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Your Board and the Annual Appeal

This post comes to you in early November. This is the time when nonprofit organizations are sending, or preparing to send, their annual appeal for support to donors (and donor prospects). Nonprofit leaders try to organize the appeal in a way that will generate more net revenue in the current year than last year. How might we involve the Board of Directors in helping make this hope reality?
All Board Members Give. The chair of the Board, or the chair of the Development Committee, organizes a campaign to seek board members’ gifts to the appeal. And hopefully, a larger gift than last year. There is a letter or an email involved. But there can also be a direct ask. Where members who have a history of giving make a point to ask members who haven’t given for their gift.
All Board Members Are Asked to Ask. At a meeting of the Board, members are asked to ask their friends and colleagues to consider a gift. At many nonprofits, the donor list is shared at the meeting and members are asked if they recognize names on the list. Will they write a personal note asking for the donor or prospect to consider a gift? Or a larger gift this year than last?
Special to Major Givers Active members of the Board, and perhaps members of the Development Committee, are asked to help make a personal visit to donors who make much larger than average gifts to make the gift this year. The personal approach usually results in larger gifts.
Compelling Message Of course, the appeal is centered on a compelling story or message that will inspire the donor to give more. Some staff think it’s compelling to provide a long recitation of statistics of all the various program activities. This is not as successful as a great story about a person who used a service and whose life was made better because of it. A good story is very helpful.
Apply these techniques and you should see a net gain in your annual appeal.

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