Tips / Techniques

Acquisition Problems? Try A Cross-Over

If increasing response from your future donor pool is a goal this year, this wonderfully simple piece might be your answer. This cost-effective package is a great alternative to a conventional letter appeal and is visually stimulating. A brochure is specially folded allowing text and graphics from the front panel to continue inside. The copy reads, “If you don’t think your gift of $35 makes a difference…Think again!” When unfolded, the “$35” dramatically reveals the total number of dollars available to the annual fund if all non-donors made a gift of just $35. The inside panel also includes text outlining the impact each annual fund gift makes. (Note: The $35 figure is only a suggestion. I’ve seen this approach used successfully with asks of $25, $50 even $100! You decide what may resonate best with your constituents. The bottom line?? Try a “cross-over”—some numbers speak for themselves!