Soliciting donations with Christmas cards

I'm with a rescue and we are getting ready to send out Christmas cards to people that have adopted from us. This year though we have a special needs kitty that needs a very expensive surgery and of course the cost of it is a huge issue. We need donations to help with the cost. So I thought about writing a letter about the cat and ask for donations and put the letter with the Christmas cards but I'm not sure if that comes across as too pushy. What do you guys think? I don't want it to seem like the Christmas card is meant as a solicitation for donations, which it's not.

I guess I wouldn't put in the card asking for $$ if you're sending the card to past adopters. They've already provided a good home to a pet, paid the adoption fee, etc....and they're the ones most likely to recommend your group to a friend who may be interested in adopting. They may be turned off by the solicitation for further donation, and not suggest this rescue to a friend.

Instead, is there a way you can think of to generally mention the idea in the card?

Does this rescue have a website in which they can post a picture/plea for $$ on for this special needs kitty? I've seen pets listed on Petfinder, with a hyperlink to a page w/in the groups webpage that contains all the details.

If you do put a letter in, or solicit for donations in another way, to seem, as you put it less pushy, perhaps mention "in these tough economic times, every penny counts". Etc etc etc, mentioning tax deductible donation going solely to the care of this specific pet.... Those types of things make people sometimes feel a bit better about their donation & more likely to donate.

A while back we had a tear jerker abuse story, we posted a video of them on a page on our website with a donation tab, not only did we have over 100 people offer to adopt the special needs pair but their care was paid for and more!

I agree with Natalie, if it is in the card, I would try to come across as less pushy as possible

It seems these days everyone has a facebook account. Does your rescue have one? Maybe you could mention in the card you are on facebook. Folks love to go there. Have a 'chip in' link or mention you have a 'chip in' on your website on the facebook page.

Newt

Last year our shelter began sending out a year end letter. This letter goes out to all donors / adopters. It is a quick update about how we are doing, and a reminder to people that if they want to get their tax decutible donations in they still have until the end of the year. Last year, this did increase our end of year donations slightly.