10 Tips for Nonprofit End-of-Year Fundraising

By Causes, Nonprofit

If you’ve spent any time in the nonprofit sector, you know how important end-of-year fundraising is for an organization. A well thought out fundraising plan is critical for hitting your goals and connecting with your donors.  We’ve gathered our top 10 tips to share from our favorite resources to make sure your nonprofit is on the right track this fundraising season.

1. Create a theme.

Streamline your fundraising campaign to focus on a theme, or a specific type of campaign.  Themes are a compelling way to draw attention to specific aspects of your charitable impact.  For example, you can rally around geographic areas, certain beneficiaries, or big projects.  Another approach is to create a “movement” together with your supporters.  Get creative and challenge your supporters to participate in an activity, share on social, or sign a pledge.  In turn, this will create even more awareness for your cause.

2. Get your content ready.

For a smooth campaign rollout, be sure to have all of your material prepared and ready to disseminate.  Gather your visuals, write your appeal content, blogs, newsletters, and emails in advance!  You will be busy enough during the actual campaign that you won’t always have time to write a last-minute newsletter.  Save yourself and your team the stress and be prepared.

3. Have a communication plan.

Once you have your content ready (in advance!), coordinate with your marketing, social media and communications teams to schedule your communication flow.  Have your campaign ready to roll out first of November with a solid end of year (Dec 31st) final appeal.

4. Make it personal.

When asking for money, it’s important to make it personal.   And, it needs to feel personal for both the donor and the cause. Let your supporters know that their support is truly needed to impact the lives of others.  To do so,  you have to tell a compelling story with visuals.  Be sincere, keep it short and to the point, and create that connection for your donors.

5. Use powerful language.

Tell your story using powerful language.  You need to move supporters to action right away.  Provide strong data and educate them on the cause and what their impact can do.  Let supporters know that they’re individual support is critical for changing the lives of a community, or the future of our environment.

6. Segment your donors.

If possible, segment your donors by gift size and type of supporter.  You won’t want to send the same email appeal to someone who has donated $5,000 in the past versus someone who has donated $100.  Personalize your emails for your big donors (or even call them directly).  It’s also helpful to reach out to your donors differently depending on how they’ve donated or interacted with your organization in the past.  Are they web-based? Social? Event donors?  The more personalized you can make your appeals by donor type, the more likely you will retain those supporters.

7. Define the impact of the donation.

Supporters like to see a visual impact.  Provide donation levels that are assigned to specific impact to maximize donations and give your supporters something tangible to relate to.  Be transparent and describe the beneficiary for easy content, and send a follow up thank you with more details if possible.

8. Maximize your communication capabilities.

Use all of your social tools:  email, social media, mobile and web.  Utilize your communication tools to go big and tell a story about your cause, your beneficiaries and even your own nonprofit team of people on different platforms.   In order to reach all of your potential supporters, take advantage of what you have available.  Keep content and call of action streamlined to funnel into your single Q4 campaign,

9. Make it social.

A must!  Modern donors want to show their impact and feel like contributing members of society.  Provide opportunities for donors to share your message and their impact. A handy live fundraising feed, a P2P campaign, or just the ability to share a post can build your community and expand your reach.

10. Make it easy and accessible.

Don’t over complicate your “ask.” Make sure the donation process is streamlined and straightforward.  Provide the direct link to your donation page in all of your appeals on social, email and other, and keep the donation page simple and easy to follow.

The takeaway for your Q4 campaign should be: get organized, get your content ready, and have a plan!  If you would like to learn more about how MaximusLife can get your campaign off the ground, click the button below!

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