The Basic Steps for Effective Appeals

I recommend multiple end-of-year appeals be sent across all your platforms. Here is a post about how to best position your appeals for maximum effectiveness.

The 21st-century offering must be 24/7. To be effective, your offering plate must never be closed. An effective end-of-year strategy must include direct appeals, snail-mail, email, and text appeals.

The following are the basic steps I use to make my appeals more readable and, thus, more effective.

Direct USPS Mail Appeals – It might surprise you that I would focus on using the USPS for any appeal in this day of online giving. Why would I do this? Easy, Snail mail still works! Think about it, how many appeals do you get in the US mail? There is a reason nonprofits still send out snail mail; they work.

USPS Basics – Use these basic points to improve your snail mail appeals.

• Personalize the letter. The more personal the message, the more apt someone is to read it.
• Try and keep the letter to one page. The exception might be appeals sent to leaders.
• Use bold and underlined text to highlight key points. People skim, so highlight the important points.
• Always use a PS. Studies show people almost always read a PS.
• Always give your online giving portal address. Studies show that even Seniors will type in your giving portal if you provide one.
• Include a self-addressed postage-paid envelope with all letters.

Email Basics – Many of the same principles above apply to email. One thing that is important to remember is that most emails are now read on a smart device.

• Captivating Subject line! If they don’t open it, they can’t read your message.
• Short and to the point! Again, most emails are read on a smart device.
• Two to four paragraphs of two to four sentences. Be short and to the point.
• Use bold and underlined text.
• Clickable links to your giving page. You want to make it quick and easy to give.
• Multiple links to the giving page.
• Always have a PS! I almost always have the online giving link as my PS.
• Personalize it! Programs like Mailchimp make this easy.

Your members will be getting numerous appeals from now until the New Year. Your story is a familiar story to those connected to your church. By telling that story in short but effective messages you can close out the year strong. Start working on your message today!