27 Apr 2010

Pledge Card Guidelines

Fundraising, Tracking posted by Scott Barron

Your annual fund campaign will include a well-designed pledge solicitation card that is distributed in direct mail pieces and at certain school events. The basic information that should be collected on the card includes:

  • Donor name and address (pre-printed)
  • Amount of gift or pledge
  • Text about to whom to make a check payable
  • The option to give online
  • Pledge date
  • Pledge amount
  • Payment plan/schedule
  • Donor signature

Other elements to consider when designing your pledge card:

  • Suggested amount is ok. Pre-printing a suggested gift amount on the card is an acceptable way to make it easier for the donor to give. This amount may be what they gave last year to the annual fund.
  • Zero is a no-no. Do not list $0 as a giving option on your solicitation card. $100 is a reasonable minimum amount because that's less than $10 per month--about the same amount as a fast food meal these days. C'mon, is that really a stretch?
  • Confirm address. Include a box for the donor to check if their address has changed with instructions for them to please write the new address on the card.
  • Planned giving option. Include a box for the donor to check if they would like more information about how to structure a planned gift to the school that may include real estate, stocks, bonds, and/or other assets.

Areas of interest. You may also want to ask the donor about their specific areas of giving interest, such as arts, athletics, technology, teacher resources, facilities, etc. This information would be valuable in considering potential lead donors to fund a specific project.