The most effective (definition: quick, lucrative) fundraising strategy is usually to appeal directly to your organization’s constituents. These are the individuals who know your work better than anyone else, and support your mission. And, perhaps most importantly, you are appealing directly to the decision maker.

The most common types of donor appeals are the “annual appeal” (the ask occurs at same time every year — usually November/ December) or a “special appeal.” A special appeal may be conducted 0-2 times per year; 1 special appeal/ year is optimal and more than 2 could be detrimental (you risk annoying your base).

As opposed to an annual appeal, which is general in nature and urges supporters to continue to invest in the organization’s overall mission, a special appeal is time and issue sensitive. More and more I see nonprofits utilize crowdsourcing tools like Indiegogo for special appeals. However, I still believe that mailing a physical letter generates better results. The purpose for the special appeal should be compelling, of interest to the constituent base and urgent.

What are some examples of special appeal topics?

• Scholarships for 20 students to attend summer camp
• A match for a “challenge grant”
• Pass an environmental bill before the end of the legislative session
• Expand an afterschool program to a new school in the fall
• Renovate a stadium for use by the Special Olympics at their next competition

How do you make the letter appealing? Be fun, engaging and connect with your reader. As opposed to a grant proposal which may be more formal and numbersy, this letter to your supporters should hit a nerve, and appeal emotionally.  Some of the most important elements of the letter include:

• Thank reader for past support!!!!!
• Remind the reader what their past support has helped to accomplish
• Cite a specific fundraising goal — both the total amount to be raised and what these funds will help accomplish
• Thank reader for their support (yes, again!) and ask for a specific amount, based on their giving history
• Tell reader how their contribution will positively impact real people and the organization’s program
• Remind them why your organization and special project is important to them and their community
• Include the end date of the appeal

How much should you aim to raise? This depends on a number of factors including the size of the organization, the scale of the project and the demographic composition of your stakeholders. The commonality for all organizations is having a realistic goal. Be sure to do some market research before you set your $ goal — review the giving history of your base and informally survey your constituents about your proposed project.

Special appeals and annual appeals are important contents of your fundraising toolbox. If you have a membership list and/ or a list of volunteers and previous donors, you should be considering an annual appeal for November; this is a proven strategy for recurring fundraising. If you don’t have such a list, its time to start compiling! It may take 6 months or a year, but a quality list will yield big returns over time.

Need help planning and implementing your special appeal or annual appeal? Contact me! My team and I will make the process fun and fruitful.