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Best Practices in Direct Fundraising Appeals



Recorded Best Practices in Direct Fundraising Appeals

Originally Held Virtually on Tuesday, September 27, 2022
90 minutes


Direct appeals are central to a legal aid program’s effective fundraising strategy, particularly during those times of year when we look toward the holiday and year-end season. Whether sent electronically or through mail (or both!), targeted communications to current and potential donors are a way to successfully leverage your base of supporters within and outside of the legal community.

This webinar, led by presenters from Five Maples Development Communications, will cover best practices for using a multi-platform approach to communicate effectively with your donors through direct fundraising appeals. Hear how to strategize successful messaging to create short and long-term impact on your organization’s overall fundraising goals by:

  • Coordinating mail and electronic communications;
  • Targeting appeals based on prior giving data;
  • Using your donor data to speak to and about your donors; and
  • Creating a robust donor communication plan.

Sarah Gnerre is the Vice President of Philanthropy and Fundraising Performance Consultant at Five Maples. Prior to joining Five Maples in 2018, Sarah served as vice president of development at Anna Jaques Hospital, completing a $6.5 million capital campaign and doubling the direct mail program during the capital campaign. She won major grants from the Cummings and Tower foundations, and the Massachusetts Department of Health and Human Services. She personally solicited donors nationally and managed major gifts programs at Bentley University and the University of New Hampshire. Her volunteer board service includes USA Yoga Federation, Association of Fundraising Professionals-NNE, Arts in Reach, and Pontine Movement Theatre, among others. Sarah has worked with Simone Joyaux to develop best practices in board governance and communication.

Jillian Williams is the Creative Director and Digital Fundraising Coach at Five Maples. Jillian is a skilled marketer, content creator, and graphic designer. Her degree in Journalism from Augusta University inspired her to creatively explore other aspects of digital and printed media. She loves helping nonprofits communicate their mission through design and multi-channel marketing. She has worked at both for-profit and non-profit organizations in publishing, human services, and education. She began working with Five Maples in 2017, specializing in fundraising appeals, newsletters, donor impact reports, infographics, postcards, and all other aspects of direct mail and digital development communications. Hailing from Georgia, she moved to Vermont with her husband, and they recently welcomed their first child.

Your registration for this Recorded event includes unlimited views for recordings and materials.
MIE subscribers: $75
Non-subscribers: $100

Click on the button at the top right to register online now.

Additional Registration Information & Policies
Registration fees are non-refundable. MIE will provide a credit for the full amount of the registration fee, which may be used by any staff at your organization for any future MIE events (trainings, conferences, webinars) or MIE subscription payments. Credits do not expire. An event registration may be transferred to a colleague at the same program at no additional cost. In most cases, registration transfers may be made at any time prior to the start of an event. Please notify MIE of substitutions as soon as possible. If a registration transfer is not practicable, credit will be provided instead. Registrants who do not cancel before the start of an event will not be credited, however, they will receive access to the event recording and materials.

If you need assistance during the registration process, please contact Erica M. Szuplat, Administrative Assistant, MIE, at  


September 27th, 2022 2:00 PM
United States
Event Fee(s)
MIE Subscribers $75.00
Non-subscribers $100.00

Please contact MIE with questions about this event:

Event Contact Person
Contact Person Jared Smith, MIE Director of Programs,