It’s coming up on that time of year when life gets so hectic and exciting for fundraisers — Year End! Do you have your plans in place, or is there time to add a few more ideas? Here are 10 or so Year-End ideas.It’s coming up on that time of year when life gets so hectic and exciting for fundraisers — Year End! Do you have your plans in place, or is there time to add a few more ideas? Here are 10 or so Year-End ideas.
1. Create a campaign with several appeals using different delivery channels, i.e. direct mail, email, social media, and phone.
- Select a Theme with specific graphics so your donors will begin to recognize your materials.
- Be willing to think outside the box with colors and visuals.
- Set your schedule of touches: use mail, postcards, social media, website and the phone all using the same theme.
2. Set a goal and make a specific ask. It’s hard to ask for a specific amount, but use your data for each donor and segment your list into categories. It also helps if you can ask for money for a specific goal, just be careful with the wording unless you are asking for restricted funds. Something like, “it costs $xxx to run this urgently needed program that benefits hurting people. Your investment will help us increase the number of people we can help in xxxxx community.”
3. Use a great photo as the showcase of your appeal. A great photo can do a lot of the work for you and it can speak more than words.
4. Don’t write a letter, craft your appeal. Make it about your donor, give them credit for the good things happening. Create urgency to give. Your donor is busy this time of year, too. We don’t want them to put off giving, and it may slip their mind. Write the kind of letter your mother or grandmother would like to read. Most donors are female over the age of 50, many over 70.
5. Start your year-end fundraising with a Thankathon. It can be board members calling your top 10%, several staff taking a day to call hundreds of donors, or if it’s just you, start now and call five every day. Start at the top of your list and begin to work down. Don’t ask for a donation, just thank them for their faithful investment in changing lives. Be sure to have a quick story ready to tell them, and ask for any ideas they have for you.
6. Personally write and or call your top 1% of donors. Be cheerful and enthusiastic!
7. Don’t forget to use a pop-up on your website or update the look to match your theme. At the very least update your donation page to match your theme.
8. Send a second appeal letter to those who haven’t given. It should be shorter and more to the point. Be sure to segment your list and not send to those who have already given.
9. Be sure to send at least 3 emails the last week of the year. As we send more emails, donor open rate goes down, but the donation rate goes up.
10. Plan extra help to send great thank you letters/receipts out quickly.
11. In January, update everyone on how the year-end went, possibly picking up a few more donations from those who forgot.
