End-Of-Year/Start-Of-Year Cash-Appeal Letters
This blog was originally posted in Oct 2019 — revised and updated Nov 2023
©The Navigators. All Rights Reserved. Do Not Use Without Permission.
Don’t Leave Money on the Table!
Many mission-workers wait until December 15 to send a hurried appeal letter that is more need-driven than vision-driven. Take time now to draft your letter.
Gospel-workers outside America say that an end-of-year letter is not needed because in most countries there is no tax incentive for giving. But don’t miss this turning-of-the-calendar opportunity. Send a “start-of-year” appeal. “Help us launch ministry on January 1 with full funding!”
Not a gifted writer? No problem. Follow these guidelines.
14 Guidelines:
How much do you need? Don’t simply make up a number. Do your homework. Include your shortfall monthly, your upcoming travel and project costs. State your cash goal clearly. Be specific--$18,780 not “about $20,000.”
Ask for a cash gift, not for monthly support. A letter by itself will not bring monthly support—go face-to-face.
To whom will you mail? Give everyone on your mailing list an opportunity (including current donors). Don’t decide for them by not mailing to them.
I don’t send letters to a few family members and non-believers who I know would not appreciate an appeal. But only a few!
Outline:
Opening sentence or two to say thank-you.
Why you are writing. “I am writing today to ask for your partnership.”
Review past 12 months—pick out 2-3 highlights (only) with a photo or two. Don’t tell us everything you have done. We are not your Mom.
Coming up in the next 12 months— a major ministry trip, an evangelism thrust, an expansion of the fraternity ministry.
What are your fears or concerns—be vulnerable.
Tell an incomplete story about one person trying to find his or her way. The story reminds readers of your 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 ministry 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. 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—4-6 weeks out.
Cash-appeal letter, not a newsletter—First Lines. Your normal newsletter with an appeal tucked in will not get good results. We have tracked it! Don’t disguise your appeal. Here are 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. Here are some highlights…
-
Dear [Bob and Cindy—non-donor,]
Thank you for your encouragement over the years in our ministry to students here at Iowa Tech. 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 Tech. Your gift of $200 back in June of 2018 is much appreciated…
…I am writing today to ask for your help as we end our ministry year and launch a new year. We have huge opportunities and we need to launch out fully funded.
But first, three highlights of the past year…
Hard copy or electronic? Both! Hard copy is proven to get much better results. Send an email obviously if you don’t have a physical address.
Suggest a range of gifts. Moses in Exodus 25 suggested a range of giving opportunities—gold, silver, linen fabric, porpoise skins! Readers want to know what they can do that will truly help.
For example: A gift of $287 will take care of airfare and expenses for one day during our 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 15—that’s when the students arrive on campus.
Tell a story. People give to help people. Tell about one person in your ministry who is on the journey to Christ but faces obstacles. Your readers will be more motivated by this “incomplete story” than a successful story.
Get permission from those you write about. Disguise names and places as appropriate.
Give a deadline for sending a gift. Usually 4-6 weeks. For end-of-year or start-of-year, mail your letter by December 10 latest.
Photo of you in ministry action. It is not prideful. Face it, your readers don’t think about you much and need to see your face. Sorry.
Share a meaningful scripture verse. Be vulnerable. Why is this verse meaningful for you?
Sign each letter personally. Use a fat blue pen (to distinguish it from a printed signature) and write a short note on as many as you can.
Give instructions on how to make a gift. Don’t assume your readers know what to do. Make it easy for them to give. 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.
Ask a friend without the gift of mercy to edit your letter!
A long letter is okay. Your regular newsletter should be only one page, but your appeal letter can be two or more pages—as long as necessary to tell your story well.
“You were concerned before, but you lacked opportunity”
God bless you as you work hard to prepare an effective cash appeal letter. You can find more detailed benchmarks and examples on page 125 of Funding Your Ministry.
