17 Tips for Successful Year-End Fundraising

"Don't be shy. You ain't gonna raise a dime if you don't ask for it. And if that means putting together five e-mails that'll stretch over the last three days of December, you best prepare yo'self."
— Ezra Billinkoff, senior strategist, M+R Strategic Services

"List hygiene: What are you doing to clean up your e-mail list and improve deliverability before year-end campaigns (hopefully before December)?"
— Paul Habig, executive vice president , Sanky Communications/SankyNet

"Focus on retention: 1) cultivate donors in advance of year-end. Also consider giving higher-dollar donors high-touch treatment with a pre-campaign thank-you call; (2) remind donors of their past support in all messaging and encourage them to make an increased gift; and (3) segment based on behavioral data — what issues have they responded to in the past? Target them accordingly with these issue-specific appeals."
— Alia McKee, principal, Sea Change Strategies

"Prime the pump with a Turkey Day 'Thanks for Giving' message."
— Dane Grams, director of direct response and monthly, Human Rights Campaign