In December 2019, Bernie Sanders — then campaigning for president — took to the internet to ask his supporters “once again” for their financial support. The meme community took notice in a big way, providing a meme-able moment that continues to live on to this day.
While political fundraising is its own unique beast, the prominence of the “once again I’m asking” meme underscores a simple yet significant point: when crafting any kind of ask, being conscious of how you do it can go a long way toward driving better results.
For nonprofits, perhaps the most important of these asks is the annual appeal letter. Often the cornerstone of a nonprofit’s end-of-year giving campaign, an annual appeal letter serves several purposes including:
- reaffirming your organization’s mission;
- highlighting the ways your nonprofit helps its clients and the community;
- inviting the recipient to make a charitable contribution so that your organization can continue doing its great work.
Here are three tips for writing an exceptional annual appeal letter:
1. Never Underestimate the Power of Numbers
“The bottom line.” When it comes to asking people for money, this mythological figure tends to be the most important factor in determining whether someone will actually contribute to your campaign or not. Instead of fearing numbers, use your annual appeal letter as an opportunity to embrace them.
Consider the impact that numbers make in these examples:
- “$50 — 10 lattes — can help provide a family the Christmas they may otherwise won’t enjoy.”
- “How far can a $1 really go? With your donation, it can go as far as your help — and heart — desires.”
- “You can change one child’s life for the cost of one movie ticket. Here’s how your $10 donation can make you the hero of someone’s story.”
When you show people numbers and more importantly, demonstrate how the money behind those numbers can help your organization and its clients, your audiences are more likely to take notice.
2. Utilize Visuals and Testimonials to Bring Your Appeal to Life
Why do people like memes, such as the aforementioned Bernie Sanders one? Because we are a visual society that likes to see things — especially other people like ourselves.
Leveraging photos of real clients and telling their stories within your annual appeal letter will give it a personal touch, making your audiences feel more connected to your organization. (If you need proof of the power of an emotionally resonant ask, look no further than the memorable ASPCA ads featuring Sarah McLachlan’s “Angel” — they raised more than $30 million for the organization within the first two years of their release.)
Finally, don’t forget that you don’t have to limit your visuals to just photographs. Adding some simple infographics or including a QR code that directs audiences to your YouTube channel where they can see your mission in action are further ways to strengthen your appeal and make your organization’s impact come to life.
For a great example of what showing your nonprofit’s mission in action looks like, check out this great video from Scooter Media client People Working Cooperatively.
3. When in Doubt, Leverage the Fear of Missing Out (FOMO)
Fear of missing out (aka the FOMO) is a very real thing in today’s Instagrammable society. From the “pics or it didn’t happen” crowd to good old-fashioned regret, missing out on something special is a common fear among us all — so why not tap into that as part of your appeal?
Instead of just telling people about your organization in your annual appeal letter, make your audiences feel like they must be a part of it. Using photos of events hosted by your organization, such as an annual volunteer day, can help to create a sense of community around your nonprofit. Inviting audiences to become part of that community makes them far more likely to support your nonprofit not just financially, but also in other ways including volunteering, attending events, and beyond.
Keep these tips in mind as you’re drafting your nonprofit’s next annual appeal letter, and you’re likely to be amazed at how much more compelling your ask becomes.
Need more tips for navigating nonprofit communications? We’ve got you covered! Check out:
