Pinc Tip of the Day

How much to ask for in your end of year appeals.

2009-10-07 14:35:23

This is a common question asked by fundraising staff at charities and nonprofits around the world. You want to maximize the year end donations without pricing yourself out of the donor’s ballpark.

Here are a few things to think about prior to making your end of year “ask”.

How much was the donor’s last donation?
How many times a year do they donate?
What are some ways we can work with the donor to increase our bottom line?

Looking at the donor’s trends can be helpful. Lets say that last year you notice that a donor gave two donations throughout the year, and then made a larger donation during your year-end appeal. If the donor has made those couple of donations throughout this year already, it is fair to say that the donor will follow the same trend this coming year end. The amount for your ask should be slightly higher than the donation that was made at the end of last year. This can be done by asking for an additional percentage due to inflation, or you can simply offer them a set amount that is slightly higher than their last end of year donation.

Financial situations have changed for a number of individuals, however the causes that are important to them have not. If you have noticed a decrease in the totals you have received this year from a donor - it is important to offer them other ways to give in order to maintain your revenue stream.

One solution for a donor who gives a few times a year, or once during an annual appeal is to try to set them up to donate monthly. Lets say you receive one $250 gift at the end of the year, and a few sporadic $50 donations from email or direct mail campaigns. Lets say as total amount you receive $350 from one donor in a year. What if you suggested that they contribute $40 per month instead of what they currently are doing? This would increase the amount you received annually by 37%.

It is a lot easier to donate $40 per month when money is a bit tighter than it is to come up with $350 in one lump sum.

You will more than likely find that these same donors who have switched to a monthly giving program may also contribute via your email appeals as the mission and need is inspiring to them and they want to help. This will also increase your bottom line.

Donor cultivation is not the same for every every donor. You need to work with the donors that support you to make sure that their current plan is working for them.