Two Donor Appeals That Made Me Click

 

In my quest to understand how preservation groups communicate, I’m on a LOT of email lists. I get far more fundraising appeals than I could possibly respond to.

But two recent ones inspired me to give (however meagerly), for very different reasons. I thought these examples might help if/as you plan donor appeals for the end of a highly unusual year.

Historic Fort Worth

How can you say no to this?

The caption cuts to the chase: “This virus is causing a big headache and your donations will help to pull Historic Fort Worth, Inc., Thistle Hill [pictured] and McFarland House through these tough times.”

The caption cuts to the chase: “This virus is causing a big headache and your donations will help to pull Historic Fort Worth, Inc., Thistle Hill [pictured] and McFarland House through these tough times.”

Historic Fort Worth used this cartoon in its appeal for North Texas Giving Day, exceeding its $5,000 goal.

The drawing depicts the 1904 Thistle Hill mansion, one of two landmarks the organization owns.

The cartoon actually dates from the 1970s: Etta Hulme, trailblazing editorial cartoonist for the Fort Worth Star-Telegram, drew it during a grassroots campaign (led by five equally trailblazing women) to save the house.

I love this appeal because:

  • It’s different

  • It couldn’t be more clear or concise

  • One image says it all

  • The image also conveys how we’re feeling right now

  • It has just the right dose of humor

“We use humor a lot in our appeals,” says Jerre Tracy, executive director of Historic Fort Worth. “If the word ‘preservation’ seems too serious, [help people] find another reason to give. This is cute. We need cute. Anything that gets them to write a check.”

Huge caveat here: Humor is tricky. Use it carefully, in the right context, for the right reason. If it doesn’t feel right, it isn’t.

Maloof Foundation

One of my favorite places in Southern California is the hand-built home and workshop of legendary woodworker Sam Maloof.

This appeal from the Sam and Alfreda Maloof Foundation is pretty conventional, but it stands out in a few ways:

  • It shows a safely masked family at the site. It’s about people, people.

  • It positions the organization as a positive force for healing.

  • It conveys what the foundation has learned and specifically how it plans to use that learning.

  • It’s clear and concise, two of my favorite things.

The Upshot

Fundraisers have varying opinions on how to message year-end appeals. Some insist on uplifting tales; others say now’s the time to put it all on the table—IF you’re actually facing an existential crisis.

I think you can do both: be candid about what you need while conveying your vision for a better future. And yes, you can have a little fun—it might be just what your donors need right now!

What types of donor appeals make you click? Let me know in the comments below.

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Cindy OlnickComment