The NAPRP Blog

Nov 28

Written by: NAPRP Admin
11/28/2009 4:59 AM

I'm writing this a day later than usual because of the holiday. I hope you all had a great Thanksgiving. We had a good time cooking, crafting, and relaxing. (The canine and feline members of the family supervised our activities.)

Because many people donate at the end of the year, you may be considering a few year-end fundraising appeals. In addition to the tips I wrote last week about how to write compelling copy, consider what your donors are thinking. Before people pull out a checkbook, they want to know:

1. Their donation matters. Ideally, you want to create a long-term relationship with your donors. Many people receiving the appeal may have given to you before, so tell them how their donations have been used. People want to know what specific, concrete impact their donations have had on the animals.

2. You are honest and trustworthy. Although you don't want to dwell on bad news, explain exactly what happened in 2009. It was a rough year for a lot of people, so not everything will be sunshine and roses. Be truthful and clearly explain where the money went and how your organization was a good steward of all those valuable donations. By being honest, you help establish trust.

3. You are focused and worthy of the gift. People want to be inspired by the amazing work you are doing for the animals. Share your passion and your vision for what you are doing with the people who are helping to make it happen: your donors. Your "mission" should be more than just a statement hanging on the wall somewhere. Everything you do should point to that single specific mission. Avoid becoming distracted by programs that don't directly relate to your primary goals.

If your big vision is to save every single Golden Retriever in Tikaville, everything you do should be about saving those goldens. People respond when you write in clear language about why you are doing what you do and why it matters. When you inspire donors, they are more likely to trust you with their dollars.

As always thanks for all you do to help the animals!

~ Susan Daffron
    Founder & President, NAPRP

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