With less than a week until Thanksgiving, it seems like my email inbox and social media pages have been flooded with ideas, recipes, and suggestions for how to make the perfect Thanksgiving meal. Each article offers tips and suggestions for everything from the best decorations to making the perfect turkey with all the fixings, and they all seem have one common theme: planning ahead. Just like good planning makes for a better Thanksgiving meal, the same is true for year-end giving and December fundraising campaigns.
What are you bringing to the table to make sure you reach your fundraising goals and maximize the support from your donors? Thousands of nonprofit organizations will participate in Giving Tuesday the week after Thanksgiving, and many more are gearing up for their final end-of-the-year push for donations. And guess what? Nonprofits receive around 30% of their donations during the last month of the year.
How have you been planning for year-end giving for your organization? Do you have all the right ingredients for a successful campaign? Most people don’t wait until Thanksgiving Day to plan the meal and decide what to cook. The same should be true for your fundraising campaigns. There is still time to plan for and implement a few good strategies for a successful year-end giving campaign.
Tell A Compelling Story On Multiple Channels
Build your case for support around individual stories and compelling examples of how donations are making an impact. Put a face on your appeal. A compelling story indicates why you need help from your donors and why the funds are important now. Integrate on as many channels as possible, such as your website, Facebook, Twitter, Instagram, and email.
Leverage A Matching Gift
Talk with a faithful donor who you expect to give in December, and see if they would be willing to make it a matching gift. Matching gifts can create excitement and momentum, so make a plan to leverage that gift to create a mini year-end giving campaign.
Get On The Phone
Don’t underestimate the power of a phone call. Call your top 20 donors, and either thank them or ask them to consider a gift for the year-end campaign. Talking with current and past donors is a great way to get their attention and have your organization at the top of their minds. Calling donors to just say thank you can be another effective way to engage them for future donations.
Make It Easy To Give
Be sure you have easy-to-access and visible links to donate on all forms of communication. Be clear in what you are asking people to do, and make sure there is a visible call to action. If you are doing direct mail, include a reply envelope. Also, be sure to double check that all links and donation pages are working. Finally, keep your messages short, clear, and to the point.
Year-end giving should be an important part of your overall fundraising strategy. By taking a few extra steps with some simple planning, you can boost and maximize your year-end giving campaigns, regardless of the size or budget of your nonprofit.