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
Dane Grams is the director of membership for Human Rights Campaign. He has held senior positions at Amnesty International, Greenpeace USA and Care2. Reach him at email@example.com.