you and I with liberty.

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Other Rules of Thumb, Continued

• Simple sentences feel more urgent.
• Keep paragraphs short when you can.
• Accentuate the positive (unless a real threat or
  problem exists).
• Be sure that the ask is on page 1.

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Concepts That Resonate

• Matching Challenge Grants (w/ deadlines)
• Testimonials
• Involvement Devices (such as donor surveys)
• Special Rotating Themes Campaigns

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Now Its Time to TEST!

• Short Writing Assignment 1 Matching Gift
• Even Shorter Writing Assignment 2 Lofty
  Concept

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Questions?
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Thank You!

• Nova Hamar
• Lewis Kennedy Associates
• Ph [phone] x201
• nhamar_at_lewiskennedy.com
• www.lewiskennedy.com

• Berit McClure
• Cube Management
• Ph [phone]
• berit_at_cubemanagement.com
• www.cubemanagement.com