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Renewal letters are part of a year long program that is usually called the Annual Giving Program. Annual does not mean that you mail just one letter a year (you shouldn’t). It simply means that you look at your fundraising efforts as a year by year activity, one where you must persuade your active donors to renew their commitment each year.
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Goal 2: Renewed gift
Naturally, your goal with every renewal fundraising letter is also to raise funds. So you must ask for a gift in each renewal letter you mail. Wherever possible, make a mention of the last gift that your donor sent, and thank them again for their support. And remember, the most effective renewal letters are those that ask for funds for a specific need,
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Goal 3: Upgraded gift
This goal is optional. In some of your letters during the year (usually at year end),
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Goal 4: Conversion to monthly giving
Does your non profit organization have a monthly giving program? If you do,
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2. Use your postscript (your PS at the bottom of each letter) to invite annual givers to join your monthly giving program.
3. Include a buckslip or liftnote in your letters, describing your monthly giving program and inviting donors to sign up.
Asking recent donors to send you another gift is a lot easier and less expensive than acquiring a new donor. That’s why renewal letters play such a vital role in helping your non profit raise funds affordably. Most donors who respond by mail do not send with their first gift enough money to recover your costs of acquisition. That’s why their second gift and subsequent gifts are so crucial. My hope is that your fundraising letters will persuade your donors to stay with you for a long, long time.
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