Nonprofit Fundraising – Making the Smart Appeal
What are you going to do to make your nonprofit stand out in this highly competitive field? The number of appeals we each receive is increasing. Every nonprofit is looking for more donors. They are all hopeful that their appeal will resonate with the reader.
Last week’s article was about collecting the data necessary to make your appeal stand out. Last week the donor base was segmented into four tiers. This week we need to create four appeals. One targeted at each group.
Appealing to tiers one – three. For each tier it is possible to identify the top two or three important parts of the mission. You have that information from last week’s activity. Those top items will form the base for the next two or three appeals to that tier.
Each tier must receive a different letter. The letter may cover the same topic but the wording will be different. Each tier is a separate demographic group.
The Census Bureau may think they are all the same but they are different. According to the US Census Bureau, they may all be middle class, head of households, etc. However, the process of tiering them indicates there is a demographic difference.
Tier one may give because they think cancer (as an example) is a serious problem and they feel it is necessary to help. This demographic may be giving out of a sense of obligation. Tier two may be those whose family members have or had cancer. They are giving because they have a personal connection. Tier three may be those who have survived cancer. They are giving out of gratitude and a desire to protect others and especially loved ones.
In short, the essential demographic is the motivation to give. Therefore, the appeal must focus on two things. The first is the motivation. The second is attempting to help the donor to move up to the next level.
The goal is to move at least 15% of the donor base up one tier every year. Having a steady upward movement within the donor base creates financial stability. It also creates a donor base that is reliable and strong regardless of the economic climate.
The top tier is a very special demographic group. Their motivation is very strong and very personal.
The top tier must be approached personally. They are giving enough to justify personal contact and a customized appeal. The appeal must touch their heart. So when the initial question (from last week) is asked, it must be followed with, “Why is that important to you?” This will provide the information necessary to make the appeal visit personal. The appeal visit is separate from the fact-finding visit in last week’s article.
After you have the facts, end the fact finding visit. Think carefully about what you learned. Plan what you will say. Then schedule the appeal visit.
Now it is possible to begin the appeal process to each group or tier. The appeals will be more effective because it will speak directly to the group.
Tags: donor management, donors, Fundraising, non profit, nonprofit, nonprofit management, not for profit, Sustainability