The Problem With Year End Appeals

I often get asked when the best time is for an organization to send its year end appeal. The problem with this question, and the problem with year end appeals, is that they’re all too often viewed as single events that take place at a single moment in time.

November 1, November 15, the Monday after Thanksgiving … these are just dates. But your year end appeal, of course,  is not a date.

Your year end appeal is:

  1. Part of a larger, ongoing dialogue with your donors.
  2. An expression of your donors’ highest values and dreams.
  3. A whole season of communication through varied channels, not a single direct mail piece.
  4. Only just beginning, right now.

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