Donors give out of discretionary funds, a full year of planned appeals will help them give when they can.
Four to eight solicitations per year allow donors flexibility in opportunities to support, builds donor base and loyalty.
Program sustainability depends on converting one time donors to loyal contributors. Single appeal mailings during the year will not allow for repeat giving. As disappointing as it is, you need to plan for the attrition of donors.
A very efficient and successful practice is to send a reminder mailing. A reminder will summarize the initial letter, and reiterate how important their gifts are to your organization.