Honestly, I get why you might send an appeal like this one. When you\u2019re immersed in budgeting, fundraising expectations, and tight deadlines, it\u2019s easy to forget that not everyone is as motivated by those things as you are. It\u2019s understandable! But, if you want to raise money to meet <\/em>your fiscal year-end goals, you need a better reason for your appeal than \u201cwe need your money because our accountants will be mad if we don\u2019t have it by the end of April.\u201d<\/p>\n\n\n\n But friends, people aren\u2019t donating to your nonprofit. They\u2019re not donating to see you<\/em> succeed. People donate because they\u2019re invested in the work you do. They give because they want to feed the hungry, or take care of neglected animals, or look after children. They donate because they want to impact their environment or uplift their community. They\u2019re not donating money to you or to your organization. They\u2019re giving to the people you help. They\u2019re not concerned with your deadlines, your fiscal year-end, or when your rent check is due. They\u2019re concerned with the difference they can make in the world through you.<\/p>\n\n\n\n We know that appeals are most effective when they include a sense of urgency. But that urgency should be related to your mission, not to your accounting schedule. Are families facing food insecurity because of upcoming school holidays? That\u2019s an urgent need. Did your animal shelter take in an influx of pets after another shelter closed? That\u2019s an urgent need. Are people in your community struggling after a natural disaster? That\u2019s an urgent need. Do you have to have your financials to your CPA in three weeks? That is not<\/em> an urgent need.<\/p>\n\n\n\n It\u2019s easy for me to be wound up about this because I see so many nonprofits sending amazing appeals, and I know everyone else can build amazing appeals, too. But I also understand that some nonprofits have always sent appeals asking for support before their fiscal year ends.<\/p>\n\n\n\n So, if you are one of those nonprofits, please listen to this piece of advice from someone who wants to see you succeed: please don\u2019t ask people to donate to you merely because your fiscal year is coming to a close.<\/strong><\/p>\n\n\n\n Instead, focus on inspiring your donors.<\/p>\n\n\n\n Donors want to know they matter. Instead of asking them to help you meet a bookkeeping deadline, empower them to make a difference! Show them how they can use your nonprofit as a tool to support a cause they love. Encourage them to get involved in a mission that inspires them.<\/p>\n\n\n\n Here are some ways you can accomplish those goals:<\/p>\n\n\n\n There\u2019s nothing wrong with worrying about your fiscal year-end. But asking your donors to write you a check because your fiscal year-end is approaching is not effective. Instead, write an appeal that connects donors to a cause they care about. You\u2019ll have happier donors, and you\u2019ll raise more money!<\/p>\n\n\nHere\u2019s what do instead<\/h2>\n\n\n\n
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![\"Increase](\"https:\/\/no-cache.hubspot.com\/cta\/default\/8356283\/61170572-d14c-4be7-8254-b221c0860be1.png\")
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