The Center for Ethics, Governance, & Accountability

It’s that time of year again! As we approach the end of the calendar year – the end of the tax year for individuals – the Non-Profit Sector is soliciting funding support more than ever before. While this could be assumed to be an exaggeration, it is not; two critical issues prove the point in the non-profit world today: the world economy is hurting virtually everyone in one way or another and has affected contributions; and, there are more non-profit organizations (NPOs) today than in any time in U.S. history. You will not have to search long if you want to verify both of these points.

So, how does your NPO make the most of its year-end solicitation letter?

I suggest that the letter be no more than one page. Numerous studies warn of information overload (which I prefer to call data overload because too much data does not translate into useful information, so the use of the word “information” seems inappropriate to me). People just cannot absorb all the data that is being sent their way. One recent study I saw indicated that the average time you could hope to capture someone’s attention used to be 30 minutes, but is now down to only 5 minutes. You must make the best use of the limited attention span of your intended audience. Keep your letter short and to the point.

If your NPO can accept on-line donations, then refer prospective donors to your web site. For most NPOs, the web site is the best marketing tool available (assuming you have spent the time to keep it up to date and interesting). Be bold in announcing your commitment to ethics, governance, and accountability by so stating on your home page. If you have adopted a Code of Ethics for your NPO, provide a link to it. Remember: you are looking for every advantage to set your NPO apart from the multitude of others. I submit that nothing speaks louder these days than a commitment to ethics.

Too many things in our world today are impersonal. I suggest that you avoid email solicitations, or post cards, or letters with mailing labels on them, or postage from your in-house postage meter. Instead, personalize your correspondence as much as possible: send a letter, hand addressed, with a cheerful holiday stamp. Make sure that your donor database has current addresses and take the time to double-check the salutation (you don’t want to send a letter with an inside address to “Mr. Tom Smith” and then open with “Dear Sue” or “Dear Smith”…). Similarly, I advise against a salutation of “Dear Mr. Smith” and a strike-through with your pen and a handwritten “Tom” above it. Always, always, always take time to personally sign your name to the letter and do it in blue ink (today’s copiers are so good that it is nearly impossible to tell an actual signature in black from one printed in black or copied in black).

Sure, these steps are simple, but they take extra time – and that is precisely the point – you can visibly show that you cared enough about your solicitation to the donor to make it as personal as possible in an impersonal world. I assure you that your letter is more likely to be read if you follow these simple steps.

I suspect that you have a database of previous donors and that you will be sending your solicitation letters to them as well. Keep track of the date you mailed your letter and don’t be afraid to follow up after a week or ten days with a phone call to the major donors upon whom you have come to rely. Follow the same rules with your follow-up phone call as your letter: be brief, but be personal. Explain how much you appreciate their previous contributions and let them know how much you are hoping on their continued support. Don’t forget to wish them Happy Holidays.

While these are simple suggestions for your year-end solicitations, they are time-tried and proven. Please use them and let me know if they work for you. Also, if you have other suggestions that our readers could use, please join the dialogue and share them.