Generic doesn’t have much of a ring to it. It doesn’t sizzle. Yes, it’s practical and efficient. But, at the end of the day, generic can be a little boring.

One of the challenges of annual giving is that it can feel generic. Sure, it supports our important missions, good ideas, and noble causes. In general, though, it’s…well…it’s general. Heritage Academy in Augusta, GA figured out a way to talk about annual giving without being so general.

“It was near the end of our fiscal year and we found ourselves $40,000 behind,” said Darlene Walters, Director of Development at Heritage Academy. “So, we calculated the cost of operating the school for one day, which turned out to be $33 per student. Then, we sent a Pay for a Day appeal asking donors to make a gift of $33 (or more) before June 30th.”

A clearly stated need and a time sensitive message really paid off. They exceed their $40,000 goal and received nearly three times as many gifts in the final two months of the fiscal year, compared to the year before.

The lesson? Don’t be generic.

Want to learn more? CLICK HERE for AGN’s Webinar on End-of-Year Appeals.