Year-End Fundraising Letter Appeals: 10 Tips to Give Them a Boost at Christmas

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If your non-profit club is like many others, you receive half or more or your contributed income at the end of the year as part of what used to be called the "Christmas Appeal." In modern years it has come to be known as, in politically strict North America at least, the "Year-End Appeal" or "Seasonal Appeal."

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Which means your year-end petition
letter can make or break your year, financially speaking. Here are some tips on
how to craft a winning year-end fundraising letter petition package.

1. Keep it simple

One non-profit ministry that I shall not name mailed their year-end petition
letter in a poly bag along with their donor newsletter. They had been late in
getting their newsletter in the mail and so, to save on postage, they mailed it
along with the seasonal petition letter. The campaign bombed, and bombed big.
Donors, as far as we could tell, read the full-colour newsletter and ignored the
letter that came with it. So my guidance is this: keep your year-end petition uncomplicated
and focused on one goal: securing a year-end donation.

2. Be creative

You will be competing with other organizations in the mailbox. Every charity
sends an petition at Christmas. So stand out by mailing something creative. When I
worked with Doctors Without Borders as their fundraising letter writer, they
mailed a Christmas card to donors that donors then signed and returned to the
organization with their gift. Doctors Without Borders forwarded the card to a
volunteer physician or nurse who was serving overseas, and whose name was on the
card. The cards were greatly appreciated by the volunteers (many of whom were
homesick at that time of year). The cards also complex donors in a way that
warmed their hearts and motivated them to contribute.

3. Look back with thanksgiving

Use your year-end petition fundraising letter as a way to thank donors for
their support while the past year. Don't list the names of every staff man
you hired or promoted, or go on at distance about happenings at head office.
Instead, tell at least one heart-warming or compelling story that illustrates in
vivid terms how your donors' gifts changed lives. Use quotes from the population
that you serve wherever possible. They add credibility and human interest to
your letter.

4. Look ahead with anticipation

Also use this Christmas petition letter to present your foresight for the arrival
year. Show donors how their gift this "Holiday Season" will make a dissimilarity
next year for your club and the population you serve.

5. Use a seasonal theme

Try to tie your petition to the season. Giving, presents, exchanging
greetings, snow, "goodwill toward man" and other themes are favorite at
Christmastime. If you can tie your petition to an emotion or sentiment that is
already prevalent at the end of the year, and do so in a relevant way without
being overly sentimental, do so.

6. Accentuate the positive

Please don't petition for donors to get your books out of the red and into the
black. If you have a negative cash flow at year-end, don't ask donors to strict
it. They will see your predicament as your fault. Donors are not motivated to
eliminate debt (unless it's Third World debt). But they are motivated to convert
the world through a gift to your organization. So present your petition as an
opportunity for the donor rather than a salvage execution for your chief
financial officer.

7. A extra word for Christian charities

Avoid the "God gave us an unspeakable Gift and so should you" coming in
your Christmas petition letter. Instead, show in concrete terms how you will use a
donor's gift to additional the work that your Christian donors care about, using a
biblical theme if possible.

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