{"id":114810,"date":"2024-12-04T10:00:00","date_gmt":"2024-12-04T15:00:00","guid":{"rendered":"https:\/\/bloomerang2dev.wpengine.com\/?p=114810"},"modified":"2025-10-22T14:06:07","modified_gmt":"2025-10-22T18:06:07","slug":"follow-up-tactics-for-your-end-of-year-appeals","status":"publish","type":"post","link":"https:\/\/bloomerang.com\/blog\/follow-up-tactics-for-your-end-of-year-appeals\/","title":{"rendered":"Follow-up tactics for your end-of-year appeals"},"content":{"rendered":"<p>I hope you all had a happy Thanksgiving, even if you couldn&#8217;t be with all of your friends and family. As the year comes to a close, it\u2019s important to remember that 30% of all giving takes place between Thanksgiving and December 31, and 12% takes place in the last 3 days of the year.<\/p>\n<p>Most of this money comes from donors who give less than $10,000. This should give hope to\u00a0everyone raising money who has\u00a0been feeling\u00a0anxious\u00a0that\u00a0their donor&#8217;s wallets are in &#8220;lockdown.&#8221;<\/p>\n<h2>The Rule of 5<\/h2>\n<p>The Rule of 5\u00a0is a winning follow-up strategy that will\u00a0improve your response rates no matter when you use it. It&#8217;s helped me raise\u00a0millions of dollars and I know it will help you too.<\/p>\n<p>As we gear up for end-of-year appeals, or any <a href=\"https:\/\/bloomerang.com\/blog\/craft-compelling-emails-with-bloomerang-ai-content-assistant\/\">email campaign<\/a> for that matter, follow these basic follow-up tactics to increase your response rates and percentage of gifts. In fact, if you follow these tactics precisely, you&#8217;ll find that your response rates can DOUBLE!<\/p>\n<p>1. <a href=\"https:\/\/www.qgiv.com\/blog\/why-you-should-be-super-specific-in-your-year-end-appeal\/\" target=\"_blank\" rel=\"noopener\">Send a solid appeal letter<\/a> with all the basics:<\/p>\n<ul>\n<li>Use short paragraphs.<\/li>\n<li>People read headers first. Always use a bolded\u00a0header for each paragraph.<\/li>\n<li>Ask for a gift at least three times in the letter, either directly\u00a0or indirectly.<\/li>\n<li>Sell the need and impact, not your programs. You don&#8217;t have room to pitch your programs. Always send the details of your programs as an attachment.<\/li>\n<li>Use a pull quote to pitch the ask somewhere. It will be one of the first things a donor will read.<\/li>\n<li>Don&#8217;t talk about &#8220;you&#8221; or oversell what you do. Focus on connecting the donor&#8217;s gift to the impact you&#8217;re making.<\/li>\n<\/ul>\n<p>2. Once you send out an initial solicitation email, wait five days. If you don&#8217;t hear back, send it again on the fifth day. However, use a different subject line than the one you used the first time.<\/p>\n<p>3. If you don\u2019t hear back in five days, send another email on the fifth day. Again, use a different subject line. At the top of this email, before solicitation text, add something to this effect:<\/p>\n<blockquote><p>John, when you have a moment, read the email and the attached PDF.<\/p>\n<p>Demand for infant formula has tripled since COVID. Your gift will make a difference.<\/p>\n<p>I\u2019ll call you early next week to hear your thoughts\u00a0and\u00a0answer your questions.<\/p>\n<p>All the best,<\/p>\n<p>Tom~<\/p><\/blockquote>\n<p>4. Then, within five days, call the prospect. If they don\u2019t answer, leave a message for them to call you back. Do NOT ask for a donation when leaving a voicemail.<\/p>\n<p>5. If you haven\u2019t heard back within five days, call again on the fifth day (or the sixth or seventh). If you don&#8217;t reach the donor, leave another message, but this time, tell them that you will send a reminder email in the next five days.<\/p>\n<p><strong>Note<\/strong>: If this is an end-of-year appeal, time the entire process so the last email goes out on the 27th of December.<\/p>\n<p>6. When you send your last email for your <a href=\"https:\/\/bloomerang.com\/blog\/year-end-giving\/\">end-of-year campaign<\/a>, change the subject line again and write something to this effect at the top of the email, before the solicitation text:<\/p>\n<blockquote><p>John, now is the time to\u00a0ensure infants have enough formula during the holidays and the start of the new year.<\/p>\n<p>Pick a sponsorship level from the attached PDF and then make your gift online at: www.[ORG NAME].com<\/p>\n<p>You have XX days left to make a tax-deductible gift for 2020.<\/p>\n<p>Your gift will make a difference in the lives of dozens of infants in our county.<\/p>\n<p>Thank you, and Happy Holidays!<\/p>\n<p>Tom~<\/p><\/blockquote>\n<p>Persistence will pay off if you\u2019re passionate and kind, and you don\u2019t come off as pushy. People are super busy at this time of year\u2014 just like yourself\u2014but it is the season of \u201cgiving back.\u201d Some folks just need a little nudge.<\/p>\n<p><em>How are you preparing your end-of-year appeals? Let us know in the comments.\u00a0<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"<p>I hope you all had a happy Thanksgiving, even if you couldn&#8217;t be with all of your friends and family. As the year comes to a close, it\u2019s important to remember that 30% of all giving takes place between Thanksgiving and December 31, and 12% takes place in the last 3 days of the year. [&hellip;]<\/p>\n","protected":false},"author":261,"featured_media":81750,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_relevanssi_hide_post":"","_relevanssi_hide_content":"","_relevanssi_pin_for_all":"","_relevanssi_pin_keywords":"","_relevanssi_unpin_keywords":"","_relevanssi_related_keywords":"","_relevanssi_related_include_ids":"","_relevanssi_related_exclude_ids":"","_relevanssi_related_no_append":"","_relevanssi_related_not_related":"","_relevanssi_related_posts":"","_relevanssi_noindex_reason":"","footnotes":""},"categories":[],"tags":[],"cause":[],"article_author":[],"webinar_host":[],"topic":[205,354],"class_list":["post-114810","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","topic-engage","topic-year-end-fundraising"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.5 (Yoast SEO v27.5) - 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