1. EFFECTIVE YEAR END FUNDRAISING National Network for Arab American Communities www.nnaac.org

2. Introduction Introductions Agenda Participation

3. Why is Year End so Important? $1.00 invested in direct mail produces $10 (vs. $3.20 from special events) 30 % of annual giving in December 10 % of annual giving December 29, 30, 31 Most late giving through charity websites December 31 on-line giving concentrated noon – 7:00 pm

4. Building Your Distribution List Event participants Web site visitors Facebook friends Lapsed donors Names from board Volunteers “Please join me in supporting my favorite ….” And _______

5. Cultivation Print newsletters and E-news Letters Emails Phone calls Tours Visits And ____

6. Solicitation Direct mail Email (44% of opens on mobile devices) Facebook Phone-a-thon And ____

7. Solicitation Content Person-to-person tone Who signs letter? Script signature (blue) Hook reader immediately Easy to read (font, color, grade-level, jargon) Repeat main points How can reader “change the world”? Problem to solution Urgency (deadline, “the need is urgent”) Close-up recipient photos

8. Solicitation Content (cont.) Ask for specific amount “special year-end gift” Note tax deductibility Looking back – looking forward theme Credit card and recurring gift option Personalize where possible

9. Solicitation Content (cont.) Have matching challenge gift Third party testimonials and client quotes Few statistics Suggest employer match Business reply envelope Don't confuse with membership renewal

10. Web Page, Email, Social Media Big, colorful, prominent “donate now” button Only one call to action for month Donation link in social media messages One step to donation page Brand donation page, photo, emotional call, suggested amounts, org. contact info, essential fields only

11. Follow-up Follow letter with email Follow email with call Better a few calls than none

12. Recognition This is not a receipt! This is not a “checkbook relationship”. Personal involvement in your mission Quick, personalized, emotional thank you What does their gift mean? Invite to further engagement Reaffirm thanks/impact with P.S. Cultivate W/I 30 days and plan for next ask

13. Sharing

14. Resources How to Write Successful Fundraising Letters, Mal Warwick Year-End Fundraising Essentials, Network for Good How to Make the Case for Support, Network for Good The Development Plan, Linda Lysakowski Association of Fundraising Professionals

15. Coming Up NNAAC Leadership Institute, November 21 – 23 at Alif Institute in Atlanta, GA