Like all appeals, your year-end appeal should start with a solid offer.
The fundraising offer is a statement of what the donor receives in return for giving. It’s the deal, the transaction, the quid pro quo. It’s how the donor and nonprofit connect.
The offer should convey:
- Why you’re writing to the donor.
- What you want your donor to do.
- Why the donation is a good deal.
- Why the donor should give now.
- What the donor gets out of it (benefits of giving).
- Why your donor’s support matters.
While many of your other appeals during the year will be more relational, the year-end appeal is usually more transactional. So in your year-end appeal, your offer could be something like this:
Give your tax-deductible gift now before December 31 to help us end the year strong, begin the New Year in a better position, and sustain vital programs that fight hunger and poverty for people in need.
For most donors, this simple offer is compelling. There’s the deadline, the benefits to the donor, the specific action to take, and the reasons to do it. This is proven direct response that works.