Approximately 30% of all annual giving occurs in December. So to say year-end giving is a big deal would be an understatement.
Year-end campaigns provide nonprofits with the perfect opportunity to meet or exceed their annual fundraising goals. Just because individuals are more likely to give in December doesn’t mean they’ll donate without being asked or based on a generic appeal letter; after all, they’ll probably receive quite a few of them.
To help you make the most of your year-end appeal, we put together a comprehensive and easy to follow guide!
Set Goals + Create a Timeline
As with any campaign, we suggest starting early, developing SMART goals (specific, measurable, achievable, relevant, and time-bound), and creating a timeline to keep the campaign moving forward.
Segment Your Donors
Do not send the same appeal to every donor.
Chances are you have donors who give at vastly different levels and donors engaged with your organization in very different ways. It is also important to look at the date of a donor’s last gift when segmenting them.
For example, you wouldn’t make the same appeal to a supporter that made a $5,000 donation and a supporter that made a $20 donation. These donors most likely have very different motivations for giving and should be approached differently.
Write Your Appeal
As you are writing your appeal, there are a few things to keep in mind:
- Use a Multi-Channel Approach: You must communicate with your donors based on their preferences. This may be via direct mail, email, social media, or phone calls. While all of these approaches may not be necessary for every segment of your donor list, it is important to consider each option and create optimized content for the chosen channels.
- Use donor-centric language : While you are asking for money to further your mission, it is important to use language that reminds your donor how their donation will make a difference.
- Utilize Storytelling: Storytelling is a great way to evoke emotion and show your donor the impact their gift will have.
- Use A Visual: Video and photo will grab your supporter’s attention in a way that text cannot.
- Create a Strong Call to Action: A direct, strong, and clear call to action is vital. Your Call to Action should ask your reader to act immediately.
Engage your Board + Other Dedicated Volunteers
Your board members should be a part of your fundraising efforts year-round and year-end is no different! There are two significant ways you can engage your board and dedicated volunteers to support your year-end campaign:
- Create an outreach kit and engage them in spreading the message of your campaign to their networks
- Have them write personalized letters or make calls to donors thanking them for their past support and inquiring about contributions to the year-end campaign
Follow Up
Be sure to follow up, each donation with a confirmation, a receipt, and a genuine and personalized thank you.
Year-end campaigns are a massive undertaking, but this guide makes it possible for organizations of all sizes.
Get started planning your campaign and create a year-end donation form using Givebox’s free fundraising tools .
