It’s coming. As December approaches, nonprofit organizations like yours enter likely the most crucial section in their annual fundraising plan: the year-end giving season. On average – and certainly in my 25 years of experience – nonprofits receive close to 50% of their annual individual donations in the last quarter of October to December each year. They then receive about 50% (usually higher) of that revenue in December, with about 50% of that revenue then coming in the last week of December, and, finally, about 50% of that revenue donated in the last two days of that last week of December.
Phew! That is a lot to think about and plan for. Certainly, this crunch time can provide a good bit of stress to approach and manage, for fundraising staff and leadership and Board members. So what does all this mean? That a strategic, well-executed year-end appeal can be the difference between falling short of – or meeting, and potentially exceeding – your fundraising goals. But what exactly should nonprofits like yours focus on in their appeals to maximize success? We got you. Here are eight focus areas we here at Rising Tide suggest you emphasize ...
1. Storytell with Impact I know it, you know it. People donate to causes that resonate emotionally. Use compelling, people or animal or environmental-centered stories that showcase the impact your nonprofit has made throughout the year to the community you serve. Include pictures and images, testimonials and quotes, and links to personal anecdotes you have gathered throughout the year. Share real-life examples of lives changed or communities improved by your organization’s efforts. Emotional appeal is such a powerful motivator, particularly during the holidays. It is the best tool a fundraiser has at her or his fingertips I think.
2. Make it Urgent!! (You can even use three of them … !!! Four is probably too many. :))
December is often driven by urgency. Not only are people more inclined to give as part of their holiday traditions, but the approaching tax deadline also plays a significant role. Remind donors that their contributions made by December 31st are tax-deductible, creating a time-sensitive incentive to give now. And it’s okay to remind them you need to keep the lights on and the programs coming in January.
3. Personalize Appeals
Use first names, use informal language, and even use emojis and exclamation points if you like. Tailor your messaging to different donor segments. If you can, refer to past contributions and even suggest a donation level (slightly higher than their past giving) based on their giving history. This personal touch shows that you value each individual donor. Generic, one-size-fits-all appeals are much less effective. Do away with that type of messaging as much as you can.
4. Leverage Matching Gifts
Donors and supporters – definitely individuals and foundations, often times government grantors, and sometimes corporate partners and supporters – absolutely love knowing their contribution will be doubled or tripled through a matching gift program. For instance, if you have corporate partners or major donors willing to match year-end donations, make this a key part of your campaign. It boosts the perceived value of each contribution and motivates donors to give more.
5. Make Donating EASY and FAST. For you and them.
Face it, we’re bombarded with things we need to do, especially in the “silly season” at year’s end. To counter, in our fast-paced world, convenience is critical. Ensure that your donation process is simple, secure, and mobile-friendly. Figure out which of the Venmo’s and CashApps and Zelle’s of the financial world work for your organization, and within your accounting and CRM and CMS systems. Include links in your email appeals that go directly to a pre-filled donation form, with all eligible forms of payment easily found and linked. Enable and allow your donors to give with just as few clicks as possible. And MAKE SURE your thank you and acknowledgment process is perfect.
6. Engage on Multiple Platforms
This should be sort of old news by now, but let’s include it anyway. As it is so critical. Don't rely solely on one channel. Your end-of-year appeals should be visible across email, social media, direct mail, and your website. Consistent, coordinated messaging across all platforms will ensure you reach a wider audience and increase the likelihood of engagement.
7. Show Appreciation
Per above, acknowledge your donors promptly and sincerely. Whether through a personalized email, a thank-you note, or a public shout-out on social media – or all of the above – make donors feel appreciated. Expressing gratitude reinforces their connection to your cause and encourages future giving. Run through trials stress tesing this acknowledgment system, from all the different payment providers you offer. Make sure you know about the gift and send that acknowledgement. And if it’s not out to the donor within 24 hours of the gift, try harder.
8. Emphasize Future Impact
While reflecting on past successes is really important – showing them real ROI on their “investment” or interest in you – focus too on your organization’s vision for the future. Let your prospective donors know how important and essential their contribution will be if your programs and nonprofit is to make a difference in the coming year. Specific, actionable goals for the year ahead can energize donors and inspire higher contributions. How? List some out, tell a story about what 12 months in the future might look like, include an inspiring quote from a Board member, leader in the field, or benefactor of your programming. Make the future real and exciting for them. Make them want to be a part of it.
It's true of course. Winter (December, really) is coming. So focus in, now, while you have some time left. Consider the eight key focus areas above, and others that you have found or heard about or wanted to try. Get ahead of the timing and boost those year-end donations. With a thoughtful, strategic approach, this critical season can deliver the funding necessary to carry your mission forward into a terrific new year, and raise your boat by helping to ensure long-term sustainability of your work. Best of luck! And ping us anytime at info@ristid.com if we can be of any help in the development or the analysis of your year-end giving planning and implementation.
* We have helped nonprofits of all sizes build, revise, and perfect their year-end giving efforts, most in the range of $1,000 to $3,500 in consulting fees depending on the size of the organization, timing and the scope of work required. And we can typically jump in pretty quick, as we completely understand and have lived the crunch timelines.
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