Don't Take Your Foot Off The Gas: #3


Today is December 29 and we are two days away from THE most lucrative day for nonprofit fundraising in the whole year! In this show/post I am going to give you instructions for the email you are going to send out today that will continue to move you toward getting all the money you need.

For those of you who came to this date with a plan, you are seeing results!


I am so happy for you. Some of you have messaged me to tell me how your mission is being funded at amazing levels.


Some of you have told me that you have received amazing amounts of money since you sent out your email, way to go!


You are getting the money you need because, prior to this week, you knew that the end-of-year is THE most lucrative time of the year for nonprofit fundraising and you had a plan.

You are getting the money you need because you knew that THE LAST THREE DAYS OF THE YEAR ARE THE MOST LUCRATIVE THREE DAYS OF THE YEAR FOR FUNDRAISERS.


You are getting the money you need because you knew that THE MOST SUCCESSFUL NONPROFITS RAISE 50% OR MORE OF THEIR ANNUAL BUDGET IN THESE LAST THREE DAYS.


Now, if your email is working wonderfully, it is because you came to this date with a plan.


What was your plan? YOU TOLD STORIES ABOUT HOW YOUR MISSION IMPACTED LIVES.

  • In the first quarter of this year you told stories.

  • In the second quarter of this year you told stories.

  • In the third quarter of this year yo told stories.

  • And in the fourth quarter of this year you told stories but here in the last week of December, you are making your appeal for the funding you need to continue to see new stories created!

You primed the pump with stories.


You told your founder's story.

You emphasized the "aha" moment that motivated the founder of your organization to start its mission.


You told your organization's story.

You talked about the values that motivate the people involved in your organization to do what you do.


You told YOUR story!

You talked about the "inciting incident" that changed your life forever and motivated you to examine your values and do something different with your life.


You told your donor's story!

For your donor, you told about the values that they give to when they give to your mission.


You told your volunteer's stories!

You gave space for your volunteers to talk about how they were first engaged with your passion and values.


You told legacy stories!

You let others hear about how people who have passed on gave to your mission and how that even in their death they helped you do more.


All year long you have avoided talking about your facilities but instead you have talked about how lives were impacted in those facilities.


All year long you have avoided talking about your staff, but instead you have talked about how lives have been changed through the impact of your staff.


All year long you have avoided talking about what you accomplished, and instead you have talked about what the donor has accomplished.


All year long you have avoided bragging on yourself, and instead, you bragged on your donors, your volunteers, and your constituents by telling THEIR stories and highlighting THEIR values and drawing attention to THEIR passion!


Now, here in THE most lucrative week of the year, heading toward THE most lucrative day of the year, you are making a strong and unashamed appeal for donors to give their most sacrificial gifts to help you continue to bring impact.


And, since the pump is primed, DONORS ARE GIVING TO YOU LIKE CRAZY! It is awesome to behold. It is incredible to experience. It is one of the greatest thrills on earth to be a part of!


Because you understood that stories are the currency that nonprofit leaders collect in order to pay their donors, IT IS ALL PAYING OFF!


This year, YOU are ending the year fully funded. I AM SO HAPPY FOR YOU!


Now, let's talk about the email you will send today. Largely, you are going to send the same email that you sent yesterday with just a few changes. You are going to make it a little shorter, and a little more urgent.


If you can, don't send it to the people who gave in the last couple of days (if you can't do that, it's ok).

Change the subject line to: Just two days left to help _____________(fill in your constituent)


Change the first few lines: I’m writing you today to ask you to send in a special year-end gift before December 31.


There’s just two days left to send in a special year-end gift before December 31.


Delete the "shared value" paragraph. "I know you care about....and I do too."


Change the line before the salutation: "Please, there are only two days left, will you send your gift by December 31st to help _______________Name the outcome your mission produces.


That's it: PRESS SEND, SAY A PRAYER AND EXPECT THE MONEY TO COME IN!

We will talk again tomorrow,

David


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