In a recent post, we explained how an audit of your appeal package can help you raise more money. In this post, we discuss what you should look for in an audit.
An audit should do more than identify strengths and weaknesses. It must also recommend changes to help you raise more money, save valuable time and cut costs.
A good audit will evaluate:
Mailing package. The fundraising appeal package includes not only the appeal letter, but the envelope, response device, response envelope and any other pieces you include in your package.
Response form. Did you know that the amounts in the check boxes on your response form can affect the amount the donor gives? An audit can help you construct an effective response form.
Mailing list. A good mailing always starts with a good list. An audit can help you make sure your list is as effective as possible. In addition, there may be ways to target your message to different groups of donors on your list. For example, you might target one version of your appeal letter to people who gave last year, and target another version to people who have given in the past, but skipped last year.
Scheduling. Most organizations should ask their donors for money more often than they do, but are hesitant because they’re not sure how their donors will react. An expert can help you decide whether it makes sense for you to mail to your supporters more often.
Copy and creative. Your letter should strike an emotional chord with the reader, and the design should amplify your message.
Thank you process. Your “thank you” is as important as your “please” when it comes to building strong relationships with donors. Thanking donors is a process, not a dull form letter. Make sure your audit addresses your “thank you” as well as your “ask.”
To learn more about fundraising audits contact us at fundraisingassets.com/contact, at 1 (888) 244‑4013 or tharter@fundraisingassets.com.
Fundraising Assets helps busy fundraising professionals raise more money, save valuable time and reduce costs. We offer consulting, writing, design and production services for direct mail and e-mail fundraising, social networking and more.