Praxis Fundraising

Fundraising appeals

The purpose of a fundraising appeal is to make your donors' hearts sing. Giving is first and foremost an emotional decision, so your goal is to make them feel that at that moment there is nothing in the world more important than your cause.  

Some examples of very successful fundraising appeals:

Jenny Barnett Tribute Campaign - Victorian National Parks Association

Tax appeal 2010 - Diabetes Australia - Victoria

(More to come shortly.)

Jenny Barnett Tribute Campaign - Victorian National Parks Association

Jenny Barnett Tribute Campaign achieved 500% above budgetThe Jenny Barnett Tribute Campaign was developed rapidly after the Victorian bushfires in February 2009. Jenny Barnett was a long time environmental campaigner who was killed after being caught in the fire.

The letter was written in a style entirely different to anything VNPA had done before.  The campaign also included an online element, using two different online giving platforms.

The overall campaign raised 500% more than any other mail appeal done by VNPA, attributable in no small part to the horrific nature of the bush fires.

Tax appeal 2010 - Diabetes Australia - Victoria

Diabetes Australia - Victoria 2010 Tax AppealDiabetes Australia - Victoria is a fairly small organisation from a fundraising point of view. It had traditionally stuck to fairly standard two page letters.

This letter was a departure in that it extended to three pages and was written in a more emotional, specific and direct style than had been used in the past.

It achieved more than 100% above budget.