Final Reminders for Your (Heartfelt) End-of-Year Appeal Letter
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If you have not yet sent your end-of-year or start-of-year appeal, it’s not too late! But you must act quickly.
Still hesitating? A year-end appeal is worth it! With turning the calendar, people around the world reconsider how their lives are being spent—and that includes finances. In the new year your readers will make resolutions (which don’t often last long!), and they are willing to change their priorities—even without a tax break.
This is your opportunity to inspire everyone on your mailing list about advancing the Kingdom to a weary world! So, yes! Send an appeal, but follow these guidelines.
Hard-copy or email? Both if possible.
Some gospel-workers don’t send appeal letters because they don’t feel they can write a perfect letter. But it doesn’t have to be perfect. As you write, visualize one reader—not “the group.” Your words will flow more easily and be more compelling. Picture someone who does not know your ministry well; that also eliminates ministry lingo.
Next, follow these guidelines to lower the angst of writing:
How much do you need? Don’t simply make up a number. Do your homework. Include your shortfall for the past year, upcoming travel and project costs in the coming year. State your goal specifically—$18,780 not “about $20,000.”
Ask for a cash gift. Appeal letters do not generate monthly support—appeal face-to-face for monthly.
To whom should you mail? Everyone on your mailing list! (current donors, lapsed donors going back 5 years, non-donors).
Exception: I exclude a few family members and non-believers. But only a few! Don’t make giving decisions for your readers.
What to say? Here is your outline. It can be more than one page.
Opening sentence: Say thank-you for support, prayer, friendship.
Why you are writing. “I am writing today to ask for your help as we launch an exciting new year of ministry, but we can’t do it alone. Your help is needed!”
Review past 12 months—pick out 2-3 highlights with a photo. Don’t rehearse all you have done in the last 12 months. This is not a letter to your Mom.
Your dreams for the next 12 months— a ministry trip, an evangelism thrust, expanding your ministry to a nearby campus.
A challenge, fear or concern you face in the coming year? Be vulnerable.
Tell an incomplete story—perhaps someone who is struggling about coming to Christ (see #6 below).
Ask for a special gift.
Now that you have heard our faith plans for next year, it is time to ask for your partnership.
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 $_____.
Thanks again expressed and sign your name.
P.S. Everyone reads a P.S. Explain how to make a gift and name a deadline.
One Topic—Funding your vision! 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. Here are examples of 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…
*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…
*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 in June, 2016 is much appreciated.
Come straight to the point. I am writing today to ask for your help as we end our ministry year and begin a new year with huge opportunities. And we must launch out fully funded.
But first, highlights of the past year…
Suggest a range of gifts. In appealing to build the tabernacle, Moses in Exodus 25 suggested a variety of gifts—gold, silver, linen fabric, even porpoise skins! Readers want to know what they can do that will help.
For example: A gift of $287 covers airfare and expenses for one day during our 10-day ministry in Costa Rica.
Or…$55 will cover the cost of materials and food for one student leader during this 3-day training orientation. But gifts of $500, $1000 and $2500 are also needed to reach our goal of $18,780 by January 15—that’s when students arrive back on campus.
Tell an incomplete story about one Person. People give to people. Tell of “Mary” in your ministry who is struggling with doubt in her journey to Christ. Readers are more motivated by an incomplete story than a successful story.
Get permission to tell their story. Disguise names and places as appropriate.
Deadline. A deadline helps your reader make a finance decision. Usually December 31 or January 31.
Photo. Include a photo of you in ministry action. It is not prideful. Your readers don’t think about you every day (sorry). They need to see your face.
Scripture. Share a meaningful scripture verse or phrase. Why is it meaningful for you? Be vulnerable.
Personal Signature. For hard copy, sign each letter personally with a fat blue pen (to distinguish it from a printed signature). Write a short sincere note on as many as you can. For electronic letters, drop in your signature.
Explain how to Give. Don’t assume your readers know how to send a gift. Keep it simple.
Find an editor. Ask a friend without the gift of mercy to edit your letter! Check spelling and punctuation.
One Page? Your regular newsletter should be only one page, but for this letter, take as many pages as necessary to tell your story well.
Pray! Before you hit “send” or go to the post office, ask God to touch the hearts of your readers. May they respond as He prompts them.
God bless you as you work hard to prepare your cash appeal letter. Share your heart, be vulnerable. Your letter doesn’t have to be perfect.
Editor’s Note: For more tips on cash project appeals, check the October 14, 2020 video, “Are You Leaving Money on the Table?” Also find detailed benchmarks and examples on page 125 of Funding Your Ministry (3rd edition)
