What Your Donors Want to Hear Before Dec. 31

Your donors are going to be bombarded by fundraising messages between now and Dec. 31. On the radio, in the mail, on billboards — the encouragement to "give now before Dec. 31" will be hard to miss. How can your message stand out and result in donations?

Make it about me
Donors want to know that they made a difference. Sure, you have hundreds, even tens of thousands, of donors. But what difference did my gift make? It may not have been the largest you received, but it mattered to me. Did it matter to you? Tell me that because of me, the world looks a bit better.

Keep your conversation short
This is a busy time of year. It's also a time when we focus more on relationships and connecting with friends and family near and far (via the annual family Christmas letter, if nothing else). Talk to me, but get to the point. Think "fireside chat" — you and me, sitting in front of the fireplace, and you start sharing from your heart about the work your nonprofit is doing.

Tell me a story
Facts and figures require time to digest — and time is in short supply. So woo me with a short story. Tell me about one person, one animal, one acre of ground that will have a better New Year because of the work I helped make possible. Make me smile, and leave me thinking about the wonderful news you shared.

Show that I did something positive
Yes, need raises money. But especially at the holiday season, I want to know that things are a little bit brighter somewhere because of my giving. No one wants to drop money time and again into a black hole. Celebrate a small victory, and let me do the same. Report on the big project you were raising money for earlier in the year. But then …