Latest / The Nonprofit Podcast / Ep 179| 4 Must-Know Tips for Stronger Year-End Appeals

Transcript

Ep 179| 4 Must-Know Tips for Stronger Year-End Appeals · The Nonprofit Podcast

• 0:00
  SPEAKER_01: So I just got off the phone with a dear friend.
• 0:02
  SPEAKER_01: She works at a nonprofit, and she confesses to me, Britt, you can't believe this.
• 0:08
  SPEAKER_01: We sent out 2,000 emailers last December.
• 0:13
  SPEAKER_01: And guess what?
• 0:14
  SPEAKER_01: We raised only$847.
• 0:18
  SPEAKER_01: I am freaking out right now, Britt, because I fear the same thing is what's to come in December as well.
• 0:25
  SPEAKER_01: $847, friends.
• 0:30
  SPEAKER_01: That's a.04 conversion rate.
• 0:34
  SPEAKER_01: So yeah, yeah, we might be freaking out a little bit, right?
• 0:38
  SPEAKER_01: Let's talk about it.
• 0:39
  SPEAKER_01: Let's talk about your year-end appeal.
• 0:42
  SPEAKER_01: The Nonprofit Podcast, powered by DonorBucks.
• 0:46
  SPEAKER_01: Welcome to the Nonprofit Podcast.
• 0:48
  SPEAKER_01: I'm Britt Stalker, your fundraiser coach here at Donorbox.
• 0:52
  SPEAKER_01: Each week we share practical information, clear insights, and inspiration to help you raise more, reach further, and drive real results to take your nonprofit to the next level.
• 1:02
  SPEAKER_01: Here's what I'm hearing constantly in my coaching sessions.
• 1:06
  SPEAKER_01: Are year-end appeals even still a thing, Britt?
• 1:10
  SPEAKER_01: Or honestly, I just don't know.
• 1:13
  SPEAKER_01: I mean, gosh, it seems like so many people just trash them.
• 1:17
  SPEAKER_01: But like everyone else is doing them too.
• 1:19
  SPEAKER_01: So, hmm, I guess I'll do them as well.
• 1:22
  SPEAKER_01: And then yeah, yeah, we've all been there, right?
• 1:24
  SPEAKER_01: And yes, I will tell you, your year-end appeal absolutely matters.
• 1:30
  SPEAKER_01: But there is a button there.
• 1:32
  SPEAKER_01: Only if we evolve.
• 1:35
  SPEAKER_01: Because donors, as soon as they see those year-end appeals in their inbox, they'll skim them at best, right?
• 1:40
  SPEAKER_01: They'll scroll past past them.
• 1:42
  SPEAKER_01: Or I'll be honest with you, some might even deserve to be trashed.
• 1:48
  SPEAKER_01: And this is what I'm asking.
• 1:50
  SPEAKER_01: We pour so much time, energy, and love into producing these beautifully polished marketing pieces when instead we could be sharing real life mini moments that actually connect and move people.
• 2:04
  SPEAKER_01: And look, I know we always teach about personalization, storytelling, and making sure to promote across multi-channels.
• 2:14
  SPEAKER_01: And yes, all of those things still matter.
• 2:16
  SPEAKER_01: But in 2026, if your nonprofit wants to stand out where every inbox is drowning in appeals, you got to do better.
• 2:24
  SPEAKER_01: You got to go deeper.
• 2:25
  SPEAKER_01: We've got to be intentional and we need to take risk.
• 2:30
  SPEAKER_01: So if you're sitting there right now wondering, how do I make this stand out when everyone's sending one?
• 2:36
  SPEAKER_01: I've got four rules I'm going to teach you right now in less than 15 minutes that actually work.
• 2:42
  SPEAKER_01: These are the same tips that I teach my coaching clients.
• 2:46
  SPEAKER_01: Rules that have helped them five times increase their year and revenue.
• 2:50
  SPEAKER_01: Plus, I'm going to give you a bonus tip that you can use right away.
• 2:54
  SPEAKER_01: So, rule number one know your audience and where to focus first.
• 3:00
  SPEAKER_01: You can't write a good appeal if you don't know who's going to read it.
• 3:04
  SPEAKER_01: Now, obviously, segmenting your donors, we know it works best, right?
• 3:08
  SPEAKER_01: There's actual conversion data on it.
• 3:10
  SPEAKER_01: Donor segmentation works.
• 3:12
  SPEAKER_01: But the reality I see every day, most of my clients, they don't have that bandwidth to do what we call a full RFM analysis.
• 3:21
  SPEAKER_01: You know, recency, frequency, monetary value.
• 3:25
  SPEAKER_01: And even if they could pull that off, creating different drip campaigns with multiple rounds of messaging for five different segments, heck, even two to have to even set that up in your uh your CRM, nearly impossible when you're a team of two.
• 3:42
  SPEAKER_01: So here's what I tell them instead start somewhere that actually makes sense.
• 3:46
  SPEAKER_01: And the easiest place to do that is focused on donors' communication preferences.
• 3:53
  SPEAKER_01: Let me give you an example.
• 3:54
  SPEAKER_01: So last week I had a client log into her CRM.
• 3:59
  SPEAKER_01: It took her literally five minutes, and she discovered that 400 people on her mailing list had opted out of email communications.
• 4:07
  SPEAKER_01: But she admitted on the call that, hey, she's been sending email appeals and communications to them for two years.
• 4:14
  SPEAKER_01: Five minutes saved her entire year-end campaign from going straight to spam.
• 4:21
  SPEAKER_01: So ask yourself before you even touch that RFM analysis, who actually wants your communications in the first place?
• 4:29
  SPEAKER_01: And if they do, who prefers email?
• 4:32
  SPEAKER_01: Who opens your postcards?
• 4:34
  SPEAKER_01: Who responds to texts or calls?
• 4:36
  SPEAKER_01: Even just knowing that gives you a massive advantage because if you're sending appeals to people who've opted out or who never engage with your emails, you're not just wasting your time or money, you're actively damaging your reputation as a nonprofit because it shows that you're not paying attention, right?
• 4:54
  SPEAKER_01: And you're losing donors for good.
• 4:57
  SPEAKER_01: Okay, now once you've figured out who actually would like to hear you, first off, and how do they want to hear you, when you're ready, then you can prioritize your highest return on impact types of segments.
• 5:11
  SPEAKER_01: And these are repeat donors and recurring donors, the ones who've given in the last year or so, ideally within a 12 to 18 month window.
• 5:21
  SPEAKER_01: They've shown up multiple times.
• 5:23
  SPEAKER_01: I always advise for repeat donors, at least have given three times.
• 5:28
  SPEAKER_01: And that tells you that some of your warmest prospects for becoming monthly donors are right there.
• 5:33
  SPEAKER_01: That's the secret weapon of your CRM.
• 5:36
  SPEAKER_01: And I know this feels so basic, but I review campaigns every week where people are spending the same amount of effort on someone who gave once in 2019 as they are in someone who's given monthly for three years.
• 5:48
  SPEAKER_01: Think about that.
• 5:49
  SPEAKER_01: Don't do that.
• 5:50
  SPEAKER_01: So, yeah, start with your communication preferences.
• 5:53
  SPEAKER_01: Make sure to exclude anyone that has opted out.
• 5:56
  SPEAKER_01: And the second part of that is use the power of your CRM to do RFM analysis, recency, frequency, and monetary value.
• 6:07
  SPEAKER_01: Okay, so once you know your audience, here's where the magic starts to build.
• 6:12
  SPEAKER_01: Because now you can hook them with something that'll they'll actually care about, which comes to rule number two: hook them with a vivid moment.
• 6:24
  SPEAKER_01: Most year-end appeals, what do they do?
• 6:26
  SPEAKER_01: They just restate your mission statement.
• 6:28
  SPEAKER_01: We serve vulnerable populations through evidence-based programs that create sustainable change.
• 6:34
  SPEAKER_01: Cool.
• 6:35
  SPEAKER_01: Your donors already know your mission, right?
• 6:38
  SPEAKER_01: They don't need another recap of what you do.
• 6:40
  SPEAKER_01: What they really want is a moment, a mini moment that pulls them in, that invites them, and something alive, something personal and present.
• 6:48
  SPEAKER_01: We're so used to the long format of writing an appeal, right?
• 6:54
  SPEAKER_01: The problem, the solution, the impact, and the ask.
• 6:57
  SPEAKER_01: And yes, it works.
• 6:59
  SPEAKER_01: But if we're talking about standing out in 2026, you need to pair it way down while still hitting those key emotional elements.
• 7:08
  SPEAKER_01: And what I mean by this is when you share your human impact story, make it micro.
• 7:14
  SPEAKER_01: Why not make it one paragraph?
• 7:16
  SPEAKER_01: One very vivid moment, something that's just happened right now or just very recently, and that's relevant.
• 7:25
  SPEAKER_01: Keep it so real that the person on the receiving end can feel it.
• 7:29
  SPEAKER_01: Let me give you one example.
• 7:31
  SPEAKER_01: I was talking to a coaching client.
• 7:33
  SPEAKER_01: They have a children's center in Kenya.
• 7:36
  SPEAKER_01: And at their center, one of the caregivers recorded a quick 15-second audio clip on her iPhone while the kids were playing out in the yard.
• 7:45
  SPEAKER_01: And I listened in, and what I could hear was laughter first, the joy.
• 7:50
  SPEAKER_01: So much laughter.
• 7:52
  SPEAKER_01: You can almost feel the equatorial sun on your skin.
• 7:56
  SPEAKER_01: And you can smell all the fresh tapati in the background and chai, the guardians having chai.
• 8:02
  SPEAKER_01: The kids were playing around on the playground.
• 8:04
  SPEAKER_01: They were kicking up red dust everywhere.
• 8:06
  SPEAKER_01: In that 15-second audio clip, you could experience all five senses in that mini moment.
• 8:13
  SPEAKER_01: And then what was even sweeter about this is a guardian's voice comes in at the close and she says, I didn't want you to miss this moment.
• 8:22
  SPEAKER_01: So I recorded it for you.
• 8:24
  SPEAKER_01: That's it.
• 8:25
  SPEAKER_01: 15 seconds sharing a mini moment.
• 8:29
  SPEAKER_01: That is storytelling.
• 8:30
  SPEAKER_01: And that guardian, what they did so well is they leaned into the five senses and invited the donor into that very present moment.
• 8:38
  SPEAKER_01: Like they were standing right there in Kenya with her and the kids.
• 8:41
  SPEAKER_01: And that's the feeling you got to go for too.
• 8:44
  SPEAKER_01: Make them see, make them hear, make them feel, smell, taste your story.
• 8:48
  SPEAKER_01: That's what's gonna stick.
• 8:50
  SPEAKER_01: And yes, we also have data on this campaign monitor.
• 8:55
  SPEAKER_01: They found that audio clips can boost response rates by up to 35%.
• 9:00
  SPEAKER_01: Now, of course, before you even embed an audio clip within your digital appeal, make sure that you check with your email provider first.
• 9:09
  SPEAKER_01: Not all email providers support audio clips.
• 9:12
  SPEAKER_01: Some of them could even flag that email as spam, which you would not want to happen.
• 9:18
  SPEAKER_01: But this is just a great way for your donors to connect with people on the other side.
• 9:24
  SPEAKER_01: And it gives your emails an edge and it makes it feel super personal.
• 9:29
  SPEAKER_01: Okay, when you hook people like that, when you give them something real to hold on to, you've earned the right to pull them deeper.
• 9:36
  SPEAKER_01: And that's exactly what rule three is about.
• 9:40
  SPEAKER_01: Rule three, show what's at stake and be honest about it.
• 9:44
  SPEAKER_01: Here's the thing: most nonprofit communications, they're way too polished, too perfect, too corporate.
• 9:51
  SPEAKER_01: And somewhere along the way, we absolutely forget that we are nonprofiteers.
• 9:57
  SPEAKER_01: We get so focused on cultivating this professional, reputable brand image.
• 10:02
  SPEAKER_01: And yes, that still matters.
• 10:03
  SPEAKER_01: I'm not saying it doesn't, but that's not the heart of why we're here.
• 10:07
  SPEAKER_01: That's not the heart of our work.
• 10:08
  SPEAKER_01: Our primary focus is the people we serve and the relationships we build.
• 10:13
  SPEAKER_01: We value authenticity, right?
• 10:15
  SPEAKER_01: About above everything else.
• 10:16
  SPEAKER_01: And your donors, they're wanting realness too.
• 10:19
  SPEAKER_01: So give them the messy, give them the imperfect true story of what you do.
• 10:25
  SPEAKER_01: They want to know it's hard.
• 10:26
  SPEAKER_01: They want to know you're figuring it out.
• 10:28
  SPEAKER_01: They want to be part of that with you.
• 10:29
  SPEAKER_01: So, of course, yes, polished has its place.
• 10:32
  SPEAKER_01: That might be your annual report.
• 10:35
  SPEAKER_01: Polish it up.
• 10:36
  SPEAKER_01: But when it comes to your year-end appeal, to the lead up of all those micro-touch points to your year-end ask, that calls for vulnerability.
• 10:45
  SPEAKER_01: It calls for honesty and transparency.
• 10:49
  SPEAKER_01: But what does it look like to be candid about the challenges you're actually navigating?
• 10:54
  SPEAKER_01: Well, something like this.
• 10:58
  SPEAKER_01: Ryan, here's what's going on.
• 11:00
  SPEAKER_01: Our food costs have gone up 40% in the last 18 months.
• 11:05
  SPEAKER_01: And that same budget that used to feed 200 families now barely covers 120.
• 11:11
  SPEAKER_01: And we have 83 families on our wait list right now.
• 11:16
  SPEAKER_01: Be specific about the challenges.
• 11:19
  SPEAKER_01: The key here is just don't dump the problem on them, right?
• 11:23
  SPEAKER_01: And just let it stew and walk away.
• 11:25
  SPEAKER_01: Obviously, we got to do something with it, right?
• 11:28
  SPEAKER_01: And that means we have to reframe it as both a problem and an opportunity.
• 11:32
  SPEAKER_01: Pivot to that positive reframing.
• 11:34
  SPEAKER_01: Show your leadership, show your plan, show them you're not drowning, you're problem solving, and you need them as part of the solution.
• 11:42
  SPEAKER_01: And what that looks like is something like this.
• 11:45
  SPEAKER_01: But here's what we're doing about it.
• 11:47
  SPEAKER_01: We've partnered with three local King County farms to get produce at cost.
• 11:51
  SPEAKER_01: We restructured our delivery routes to cut fuel expenses.
• 11:54
  SPEAKER_01: And with your help today, we can get those 83 families off of the wait list before year end.
• 12:01
  SPEAKER_01: And then this is crucial.
• 12:04
  SPEAKER_01: This is kind of where that urgency comes into play.
• 12:07
  SPEAKER_01: This is where you embed why now.
• 12:10
  SPEAKER_01: What is at stake if your donor delays their gift?
• 12:14
  SPEAKER_01: That is what connects your story, that vivid moment, to the ask.
• 12:18
  SPEAKER_01: Think of it as a bridge that makes everything else work.
• 12:21
  SPEAKER_01: Again, when you make it real like that, when you connect emotionally with a mini moment and you show them exactly what their gift will do, you're very candid about the challenges, but then you pivot to how they can be part of the solution.
• 12:34
  SPEAKER_01: Your ask, it lands so much stronger.
• 12:37
  SPEAKER_01: Which gets me to the final piece.
• 12:39
  SPEAKER_01: Rule number four is where it all comes together and it's where I see the most fear.
• 12:45
  SPEAKER_01: Rule number four, close with a call that is bold, clear, and urgent.
• 12:51
  SPEAKER_01: Here's what I see all the time.
• 12:53
  SPEAKER_01: Heck, we tiptoe around the ask, where it's like we're so apologetic about even asking for money that we soften it up until it practically disappears.
• 13:03
  SPEAKER_01: And you know what I'm talking about, right?
• 13:05
  SPEAKER_01: Because you've done it too.
• 13:06
  SPEAKER_01: Something like this.
• 13:07
  SPEAKER_01: Well, we know times are tough, and you're probably getting a lot of these.
• 13:12
  SPEAKER_01: But if you happen to have a few dollars to spare and maybe feel moved to give, we'd be so appreciative for any amount you might consider.
• 13:20
  SPEAKER_01: But no pressure.
• 13:22
  SPEAKER_01: Friends, listeners, just full nonstop.
• 13:25
  SPEAKER_01: Okay, because that is not an ask.
• 13:28
  SPEAKER_01: Oh my goodness.
• 13:29
  SPEAKER_01: It apologizes for existing.
• 13:31
  SPEAKER_01: It gives donors 17 different exits.
• 13:34
  SPEAKER_01: And honestly, it makes them uncomfortable because we are uncomfortable.
• 13:38
  SPEAKER_01: Donors don't have time for that.
• 13:40
  SPEAKER_01: They don't want you to apologize.
• 13:42
  SPEAKER_01: They want clarity, they want urgency, they want that level of candor and they want boldness, right?
• 13:48
  SPEAKER_01: So your ass should be confident and should feel like the natural answer to the story you've been telling.
• 13:53
  SPEAKER_01: It should make giving feel powerful.
• 13:55
  SPEAKER_01: And again, I love examples.
• 13:57
  SPEAKER_01: Let me give you one final example.
• 14:00
  SPEAKER_01: So here's a strong one I love.
• 14:01
  SPEAKER_01: Notice how it brings in some of the elements that I talked about earlier.
• 14:05
  SPEAKER_01: We need 50 backpacks by Friday so students can walk into school with dignity.
• 14:11
  SPEAKER_01: Give$50 for backpacks or$100 for school supplies and give them a fresh start this year.
• 14:17
  SPEAKER_01: Will you step in before December 31st?
• 14:20
  SPEAKER_01: Notice what that does.
• 14:22
  SPEAKER_01: It restates the need, it reconnects to your story, it adds urgency and choice.
• 14:28
  SPEAKER_01: And most of all, it's clear, it's urgent, and it's bold.
• 14:32
  SPEAKER_01: It's personal and it's powerful.
• 14:34
  SPEAKER_01: No apologies, no tiptoeing, just a clear invitation to be part of something that matters.
• 14:40
  SPEAKER_01: All right, friends.
• 14:41
  SPEAKER_01: So that is my heart to heart on the four rules for actually successful year-end appeals.
• 14:46
  SPEAKER_01: Let's go ahead and recap it.
• 14:47
  SPEAKER_01: I know we covered a lot.
• 14:49
  SPEAKER_01: Number one, know your audience.
• 14:51
  SPEAKER_01: Start with communication preferences, then focus on that RFM analysis so you can identify your warmest donors.
• 14:59
  SPEAKER_01: Two, hook them with a vivid moment.
• 15:01
  SPEAKER_01: One moment, five senses, make it real, make it present and relevant.
• 15:05
  SPEAKER_01: Three, show what's at stake, be honest about the challenges and add real urgency.
• 15:10
  SPEAKER_01: And four, close with a bold ask, no apologies, no tiptoeing, just clarity and confidence.
• 15:17
  SPEAKER_01: And those four things, that's what's going to separate your appeals that raise a heck of a lot more than the$847 that my dear friend raised last year.
• 15:28
  SPEAKER_01: And honestly, we'll have to revisit this topic soon because there's a whole other conversation about what happens after the appeal.
• 15:35
  SPEAKER_01: How do you share results?
• 15:36
  SPEAKER_01: How do you invite donors into another story?
• 15:38
  SPEAKER_01: How do you invite them into the behind the scenes and how do you move them forward?
• 15:43
  SPEAKER_01: We are out of time today, but for now, take those four rules and run with them.
• 15:48
  SPEAKER_01: And look, hey, urine giving, it's coming faster than you think.
• 15:51
  SPEAKER_01: I know it's only October.
• 15:53
  SPEAKER_01: By the time you write this thing, get it approved by your board who's probably on vacation, design it, print it, mail it.
• 15:59
  SPEAKER_01: Suddenly it's December 15th and you're in panic mode.
• 16:02
  SPEAKER_01: If you want a little extra support getting ready, I am offering free 30-minute year-end appeal reviews where I can help you spot quick practical tweaks so your appeals actually land.
• 16:13
  SPEAKER_01: I'm going to drop my scheduling link in the podcast comments below.
• 16:17
  SPEAKER_01: And hey, if you want more in-depth help, drop me a note or find me on LinkedIn.
• 16:22
  SPEAKER_01: Our coaching program costs a fraction of what you pay elsewhere.
• 16:26
  SPEAKER_01: I've been doing this for more than 15 years, helping organizations like yours raise millions.
• 16:31
  SPEAKER_01: And I'm here to walk alongside you every step of the way.
• 16:34
  SPEAKER_01: Until next time, hang in there.
• 16:36
  SPEAKER_01: You've got this.
• 16:39
  SPEAKER_01: Thank you for being part of the nonprofit podcast community.
• 16:42
  SPEAKER_01: Your work matters, and we're honored to support it.
• 16:45
  SPEAKER_01: If you've enjoyed this episode, share it, leave a review, or subscribe to our YouTube channel.
• 16:50
  SPEAKER_01: Until next time, take that first step and stay inspired.
• 16:55
  SPEAKER_00: That warm feeling when you help someone, it's not just happiness, it's fulfillment.
• 17:00
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• 17:06
  SPEAKER_00: Our tools empower you to help others.
• 17:09
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• 17:10
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