What’s scarier than your 401k statement? Write a year-end appeal to your donors and supporters in this economic climate, that is.
Some of my favorite nonprofit friends tell me that they are not doing an end-of-the-year letter this year. They know that donors are facing the biggest cash crisis of their lives and they don’t want them to feel even more nervous.
So, in my gentle and unobtrusive way, I have been trying to calm my friend’s fears by saying:
“Whoa! You’re NUTS!”
That’s how it is. It’s CRAZY not to send a year-end letter. During tough times, nonprofits should think big, not small. An end-of-the-year letter is a must, especially one with a planned donation turn. There are creative ways to donate at the end of the year and many are through planned giving. Don’t forget that bequests also account for at least 75% of planned giving. And always, always remember this: all you need is a planned gift to make an appeal worthwhile.
Smart nonprofits know that this year, it’s almost impossible to sing that old song, “Give by the end of the year and get a big tax cut!”, Because donor portfolios are suffering. That is why this year it is important to think smart, think of new things and send a better letter.
What can a smart (and tough!) Person do for a profit? We’ve already written two time-tested and must-have letters that you can buy right now.
Remember; hard times don’t last. But strong (and smart) nonprofits do.