Homeless youth

Homeless youth
People we don't see.

Thursday, September 29, 2011

My Yearend Campaign

It's only September!

I know, and by the time some people read this it will be October.

My goal is to have my yearend campaign begin the first or second week of October. November, to me, is far too late.

I have been thinking about the direct mail piece since summer. Taking notes. Adding ideas. What I came up with was an appeal that is part funny, part direct, and all ask! I am fortunate to have an ED (in the opera world we call it General Director) who came from Development and he took the one letter and created three letters, one each for a specific, targeted group. The letters will go to: donors who have already given once this year and we're asking for a second gift; donors who have not renewed their 2010 gift; and brand-new donors or donors who have not given in several years.

I love our appeal letter.

Our first of the letters will mail next week. Yep, the first week of October.

And that is just the start of a yearend campaign for me.

Just after the first appeal letter mails, I'll have the opportunity to speak with our board and invite each board member to participate in some way towards the success of the yearend campaign. Can you give me some personal contacts that I could mail the new donor letter to? Can you make some follow up phone calls from our office? Can you jot a short thank you note to someone who supports the yearend campaign?

One week after the first appeal letter goes out, we begin our social media campaign with an email similar to the appeal letter. We will support the email with Facebook and Twitter postings, and then a YouTube video.

A yearend appeal letter will go to every person who purchases tickets for our 2012 season between now and the end of the year.

And we'll have a yearend appeal packet for all events we have through the end of year. The packet will include the letter and remit, along with our 2012 Season brochure.

Add more follow up calls and BOOM, we are in the midst of an incredibly successful yearend campaign!

Thanks for reading! As always, I would love your feedback!


  1. Totally agree about now not being too early at all - maybe it's thinking of it as a "year-end" effort, instead of one long year-round effort...

    I'm in the midst of much of the same here, Dan - writing and getting board signatures and mailing...

    Fingers crossed for us both!

  2. I envy the freedom you have to run with a good idea. I think your broad segmentation is spot on. I hope to kick my appeal into high gear next week.

    Good Luck!