3 Keys to Year-End Giving Success

There are very few things in life that are certain; it’s the uncertain aspects that keep life interesting. Fundraising in the nonprofit world is certainly uncertain, but there’s one thing that we can count on: December.

According to Blackbaud’s 2012 Charitable Giving Report, overall giving reached the year’s high in December, accounting for almost 18 percent of total gifts. What does online giving look like in December? It also reached the year’s high, accounting for 22 percent of online gifts. The last bit of certainty I can share about December is that we will send and receive a lot, and I mean a lot, of e-mails. So, with these two certainties — what can organizations do to increase revenue during the final months of the year?

Coordinate your efforts
Most direct-mail campaigns have been planned and set for months, but what’s great about online campaigns is you are able to make changes this late in the game. E-mail marketers should connect with direct-mail colleagues and sync their e-mails with offline efforts. There’s an old marketing adage that says it takes seven impressions to get an action. I’m not sure we can stick with seven impressions, especially at year end. The marketplace is crowded, and attention spans are short. It’s more important now than ever that we’re thoughtful about our fundraising and multichannel marketing efforts.

How can your organization be more effective and efficient? Look at all your assets. Create a symphony versus solo performances. Let your direct-mail program be the conductor, since it’s already set, and harmonize your e-mail marketing, social media, blogs, corporate partnerships, peer-to-peer fundraising and any additional channels you’re using.

Segment your audience
I know what you’re thinking, segmenting is nothing new. And it’s not, but it’s another key that continues to be more and more important. Blackbaud’s Next Generation of American Giving study reports on the philanthropic habits of four different generations of Americans: Gen Y, Gen X, boomers and matures. First, check out the study — it’s full of great nuggets of information. As you target and segment our audiences, you have to make sure the message fits the audience. Younger generations seem to be more interested in impact, while emotional appeals generate well with older audiences.