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Mother's Day/Father's Day Appeals are Worth It
By Anastacia Barr
Who wouldn't agree that planning a direct mail appeal can be a drag . . . developing approaches that donors can relate to-pulling at their heartstrings so that they open their purse strings -- is an on-going challenge for most non-profits. A large majority of charities conduct a year-end appeal. Other organizations also mail at different times during the year when donors are more likely to give to their cause. For example, many non-profits, from private schools to nursing homes, benefit from using Mother's Day and Father's Day to create a strong emotional connection to the appeal. Below are answers to typical questions asked when planning an appeal that is focused on these celebrations:
Q - Why is acknowledging Mother's Day and/or Father's Day an effective appeal?
Mother's Day and Fathers Day are special to most of us because both celebrations provide an extra opportunity to show appreciation to our parents! Whether our parents are living or not doesn't affect the desire to remember them. A Mother's Day/Father's Day Appeal allows non-profits to use these occasions to connect with donors on a deep emotional level.
Q - How do you make that emotional connection?
For example, if your organization serves older people, share stories about them. People relate to stories.
We hope that some readers will see their own parents or grandparents in the story being told. Conversely, if your organization serves children, share an inspirational story about a mom or dad and the positive difference they are making. In either case, it is important to ensure that the narrative is compelling so that the reader is motivated to make a generous gift.
Q - How does this appeal compare to other appeals conducted throughout the year.
We advise non-profits to conduct at least two unique appeals each year - as well as a follow up "ask" after each appeal to current donors who don't respond the first time. Often the end-year mailing is actually more profitable, but by reaching out to supporters with distinctive appeals at least every six months, your organization will stay in their minds and hearts and therefore keep donor retention rates high.
Q - What type of organization should consider this type of appeal?
If you can make a connection to your mission, go for it -- and probably most organizations can! People give in order to get something in return, primarily the good feelings that come from helping others, but sometimes it is also because of some elusive benefit they receive.
The benefit in this case is the opportunity to tie the donation to positive feelings that we have about the importance of parents in our lives, as well as the value of being a good parent. | 
