Appeal Components
Components of an Appeal
A fundraising appeal is made of a collection of pieces each with a specific purpose.
You will need an outer envelope, a letter, a reply device, and a reply envelope. Adding an inserts is a great way to give your constituent even more information about your organization.
How each component is used
Outer Envelope
A well designed envelope will increase open rates.
- Give consideration to the design and copy
- First contact with your donor
- Taglines are essential
- Photos can add to open rates
- A smartly designed envelope will increase open rates
Outer Envelope
Appeal Letter
Follow letter writing best practices to increase response rates.
- Tell a compelling story
- Explain how you help
- Focus the letter on the donor
- Create a sense of urgency
- The Call to Action is a must...make the ask
Appeal Letter
Reply Device
Design it to easily track results and give your constituents multiple ways to give.
- Clear instructions on what to do
- Minimize the number of decisions
- Variable gift stream that reflects the donor history
- Include donor information, constituent ID and campaign ID
- Include incentives/membership benefits when donating
- Provide current and flexible payment options
- Get more donor data with a key question
Reply Device
Reply Envelope
Get you donation back
- Include the campaign ID
- Use a FIM and an IMB barcode
- Say Thank You
Reply Envelope
Insert(s)
Give more reasons to support your mission
- Slips, brochure, newsletters, or...
- Tell more about the organization
- Highlight past acheievements or future goals
- Tell more about the organization
- Let them know how their donations have helped
Insert(s)
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Appeal Packages
Standard Envelope
Large Envelope
Small Card Envelope
