We all know that the best time to raise more money is the end of the year. Year-end fundraising has long been the time when we catch our budgets up and have a little breathing room, financially speaking.

It’s no surprise that many non-profits raise more money in the last quarter of the year than the three previous quarters. The holiday spirit and the year-end tax incentives join to make this the peak giving time, and specifically December 31st, and more specifically between 11:00 am and 6:00 pm. A large number of donations are received online during this relatively small window of time.

To make the most of your Year-End Fundraising efforts you need to start soon to ensure the best results possible.

September’s Schedule

1. Select the campaign that you want to use throughout your multi-channel efforts. Your paper mailings, your emails, your website and any social networking should have the same tone and packaging. It doesn’t mean that you tell the same story over and over, but they should look like they are created by the same people. It can be one story that unfolds throughout the campaign, or different student’s stories that share a theme. This doesn’t have to be a complicated message, something like “hope, or faith” can work well to tie the package together.
2. Check out your website. You may want to “hijack” the landing page for the month of December with a donation link that coordinates with your campaign. Make certain that this can be accomplished by your website manager. Check out the ease of making a donation through your site. Have others make a donation, watch to see if there are any glitches or places where they have a problem. You don’t want donors to have any reason not to complete their donation. Be sure to include a phone number where they can reach help if needed.
3. Select an email provider. If you don’t have one, invest in a good provider to help you throughout the year-end season and beyond. Constant Contact, Mail Chimp, Emma and Aweber are some to choose from.
4. Capture as many email addresses as you can. Ask your social networking friends to go online and sign up to receive exciting updates; also ask the donors who normally give by mail if they wish to receive email updates. Have more than one place available online to sign up to hear about the life-changing stories of Teen Challenge students.

October’s Schedule

1. Set a schedule of communications – how many and when, for the following:
   • Emails and E-cards
   • Paper mailings
   • Social Networking Posts
2. Design layouts for the campaign. Use the same graphics throughout your campaign.
   • Design templates for the emails.
3. Write the copy for the emails, paper mailings, and social networking posts. Always include a donate link and also a Tell-A-Friend link in the electronic mailings. Don’t forget to write your Thank You Letters to fit your campaign.

November’s Schedule

Check and Recheck all the copy

1. Have several staff members check the entire campaign: landing pages, donation forms, emails, paper mailings etc. for proofing and continuity.
2. Send a warm-up email at least one week before your first appeal. This email doesn’t have an appeal, but instead is a yearly update and a preview of the campaign, introducing the slogan with a bit of explanation if needed.

December’s schedule

If you’re on schedule, this month is a matter of implementing all the plans. Many recommend communicating with donors and prospects several times in December. Studies show that emails that appear in the mailbox when opened receive a better response rate — remember this when planning your drop time for the emails. A possible December schedule could include:

1. The first week send out your Paper Mailing.
2. The second week send out an Email Newsletter.
3. The third week send an E-card; it can have a donate link and a Send-to-a-Friend link, but not an appeal, just a greeting.
4. Dec. 29th – 30th send a Last Chance to Give in 2011 email.
5. 2011 has five Thursdays and Fridays! This can allow for an extra communication, or allow you to spread your electronic and paper mailings out more.
6. And most important of all. Thank you, Thank you, and Thank you. Be sure to check your auto responses emails from your website donation programs. I would recommend rewriting them for the month of December to reflect your campaign theme. Surveys are showing that many donors still appreciate receiving the paper Thank You in the mail also. Don’t forget a handwritten note to help show your appreciation.

January

Reflect on the campaign and make notes to improve on next year’s campaign. Did you stick to your schedule? If not, where do you need to allow more time? Which devices prompted the most giving? Was it email, social networking or the paper mailings? As the year continues follow your donors to see if those who gave during the Year-End Campaign continue to give to determine their true value. With your feedback you can plan to improve the execution of your Year-End Fundraising Campaign for 2012.