Don't Freeze, Don't Panic: Advice for Surviving Turbulent Times

Wallace noted four key areas where the organization reworked its creative:

• Acquisition — strengthened control copy; tested message/package.
• Donor development — increased urgency of language; timeliness and relevancy of message; cited examples of greater need; and cited examples of City Harvest as a solution.
• Donor retention strategy — monthly new donor mailings; new donor newsletter cover letter; 13th-month mailings.
• Increased online presence — Facebook, e-mails, landing pages.

The organization's November year-end appeal included in it a copy of an e-mail of thanks from a food bank in the city with which City Harvest provided food. A third-party endorsement like that is key, Wallace said, because then it's not just your organization telling prospects why they should give. It's proof positive.