Digital Appeal Template
A digital appeal is a strategic tool used to inform your members about the goings-on at your organization and encourage them to donate. It’s important that the right information makes it into your outreach, which is why Cogeo has created a template and an example for you to use while building your appeal.
Appeal Outline
Intro
Warm greeting to your audience
Thank everyone for their involvement
Body
Brief overview of current state of affairs
Introduce the focus of this appeal - what you are raising funds for. Include details on what that will cover
EX: “Financial assistance awards cover dues, gear, and travel costs.”
The Ask
“Please consider making a donation at whatever level you are comfortable to support [x initiative].
Closing
Thank everyone for their support
Acknowledge that it is generous people like them that allow the organization to continue to thrive
Email to contact if you have questions
Links to include:
Donation page
Organization’s website
Sample Appeal
Subject: INTRODUCING FINANCIAL ASSISTANCE AT [Organization]
Since its founding in 2013, [Organization] has quietly incorporated a needs-based financial assistance program that up until this year was exclusively supported by resources from its operations. The program has never been publicly marketed; however, over 500 students have benefitted from $1.78mm of tuition-remission financial support from [Organization].
Providing financial assistance is a vital piece of [Organization]’s mission. Leaders come from all geographical areas and socio-economic backgrounds. The ability of a student-athlete’s family to pay [organization name]’s tuition should not determine whether or not they have access to [organization name]’s programs.
This year, [Organization] is encouraging you to focus your end-of-year giving on supporting [organization name]’s Needs-Based Financial Assistance Program so even more youth in San Francisco can gain access to the [Organization].
As 2019 comes to a close, please consider financially supporting the [Organization] at whatever level you are comfortable. Your contribution will help ensure that [organization name] can continue to deliver quality basketball and leadership training to all members of our community regardless of their family’s ability to pay.
[DONATE]
It is [Organization]’s community that enables the beautiful empowerment of the Academy to happen. On behalf of the entire [Organization] team, we thank you for your support and dedication to the journeys of our young people.
Yours in Empowering,
[CEO name]
CEO, [Organization]
[DONATE]
If you want to learn more about the exciting new direction of [organization name], including the progress on finding our own permanent home, [click this link] to view [organization name]’s case statement. Additionally, more information can be found on the Needs-Based Financial Assistance Program by [clicking this link].
Segmenting Your List
Entities to exclude from digital appeals:
Major donors: anyone who has already made a contribution that is greater than or equal to 1/1000th of your annual operating budget this year
EX: $400,000 operating budget, a major gift = $400
Major donor prospects
If you are planning to meet in-person with a donor or donor prospect in the near-term, exclude them from the annual appeal list
Foundations
Corporations
Rationale: You are more likely to receive a larger gift if you meet with someone in-person versus sending them a generic appeal that everyone else in the database is also receiving.