A Dozen Year-End Fundraising Ideas
10. Of course, we shouldn't forget outbound telemarketing in year-end fundraising campaigns. Data is king here. The most successful telemarketing programs — especially those around year end — include prospects who have made telemarketing gifts in the past or who are new to the organization. As mentioned here and in earlier columns, telemarketing is a great tool for converting new online constituents as part of an onboarding series. This holds true at year end too!
11. As for social media, like mobile, don't expect too much here, but maximize what you can get. Reinforce your fundraising messages through social with your posts and tweets. We've found promoting catalogs and symbolic gift centers often do better than traditional donation asks, so put a little extra effort into these. Have a cool year-end video, contest or other engagement idea? Perfect for a social-media push. Remember, many if not most of your "likers" and followers in social media are also on your e-mail list and frequently donors, too. So don't pass by these opportunities to engage them. Now we don't recommend dedicating too many hours of staff time to this, but if you are updating your own Facebook status, why not do the same for your organization?
12. Bring it home. To your homepage that is. What do potential donors see when they visit your homepage? Will they understand your work and the urgency around their year-end gift? Can they donate easily? Consider embedding a donation form on your homepage with a compelling case for support … use a light box to drive donations during those critical final weeks. Consider doing some homepage optimization testing in advance to maximize both donations and e-mail sign-ups during this critical period.
Lastly, are you concerned messaging and strategies might be affected by the outcome of the looming presidential contest, control of the Senate, etc.? There is still no reason you can't focus on putting the pieces in place for a record-setting end-of-year fundraising campaign! So, what are you waiting for?