Write a Last-Minute Year-End Appeal
Send 2 to 3 final fundraising appeals in the last few days of year–last year 12% of all online giving for
the year occurred on December 29, 30 and 31. Your appeal should be short, to the point and include
several calls to donate.
From: Click here to enter text.
Your appeal should come from a real person, preferably the same person and email address you’ve used for the
other messages in your campaign.
Subject line: Click here to enter text.
The subject line should be short (25-40 characters), compelling, and emphasize the time-sensitive nature of your
message. Examples: “Last chance to help in 2015” “Don’t make them wait” “Did you forget?”
(Salutation)
Dear Click here to enter text. (If possible, use the recipient’s name, spelled correctly.)
(Reminder)
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Remind donors that any donation they give by December 31 is tax-deductible. (This is probably the only time of
year that your fundraising offer will take a back seat to tax issues!)
(The Campaign narrative)
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Reinforce the story from your other appeals and the impact a gift could have. Be compelling, but also be brief.
Example: “There’s still time this year to help students like John get the tutoring they need to graduate. Your
donation will provide the resources they need to succeed.”
Ready to grow your individual giving? We can help.
Let’s talk: sales@networkforgood.com | 888.284.7978 x1
(Donation URL)
Click here to enter text.
Include the URL to send donors directly to your online donation page – it’s a good idea to list the raw link (i.e.
“http://www.yourorg.org/donate”) so donors can click or copy and paste it into their browser.
(Call to action)
Click here to enter text.
Add another short impact statement and remind donors to give.
Example: “Remember, a gift of $50 by December 31 can provide textbooks for one student. Please donate now.”
(Closing)
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Thank the reader for their attention and sign a real person’s name, along with several ways for your donors to
contact you.
(P.S.)
Click here to enter text.
Remind donors of the urgency to give and include another link to your donation page. Example: “Only a few
hours left to give in 2015 – donate now to help students succeed.”
Ready to grow your individual giving? We can help.
Let’s talk: sales@networkforgood.com | 888.284.7978 x1