Do you think it’s guilt? Peer pressure? Compassion? Pride? Sorrow? Or is it because you were asked, you had some money available, and you philosophically and emotionally responded? The reasons are as individual as each of us but there are some ground rules worth remembering. As we enter the time of year when  many charities prepare their year-end appeals it’s a good time to get back to basics on motivating donors. What you have done the rest of the year to communicate with your donors goes a lot further to inspire giving than a few well-crafted appeal packages, so hopefully this is not one of the few times that you’ve connected with your donors this year. Direct response gurus can provide statistically proven tips and techniques that will help you take your direct mail to the next level in this science. But first and foremost, your message has to appeal and inspire and your goal is not the cheque but the relationship. Here are some interesting links that may help you with your brainstorming process. 

Alan Sharpe says There’s No Such Thing as a Fundraising Letter

Mal Warwick gives you 23 Reasons Why People Respond to Fundraising Appeals

Ken Burnett looks at the bigger picture in How to be 15 minutes ahead