Fix Your Annual Appeal

The keynote speaker, a fundraising consultant, at the statewide conference of the New Jersey Governor's Office on Volunteerism told a quick story about a client who kept giving her revised draft versions of their annual fundraising letter. The consultant kept sending it back. Finally, the exasperated client demanded to know why. Why, why wasn't the letter good enough. She said: You're not asking for money. You're asking for forgiveness.

Oh , yeah! Check your letters. It's ok, and honorable, to be clear about the problems and opportunities in the community that need funding. It's ok, and effective, to ask for a specific amount. In fact, do that. When you lead with mission and when you carry the authority and integrity of the work, you can (and must) invite people to invest their money. The people and causes you care about are counting on it. So stop apologizing.