End of Year/Start of Year Cash Appeal Letters
Now is the time to plan your end-of-year/start-of-new-year fundraising.Too many mission-workers wait until December 15 and send out a desperate appeal that sounds “needy.” Take time now to plan your strategy.
When will I mail my letter?
Exactly how much do I need to ask for?
Whom will I phone to follow up with a personal appeal or meeting?
I’ve been told by gospel-workers outside America that an end-of-year letter is not needed because “Our country has no year-end tax incentive for giving.” Okay, but “turning-the-calendar” gives you an opportunity. Send a “start-of-year” appeal. “Help us launch ministry on January 1, 2019 with full funding!” Something in that spirit.
Not a gifted writer? No problem. Simply follow these guidelines to reduce the pain.
14 Guidelines:
How much do you need? Don’t simply make up a number. Do your homework. Include your shortfall monthly, upcoming travel and project costs. State your cash goal specifically--$18,780 not “about $20,000.”
Ask for a cash gift, not monthly support. A letter will not bring monthly support—go face-to-face for monthly.
To whom will you mail? Everyone on your mailing list! Give everyone an opportunity (including current donors) and even add acquaintances not on your mailing list. If you don’t mail to them, you are making a decision for them.
Exception: I exclude a few family members and non-believers. But only a few!
8-point outline
Opening sentence or two: Say thank-you.
Why you are writing. “I am writing today to ask for your help.”
Review of past 12 months—pick out 3-4 highlights (only) with a photo or two. Don’t rehearse all you have done in the last 12 months. Your reader is not your Mom.
Coming up in the next 12 months— a major ministry trip, an evangelism thrust, an expansion of the Greek ministry.
What are two challenges of the coming year?
Explain your fears or concerns about the coming year—be vulnerable.
Tell an incomplete story. The story of “Bob and Kate” reminds readers of your vision—what you are trying to accomplish, what problem you are trying to solve. But don’t merely state the organizational calling—boring. Let your story carry the vision.
The appeal. Might say: Now that you have heard our faith plans for the next 12 months, it is time to ask for your partnership. We cannot do this vision alone!
Will you pray about a special gift of the Lord’s leading to join in reaching students like Bob and Kate? The amount is up to you, but perhaps you’d consider $_____ or $_____. (See #5 below)
Thanks again expressed and sign your name.
P.S. Everyone will read a P.S. Use the P.S. to explain how to make a gift and state the deadline.
One Topic—Funding! This is a cash-appeal letter, not a newsletter. Your normal newsletter with an appeal tucked in at the end will not get good results. We have tracked it! You have one topic—your cash appeal! Don’t disguise it. Dive right in with these first lines to three different audiences:
Dear [Joe and Sally—donor,]
Thank you for your faithful support of $35 per month over the past 12 months—your partnership is so encouraging. It has been a good year…
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Dear [Bob and Cindy—non-donor,]
Thank you for your encouragement over the years in our ministry to students here at Iowa Technical University. It has been a good year…
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Dear [Louis and Barb—lapsed donor,]
Thank you for your support of our ministry to students here at Iowa Technical University. Your gift of $200 back in June of 2016 is much appreciated.
I am writing today to ask for your help as we end our ministry year and launch on the new year with huge opportunities. But we need to launch out fully funded.
But first a review of three highlights of the past year…
Hard copy or electronic? Both! Hard copy is proven to get much better results than e-mail. Send an email if you don’t have a physical address.
Suggest a range of gifts. In appealing to build the tabernacle, Moses in Exodus 25 suggested a variety of gifts—gold, silver, linen fabric, porpoise skins! Readers want to know what they can do that will truly help you.
For example: A gift of $287 will take care of airfare and expenses for one day during our 10-day ministry trip.
Or…$55 will cover the cost of materials and pizza for five students during orientation. But gifts of $500, $1000 and $2500 are also needed to reach our goal of $18,780 by January 5—that’s when the students arrive back on campus.
One Person. Tell a story about one person that illustrates the problem you are trying to solve. People give to help people. Think of one person in your ministry who is struggling. Maybe she is on the journey to Christ but faces some obstacles. Your readers will be more motivated by this “incomplete story” than a successful story.
Include ministry success too if you like. Get permission from those you write about. Disguise names and places as appropriate.
Deadline. Give a deadline for sending a gift. Usually 4-6 weeks. For end of year or start of year, your letter should be mailed by December 5 latest.
Photo. Include a photo of you in ministry action. It is not prideful. Face it, your readers don’t think about you every day (sorry). They need to see your face.
Scripture. Share a meaningful scripture verse or phrase. Be vulnerable. Why is this verse meaningful for you?
Personal Signature. Sign each letter personally with a fat blue pen (to distinguish it from a printed signature) and write a short sincere note on as many as you can. For electronic letters, drop in your signature.
How to Give. Explain clearly how to make a gift. Don’t assume your readers know what to do. Include how to give online or to send directly to your bank account (for non-American appeals). Include a pledge/commitment card with a return envelope. Make it easy for readers to give.
Find an editor. Ask a friend without the gift of mercy to edit your letter!
One Page? Your regular newsletter should be only one page, but your appeal letter can be two or more pages. Take as many pages as necessary to tell your story well.
Can your appeal be handled on social media? No. It will not be as effective. Social media fundraising works best for dire emergencies for funding due right now! Use social media to communicate but not for funding.
God bless you as you work hard to prepare an effective cash appeal letter. Following these 14 benchmarks and your attention to detail will increase your cash for ministry. You can find more detailed benchmarks and examples on page 125 of Funding Your Ministry (3rd edition).
