Fall is here, there’s a chill in the air, and the holidays are upon us. Very soon, like a flurry of colored leaves, special kinds of letters will start falling into people’s mailboxes. If you’ve ever donated even a small amount to an environmental organization, you will receive a small bushel, along with address labels, greeting cards, and whatever other swag thought helpful to make you obey what the letters are asking.
I’m talking about appeal letters, which tend to appear toward the end of the year when people are wrapping up their taxes and looking for a tax-deductible donation to ease what they owe. But appeals can come at any time of year and, generally, whenever you need to raise money is a good time to launch an appeal. In the age of crowdsourcing, appeals are no longer limited to non-profit organizations. Many musicians launch their own appeals to fund part of their education, attend a summer program, or create a performance opportunity. If you’re thinking of doing the same, there are some general guidelines that will help you bring in the most amount of dollars for your efforts.
First off, acknowledge the fact that it’s difficult to ask for money. It seems like something we should have to do only if all else fails. But in truth, even if you have unlimited resources, rallying a supportive crowd around your undertaking will help its success in the long run. If you shell out $10,000 for your summer programs on your own, you’ve done so in a vacuum. If some people help make the experience happen, they are now stakeholders in your success and will have some interest in how you use the experience (and, by extension, their investment).
Ideally, an appeal is not just a matter of sending out an e-blast or mailing letters. It’s part of a larger plan to engage supporters in what you’re doing, letting them participate in the way they can. So, what makes for a successful appeal?
Think about who you’re going to ask. Take a look at your circle of friends, family, and colleagues and brainstorm why your next career move would be important to them. Remember, your need for money is not a compelling reason for someone to give. People will give because they know you and want to see you succeed or because what you are doing is personally meaningful to them. Whether you ask people by writing them letters, calling them on the phone, or meeting with them in person, describe what makes your project unique, why it’s important, and what specifically their gift will support.
If you listen to the fundraising appeals on public radio for example, or read appeal letters from organizations (or, this year, political candidates), you’ll notice that they rarely, if ever, mention the amount of money they need. They will remind you that they provide a service you cannot get anywhere else, how valuable their work is, and how much you rely on it. They don’t plead poverty. The psychology is that people want to be part of a successful enterprise, not one that desperately needs cash.
Then think about how you’re going to ask them. A colleague who is not the closest friend should receive an appeal that highlights your connection. A nice old man who has praised your performances and invited you to tea should probably get an in-person visit. Have an advisor who never answers her e-mail but always picks up the phone? An e-mail followed by a phone call might be the best way to get her to give. By the way, the greater the personal contact, the larger the gift you can request and the greater the likelihood of success.
To be most effective, don’t send people an appeal from out of the blue. Either get back in touch with people several months before you ask them to contribute or, at a minimum, send out a simple e-mail telling them what you’ve been up to, announcing recent successes and upcoming performances, and an invitation to keep up with you. If you’ve ever received a donation request from someone you barely know, you probably didn’t reach for your credit card. Don’t waste your time appealing to people with whom you barely have a relationship; cultivate that relationship first.
The same rule applies to names you find in concert programs or online fundraising campaigns. These lists are useful for two primary reasons: (1) you will learn about the giving abilities and interests of people you already know and (2) you will learn names of people who give to similar projects. For the people you already know, follow the steps above to think about the best way to approach them. For people you don’t know, you have two—and only two—effective ways of reaching them: ask a mutual friend to introduce you or send them notices about your performances and keep an eye out if they attend.
If you learn about donors who have given large gifts to similar projects, you may be tempted to Google their addresses, friend them on Facebook, and hit them up right away. But remember that just because someone is well-off or generous doesn’t mean that they have any obligation to support your project. For example, I happen to be from Mark Zuckerberg’s hometown. Does that sound like a strong enough tie to expect him to donate to my projects? Good gifts come from strong relationships. Also be careful in pursuing donors from colleagues’ projects or other organizations. You are perfectly in your rights to make contact if you already know the donor—but if you don’t, you jeopardize your relationship with your colleague and you alienate the potential donor.
Once you’ve identified the people you’re going to ask by letter or e-mail and thought about what makes your endeavor unique and what’s in it for the donor, sit down and write like your hair is on fire. This is a chance to have a real conversation with your prospect and think about the emotional response you’d like them to have. Your letter/e-mail has to answer two questions: “So what?” and “Now what?” Within the first few sentences of your letter the reader should be clear about why you’re writing. The next section describes the project in more detail, with rewards for the donor if that’s what you’re offering. Conclude with a call to action, such as “Come to my benefit recital,” “Use the return envelope to make your gift,” or “Give online today.”
On the previous page is a sample appeal letter asking for support of a summer program, with comments about the elements contained and why they’re there.
To sum up, keep it humble, short, and simple, letting the project speak for itself. You can also offer fun incentives in return for gifts of different sizes, such as a weekly e-newsletter, a souvenir, or gourmet Italian dinner when you return. The more personalized the appeal, the greater the likelihood of receiving a donation. At the end of the day, you’re not just trying to get money—you’re building a relationship that can support you on this project and maybe the next one, making friends with the people who might become your biggest fans. With some tact and persistence, you can enjoy all the happy returns of the season.
