• Dave

TSG Education Series: How to Write the Best Annual Appeal Ever

Updated: Jan 21

The death of direct mail has been highly exaggerated.

Autumn to the annual fund director signifies none of the pleasantries of the season. It is instead dominated by the massive anxiety which accompanies the need to write and produce the annual appeal.

This edition of The Sheridan Group Education Series provides an in-depth briefing on how to write your best annual appeal ever.

Let me provide some initial points of orientation:

Don't Write the Annual Appeal in a Vacuum. Time and time again the annual fund director views the writing of the annual appeal as some monastic act of self-flagellation in which he or she locks himself or herself in office or home until the awful deadline is met by a finished document. The problem is, the document is usually mechanical, derivative, uninspiring.....


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The Sheridan Group and its team members work in accordance with the Code of Ethical Principles and Standards of Professional Practice of the Association of Fundraising Professionals and endorse the Donor Bill of Rights.

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