7 Leadership Marketing tactics that will help ensure your appeal connects with donors.

You can make sure your Biomedical Nonprofit’s Annual Appeal stands out from all the others by focusing more on your brand’s expertise, industry leadership, and commitment to the greater good. Here’s how:

Keep The Flame Burning By Humanizing Your Appeal
Standardized Annual Appeals often focus on “the ask” through lengthy text and dollar amounts which quickly become uninspiring. You can avoid this pitfall by taking the time to humanize your Annual Appeal. When you can demonstrate how your institution touches lives and changes the world for the better, you are much more likely to strike a chord with potential donors. Give them the opportunity to see your Biomedical Nonprofit at work by sharing personal stories about your most effective programs. Perspectives from your scientists, alumni and even other donors can offer the personal connection that donors need to feel that your research is relevant to them.

Get Out Of The Annual Appeal Box
You can show brand leadership and innovation by telling your story in a more compelling format than a form letter. Traditional appeals can lack color and imagination. If your appeal is going out in the last three months of the year that’s reason enough to do something different.

Make It Beautiful
Compelling visuals go a long way towards helping donors understand the effectiveness of your programs—especially how your organization is advancing science and impacting human health. Incorporate visuals that draw viewers in. Dynamic scientific illustrations can help donors understand complex details about your research. And well-designed graphics can explain progress comparisons much quicker and easier than lengthy text.

Be Sure Your “Ask” Is Inspirational
While many organizations have a financial goal in mind for their Annual Appeal, making that information the focus of your primary message does not help you promote your organization or the significance of its work. In fact, it may prevent people from giving because they can’t give at your expected level. People aren’t motivated by your financial need, they are motivated by the possibility of helping you make a difference in the world. The primary focus of your Annual Appeal should be inspirational. Let them know about the human impact of your Biomedical Nonprofit’s work, and how their contribution—however small—will help.

Use Packaging to Make Your Appeal Stand Out
No matter how well crafted it is, your Annual Appeal may go unnoticed fi it isn’t taken out of the envelope. Consider going first class with a carefully chosen stamp to help your piece stand out from all the other appeals and bulk mail. Studies show that hand-addressed envelopes outperform printed envelopes. For me, seeing my name correctly spelled (Karan) and hand-written makes an envelope worthy of opening. If your mailing is under 1,000, it’s not that hard to accomplish this goal. Reach out to your board and/or enlist a group of volunteers to help.

Personalize To Make an Impact
If you have an active board that is well-connected, consider having members include hand-written notes with some solicitations. Personalize your ask as much as possible. When you do, you earn the ability to ask for a slight increase from last year. But more importantly, focus on the one thing you want your audience to take away. Does your message build confidence in your institution and its work? Always consider how you are inspiring support.

An Annual Appeal is much bigger than a one time ask. Fundraising is a relationship that grows year round. Every interaction you have with your donors should ignite their passion for your work. It’s about putting great projects in front of them regularly and challenging them to make a difference, so that when your Annual Appeal comes around, they will embrace the challenge to support your continued research.

Have a comment or annual appeal success story? I’d love to hear it. You can contact me, Karan Cushman, at 866-960-9220 or email karan@cushmancreative.com with thoughts or questions.