What is an Appeal

What is a Fundraising Appeal

 

The basics of a direct mail fundraising appeal

A fundraising appeal is a solicitation for a donation and APG is here to help you create a successful and stress-free direct mail campaign. From beginning to end we will guide you through the process whether you are new to appeals or an experienced pro.

The Components

Get your letter opened!

  • 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 increae open rates

Successful Campaigns do this.

  • Tell a complelling 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

Make it easy and track the results

  • 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

Compliance is key

  • Include the campagin ID
  • FIM and your IMB barcode
  • Don't have one? Start here

Give them more

  • Slips, brochure, newsletters, or...
  • Tell more about the organization
  • Highlight past achievements or future goals
  • Tell more about the organization
  • Let them know how their donations have helped

What you need

Not complicated but necessary

  • Register your Non Profit - Form ps3624
  • Authorize to mail at our Post Office - Form ps3623
  • Letter granting PPCIS to mail - Letter Sample
  • Now your ready to mail

Four stages of an appeal

  • Planning - be prepared
  • Design & Data - get the message right
  • Execution - get it done
  • Acknowledgement and Analysis - Thank you's and reveiws

Quality data is key

  • Use a CRM
  • Build your donor persona and know their history
  • Allow for segmentation and thus greater presonalization
  • Gather data with every interaction
  • Use your data to identify donor characteristics to improve your prospecting

Get it designed

  • Download PDF templates as guides
  • Design with yours online using premade templates
  • Follow design best practices to increase open rates
  • Taglines and imagery

Use your words

  • Follow best practices for your letter
  • Craft the messsage
  • Tell a story
  • Proofreading and editing
  • Message crafting

Start building your appeal!

Start with predesigned templates to create your appeal.

Build an Appeal

Upload your finished art.

Pick an appeal package and upload your final art.

Appeal Packages