Year-end appeals have you stumped? Four quick tips to get the ball rolling
This is the time of year when most people I know are thinking about ‘back to school’ and beginning to plan their fall/winter holidays and vacations. Of course for us Ducks and most of you, this time of year is dominated by the ever-glorious year-end fundraising appeal.
These days, the year-end giving season starts as early as October. In fact, as I write this (in mid-August), we’re already at work on several year-end campaigns. If you’re not quite there yet, here are a few quick tips I hope you’ll find useful to get your fundraising wheels in motion.
Consider driving your appeal this year with a theme or concept that’s bigger than just ‘we need your help’. We Ducks are partial to ideas that inspire emotions, don’t focus on the negative or sound desperate, and provide lots good opportunities for audiences to get involved.
Make it unique. What have you been up to that you can speak about that’s really engaging? Why should I support you and not your peers this year-end? Tell me more, please.
Plan it out proactively. Don’t wait until the 11th hour to start writing and designing. This year, map out a calendar that details the emails you’ll send, how you’ll use social media, what will happen on your website, and what’ll go in the mail. Map out the timing in detail and block out your personal work calendar now so you actually have a shot at making it happen.
Finally, don’t forget about December 31. It’s dazzling how many people give on this date. Don’t forget to ask them- ideally with email on that date.