By: Keisha Hartman
Are you feeling the rush of the holidays yet? With December just around the corner, it’s not too late to get started on your end-of-year (EOY) fundraising strategy.
We’re sharing our 10 last-minute quick tips that’ll help finish the year strong:
1) Create a Theme
This doesn’t have to be an elaborate idea, think simply and build from there. Your theme should connect your supporters back to the mission and compel them to be part of your story. Having a theme helps your team develop key messaging that you can use throughout the entire campaign across multiple mediums.
2) Integrate #GivingTuesday and EOY Campaigns
Use #GivingTuesday to boost your end-of-year fundraising. With all the excitement and attention around #GivingTuesday, it is a perfect time to leverage the movement and introduce your theme.
3) Optimize Your Donation Form
Beyond ensuring your donation form is mobile responsive, create an EOY branded donation form. Here are a few best practices:
- Remove navigation links that could distract the donor
- Use a compelling image and donation ask related to your theme
- Create a custom gift array using symbolic giving ex. $25 provides
4) Leverage Peer-to-Peer Campaigns
How else can people participate in EOY giving other than just donating? Ask people to donate instead of giving a holiday gift by sending a few emails on how people can start a team for your run/walk or a DIY fundraiser.
5) Create an eCard Campaign
Encourage your donors to make a donation in honor or in memory of someone. When they donate, they can automatically send a pre-designed eCard to the one they love letting then know a gift has been made in their honor.
6) Find Unique Ways to Thank Donors
Don’t just rely on the donation autoresponder. Thank your donors with a video from your staff, or a letter from someone they impacted. Give donors a shout on social media and tailor messaging for large-gift donors. Your thank you will go a long way – you can never thank someone enough.
7) Set Up an Impact Gift Catalog
Create a catalog of impact gifts your donors can choose from and add to their cart. This is a meaningful way for them to “shop” for their loved ones during the holidays. If your organization uses Luminate Online, you can set up the catalog using the eCommerce module. Heifer International is a great example of an organization that uses an impact gift catalog.
8) Develop a Monthly Donor Campaign
If you haven’t focused on a monthly giving strategy, now is the time to start. According to M+R Strategic Benchmarks, monthly donors’ annual value is almost THREE times one-time donors. Focus your messaging on converting donors who gave during last year’s EOY campaign to become monthly donors.
9) Use Multiple Channels
Don’t just rely on just emails; integrate your communications through direct mail, social media, digital advertising etc. Determine what channels work best with your target and create a cohesive plan that has multiple touch points for people to donate.
10) Don’t be Afraid to Send Last Chance Emails
A good percentage of donations roll-in on the last two days of the year. Create a sense of urgency around making a tax-deductible donation before December 31.
With these quick holiday trends and best practices we hope your non-profit will have a successful season. Need help developing or deploying an EOY strategy? Reach out to one of our senior consultants to make this EOY campaign the best one yet.