By Kirk Walden, Advancement Specialist
Sometimes it is the small touches that make a big difference with our Year-End Appeal. As we prepare to connect with our constituents at this crucial time, let’s consider these ideas:
1. Get rid of “Friends”
We never want to start a letter with “Dear Pro-Life Friend” or simply, “Dear Friend.” Mail merge is simple; we need to make sure our recipients see a salutation addressed to them.
2. Consider a teaser on the outside of the envelope
“200 more lives saved in 2015?” might catch the eye of a reader, and inside we can promote any of a number of initiatives: marketing, a fatherhood initiative, ultrasound. Give readers a reason to look inside, starting on the outside.
3. Stratify, stratify, stratify
We can’t say it enough; we must be sending different letters to different people. While the main content of the letter will likely be the same, our ask should be different based on the person reading.
For instance, those who have never given might see a phrase such as, If you haven’t yet had an opportunity to give to First Choice, now would be a perfect time. The monthly supporter might read, Thank you for your continued support of First Choice. If you are considering a special gift to First Choice, now would be a perfect time. The difference is small, but someone giving each month wants to know you know that fact when they read your letter.
Stratifying our list, breaking down our mailing list based on support given, is vital in a letter like this. It can make the difference between an average return on our Appeal Letter, and a great return.
4. Something extra with your signature
In appeal letters, the “P.S.” has gone the way of the Dodo. However, this doesn’t mean we can’t write a quick note at the bottom of our letter, just below our signature. Without writing the actual “PS,” we can jot down a short phrase such as “Thank you for reading” or, “I look forward to hearing from you.”
The better you know a recipient, the more personal the note can be. Anything at the bottom of the letter—in ink—tells the reader that you took a little extra time for them.
When they see your note, they may take a little extra time for you, too; the time to write a check.
