Variable imagery is one of the many benefits available with today’s digital print technology. It’s an effective and surprisingly easy way to add a personal touch to your fundraising materials, increasing engagement and gifts made to your organization.Continue reading “Juice Up Your Appeals with Variable Imagery”
Consider your most recent fundraising appeal. How did it go? Did it hit the right note? Or did it not quite achieve what you hoped it would?
When it comes to appeal letters, small changes can make a big difference. Here are some helpful tips to consider before you sit down to write your next appeal.Continue reading “Write Your Best Appeal Yet with These Tips”
Major gifts can provide major opportunities for nonprofit organizations. But the prospect of asking someone to make a substantial gift to your organization may seem daunting. However, inspiring an individual to become a major donor may not be as overwhelming as you think.
At the core of a major gift is a relationship with your donor built on trust and stewardship. An individual isn’t likely to give $10,000 out of the blue, and you wouldn’t ask someone for a gift of that size whom you’d never met. But when you invest the time to build and cultivate the relationship, amazing things can happen.
Major donors have significant benefits for your nonprofit beyond the financial gift. But how do you find a major donor? And how to you get to that big ask?Continue reading “5 Step Plan to Cultivate More Major Donors”
$44 million. That’s how much was raised during a telethon last September hosted to support victims of Hurricane Harvey. Oprah and Beyoncé joined a cast of celebrities encouraging people to give and fielding calls from donors.
And remember those sad ASPCA commercials starring Sarah McLachlan? The ASPCA raised $30 million in just the first two years of that campaign.
These numbers are admittedly larger than many nonprofits can expect to see from any one campaign. But they show the effectiveness of influencer marketing. It’s an increasingly popular marketing trend, where companies partner with well-known celebrities, politicians, and business people to promote their products. And, it’s an effective sales tool—in 2016, revenue generated from influencer marketing on Instagram alone topped $570 million.
Take a moment to breathe–you’ve made it through another busy holiday season. If you’re like many nonprofits, year-end fundraising is both a critical and a crazy time for your organization.
A lot of effort goes into crafting and executing year-end campaigns. Though you may be finished promoting your 2017 holiday campaign, your work is far from over. Now that you’ve got some breathing room, it’s time to consider how your organization will handle the fundraising challenges of a new year.
First, make sure to wrap up your holiday campaign. Often gifts will continue to come in through January, so it may be difficult to immediately determine the outcome of last year’s campaign. When you’re able to compile the results, take some time to evaluate them. Your best direction for the year ahead is to look back at the past year.
Your first move with these results is to share them with your donors. You need to thank everyone who gave to your organization, and let them know what you accomplished.
Don’t try to evaluate the campaign on your own. Get your team together to discuss the past year. What did they like about how each campaign went? What takeaways did they have from the year as a whole? Now that things have slowed down, you can take time to talk through experiences and assess the results to be better prepared for future campaigns.
And don’t be afraid to look at negatives as well as positives. The only way to avoid the same pitfalls in a new year is to critically look at campaigns that performed poorly.
You’ve got an entire year ahead of you—how will you spend it?
Set Fundraising Goals
By identifying where you want to go now, you can stay on track to fulfill the goals you set this year. Identify what objectives you want to achieve and what specifically will allow you to achieve them. For instance, if you know you want to increase donor retention, also specify a percentage or number to increase it by. You can only achieve trackable growth if you have exact figures to evaluate and work towards.
Measure What You Need to Manage
It can’t be emphasized enough how important and valuable it is to take this time to measure your recently completed campaign results. Knowing fundamental metrics like money raised, donor count, average and median contribution per donor, cost per donation, and ROI, compared to previous years’ campaigns, and in relation to your goals, are all key decision-making measurements. If you applied an A/B split to your campaign, measuring the performance difference between the two mailings is why you invested in a split in the first place. Taking these measurements while a campaign is still fresh adds more value to planning your next campaign than trying to reconstruct data later on.
Continue Doing What Works
How often might we become distracted to think there’s a slicker, more innovative way to build upon current success. Not that looking for better, more creative, or technologically innovative ways to improve upon our fundraising isn’t a worthy pursuit. But if something’s working well, do more of it. And if you have a reliable approach that consistently works well, that’s the perfect environment to work in a different approach to test without swaying from what’s tried and true.
Develop 1 New Strategy
Over time, you’ve likely come across strategies you want to implement into your organization. But doing so takes time: time to learn a new system, time to put it into practice effectively, and time to make it useful for your donors. Now that you have time to consider your next step, list these strategies and pick one that you think you can reasonably incorporate into your fundraising this year. Since marketing strategies are constantly evolving, it may seem necessary to follow as many trends as possible. But it’s better to focus on one and master it than to spread your resources too thin.
Prepare for Events
Be conscious of what events you have planned to host or attend this coming year, and don’t try to squeeze in a lot of extras. One well-executed event can have more of an impact than three or four time consuming and hastily organized ones. Consider how you need to prepare. Do you need volunteers? Are you hoping to give away promotional items? Know your strategy early, so you won’t be scrambling at the last minute.
If your digital fundraising strategy is patchy or unsuccessful, make updating it a priority. Donors need to be able to find you on the web, and online donations are becoming increasingly popular. Also, 55% of people that engage with a nonprofit through social media end up taking action, whether by volunteering, donating, or sharing your message.
Create Content Consistently
It’s important that your audience hears from you on a regular basis. To keep them engaged, you’ll have to share a variety of content. It can seem daunting to frequently come up with new content. But you can employ different strategies to make the process easier. First, develop a content calendar for the year. When will you send direct mail? How often do you need to email? What blog posts will you publish? Then, look at content you’ve already created. Maybe you take an image or quote from a long-form blog post and use it in an email newsletter or social media post. If you have donors and followers, you’re likely already producing effective and compelling content. So, don’t forget about it—look at how you can re-purpose your past efforts to stay on track now.
This can be a good time to test new strategies. Do some A/B testing with your direct mail and marketing emails, to better understand what touches and compels your donors. Do certain images or words resonate more than others?
Run Other Campaigns
A holiday is a great theme to plan a campaign around, and luckily there are plenty of them throughout the year. While year-end appeals are important, as 1/3 of annual funds are raised during the month of December, don’t make that campaign your sole focus. A compelling message will have an impact at any time of the year. You can relate your mission to certain holidays to keep your donors excited and your message relevant.
Need help developing your fundraising strategy and materials? At Paw Print & Mail we specialize in nonprofit fundraising appeal services. Contact us today, and let us help you make 2018 your best year yet.
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Think how hard it would be if you had to find a new pool of donors every year just to keep your nonprofit going. Not only would it be exhausting—it might even be impossible.
Which is why it’s important that there are donors who choose to give on a regular basis. Statistics show that repeat donors give more to nonprofits, not just over time, but also per gift. Which makes sense—once a donor has become invested in a nonprofit, they are often willing to give more to increase the organization’s impact.
Repeat donors represent a significant chunk of fundraising dollars, and are a key piece of achieving year-end fundraising goals. But donor retention is following a troubling trend.
According to a 2016 report from the Fundraising Effectiveness Project, while nonprofits are seeing an increase in the number of new donors, the overall donor retention rate in the U.S. has been below 50% since 2008—and it’s declining.
There are 1.5 million nonprofit organizations in the U.S., and over 4,000 just in the state of Vermont. That means more pressure than ever for your nonprofit to retain donors and raise the necessary amount of fundraising dollars. One of the best ways you can ensure your organization will meet its fundraising goals is by focusing on increasing donor loyalty. Here are 10 ways you can work to do just that.
1. Treat your Donor as A Friend
We’re talking about increasing your donor retention rates, but it’s not about a number. It’s about building meaningful relationships with your donors. A gift is a step in your relationship with the donor, not just a transaction that increases funds. This may seem obvious to you if you work for a nonprofit. But it’s important to always keep in mind as you look for ways to enhance your fundraising efforts and ensure donors remain involved with your organization. Make sure there are multiple ways your donors can engage and interact with you, through blogs, social media, email, and more.
2. Create Trust with Your Donors
One of the key components of developing deeper relationships is building trust. Creating trust in your relationships with your donors is essential to engendering loyalty. If you are consistently dependable when it comes to communicating with donors, thanking them, and making significant impacts with your fundraising dollars, donors will want to keep giving to your organization.
3. Keep in Touch
Donors typically need multiple “touches” from an organization before they commit to making a gift. According to Professor Adrian Sargeant, a fundraising professor and philanthropy expert in the UK, 53% of donors stop giving because of a lack of communication from the nonprofit. It’s important to communicate with donors regularly, with updates on how their dollars are being spent and what’s going on at your organization. Keep lines of communication open between you and the donor so that they truly come to feel they are a part of your organization.
It’s essential to include touches that don’t ask for a gift of any kind, but are solely meant to inform the donor. Don’t structure your communications with donors based on giving, only to disappear from their lives once they’ve made a gift.
And, it’s just as important to give donors the option to request fewer communications from you. If they are hearing from you too often for their liking, they are less likely to give than if they have the choice to hear from you when they want to. Creating options for your donors helps your organization to build greater credibility.
4. Create Specific Fundraising Appeals
A major reason why donors don’t give is from a sense of futility. It may be hard to put their donation into context: how is my $30 really going to make a difference?
That’s why specific appeals are so important. You need to be clear about the direct impact that donor’s funds will have. For example, you can say “your $50 gift will feed [x amount] of children for one month.” This type of appeal is compelling. The donor can see exactly how their individual contribution can have an impact on someone’s life.
5. Make an Emotional Connection with Stories
Using stories to create an emotional connection is a common marketing tool. They can be used in fundraising to give credence to the successes and struggles of your organization. When you tell a story about a specific individual who needs or is receiving help through your organization, you are giving donors a face that they will want to help. Stories are often about helping a prospect see themselves in the tale. Even if your prospective donor has never been in the exact situation, you will tap into their compassionate side and give them a compelling reason to give.
For your story to have the strongest impact, keep your donors updated. If you can show how someone was directly impacted by your organization, it helps donors to see the good work you are doing and will make them want to keep giving.
6. Establish Opportunities for Repeat Giving
Instead of framing a donation as a one-time gift, use language that will compel your donors to turn their gift into a monthly or yearly contribution. Ensure there is a clear and easy process for making this happen.
7. Use the Language of your Donors
A key rule of copywriting is to write in the language of your prospect, and it’s true for donors too. You may use jargon or industry-specific terms when communicating with others in your organization. But technical or unusual terms have a greater chance of confusing your donors than convincing them to give.
If you speak and write in consistently clear language that the prospect will understand, they will see you as a resource for comprehending an issue. They will feel a greater affinity for your organization as someone they can trust and relate to.
8. Reach Out to Lapsed Donors
Some of your donors may not have given in a while. But if they have in the past, you know that at one time they felt a deep enough connection to your nonprofit that they wanted to contribute. Lapsed donors are an important group you don’t want to overlook. With the right communications from you, they could return as regular donors.
9. Segment Your Donor Communications
Loyalty is built by adding personal touches. Your pool of donors will be at all different stages of the giving process, giving different amounts for different reasons. It’s easy to segment mailing lists and add personalization to your communications, and this should certainly be a part of your fundraising strategy. When you clearly speak to donors right where they are, they will like the added level of personality and feel they as an individual are important to the success of your nonprofit, rather than just a name on a list.
10. Always Say Thank You!
Thanking donors for their contributions is essential. Never neglect an opportunity to let your donors know how much their gift means to your organization. A simple thank you can turn a one-time donor into a champion for your cause.
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Holiday tunes, snowfall, and ringing in a new year—that all seems far away, doesn’t it? But whether we like it or not, the end of the year will be here before we know it.
The holiday season is busy for all kinds of reasons. If you’re involved with year-end fundraising for a nonprofit organization, you know how hectic the last few weeks of the year can be. Nearly 1/3 of annual giving occurs in the month of December, with 12% of all giving occurring on the last three days of the year.
This creates a lot of pressure for nonprofits, as things get down to the wire. Just a few days can mean the difference between meeting annual fundraising goals or missing the mark, and being unable to ensure your nonprofit can still offer the same programs and services it currently does.
But even though a large portion of fundraising occurs in a short time period, the strategic planning for year-end giving can start at any time, even as early as January 1st!
Over 50% of nonprofits begin their year-end fundraising efforts in October. But the earlier you begin asking your donors to contribute, the sooner you can make a compelling ask. And starting early gets you ahead of the flurry of appeals appearing in mid-Fall.
Whenever you decide it’s time to begin your year-end appeals, here are some helpful tips to help you prepare for this critical time.
Develop Targeted Fundraising Goals
It’s critical to have targeted benchmarks to refer to throughout your year-end fundraising efforts. Your goals can be focused on the amount you hope to raise, as well as which donors you’re looking to target. You may be looking to increase your average gift size or donor base, or better reach your recurring donors. It’s also important to nail down early in the game what channels you will use to reach your audience as well as how often they will be used.
Center your campaign around a specific number. This can be a dollar amount you hope to raise or the percentage of donors you hope to increase. These numbers are helpful for measuring the progress you make throughout the fundraising period. Knowing your numbers also signifies what adjustments you may need to make to stay on target.
Maintain a Consistent Marketing Sequence
Starting your campaign early gives you more time to develop a compelling sequence of appeals. It’s effective to connect with donors using a multi-channel approach, including direct mail, email, phone, and social media.
Though each of these pieces will be somewhat different, they should all echo the same theme, including colors, images, and key words. You want to inspire emotion in your donors. Frequently including an image and story of someone who has benefitted from your organization’s services could help tie your campaign together.
Donors often need multiple touches before they commit to a donation. Keeping your message and visuals consistent helps them stay connected to and develop a conversation with your organization, moving them along the path to making a gift. Using multiple points of contact over time allows you to introduce your fundraising plans without immediately asking for a donation, while still expressing your appreciation for your donors.
For some ideas of print appeals, check out our post comparing the use of appeal letters and greeting cards to connect with year-end donors.
Urgency and Personality
Two key ideas should be at the forefront when developing copy and design for your campaign. First, give your donors the sense that your message is vital and pressing. Second, instill the notion that that donor’s particular contribution is imperative to your nonprofit’s fundraising success.
To indicate urgency, write in short sentences using powerful verbs. It may seem like giving your donors as much content as possible will aid them in making the decision to give. But readers will get lost in large paragraphs of text. Your words should create an emotional connection and inspire them to take action.
As a fundraiser, you probably know that fundraising letters are all about the donor. But it’s not always easy to find the right combination of words that will make your letter donor-centered. It’s tempting to make your communications about the needs, successes, and goals of your organization, and donors will want to have information about those.
But, in order for a donor letter to accomplish its goal, it must lead to a gift. The letter should be focused on crediting the donor for your organization’s achievements. Play to what the donor believes in and wants to accomplish by giving to your organization. Using the words “you” and “your” many times throughout your donor communications is critical.
Printing and data techniques allow you to personalize your letters with names and send different letters to different mailing lists. Our digital printing capabilities at Paw Print & Mail enable you to personalize an appeal in highly detailed ways that demonstrate your organization’s connection with your donors. Metrics like giving history, ask amounts, program preferences, and pre-populating remittance coupons are all possible and will add an appreciable lift to your campaign response rates and revenue.
You can also look at your donor base using an RFM scoring system. This indicates how recently a donor gave, how frequently they give, and how much they give. This will help you to better target your messaging. To be extra personal, send personalized appeals to the top 1% of your donors. If they’ve given large amounts in the past they are likely heavily invested in your organization. It never hurts to show them how important they are to you and how you understand their hopes and objectives.
Make it Easy to Give
The purpose of your fundraising campaign is to raise funds. Your materials should make the donation process as easy as possible for donors. A multi-channel approach to fundraising includes the presence of digital resources that further educate your donor base and make giving simple.
Digital sources should connect seamlessly to other communications, so that donors can easily transition from one source to another. Ensure your website is easy to navigate. Since donors are using mobile devices, you’ll want to use a responsive template for your website to encourage mobile donations, or at least make the text large enough to be readable on smaller screens. And keep the donation page simple, so that donors don’t have to think about what they need to do.
Any steps you take now to plan, create resources, and connect with donors will make things easier when December rolls around. If you have your year-end appeal strategy in order early, you can take more time to focus on events, personal visits with donors, and other end of year tasks.
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As much as we wish warm weather would stick around, summer is winding down, vacations have been taken, and a new school year is about to begin. If you’re involved in fundraising for a nonprofit, you’re probably looking ahead to the next few months as you prepare fundraising campaigns to meet end of the year deadlines. Nearly 1/3 of annual giving happens in the holiday month of December. A year-end appeal is critical for achieving fundraising goals. It’s never too early to plan your holiday fundraising strategy. One of the most basic questions to ask is, what format should I be using?
Fundraising at its core is like any other marketing effort, in that it relies upon making a connection with your donors. Since 70% of Americans find direct mail communication more personal than digital forms of communication, a personalized mailer is an obvious choice for achieving maximum donor impact. Millennials like direct mail too, with over 90% considering it a reliable source of information. You can be sure a direct mail appeal will allow you to reach a wide audience.
Printing has evolved considerably over the last few years, giving you many format and personalization options. Two of the most popular forms of direct mail fundraisers are appeal letters and greeting cards. Which one should you use for your campaign?
Fundraising “Letter” Campaign
Though the days of hand-writing detailed, personal letters to communicate with personal and professional contacts is long gone, there are still times when sending letters can be effective. One of those occasions is when sending direct mail nonprofit appeals. Letters are still viewed as a personal form of communication. They offer a chance to speak to your donors in a candid and enthusiastic way.
1) Appeal To Established Donors
Appeal letters are most effective for continuing your relationship with established donors. Since they have given previously to your organization, they are more likely to read an appeal letter. They have shown their interest in your nonprofit and made an investment. Now, they’ll want to learn about the developments you’ve made and the goals you plan to achieve with their contribution.
2) Encourage Larger Gifts
Your best audience for an appeal letter is the group who you expect will make a contribution, likely a significant one. Regular donors can usually be counted upon to give the same amount from year to year. They are also more likely to increase their gift than to decrease it. Giving this group a more extensive explanation of your campaign provides them with information upfront that would impact their decision to donate and shows the value of continuing to support your cause.
3) Letter Mailings are Flexible
A minimum mailing includes an envelope and letter. But you can include other pieces of content to contribute to your campaign success. The letter can guide your donors through the rest of the mail piece, which could include images, a pamphlet or brochure, remittance envelope or a reply card with a return envelope. You’ll want to tailor your content to what your donor base expects and has worked well in the past, what they would find most useful, and what makes it easy for donors to give. Personalizing any part of the mailing with each donor’s name and address is easily done with today’s print technology.
4) What’s Your Frequency?
Your donors, especially your consistently loyal donors, enjoy hearing from you throughout the year. There’s a reason these people support your organization. You represent a part of them that feels needed and appreciated at the same time. People love to help and support causes that are meaningful and close to them. Mid-October through December is the signature holiday fundraising season, accounting for more than 30% of annual charitable giving. However, 2-3 additional appeals throughout the year, (for example, one per quarter), increase your ability to stay top-of-mind with your donors and reach your annual fundraising goals. 70% of people believe they receive too many emails. But when it comes to direct mail donor correspondence, including appeals for virtually every touch, you cannot mail too often.
Fundraising Greeting Cards
A personalized appeal letter is an effective fundraising tool. But it’s not the only format for a direct mail appeal campaign. A greeting card style appeal can be effective by triggering more visual cues when compared to a letter. Greeting cards allow you to connect with donors by reminding them of your organization while emphasizing the importance of each donor’s individual impact in a more visual way.
Greeting Card Tips:
1) Strong Visual Potential
While an appeal letter can include visuals, an image is a main component of a greeting card, and the first element a donor will see. Choosing a strong visual will grab the reader’s attention immediately. Recipients are going to spend time looking at it. If the image sticks in their mind, your organization will also be remembered. A card is also a great place to feature images of or artwork created by individuals who benefit from your organization’s services.
2) Make it Extra Personal
As with letter mailings, today’s digital printing technology allows a greeting card style mailing to be personalized as well – from a salutation to start the message, to variable text in key messaging locations, and even using variable imaging.
3) Special Treatment for Major Donors
Often, 80% of donations come from 20% of the donors – your major donors. Crafting a card, hand writing a short sentence or two, and signing your name can go a long way towards making a positive impression on your donors. You could have your staff all sign the card. Or send it from an individual rather than the organization to add even more of a personal touch. Sending a more personal card to fewer donors can have more of an impact than sending to a larger audience.
4) Appeal to Leads and Current Donors
Greeting cards can cost less to produce than an appeal letter depending on the project specifications. Because they can be personalized for each individual, you can use them to connect with a donor who is at any stage in the giving process. A generous message thanking a lead who has shown interest in your organization but hasn’t yet given could be just what is needed to ensure a gift is made. And it never hurts to thank those who have given for the difference they’ve been able to make.
5) Keep Your Message Concise
Engaged donors will read the more specific details and story of an appeal letter. Greeting cards may more readily grab the interest of a donor who’s scanning the mail piece. Again, no one format is necessarily the most read for any given donor, so it is worth experimenting with different methods.
6) Stand Out From the Crowd
Many nonprofits send holiday cards, and it’s likely your donors will receive more than one this holiday season. The month of December is the most popular time to send holiday cards. Try sending a card during the Thanksgiving or New Year’s period to make your message stand out. You could even send a card during a different time of year, like Valentine’s Day, when nonprofits aren’t regularly mailing cards.
So which is more effective, a letter or a greeting card appeal mailing? As with all marketing and fundraising efforts, it depends, and there is no silver bullet. There’s more than one way to tell your story. Both formats possess their respective strengths for making a connection with donors. What IS recommended is experimenting with nuances on each campaign to build your own database of knowledge and measuring results. Your best choice may be to mix it up and try both, measure and compare the results, and use the newfound data to plan future campaigns.
If you’re looking to incorporate direct mail pieces as a way to enhance your fundraising strategy, contact Paw Print & Mail today.
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Capital Campaigns: The Basics
Working for a nonprofit, you want to do as much good as possible. One of the most effective ways for nonprofits to achieve larger development goals is with a capital campaign. A capital campaign is a period of heavy fundraising efforts. Nonprofit organizations work to raise a significant amount of money within a specified period of time. Often this kind of campaign is used in order to raise funds to acquire, build, or expand a facility, or to set up an endowment. A large-scale campaign like this can be the only way for an organization to achieve goals that are vital to its efforts.
Targeting your efforts is essential to ensure you meet your goals within the time period specified. Unlike more general fundraising efforts, capital campaigns are specific. They require defined target benchmarks as you move through the campaign timeline. Capital campaigns give your supporters a specific, concrete goal that their dollars will go directly towards funding.
A Key to Capital Campaign Success
Running a capital campaign requires numerous steps and committed individuals. One piece of the puzzle is awareness. When looking to raise a significant amount of funds, it’s critical to develop an awareness campaign that will be compelling and impactful for the duration of your fundraising.
Printed materials like brochures are an effective way to educate your donor base about your campaign. Making use of official printed materials helps to give donors a sense that your campaign is structured and professional. A well-designed brochure can give you the confidence that your campaign is being presented in the best light. It also gives your campaign goals a greater chance of being met.
A brochure helps to tell the story. Mention who is involved, the mission of your organization, the details of the project (including costs and intended outcomes), and how to give. With a brochure, as with all of your campaign materials, you’ll want to focus your message on the benefits your campaign goal will have for the community that you serve, rather than just on the building or item itself that you’re looking to raise funds for.
Capital Campaign Brochure Outline
Part 1: The Introduction
You probably have a lot to say about the needs and deeds of your organization. But you’ll want to keep your brochure’s introduction brief. This is a good rule of thumb to follow throughout the brochure. Your copy should be clear and concise. Write in an enthusiastic tone that speaks to your donors. Help them become excited about your mission and the positive outcomes that will result from their contribution to reaching your capital campaign goals.
Readers may have extensive knowledge of your nonprofit, or they may know very little. To make your brochure accessible to everyone, you’ll want to include a short overview of your organization. Include who you serve and the types of programs you provide. This can help to give your nonprofit credibility as you guide donors throughout the specifics of your campaign.
Part 2: Your Mission
Towards the beginning of the brochure, you’ll want to include a concise version of your nonprofit’s mission statement. It’s also important to show donors the current impact of your organization. Incorporate specific facts/figures to reiterate to donors the good work that you do and show them why they should contribute to your growth. This section is a good place to include an impactful quote from someone that has benefited from your organization’s services.
Part 3: The Capital Campaign
You’ve shown donors who you are and the good you do, giving them a reason to support you. Now it’s time to outline the details of your capital campaign.
This is the meat of your brochure. Start with describing your need, and make sure to be specific. Show donors that this campaign is well thought out, both in terms of your needs and the intended outcomes. Donors will want to know specifically what their contribution will be funding. Having a concise description of your vision, proposed outcomes/solutions, and how exactly the funds you raise are to be used will give your campaign credibility.
Part 4: Why Now?
It’s important to ground your capital campaign in relevance. You’ve already described the needs of your organization and how you hope to resolve them. Here is your chance to show the larger community impact and the timeliness of your campaign. It’s likely that your nonprofit works to meet the needs of individuals as well as the larger community in which you live. Showing how you fit into the bigger picture can be an effective way to compel your donors to contribute.
Part 5: Where Do You Fit In?
When developing your brochure, put yourself in your donors’ shoes. Anticipate the kinds of questions your donors will have, and answer the major ones in your brochure. Then, your donors will see your materials as a credible resource for understanding the issue or cause you work to aid. You’ll give them confidence in the necessity and success of your campaign’s mission. Draw the donor in and make it personal with context that makes them part of the solution. Lead with something like, “this is where you come in….” You want your donors to feel that their contribution is vital to your campaign’s success and to show how the larger issue may be affecting their lives. You can also use this section to thank your donors in advance for their support.
- Strong visuals are crucial to ensure that donors can visualize the intended outcome of the campaign that their dollars are going to fund, as well as the people who are going to benefit from this development.
- Focus on being visually cohesive. Bring design elements from your nonprofit’s website or other printed materials into your brochure, so readers will be quick to associate your campaign with your organization. If you have a logo or design aesthetic in use for other campaign materials, be sure to use them consistently across the board. Consistency and a unified message will enhance the credibility of your capital campaign.
- Leave a generous about of negative space to help the most important information stand out and make it easier for readers to process. Try to keep your information simple, but as effective as possible, with a clear call to action.
- Adopt a multi-channel approach. A brochure can help drive traffic to a website, where donors can learn more about your organization and make donations. Include the essentials in your brochure and integrate it with your digital marketing, making it easy for your donors to donate, contact you, and find your digital resources.
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