EFFECTIVE YEAR END FUNDRAISING National Network for Arab American Communities

Introduction Introductions Agenda Participation

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

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 _______

Cultivation Print newsletters and E-news Letters s Phone calls Tours Visits And ____

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

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

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

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

Web Page, , 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

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

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

Sharing

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

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