3 Secrets to Boosting Year-End Donations
These December days seem to be flying by so quickly. People are making their holiday preparations—decorating the house, planning parties and buying gifts for their loved ones—and that doesn’t always include donating to charity. While their lives are consumed by other activities in preparation for Christmas Day, charitable giving may not be on the top of their “To-Do” lists. That’s why your donors need to be reminded of the importance of charitable giving over the holidays—and why you and your team need to get creative this holiday.
In MobileCause’s “Year-End Giving: Secrets That Inspire Donors Over the Holidays” infographic, 45 percent of their webinar attendees said that the biggest challenge in planning year-end fundraising initiatives is “creating a convincing appeal and a multichannel campaign.”
MobileCause shares three secrets for successful year-end fundraising campaigns.
Secret No. 1: Create a Successful Campaign Strategy
The first is to always start with a good, solid campaign strategy. A great campaign strategy should include these four key elements: message, goal, look and brand. And it’s always a good idea to emphasize your nonprofit’s mission with multiple appeals, which can be a combination of the following outreach approaches:
- Warm-up letter
- Appeal letter
- Follow-up letter
- Emails every two weeks
- Website article
- Customized donation form
- Personal communication
According to Japs-Olson Company, response rates are 6 percent for direct mail only, 27 percent for direct mail and web, 27 percent for direct mail and email, and 37 percent for direct mail, web and email. So it’s a good idea to add all platforms to your fundraising repertoire.
Secret No. 2: Make Every Channel Count
There are a plethora of channels out there—mailings, email, website, social, video, personal—at your nonprofit’s disposal, so it’s no harm to make the most of each channel. And while 71 to 81 percent (Mal Warwick) of all nonprofit gifts come from direct mail, it should not be your only form of fundraising.
And always remember to send out follow-up and thank-you messages to your donors.
Secret No. 3: Have Perfect Timing
MobileCause advises you to “be strategic, stick to your plan and use your calendar.” And why is year-end so pertinent to nonprofits? Well, it’s because a large chunk of giving takes place between Thanksgiving and New Year’s Day—25 to 35 percent!
Below you can find a sample outline of what your year-end timeline should look like.
To see the full infographic, please visit mobilecause.com/year-end-giving-infographic/
Nhu Te is senior content manager at Fundraise Up, the AI-powered online donation platform for enterprise nonprofits. In her work, she focuses on helping nonprofits create more impact through personalized donor relations, digital fundraising and thoughtful use of technology.