MESSAGE IN A BOTTLE

 

Many nonprofit leaders want to begin an endowment development program, but are unsure of where to start. They don’t know who might be a good prospect in their community or among their past donors. How can you tell if someone has the resources and the desire to leave a legacy gift to your organization?

One of the simplest and most effective tools to boost an endowment program is a search letter. Like a message in a bottle, you’re sending out a note with very open-ended expectations. Unlike a bottle set adrift on the sea, however, this message will land in the hands of people who have shown their support for you in the past, and are more likely to respond to an invitation for a deeper connection to your organization.

Your search letter should target previous donors (including past and current donors) of empty-nester age and above. Depending on the size of your donor base and your mailing budget, you can tweak the ages and previous levels of giving to get to a manageable mailing size.

What should the letter say?

  • The letter should explain the purpose of your endowment fund and how it supports the mission of your organization.
  • It should invite the reader to join you* in making a planned or cash gift to the endowment, ensuring the viability of your organization’s mission for generations to come.
  • If you have a legacy society or heritage club, this would be a good place to explain how they can become part of this group.
  • If you have an endowment brochure, consider including a copy of it.

It’s that simple, but the results can be amazing. Many is the nonprofit executive director who have been stunned by a donor handing them a check or opening the mail to an unexpected windfall. Wouldn’t you like to join their ranks?

Consider sending your own “message in a bottle” out soon. It’s a simple effort that can yield generational impact.

(Would you like a search letter template? Contact us.)

 

*You HAVE made your own gift, haven’t you?

Posted by Mike Bussey
Mike Bussey

Written by Mike Bussey

Mike Bussey provides a comprehensive portfolio in fundraising and strategic management for YMCAs, churches and other faith-based organizations. Prior to joining the Donor By Design team, Mike served for eight years as YMCA of the USAs Financial Development consultant to 350 YMCAs in 14 Midwest states, as well as to the Jerusalem International YMCA.

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