Elementum

Appeal Post-Mortem.

Read what an appeal tells you after it closes, because an appeal leaves evidence and you do not have to guess which part slipped.

Part A. The numbers

How many people did it reach

How many gave

Response rate: fill both

Total raised

Average gift

New donors versus returning

Part B. Read the machine

If it underperformed, which part most likely slipped (the list was wrong or stale, the ask was vague or mistimed, the story did not land, the reason to give now was missing, there was no follow-up), and why:

Part C. The one change

The single thing you will change on the next appeal:

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Its lessons improve the next cycle of the Annual Giving Program Planner. Back to the guide, or start over.