Spring is almost here so that means it’s spring appeal time. It is our experience that the most successful nonprofit organizations would never think of passing on a spring appeal . Here’s why:
Donors are in the mood to give – Generous people find that this is a natural season to give. As the grass gets greener, it feels like the real start of the year and a good time to be charitable.
Excellent response rates in the spring – Because of an overall happy feeling that spring is arriving, the new season produces excellent response rates for loyal and new donors.
Spring is a perfect ‘giving-cycle’ time of year – According to the giving cycle, those who gave at the end of the year are ready to give again in the spring. Three to four months after a last gift is made is the perfect time to ask for another gift, we have found. So, if you received a gift in November, March or April is the perfect time to ask again.
If you’ve been thinking about holding off and not doing a spring appeal as you try to predict the external factors that could affect fundraising, it’s important to remember that you must stay true to your core values which have sustained your work during other trying times.
Besides, not sending out a well-thought out spring appeal is like turning away revenue for your organization. On a regular basis, spring appeals bring in about half to two-thirds as much as year-end giving.
Consider this: our experience has been that those nonprofits who don’t send out a spring appeal suffer a 10-20% fall off of donors. It only makes sense, wouldn’t you agree? Other organizations that ask when you don’t have the advantage. The simple truth is you’re not the only organization asking your supporters for continued revenue.
When it comes to asking for support this spring, don’t let the old adage, out of sight, out of mind come back to bite you.
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