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Volume 1, Issue 17 - May 12, 2009
- Reduce, Reuse, Recycle
- Annual Campaigns That Spike Yearly Revenue
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Annual Campaigns That Spike Yearly Revenue

I just learned that a direct mail package that I wrote for a major nonprofit’s annual campaign is doing gangbusters despite the tough economic environment.

Mailed in March, it’s proven to be the bright spot of the fiscal year — generating between a 2.45% and 3% response from major donors and increasing average gifts from the leadership circle for the first time in a long time.

This is the second year I’ve written the package for this annual campaign, and since both years’ efforts were highly effective, I thought it would be helpful to review the copy approach to see what techniques contributed to this campaign’s success.

A compelling campaign name and logo: An annual campaign needs a strong name and graphic approach to stand out from the deluge of communications and appeals that are sent the rest of the year. While I did not name this campaign, which started before I came on board with the client, I did recommend that the campaign logo be featured more prominently on the outer envelope and letterhead.
An acknowledgment of the importance of the donor’s past gifts: The letter starts off recognizing the donor’s role in the campaign as a deciding factor in its progress to date. As most direct marketers know, the key to engaging a reader is to highlight the “you” — rather than launching into a self-centered discussion of what “we” are doing.
An exciting victory recap: The copy reports on the stunning “victories that many thought were impossible just a few months ago” to show donors the power of their support./li>
A clear picture of the critical work yet to be done: Once the donor has basked in the glow of their accomplishments for a few moments, it’s time to bring them back to the cold, hard reality that there is still a need for decisive action.
Reinforcement of the need for leadership support: Major donors need to know that “it’s all up to them” — that the fresh infusion of cash needed at this pivotal stage of the campaign is something that only a small cadre of members with significant financial means can provide.
The power of urgency and immediacy: Words like “swiftly,” “bold,” and “galvanize” fire up your message and create an aura of urgency that motivates donors to reach for their checkbooks.
An inspiring progress report and a bold action plan: The letter recounts the progress achieved toward six major campaign objectives — and highlights the challenges ahead for the year. A colorful brochure in the package also takes this “Progress Report/Action Plan” approach — dramatizing the need for support with breathtaking images.
An accounting of exactly how the donor’s gift will be used: Toward the end of the letter, there is a five-point list outlining where the donor’s gift will be deployed in the year ahead.
A strong rallying call emphasizing the profound and measurable difference that the donor’s support will make: At the close of the letter, the donor is reminded that the bold strategies laid out can only be achieved by taking decisive action.

To sum up, the effectiveness of an annual campaign is based on communicating “an extraordinary ask” in a compelling way that makes it clear that “this is a job for our major donors.” In other words, your leadership circle needs to know that you are depending on them to step up in a big way and play a strategic role — so that your organization can achieve the bold objectives that you both agree need to happen, right here, right now.

If you would like to see samples of successful annual campaigns, contact Karen at 718-680-1627 or at kg@karengedney.com.