• Ron Rescigno

December 31 Seems So Far Away, Doesn’t It?


It’s not. In fact it’ll be here sooner than you think. As soon as the school year gets here, in whatever form that will be, you know as well as I do that you’ll be super busy, whether working from home or the office.

Fundraising still has to go on. Needy (and deserving)

people still need the services you offer.

There are annual reports, newsletters, virtual galas, and don’t forget #GivingTuesday.

Every year appeal season seems to come earlier and earlier, yet every year Rescigno’s is contacted by in late October and even in early November wanting help with their appeal. It’s very difficult to do a good job when you start your annual appeal that late in the year.

Right now, as August approaches, here are 3 things you can do to launch your success this fall and year-end:

Clean Your List

Bad addresses, improper salutations, and dead-weight prospects will ruin the impact of your appeal and drive up costs. Strategically cutting your list so you can focus on messaging that speaks to the right segment at the right time, is one of the smartest moves you can make at this time.

Find and Tell your Story

Remember, an annual appeal is not an annual report. In an appeal you don’t sum up all your accomplishments.

Expand Your Plan

Don’t limit the best time of the year to fundraise to a single letter. Nearly 1/3 of all fundraising revenue comes in at the end of the year. Take advantage of all the ways people connect with you-direct mail, email, social, and on your website. Develop a year-end strategy that gives your supporters every opportunity to take action.

If you haven’t thought about your fall and year-end appeal yet, or don’t think you should do one because of possible donor fatigue due to the Corona virus, You should consider the fact that you will be missing out on a time when donors need to hear from you to use the cliché, “more than ever”.