Did you know that about 30 percent of all annual donations to nonprofits occur in the month of December? Not only that, but according to Nonprofits Source, the last three days of the year alone account for 10 percent of all annual charitable giving.
The end-of-year giving season is one of tremendous promise. To help you make the most of this critical period, we've compiled 10 effective ways to prepare for end-of-year-giving.
1. Start Early and Plan Strategically
Success in end-of-year giving begins with early planning. Ideally, you'd like to start your preparations as early as September or October, but if you haven't, the second-best time to start is now.
Develop a comprehensive plan that includes timelines, key milestones, and roles and responsibilities within your team. You'll also want to think about the core message that you want to send to your audience throughout your campaign — and how to say it. Consider all the channels you'd like to use — email, social media, advertising, and so on — and how you can use them most effectively.
We can't overstate the importance of early planning. An early start allows you to build anticipation, making it easier to capture donors' attention amid the end-of-year bustle.
Starting early also gives you time to carefully organize all aspects of your plan, ensuring that no critical details are overlooked.
2. Set Clear and Measurable Goals
To run a successful end-of-year giving campaign, you need to set clear and measurable goals. Having a well-defined target provides direction and motivation for your efforts. It also helps your team stay focused and allows you to track your progress so you can make adjustments to your campaign as you go.
Define specific objectives, whether they are financial targets, a number of new donors, or the funding of a particular project. And be realistic with your goals. For instance, you might not be able to double the size of your donor base during your end-of-year giving campaign, but you might be able to grow it by 10 or 15 percent. A realistic target will feel doable to your staff, which can help them feel more motivated.
3. Segment Your Donor List
Not all donors are the same, so tailoring your messaging to different donor segments is essential. Consider the preferences and demographics of various age groups, donation histories, and organization affiliations. Create personalized communication strategies that resonate with each group. For example, you might find that younger donors prefer digital channels, while older donors may respond better to traditional methods.
4. Leverage GivingTuesday
GivingTuesday, which falls on the Tuesday after Thanksgiving, is a worldwide campaign that marks the beginning of the year-end fundraising season. It started in 2012 as a way to give back to charities and nonprofits after the highly commercialized Black Friday and Cyber Monday. And it's a big day for donations: In 2022, $3.1 billion was donated within the 24 hours of GivingTuesday.
Consider creating a dedicated online giving page for this day, and use social media to mobilize your supporters. Use this global giving movement to generate momentum and capture donors' attention.
5. Share Impactful Stories
Donors want to see the real-world impact of their contributions, so share stories of individuals or communities positively affected by your organization's work. Stories, testimonials, and visuals (photos or videos) are powerful tools to convey your impact and create an emotional connection.
These narratives provide a human face to your cause, making it more relatable and inspiring donors to take action.
6. Streamline Donation Processes
Make it easy for donors to give. Ensure that your website and social media platforms have clear, user-friendly donation options. Use clear calls to action, such as "Donate Now," and provide secure payment gateways. A seamless donation process enhances the donor experience.
7. Maximize Social Media
Social media platforms can be your allies during the end-of-year giving season. Engage your audience through shareable content, captivating visuals, and persuasive messaging. Create shareable content to increase your campaign's reach, increasing the chances of attracting new donors. Consistency in your social media presence is key to staying top-of-mind with your audience.
8. Encourage Peer-to-Peer Fundraising
Harness the power of your existing donor network by enabling peer-to-peer fundraising. Encourage your supporters to become advocates for your cause and raise funds on your behalf through their social networks. This personal approach can significantly expand your reach and impact.
9. Maintain Ongoing Engagement
Don't think of the end of the year as the finish line. Instead, think of it as an opportunity to gain new supporters and foster ongoing relationships.
Develop a robust system of ongoing engagement with your donors. Use automated email campaigns to nurture donors into recurring supporters. Provide regular updates on the impact of their contributions and encourage them to become monthly donors. This sustained connection strengthens your organization and fosters lasting partnerships.
10. Monitor and Measure
Data-driven decision-making is a hallmark of successful nonprofits. And by following the data, you can get a better read on what's working and what isn't. Track your campaign's progress in real time, using key performance metrics to assess which strategies are proving successful and which need adjustment. Don't be afraid to make changes as you go!
Jump-Start End-of-Year Giving
TechSoup’s web and marketing services are designed to support your organization so you can share your story, reach your donor base more effectively, and more meaningfully engage with supporters. Let's work together so you can do more good in your community.
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