5 Cardinal Sins for Nonprofit Fundraising Renewal Appeals

In my last article I talked about the importance of making a good first impression with potential donors.

It’s extremely important to have a strategy in place, just as if you were going on a first date. Those who plan ahead do well. Those who don’t? Not so much.

Both dating, and donor wooing, are a delicate dance.

But, let’s say you did a good job. Your donor prospect made a gift!

Now what?

If you like them (of course you do!), and want a second date (of course!), you’ve got to make a good second impression. And third, fourth and fifth impression. The value of a first-time donor (which often costs as much as $1.25 to generate $1.00) is not realized in that initial gift. Sustainable fundraising is all about donor lifetime value.

So, after the first gift, you definitely want a plan in place to thank and cultivate this donor throughout the year. Some communications will have an ask included, but most will be designed to build your donor’s interest, engagement and loyalty. Once the relationship is sufficiently built, it’s time to seek that second gift.

Let’s talk about the renewal appeal, and why so many of them are just gosh-darn awful.

Why Do Fundraisers Who Should Know Better Keep Committing These Sins?

Maybe it’s because of the “monkey see, monkey do” nature of human beings. We see someone else do something and assume it’s good practice. Especially when they’re a household name, just bigger than us, or someone we, another staff member or board representative hold in high regard.

Guess what?  Everyone makes mistakes!

So, let me begin by reminding us all that’s how we learn. We understand and we forgive.

But my job today is neither to shame, nor rationalize, nor try to defend a poorly executed renewal appeal. It’s to call it out so the rest of us can avoid the mistakes they made.

This appeal is one I received some years ago. Sadly someone, who should have known better, did something that went above and beyond failing to make a good second impression. They actually made a bad one. I hesitated to call out their mistakes because, as a nonprofit professional, I probably shouldn’t be criticizing a mailing from the premiere nonprofit philanthropy education center in the country.  However, it’s said one should tell it like it is. If you see something, say something. So, I did. They may have completely cleaned up their act by now, and I hope so. I don’t know, however, because I stopped giving.

I don’t want you to let this happen to you!

So, let’s get started.

The Sinful Renewal Appeal

The renewal appeal in question arrived from Indiana University Foundation. [Note: I happen to know that’s where the Center for Philanthropy is housed – sort of the ‘Mother Ship’ for fundraising education – and I presume that’s where I directed my previous gift, but the letter didn’t mention this at all. It’s left to me to make the connection, if I can.] In a nutshell, this is what it said:

First paragraph:

            “I can’t thank you enough for your support of IUPUI.  The enclosed pocket calendar is just one small way to show our gratitude.”

Last paragraph:

“No matter what area or activity you support, please know that the whole university appreciates and values your contribution.  I hope you will feel inspired to renew your gift today.”

There were some paragraphs in between, but what they conveyed wasn’t worth reading or repeating.  Let’s take a look at why.

Cardinal Renewal Appeal Letter Sins

1. ACRONYMS

IUPUI?  Please stay away from jargon of all kinds. It simply fails to communicate. This acronym was used four times in the letter and eight times on the remit piece, yet never explained.  I had to look it up. Earth to Mother Ship: Hello?

2. USELESS, EXPENSIVE STUFF

A pocket calendar? And it was hefty; about the size of a checkbook. Who uses a pocket calendar these days? Smart phone, check.  Date book, check. Sierra Club wall calendar, check. Pocket calendar, they’re all going in the garbage. All I see, and think, is waste, waste, waste. Plus, it’s been shown that gifts perceived as expensive or unnecessary can actually crowd out the good feelings the donor had when giving. Because now they feel a portion of their gift was misused.

3. NOT MENTIONING PURPOSE

And for what and why did I make the previous gift?  I certainly don’t recall and, apparently, neither do they: “No matter what area or activity you support, please know that the whole university appreciates and values your contribution.” I guess it’s nice to know they appreicate me no matter what I do, or don’t do, but I’d really like them to show me they know me just a little bit.

4. NOT MENTIONING IMPACT

They hope I”ll feel inspired to renew?  There’s nothing remotely inspiring in the appeal.  No personal stories of students who were helped, or professors who did amazing research, or what would’ve happened had they not received my gift.  There aren’t even any statistics giving me a clue how many people they’re trying to help. What impact is my giving to them having??!! [Thus far, I’m inspired to make my next gift either to The Society for Prevention of Acronym Abuse or the Please Save Our Trees Fund].

5. NOT SPECIFYING AMOUNT

And how much do they want me to give?  And for what purpose? They don’t say. Everything is generic. The remit envelope does give me a string of $$ choices, but no choices of projects (though I can choose the “IUPUI Fund for the Future,” whatever that may be).

Remember the Nike motto: Just Do It?

Please, if you’re going to commit these cardinal sins: Just Don’t.

Want More Help with Your Appeal?

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