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Education Fundraising Appeal Letter Checklist

Education Fundraising Appeal Letter Checklist

It’s year-end fundraising season! A time when education marketers and development officers work hand in hand to inspire donors and alumni to give generously. As you work on your fundraising appeal letter, refer to this helpful checklist to make sure your letter hits the mark.

1. Do you have a clear problem to solve?

There are lots of problems in the world. The good work your private college or university does every day contributes to the solution of many of these problems.

But with a mission as vast as education, it can be hard for donors to grasp the concrete problem they’re being asked to help solve.

So you must make sure that your fundraising appeals clearly define a problem your donors can actually solve by responding to the letter.

Consider these two examples:

• Can donors solve racial tensions in America with their gift? No, but even a gift of $25 can help scholarship a minority student, which diversifies your student body.
• Can donors solve generational poverty with their gift? No, but their gift can help scholarship a first generation college student, which helps lift families out of poverty.

Your fundraising appeal needs a clearly definable problem that your donor can help solve by giving.

2. Do you have a clear call to action?

The first point on the checklist is to have a clear problem—now you need a clear solution.

What do you want the donor to do? Pray? Join the alumni association? Give $25, $50, or $100 to the annual fund?

Clarify your call to action and state it at least once on the first page. You don’t want your reader to have to try and figure out what to do, and you want them to see it clearly from page 1.

3. Does your annual fundraising appeal have an attainable goal?

Fundraising appeals with a clearly defined, attainable goal perform better than those with ambiguous, indefinite goals.

In other words, how much will it cost to solve the problem, and is it close enough to what’s reasonable for your donor?

Show your annual gift donors (those who usually give once a year at $50 to $500 per gift) how much money needs to be raised to make the problem go away in terms that makes their gift significant.

Here’s an example: Instead of simply stating the $1 million budget, show them how a gift of $100 can help close the tuition gap for a student who’s behind on her payments.

4. Does your case for support begin with the emotional triggers of your donor?

As a marketer, you know that students enroll in your school because something about what you stand for and create resonates with their core values and desires. Choosing a college or university is at first an emotional decision, and then a rational choice.

Same is true for fundraising. A number of emotional needs and motives cause people to give:

• Sense of duty to their faith, religion, or denomination
• Pride in their alma mater
• Pride in their community, state, or field of study
• Need to feel a part of a community or cause
• Anger or fear at the way things are in the world

Powerful appeal letters remind the donor of how giving will satisfy these emotional triggers.

“Your gift to help fund the Bryan Sommers Sports Program ensures that more students like Bryan get the hand up they need to succeed.”

“Your prayerful support of the Rogers Nursing Center keeps the spirit of excellence alive in the hearts of nursing students… especially those like Sarah, a single mom in our night school.”

5. Does your fundraising appeal letter convey a sense of urgency?

All of us are procrastinators at heart. We need a healthy dose of urgency to carry out any decision.

“If it weren’t for the last minute, nothing would get done.” – Rita Mae Brown

That’s why your appeal letter needs to convey clearly why your donor should give right now instead of later.

• Perhaps the end of your fiscal year is coming up, and you have a funding gap.
• Or, maybe your donors only have a few months to give and claim their tax exemption for the gift.
• Or, maybe you have students whose applications will not go through in the next few weeks unless your scholarship fund budget is met.

The urgency of the need must be clear and compelling. Don’t beat around the bush on this one.

6. Is your appeal letter personal?

Unlike marketing or sales copy, appeal letters are written directly to someone, as if to a friend or family member. Because of this, they must be personal.

Your appeal letter should make good use of the word “you” whenever possible. Your letter must be all about the donor, their accomplishments, their desires, and their concerns.

Use pronouns like “I” and “we” with caution.

In fact, I recommend using first person pronouns only as a way to show the connection between the author of the letter, the cause, and the donor. Some examples:

“I’m writing you today because I know you’ve been there for our new students time and time again…”

“As a fellow alumnus, I’m asking you to give as generously as you can…”

Also, make sure the letter addresses the donor correctly. It should be friendly and familiar, nothing like “Dear Dr. Charles (Chuck) Schumacher III…”

7. Is your appeal letter donor-centric?

Successful appeal letters make the donor the hero of the story. Essentially, the letter shows a problem that only the donor can help solve. It’s an invitation to be the hero.

So instead of citing all the great exploits of your college or university, tell your donor how their giving made those accomplishments possible.

Instead of telling the donor how great your team is, show them how great they are by giving to make great things happen.

8. Is your appeal letter conversational and easy to read?

Personal letters, unlike essays and other academic writing, sound like the author talks in normal, everyday language.

Even if your average donor is a Ph.D., your letter should have all the warmth and ease of reading as if you were writing to your grandmother.

State your problem clearly and succinctly. Avoid jargon and professional terms that confuse people. Don’t be afraid to break a few grammar rules—and never use semicolons!

Keep paragraphs short—one or two lines each, three max.

Use adverbs and adjectives only when you need to. Rely on the strength of descriptive verbs to tell your story and motivate your reader to action.

9. Does your appeal letter include a story or testimonial?

Our brains are hard-wired for stories, not statistics or data points. Stories incite emotions within us as we read about the problem – and inspire us to action when we read about the solution.

Share a story about the challenges facing a real student. Or, feature a testimonial of how your donors have saved the day for a student.

10. Is your appeal letter skimmable?

This means that your appeal letter is easy on the eyes. I recommend using a 14 serif font, unless you’ve tested another font that works better for your donors.

Indent each paragraph. Use emphasis, underlining, and subheaders to highlight key points in the letter.

You don’t want to overdo these emphasis techniques, but your letter should have enough of them for donors to read quickly over your letter and understand exactly what you’re saying.

Delivered vs. Perfect

At the end of the day, letters in mailboxes raise more money than perfectly crafted letters that were never sent.

Do your best to plan appeals with enough time in advance to revise them, secure approval, get them to the printer, and land in people’s mailboxes on time.

Marketing and Development are two teams that must work together for the good of your organization. This checklist should be helpful as you work with your development team on this year’s annual appeal letter.

For more guidance from our team of marketing and development professionals, feel free to reach out to us here! The call is free and there’s no obligation.

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Optimizing Your Education Website for Year-End Fundraising: Part 2

Optimizing Your Education Website for Year-End Fundraising: Part 2

In my last post, we began the conversation on how your development department colleagues need your help to be successful during their year-end campaigns. Here’s how to optimize your college or university’s website for end of the year fundraising.

End of the year fundraising is a big deal.

• 31% of annual giving in 2014 occurred in the month of December, and
• 12% of annual giving that year happened within the last three days of 2014.

That means an entire third of your school’s annual revenue from donors is probably going to come in within the last 31 days of this year.

Which is why it’s so important to work together with your development team this year to bring those needed gifts in.

And while you shouldn’t do everything that other nonprofits will be doing to optimize their websites, there are some highly productive ideas that you should be implementing this year.

Things You Should Do Do design a highly visible Donate button.

Honestly, this should be a year-long staple on your homepage, but it’s even more crucial during the year-end season of giving.

Since you’re still getting a lot of traffic looking for enrollment information, you shouldn’t convert your homepage into a giving page.

But you can still make that Donate button nice, big, and beautiful in your site’s menu bar — and it can take visitors to your giving page.

Marian University does this well with a big, yellow Donate button right next to their Apply Now button. When you click on it, it takes you to their Salsa Labs donor management system’s giving page.

Do optimize your giving page.

Speaking of giving pages, you should optimize your giving pages in much the same way you do with enrollment landing pages. Your giving page should…

• Have one clear call to action. In this case, it’s to make a gift to the college or university.
• Be free of top-line navigation. There should only be two actions available to the visitor on your giving page: A.) Give, or B.) Go back to homepage by clicking on your logo.
• Begin with a cohesive headline. Your headline should reflect the language that the visitor clicked on so they know they arrived at the correct page.
• Feature compelling rich content. Be sure to place a powerful video or image on the page — and avoid the temptation to let the copy run too long. Let the imagery speak loudly.

Do tell good stories.

Good storytelling is a part of good marketing — and even more so with fundraising. It’s not enough to simply tell the visitor to give, you must tell stories that show…

1. Why they should give,
2. Why they should give to you instead of another cause, and
3. Why they should give now.

The stories you tell at the end of the year on giving pages and other fundraising communications should stand out from your normal marketing stories.

The emotional power of the stories should be greater.

When you give, the only thing you get in return is the satisfaction of doing good, righting a wrong, or leaving a legacy. Without emotional storytelling, your donors will not get anything out of their gift.

The donor must be the hero of these stories.

It must be clear in the stories you tell in your school’s blog, newsletter, or giving pages how the donor makes the story possible. They must be able to see their part clearly in the story.

Do feature your year end fundraising campaign on your homepage.

Without converting your homepage to a full-blown giving page, use sections of the homepage to drive traffic to your year-end giving pages.

Use moving portrait or landscape photography or video content with compelling headlines to entice website visitors to click through to the giving page.

These year-end campaign feature sections, along with your highly visible Donate button, should be enough to help your development team reach their goals without losing sight of the main purpose of your higher ed website: enrollment.

Year-End Success

The end-of-the-year is crucial for both fundraising and enrollment. Both of these institutional objectives need your attention as a higher ed marketer.

However, it’s important not to get sidetracked or clog your homepage with too many calls to action.

By implementing the Do’s and Don’t’s of year-end website optimization, you can avoid the common pitfalls that higher education websites fall into and make this year a success for everyone!

For more tips and tricks that directly impact your marketing and fundraising results, be sure to get ahold of us for a free website audit.

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How To Rank Images In Google In Image Search

How To Rank Images In Google In Image Search

The Untold Story About How to Rank Images in Google That You Must Read or Be Left Out

Definitions of How to Rank Images in Google

This is a test to see if this can rank in image search for the keyword.

His rank is equivalent to Bosun. Percentile rank also employs the idea of percentage, that’s the notion of rate per 100. This rank is equivalent to AB. If you wish to change your Google rank, you must change Google’s perception of your website by modifying your backlink profile, not your backlink quantity.

Social media isn’t practically posting your links in front of folks hoping they’ll click on them. Do a little research online to locate them. Google is really the most popular search engine so that it is logical to get started with them. It is possible to also try an app you’ve written.

How to Rank Images in Google – What Is It?

So beware before you cover the money. Only the numerical price and a hyperlink to the true information is stored in the index. Beyond this there’s a definite difference between the identical star ratings. One is you have a proscribed word in your article.

By itself traffic isn’t going to make you any money, but without it, there’s zero chance you are going to be reaping any advantages. Search engines are continuously evolving in an attempt to present the best results for their users. Google crawlers expect to locate a site that’s user friendly.

In case you go through various SEO hosting reviews which are available, you will understand that website SEO hosting is necessary since it is the practice which can be utilized to make sure your site would be featured well in any search engine such as Yahoo and Google. Writing in a way that appeals to search engines will ensure your content continues to appear in searches. If that’s the case, let your followers know you’ve added more information. Furthermore, it’s always also best to demonstrate your followers your gratitude, it makes them know their support is appreciated and they are a significant part what you do.

If you read the rest of this article you are going to observe many examples. Your article has to be original. In this instance, it’s up to the article approver whether your article is going to be published. When most articles are accepted within 24 hours, we’re only human and sometimes things can find a bit backed up. Don’t worry, you can discover how to compose great informational articles!

Your image is going to be resized to take up the whole column width. In this instance, it’s an infringing youTube video. Also, people are inclined to share your content with others should they discover that it’s interesting and worthy to be shared with other individuals. Keeping that in mind, you will want to make content on third party sites, also think about putting links between some (but not all) of the pages you produce. Turn the webpage into content that folks find useful and valuable.

When you set up any site, you might encounter many unique difficulties. When you choose to choose any website hosting SEO provider, what you need to keep in mind is it is important that the business you decide on can effectively deliver on its promise in earning your site rank very highly in any search engine. While there are numerous unique kinds of website hosting SEO companies that it is possible to select, you’ve got to understand that it isn’t in any respect advisable to devote thousands of dollars on such search engine marketing work as it cannot effectively lead to your site being promoted to the top of Google. As a consequence, commercial websites aren’t recognized as aauthoritya websites.

Click it and you’ll be taken to a page at which you can edit your article. You may just need to rewrite the page with a different spin about it. Study your traffic to observe how many people come to your web page and in what time frame. Look at the links on each page to see who and they link to your page.

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Laser Online | What is Laser Online? | Laser Online Bonus

Laser Online | What is Laser Online? | Laser Online Bonus
Get our Laser Online Bonus when you join our team of HYIP Investors. We do the research so you don't have to. To get a Mega Bonus of tools and training go to http://ift.tt/2gqDeR7 and check out the videos and bonuses. We aim to build a huge team of like minded individuals that enjoy living the crypto lifestyle to increase their short and long term investment goals. Visit our Facebook page here http://ift.tt/2yAMgFT You can join our fb group here http://ift.tt/2gom9aj Now check out this testimonial from one of our group members! I withdrew $500 on Monday... $500 on Tuesday, $500 on Wednesday and I will be pulling out $500 more today and another $500 tomorrow for an easy $2500 week! ...I'll be doing the same thing next week too! Stay tuned for the video proof of our withdrawals later on tonight and throughout the weekend. If you like high risk high/high reward opportunities, this may be for you? http://ift.tt/2yAzPcT If you have any questions let me know so that you have a clear understanding of just how lucrative and volatile the cryptocurrency space can be when compared to traditional investing. If you do like what you see, we have bonus tools and training to help you increase your revenues so let me know when you take action and I'll get you access to your bonuses asap (y) PS.... We are building a huge cryptocurrency team based upon a proven multiple streams of revenue and risk mitigation strategies. Our investments range from relatively low risk to extremely high risk and the rewards from these investments range from 1% interest paid daily up to 44% interest per month. If you want more information on Bitcoin & Cryptocurrency please take advantage of our training membership site while it is still free! http://ift.tt/2goZevF PSS... This is in no way financial advise nor are we qualified to be financial advisers. I am simply introducing new strategies that I am using to increase the wealth of myself and my loved ones. This is my personal journey into wealth and asset management and as such I am documenting the proverbial "ups and downs" in the hopes that others can avoid pitfalls while increasing profits. Hundreds of hours have been spent personally researching and education to increase the probability of long term generational wealth through cryptocurrency and other wealth instruments and asset classes. As such, we/I strongly suggest you do not invest any more than you are willing to lose/gamble/burn. This amount should also be no more than 10% of your over all investing capitol as the cryptocurrency markets are extremely volatile compared to other investment instruments.. Thank you for your time and please like our video if you found it informative and subscribe to our YouTube channel so you can stay up to date on all of the latest Bitcoin, Cryptocurrency, HYIP, and other investments we consider worth your time. https://www.youtube.com/watch?v=ADg1CDigl3Q

Technology and Teaching Tweet Wrap, w/e 10-07-17

Technology and Teaching Tweet Wrap, w/e 10-07-17 Inspiring, informative, useful, or just plain fun tweets posted on Twitter over this past week … collected here to share with our blog readers. This week in the wrap we are reminded that a college...

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Technology and Teaching Tweet Wrap, w/e 10-07-17

Technology and Teaching Tweet Wrap, w/e 10-07-17 Inspiring, informative, useful, or just plain fun tweets posted on Twitter over this past week … collected here to share with our blog readers. This week in the wrap we are reminded that a college...

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Optimizing Your Education Website for Year-End Fundraising: Part 1

Optimizing Your Education Website for Year-End Fundraising: Part 1

The year-end fundraising season is right around the corner — and that means your advancement department is gearing up for one of the biggest giving seasons of the year. But it’s also a big season for enrollment. As the higher ed marketer, you must prioritize and accommodate the website change requests these two vital teams are bound to make of you.

The “EOY” season is that magical time when your advancement department — along with every other development team across the nonprofit world — ramp up their operations to take advantage of the biggest philanthropic season of the year.

This high-energy, high-output season for your development team will bring more change requests and work orders for your staff to fulfill than probably any other time of the year.

Why Year-End Fundraising Is A Big Deal

Before you get exhausted by the constant requests and revisions they want you to make on your school’s website, you need to see things from their perspective.

Year-end fundraising is a really big deal. Just to give you an idea…

• 31% of annual giving in 2014 occurred in the month of December, and
• 12% of annual giving that year happened within the last three days of 2014.

Think about that…

An entire third of your colleagues’ productive output this year will happen in a mere 31 days — and much of that will only come in within the last 3 days.

So when your inbox is inundated with website change requests from the advancement department, it’s coming from a good place… and with good reason.

But since you’re not a typical nonprofit organization, there are some website change requests you should ignore… or just do differently.

Things You Should NOT Do Do not create a donation popup box… until the last three days of December.

All the advice your development team hears about year-end fundraising website optimization tells them to go for the ask immediately.

They’re urged by fundraising experts to implement conversion strategies like donation popup boxes or lightboxes.

While this is great advice for the typical nonprofit, donation light boxes compete with the primary objective of your website: Enrollment.

Since many students are preparing for their next academic step in December, you cannot afford to distract website users with fundraising message when they’re mainly looking for answers about their academic journey.

The Last Three Days

However, the last three days of December are crucial for fundraising — and more than likely, the visits to your site from prospective students will go down on these final days of the year.

So implement the request donation lightbox during the last three days of the year to pull in every annual fund gift possible.

(For good ideas on donation lightboxes, check out this great article.)

Do not make your home page a giving page.

Another rule of thumb for end of year fundraising is that the nonprofit’s homepage must be converted into what’s essentially a giving page during the final month.

If you take a look at these nonprofit home pages in December, they’re just a big ask.

And that’s okay because the main question on their visitors’ minds in December is “How do I give?”

But that’s not the No. 1 question on your higher education website visitor’s mind.

Most of your visitors are coming to get information on your school to see if they will enroll. So making your homepage a giving page will confuse and keep them from getting the answers they’re looking for.

Working Together

Those are the main things you should NOT do as a higher ed marketer when it comes to end of the year fundraising.

Yes, the year-end fundraising season is really important.

But it cannot supersede the priority of enrolling new students for three big reasons:

1. Enrolling a student brings in a much greater financial benefit than an annual fund gift.
2. Enrolling a student brings in a longer-lasting financial benefit. According to the experts at Nonprofit Hub, 7 out of 10 donors only give once — but most of your students will be enrolled for four years or more.
3. Enrolling a student expands the potential donor base for your school.

It’s important to work with your development team this year to bring in that critical third of contributed revenue. But you need to know what works for you as a higher ed school and what is simply for other nonprofits.

In a couple weeks, I’ll come back with Part 2, where I’ll show you some of the website changes you should be making to boost your development department’s year-end efforts.

For more insights and help on higher ed digital marketing, contact us today!

The call is free and there’s no obligation.

This post was originally published at:  http://ift.tt/2xjO1BX

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State quiet on origins of proposed school science standards

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New tech to prepare Wyoming students for teaching careers

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State officials give top ratings to more Indiana schools

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Ohio gets $35 million federal grant to boost child literacy

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Mississippi Textbooks Gloss Over Civil Rights Struggle

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School system plans to offer online school program

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RAND Researchers Make It Clear: Personalized Learning Is Difficult to Do

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Independent Charter Schools Aim to Elevate Their Status

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DeVos Gives Schools Options on Handling of Sexual Assault

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The Arts Need to Be a Central Part of Schooling

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Why We Still Need Quizzes In eLearning

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You’re a Teacher, Not a Video Producer

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Huge Stakes for Teachers' Unions as Fees Case Reaches High Court

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K-12 Budget Woes Bedevil States as School Year Hits Full Swing

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An Educator's Guide to the Supreme Court's 2017-18 Term

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13 Michigan schools receive National Blue Ribbon honors

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Vermont Gov. Scott to proclaim October farm-to-school month

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Officials: School shootings in Washington attract profiteers

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Charter school dispute heading to Massachusetts high court

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Transgender teen says he was kicked out of Christian school

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Book on transgender youth not on Wichita schools' lists

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US school districts prepare for influx of Puerto Ricans

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Education and Technology Tweet Rundown, w/e 09-30-17

Education and Technology Tweet Rundown, w/e 09-30-17 Inspiring, informative, useful, or just plain fun tweets posted on Twitter over this past week … collected here to share with our blog readers. This week in the wrap … we lead off with a piece...

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What is the Fastest Blockchain on the Market?

What is the Fastest Blockchain on the Market?

In this video Tia Zen says, “We have been researching a lot of blockchains and the differences between them internally on our team and we have also come to the conclusion that the Bitshares network is one of the fastest blockchains on the market right now.

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