Money is one of the most central issues of our life. It was created from our own genius to allow us to share our goods and services with each other. It flows around the planet all day long stopping by to do some good and then moves on to the next person or project.

As social profit organizations are deep into the final quarter of the year, wishing, hoping, or praying to have enough money to end the year, I ask you this question: Have you been talking about money ALL YEAR LONG?

Have you made sure to connect with your donors and volunteers about what they are doing with THEIR money this year? Have you shared what your programs cost per person? Per week or day? Have you helped to shed the stigma about talking about money?

Have you compelled your community to KNOW for certain the impact you are having and why you might need more dollars by year-end?

After giving some advice about the content for a year-end appeal on a client phone call this past week, someone asked: “Is this a new trend to be telling how much our programs cost and what our financial goals are?“ After my stunned pause I said, “It’s just good communication. I’m not sure if that means it’s a trend or not.” 

The question caused me to realize that because talking about money is not in our nature we often keep important compelling information from our donors and volunteers. Why would they want to give us their money if we are not comfortable talking about what it will do to help our organization?

I believe it’s our sacred role as development officers, executive directors, and fundraising professionals AND board members to talk about money and its magic in helping to produce the results of each of our organizations. That includes talking about the costs and our financial goals each year. Not by sharing the boring budget information, but by sharing a compelling story about how MY gift will make a difference.

This is an excerpt from my Sustainable Strategies workshop.

It’s a reminder to talk about money all year-long. And do that in person, on the phone, at meetings, during speeches. Remove some of the stigma and fear about costs and money but making it interesting, compelling and understandable. If you are worried about year-end dollars, make some calls and get connected with key donors. Tell some stories about the impact of your programs and remember to include some information about the incredible value and impact of your programs or services.

Join communication and fundraising strategist and trainer Lori L. Jacobwith for this interactive fast-paced session that is chock full of tips and strategies about increasing fundraising dollars from individual donors.

Event sponsored by:
Minnesota Council of Nonprofits
at the Continuing Education and Conference Center in Saint Paul, MN

In this workshop, you will:

• Become more aware about how your organization talks about and
   deals with money;
• Learn strategies for raising funds in challenging times;
• Learn to share the story of your organization powerfully;
• Learn ways to engage your board more deeply in individual
   donor fundraising;
• Identify donor cultivation opportunities you may be missing.

For more information about Lori’s Sustainable Fundraising Strategies session on December 10, 2009 and/or to register click here

For the last few weeks I’ve been helping organizations draft their year-end appeals. Last week I came across a great list from colleague Gail Perry.  To see Gail’s full description on each tip click on the title of her list.

I’ve added my own short list of things to DO to have a successful year-end campaign. Gail’s list is a great list of things to do to screw up your campaign. By combining our lists you have ALL the guidelines for drafting powerful, successful appeals.

Top 5 Ways to Create a Successful Year-End Fundraising Campaign

• DO include a short example of how the dollars will be used. Bite size gifts add up. Explaining how “My” gift makes a difference will increase your responses – even if you are asking for $5 or $10 per person.
• DO Share your campaign goal and deadline. Let people know how much you need and the date you need it by to create a sense of urgency. Combining this with your email updates, will generate a higher response rate. Keep the goal visible, in print, on your website, at meetings, everywhere.
• DO Share a short story or quote from a client that paints the picture of who will benefit from a contribution. A photo included with the quote or short story is worth a thousand words and sometimes hundreds of dollars. Example: Photo of a child sleeping on a pillow with the words: 3000 children will sleep on the floor or in a car tonight – conveys something the words alone can’t.
• DO make it easy for people to give to you online. Some studies indicate that your response rate will increase up to 40% with easy online contributions. And is your donations page compelling?
• DO send out one or two campaign updates via email. Let people know how you are doing with the campaign. Get them excited about the results or concerned that you are not yet meeting the goal.

Top 10 Ways to Screw up Your Year-End Fundraising Campaign 
- By Gail Perry

     1.  Send a letter that’s hard to read.
     2.  Send a letter much like last year’s with tired messaging.
     3.  Bury “The Ask” deep inside a paragraph.
     4.  Don’t include a reply envelope.
     5.  Don’t update your web site.
     6.  Only send out one appeal letter.
     7.  Don’t do phone follow-up.
     8.  Don’t do an email push to non-donors the last two days of
           December.
     9.  Don’t send a PROMPT, warm, personal thank you immediately to
           your donors.
     10. Don’t have your board members call donors to thank them.

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