Is Your Annual Appeal Akin to a Dear Jane Letter?

During a recent conversation with an annual donor I was reminded of the importance of personal relationship building in fundraising - even with direct mail solicitation letters.

When you sit down to draft an annual fund direct mail solicitation letter consider this quote by Mother Teresa: "If I look at the mass, I will never act. If I look at one, I will." It contains three fundamental elements: it is personal, relevant and inspires action.

First, the letter must be personal - beyond Dear Jane. At some point in the letter, make the donor aware that you know and appreciate how long they have been a part of your organization and what their support has helped to accomplish.

Second, the letter must be relevant. Every member of your donor family has at least one thing in common - they care about your mission. It is your responsibility to know their passion for your organization and to address it in your approach to them.

Third, the letter must inspire action - it should paint a picture of what can be accomplished with their gift. Don't ask softly and don't assume they will automatically give simply because they have given before. The letter should clearly ask them to make a gift and state how much the organization would value an increase over past gifts.

The general consensus among fundraisers - mass mail solicitation is not significantly successful. If your letters are personal, relevant and inspirational, your organization has the opportunity to increase annual giving and change this perception.

- Patrick Sallee, MPA, Fundraising Manager (Kansas City) psallee@hartsookcompanies.com

Another smart idea...From the Hartsook Best Practices Collection^SM

"Create a membership category for distant friends of your organization, those who have moved to other communities. Keep them engaged through a low-cost newsletter from the desk of the president or executive director. Ask other donors who know them to mention your organization's good work. Continue to invite them to events as if they lived in the area." - Lynn Hawks, Wichita Art Museum (Wichita, Kan.)

If you are interested in Best Practices, check out these additional resources from Hartsook Companies:

"Reality Fundraising: Proven, Practical Ideas for the Enlightened Fundraiser" by Bob Hartsook (2005, ASR Philanthropic Publishing). The book features great ideas, insights and lessons learned through hundreds of best practices from nonprofit professionals nationwide. To order the book, follow this link http://www.ASRpublishing.com
"Best Practices Coast to Coast^SM," a compilation of best practices from every state in the union
"Hartsook Best Practices Collection^SM," our original collection of 250 best practices and great ideas

For a free copy of any or all of the "Best Practices" collections, please email Erika Turner, erika@hartsookcompanies.com, or visit our web site at http://www.hartsookcompanies.com/bestpractices2.shtml. We also invite you to contribute your own best practice by emailing Tami Druzba, tami@hartsookcompanies.com.

The Hartsook School of Consulting

Bob Hartsook, an icon and expert in the fundraising profession, has been dedicated to the education and advancement of fundraising for decades. He has offered seminars in more than 30 cities across the country; been a guest speaker for countless conferences, symposiums and classrooms; and authored six books and mountains of articles.

In 2007, Bob will take training to a new level - The Hartsook School of Consulting, a fundraising executive boot camp.

Keep watching various industry publications for more information. Or, if you want to be one of the first to hear more, send an email to hsc@hartsookcompanies.com with your contact information.

Interested in Speakers?

Hartsook consultants are available to speak to your organization on a variety of topics. To read more, visit http://www.hartsookcompanies.com/speak.shtml or email Tami Druzba at tami@hartsookcompanies.com to discuss the possibilities.

Visit the Hartsook Companies web site for:

• Educational opportunities
• Books/reference articles
• Conference/workshop speakers

Strategies for Success explores smart ideas, connecting with more than 1,500 fundraising professionals bi-weekly. We welcome your contributions or comments. If you'd like a free subscription to Strategies for Success - or its monthly companion, eHartsook on Philanthropy - contact Erika Turner, erika@hartsookcompanies.com. You also can reach her at 316.630.9992.

Our web site is located at http://www.hartsookcompanies.com.