The answer to that will always be yes! Most nonprofit organizations’ donor bases can absolutely sustain two appeals each year. BUT…you have to do it right.
The Crane Trust came to Mary Catherine Marketing this summer with the desire to add a second appeal to their fundraising lineup. With the very conscious effort to not “rob Peter to pay Paul” by creating a new appeal that might cause people to shift their year-end giving to a new mid-year fund, but rather encourage them to ALSO give to this new appeal, we decided to take a more lighthearted approach.
Where their year-end appeal has a larger scope on their overall conservation work, through this appeal and the interview that is featured, we brought their work to life for the readers through the lens of one of the individuals directly benefitting from their donor support – their very own Saunders Conservation Fellow, Amanda Medaries.
The message was carefully crafted to blend seamlessly between their Development Director, Matt Fong, and the first-person interview of Amanda so the reader felt a connection to keep reading as the story of their impact was brought more and more to life. Take a look at it below and you’ll see what we mean!
By organizing a second appeal in this way, The Crane Trust not only allowed themselves a chance to further engage current donors in a new aspect of their mission that they might not always hear about, but they also opened up the door to an entirely new audience of donors!
So, when in doubt, YES! You can always add on a second appeal.
To do it right, remember these points:
- Messaging Is Key! Make sure it is not just a direct repeat of your other appeal(s).
- Consider Your Audience: Is there a way to engage a NEW audience with a new appeal? If so, what message might resonate with them AND with your current donors?
- Timing: Always take into account the timing of your appeals. Year-end appeals are generally a great time of year to ask. Then pick maybe 1 or 2 other times. Is there a time that connects specifically to your mission – like Earth Day for environmental groups? If so, take advantage of that!