The success of your end-of-year fundraising efforts are directly linked to the frequency and quality of your donor communications.

It's crucial that you communicate in a way that compels people to act now. 

Here are ten tips for writing an end-of-year appeal that works... 

1. Write directly to me.
You must understand your audience. What are their demographics? How long have they been giving? What inspires them, and what turns them off? 

By analyzing your donor data, you will find out how to speak to your different audiences. And that will likely mean sending out different versions of your appeal.

2. Forget the standard size white envelope.
Consider creating something that's an odd size. Maybe a bright color. Anything that will make it stand out. Making sure your donor notices and opens your envelope is the first challenge.

3. Show me where the money goes.
Be sure to demonstrate exactly how the donor's contribution will help create a real solution. Tell donors specifically what their gift will be used for used for and scale your ask amounts accordingly. 

• For example, your gift of $250 will provide one woman with shelter and meals for one week.

4. Create hope.
People feel hopeless in the face of enormous social problems -- such as homelessness and hunger. Be sure to talk a small piece of the problem where they can see that they can make a difference.  

5. Tell me -- and show me -- stories.
Quotes, testimonials, photos, and graphs can illustrate your story and provide visual "punch." Bullets, headings, graphs also give us something look at and keep readers engaged.

6. Give me a break!
It's important to provide your reader with white space -- so their eyes can rest. Don't cram too much text on the page. And use an appropriate sized and type of font. 

7. Wait, what is this letter about?
Remember: the main point of your letter is to ask for money. Repeat the request two or three times. And start asking above the fold on the first page.

8. Create some urgency.
Be sure donors know the money is needed now -- include a deadline, even if it's artificial. Repeat the deadline on your reply device. Dec 31st is an obvious one right now!

9. Ask for more, but not too much more.
Ask your regular donors to give 15 - 25% more than they gave before. Use mail merge to include a specific donation amount with text such as, 

• "Thank you for your donation of $50, made on (date). If you could possibly give $65 or even $75 this time, we'll be well on our way to our goal of raising $10,000 for (your campaign/project) by the end of the year."

Always provide the option for people to give by credit card, online, and to give each month.

10. It doesn't end with the letter!
You will increase your return rate by holding a phone bank, sending emails follow-ups, and posting reminders on Facebook or other social media outlets after the appeal mailing goes out. Reporting progress towards your goals can help motivate others to lend their support and push your across the finish line.

And don't forget...
Send those thank you notes out promptly. The same day is ideal; one week is the max. And be sure to follow the appeal with information about the difference those donor dollars made for your organization.  

This top ten list was adapted from an article by Sarah Lange of New Era. You can contact Sarah directly at sarah@newera4nonprofits.com.