Here are five strategic questions to ask now that can help set you up for a more successful campaign:
Start with reflection. What did your fall fundraising help make possible... both financially and programmatically?
From a program perspective, what did you accomplish? Did you serve more meals, save more animals, open a new facility, or expand your outreach? These stories are the most powerful way to open this year’s letter and they show donors their dollars in action.
On the financial side, how did last year’s numbers compare to expectations? Was your response rate stronger or weaker than years prior? Did your ROI match your hopes?
And don’t forget to review the cost side: printing, mailing, design. If those costs are creeping up or seem out of balance, now’s the time to explore potential savings. We’d be happy to talk through format changes, print efficiencies, or ways to get the most out of every postage dollar.
Look back a few years and ask: When did your appeals really perform and why?
Was it a capital campaign year? A response to a crisis? A moment when the mission aligned with headlines? While you can’t predict (or manufacture) external events, you can revisit stories of resilience, growth, or local relevance that tap into the same emotional resonance.
If you notice consistent themes that have engaged your donors before, those threads might work again... woven into this year’s message with a fresh take.
Summer is a smart time to clean up your mailing list. Who’s new? Who hasn’t responded in a while? Do you know which donors tend to give in response to mail, email, or events?
It’s also worth asking: could you segment your list more effectively? A well-crafted message is even more powerful when it’s sent to the right audience. And segmentation doesn’t have to be complex—it can be as simple as recognizing first-time donors, long-time supporters, or those who’ve supported specific programs.
And don’t forget to think beyond a single channel. If you're sending mail, consider pairing it with digital touchpoints using an Omnichannel approach like OmnIMail. With coordinated display ads, social retargeting, and mail tracking all tied together, your message is more likely to break through and convert, especially with the right segments and timing.
Even when donors love your mission, they’re more likely to give when they can see the impact. So, ask yourself: what are some concrete, compelling needs you can highlight?
Instead of asking for general support, consider projects like:
The more tangible the outcome, the easier it is for a donor to say yes.
Specific is good. Personal is better.
Can your donors see themselves in your story? Can they connect on a human level with the people, places, or experiences you’re describing?
Whether it’s handwritten notes, testimonials, named recognition, or something tactile (like bricks, ornaments, or honor walls), donors want to feel part of what you’re building—not just a funding source.
If any of these questions are sparking idea (or raising more questions) we’re here for you.
Let’s talk through the details now, so your fall appeal can be more strategic, more cost-effective, and more impactful. It’s not too early—it’s exactly the right time.
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