Self Assessment: Writing Appeals - AGN

About
Programs
Resources
- Webinars
- Samples
- Benchmarks
- Podcast
- Blog
Careers
Connect

Self Assessment: Writing Appeals

Step 1 of 8 - Section 1

12%

Section 1: Structure/Flow
There is a strong opening that draws in the reader right away; no leisurely warm-up*
- Strongly Agree
- Agree
- Neutral
- Disagree
- Strongly Disagree
It is easy to read; no unnecessarily “big” words*
- Strongly Agree
- Agree
- Neutral
- Disagree
- Strongly Disagree
There is a mix of short and long sentences and paragraphs*
- Strongly Agree
- Agree
- Neutral
- Disagree
- Strongly Disagree
The conclusion synthesizes the main/most important point(s)*
- Strongly Agree
- Agree
- Neutral
- Disagree
- Strongly Disagree
A postscript emphasizes something new and important*
- Strongly Agree
- Agree
- Neutral
- Disagree
- Strongly Disagree

Section 2: Tone/Feel
The appeal integrates variable text for various segments (donors, non-donors, lapsed)*
- Strongly Agree
- Agree
- Neutral
- Disagree
- Strongly Disagree
It reads the way people talk; it uses contractions and feels conversational*
- Strongly Agree
- Agree
- Neutral
- Disagree
- Strongly Disagree
There are no acronyms or jargon that readers will not easily understand*
- Strongly Agree
- Agree
- Neutral
- Disagree
- Strongly Disagree
The word “you” is used more than “I” or “we”*
- Strongly Agree
- Agree
- Neutral
- Disagree
- Strongly Disagree
The recipient’s relationship with the institution is acknowledged (e.g., alumni, parent)*
- Strongly Agree
- Agree
- Neutral
- Disagree
- Strongly Disagree
The recipient’s donor status is clear (e.g., current, lapsed, never)*
- Strongly Agree
- Agree
- Neutral
- Disagree
- Strongly Disagree
The appeal conveys that recipient belongs to a group and suggests a sense of community*
- Strongly Agree
- Agree
- Neutral
- Disagree
- Strongly Disagree
It ends on a positive note*
- Strongly Agree
- Agree
- Neutral
- Disagree
- Strongly Disagree
It is signed by someone with whom the recipient is familiar and will respect*
- Strongly Agree
- Agree
- Neutral
- Disagree
- Strongly Disagree

Section 3: Case for Support
The appeal tells a story about someone or something specific*
- Strongly Agree
- Agree
- Neutral
- Disagree
- Strongly Disagree
It includes emotional and factual information*
- Strongly Agree
- Agree
- Neutral
- Disagree
- Strongly Disagree
It focuses on outcomes rather than need*
- Strongly Agree
- Agree
- Neutral
- Disagree
- Strongly Disagree
It describes the impact of past support*
- Strongly Agree
- Agree
- Neutral
- Disagree
- Strongly Disagree
It explains the consequences of inaction*
- Strongly Agree
- Agree
- Neutral
- Disagree
- Strongly Disagree

Section 4: Call to Action
The appeal makes a clear request for a donation*
- Strongly Agree
- Agree
- Neutral
- Disagree
- Strongly Disagree
Asks for a specific and appropriate amount based on the recipient’s capacity and giving history*
- Strongly Agree
- Agree
- Neutral
- Disagree
- Strongly Disagree
It gives a specific deadline*
- Strongly Agree
- Agree
- Neutral
- Disagree
- Strongly Disagree
It creates a sense of urgency*
- Strongly Agree
- Agree
- Neutral
- Disagree
- Strongly Disagree
It encourages the recipient to see themselves as part of the solution*
- Strongly Agree
- Agree
- Neutral
- Disagree
- Strongly Disagree
It reinforces the request through repetition (up to three times)*
- Strongly Agree
- Agree
- Neutral
- Disagree
- Strongly Disagree

Section 5: Process and Development
The process is guided by predefined steps from start to finish*
- Strongly Agree
- Agree
- Neutral
- Disagree
- Strongly Disagree
The process is started early enough to give plenty of time for each step*
- Strongly Agree
- Agree
- Neutral
- Disagree
- Strongly Disagree
The appeal is modeled after successful aspects of previous appeals*
- Strongly Agree
- Agree
- Neutral
- Disagree
- Strongly Disagree
Realistic response rates and ROI are projected for specific segments in advance*
- Strongly Agree
- Agree
- Neutral
- Disagree
- Strongly Disagree
It is clear what variables will be tested and how success will be defined before it’s sent*
- Strongly Agree
- Agree
- Neutral
- Disagree
- Strongly Disagree
It is reviewed by others (but not too many others) and proofread before it’s finalized*
- Strongly Agree
- Agree
- Neutral
- Disagree
- Strongly Disagree

Section 6: Look and Appearance
Comes in an envelope or package that the recipient wants to open*
- Strongly Agree
- Agree
- Neutral
- Disagree
- Strongly Disagree
Font size and type are readable and match the intended tone*
- Strongly Agree
- Agree
- Neutral
- Disagree
- Strongly Disagree
Content fills the pages in a balanced way; there is no awkward white space*
- Strongly Agree
- Agree
- Neutral
- Disagree
- Strongly Disagree
Important words/points are highlighted using bold, underlined, or italicized text*
- Strongly Agree
- Agree
- Neutral
- Disagree
- Strongly Disagree
Uses bullets, quotes, and subheads for emphasis*
- Strongly Agree
- Agree
- Neutral
- Disagree
- Strongly Disagree
Includes visuals and/or infographics*
- Strongly Agree
- Agree
- Neutral
- Disagree
- Strongly Disagree
The signature looks real*
- Strongly Agree
- Agree
- Neutral
- Disagree
- Strongly Disagree

Section 7: Reply Device
There are clear and simple instructions for making a gift either online or via mail*
- Strongly Agree
- Agree
- Neutral
- Disagree
- Strongly Disagree
Ask array listed largest to smallest (left to right) with an “other” option*
- Strongly Agree
- Agree
- Neutral
- Disagree
- Strongly Disagree
Fund options are based on prospect’s past giving or affinity*
- Strongly Agree
- Agree
- Neutral
- Disagree
- Strongly Disagree
Gift society levels are listed highest to lowest (top to bottom)*
- Strongly Agree
- Agree
- Neutral
- Disagree
- Strongly Disagree
A tracking code is included*
- Strongly Agree
- Agree
- Neutral
- Disagree
- Strongly Disagree
Donor name and address are pre-printed*
- Strongly Agree
- Agree
- Neutral
- Disagree
- Strongly Disagree
Recurring monthly or quarterly payment options are provided*
- Strongly Agree
- Agree
- Neutral
- Disagree
- Strongly Disagree
An employer gift-matching checkbox is listed*
- Strongly Agree
- Agree
- Neutral
- Disagree
- Strongly Disagree
A planned-giving information checkbox is listed*
- Strongly Agree
- Agree
- Neutral
- Disagree
- Strongly Disagree
A biographical information update option is listed*
- Strongly Agree
- Agree
- Neutral
- Disagree
- Strongly Disagree
An email, phone number, and URL are provided to learn more*
- Strongly Agree
- Agree
- Neutral
- Disagree
- Strongly Disagree
A QR code to the online giving form is included*
- Strongly Agree
- Agree
- Neutral
- Disagree
- Strongly Disagree

Please provide your information below so that your results can be emailed to you.
Name*
First Last
Institution*
Job Title*
Email*

Δ

Become a Member

Join the world’s #1 community of annual giving professionals.

Get Email Updates

Receive the latest annual giving updates delivered to your inbox.

Follow on LinkedIn

Stay plugged in to important annual giving news and content.

Read the Book

Discover ideas for annual giving that will elevate your program.

Job Opportunities

Major Gift Officer
Annual Giving Officer, Young Alumni & Students
Annual Giving Officer, 1798 Circle
Associate Director, Parent and Family Giving
Associate Director, Annual Giving

Stay Connected!

© Copyright 2024 | Annual Giving Network LLC | Privacy Policy
[email protected] | 888.407.5064 | P.O. Box 201, Medfield, MA 02052