How to Plan Your Yearend Annual Appeal Fundraising

The Play’s the Thing


The Play’s the Thing, wherein I’ll catch the conscience of the King.
-William Shakespeare

End Strong: Turning Your Year-end into a Smash Hit

In this line from Hamlet, Hamlet reveals how he’ll expose his uncle’s treachery with a play. In your case, this line, “the plays the thing” shows how you can create a stellar year-end using the structure of a three-act play to organize your fundraising. Here’s an outline of a year-end fundraising plan using Hamlet’s design.

Get Ready: August and September

Plan, prep, and rehearse scenes. Answer: why, what, who, when, and how.

Act 1: The October Set-Up

Interest your audience in your story. Shout out what you’ve accomplished in as many vehicles as possible.

Act 2: The November Confrontation

In November, thank your donors for all that they have accomplished. At the end of the month, it’s time for the climax. Share that your excellent work can’t continue without your donor’s help.

Act 3: The December Resolution

In December, continue to share the challenge. As people respond, cheer every gift. End the year with a standing ovation for your donors.
Imagine it’s January 1, and you just closed your best calendar year ever. Your annual appeal brought in twice the amount as the previous year. Your new donors grew by over 25 percent. What’s more, the community’s buzzed-about the New Year.


For more on year-end fundraising and annual appeals:

Read: Nonprofit Annual Appeal Letter Essentials, Are You Helping Your Nonprofit or Chickens?
Watch: How to Make Your Nonprofit’s Yearend Annual Appeal a Smashing SuccessRead: How to Set Realistic Nonprofit Fundraising & Income ExpectationsIf you want to know even more about fundraising planning, please don’t hesitate to reach out. I’d love to help you create a dynamic plan to help your nonprofit thrive, Schedule a time for a free discovery chat here. -Karen

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