Plan Your Year-End Appeal Letter
Having a Productive Year's End
Mailing a year-end funding appeal is an important part of an effective funding strategy. Quadrupling your average monthly income in December and January will help you through months when giving is lower (March, for example). Many people plan on making charitable gifts in December, so make sure your friends know to consider your ministry. These ideas can help.
Mail your letter between November 29 and December 10.
Funding appeals should be paper letters, not electronic.
Consider segmenting your list into categories. Write one core letter and change the appeal for each group.
· Thank monthly givers for being faithful ministry partners, and invite them to consider increasing their current monthly amount or making a special year-end gift above their regular giving.
· Thank annual givers for previous gifts, and invite them to make a similar gift and even to consider increasing their gift amount.
· Thank lapsed givers for their past support and invite them to rejoin the team.
· Invite potential givers to begin giving on a monthly or annual basis.
Mention early (first or second paragraph) that you will make an appeal at the end of the letter.
Include a moving story of something God has done in your ministry recently.
Avoid words such as deficit, budget, shortfall, and need. Instead, focus on your vision and how God is working in people’s lives.
State your exact funding goal and suggest a range of giving for monthly and special gifts.
Remind people when (by December 31) and how to give (include a commitment card and envelope and the link to online giving).
Follow up the appeal in mid-December. Call 20 recipients to personally invite them to give, or email recipients and include a giving update and link to give electronically
Thank people as soon as possible when you see their gift arrive.
Find sample letters and additional tips at www.navigatormpd.org (password: navcentral password) under Newsletters/Letters/Year-end Appeal Letter.
The MPD Team cannot encourage you enough to mail a year-end letter! Pray over the letters as you prepare and mail them, then sit back and watch God do amazing things as He moves in the hearts of people you invite to partner with you.
If you’d like free editing or feedback on your letter, email your letter firstname.lastname@example.org.