When planning a fundraising letter, write the thank you letter first. Then compose the ask.
That sounds backwards and not how you’d think to do things.
But if you know what you’re saying thank you for, you already know what problem you want people to solve. That makes it easier to craft the fundraising ask.
Additionally…
- Gratitude letters sometimes become an afterthought. We don’t invest the time and effort in them that we should. Doing them at the beginning of the process can help ensure proper gratitude is being conveyed to donors.
- Sometimes starting at the end and working back towards the beginning is a good way to plan.
As I look at the coming four months, there’s a LOT on the calendar. Holidays. Campaigns. Fall events. Days off work.
You should be creating a plan with dates so you know when things are due, when items have to be sent, what the content will be etc.
I’m going to share a potential calendar that you can use. It is just a suggestion but gives you an idea of what you have to do in advance of year-end.
An end of year plan
December 31: Send two year-end fundraising emails.
December 30: Send two year-end fundraising emails.
December 29: Send two year-end fundraising emails.
Week of December 21st: Send two emails, one with a year-end fundraising ask and the other describing impact and showing gratitude.
Week of December 14th: Send two emails, one with a year-end fundraising ask and the other describing impact and showing gratitude.
Week of December 7th: Send two emails, one with a year-end fundraising ask and the other describing impact and showing gratitude.
December 2: Send email with story and year-end fundraising ask.
November 26: Send email full of gratitude and wishing subscribers Happy Thanksgiving (if they live in the U.S.).
Week of November 23rd: Direct mail campaign letters arrive in mailboxes. Be prepared for uptick in online donations AND phone calls and emails from people with questions about the campaign.
Week of November 2nd: Year-end emails and social media posts receive final approval.
Week of October 26th: Work on year-end social media posts.
Week of October 19th: Work on crafting year-end email thank you and asks.
Week of September 21st: Submit final letter, reply card, envelope design and content and mailing list to printer.
Week of September 7th: Submit final edition of year-end letter for final approval.
You’ll notice I left out two things:
- Giving Tuesday: I don’t believe in it. (More on that in an upcoming edition.)
- Phone calls: You absolutely should be calling donors NOW to thank them for past gifts. Always lead with gratitude- lead into the year-end campaign by showing gratitude to donors. Just start by calling three donors a day. Go ahead, make their day.
As I look at the next four months, it’s easier for me to first see what’s going out and then work back on what has to be done to meet those deadlines.
Plan ahead so as year-end approaches, you’re feeling fresh and ready for whatever hell December puts you thru.
And please remember: Success is NOT based on how much was raised!
