Implementing an appeal
As we have seen, fundraising plans generally include several different fundraising programs, such as converting one-time givers into preauthorized monthly donors, holding a fundraising dinner, or prospecting for new donors. In this section, we will use CiviCRM to deliver an appeal across many channels: online, direct mail, telemarketing, and direct contact.
Planning
An appeal is a targeted message to constituents encouraging them to donate for a specific purpose, such as a project or new initiative. The standard elements of a simple fundraising appeal plan may include the following parameters:
Segment: Who is to be asked for donating?
Goal: What total amount of giving is the appeal aiming to raise, and what will the funds be used for?
Case: What reasons are to be provided for donating? This should be a refinement of the general case for giving in the overall fundraising plan. It is usually best if there is an emotional component and a sense of urgency in the communications...