When do we start organizing for fall appeals? NOW!

by | Jul 30, 2025 | News | 0 comments

The fall appeal might feel distant, but now is the time to start planning. Meaningful appeals do not happen by accident – they are built on strategic preparation, thoughtful messaging, and well-timed implementation. Beginning early gives you time and clarity to develop a compelling appeal that resonates with your donors and meets your financial goals.

Why Plan Ahead?

Fall is “prime time” for appeals. It is a time to send the message for “finishing strong” in the current giving year and making plans for 2026. But it is also a busy time, with many organizations competing for attention. Early planning allows you to stand out with a message that is clear, personal, and timely.

Planning now means you can reflect on past appeals to identify what worked – and what did not. It gives you space to refine your donor database, segment your contributors, and craft messages tailored to groups with a variety of giving patterns. It also provides room to coordinate across different program areas of your mission, ensuring your communications are aligned and ready.

Key Planning Steps

  1. Set goals. Define your financial target and any secondary goals. Don’t only provide facts and figures, but prepare a narrative with text, pictures, and impact stories.
  1. Review past results. Analyze previous appeals to assess giving from different donor segments, channels of communication, and messaging. What resonated? What needs more clarity? Has the messaging been compelling?
  1. Segment your donor database. Identify key donor groups – major contributors, recurring donors (automated giving), occasional givers, non-giving individuals – and plan a personalized outreach for each.
  1. Choose channels of communication. Plan for a mix of print, email, and social media. Integrating these platforms creates more touchpoints and boosts visibility.
  1. Build a timeline. Create a simple project management calendar that includes writing, design, mailing, follow-up communications, person(s) responsible, and deadlines.
  1. Line up resources. Confirm printers, writers, designers, and any other partners you will need to bring the appeal to life.

By investing time in strategic planning now, you position your fall fund appeal for maximum impact – capturing hearts, inspiring generosity, and advancing your mission when it matters most.

PS. And yes, I will write about this again next August!