With the end of the year quickly approaching, it is time for the final fundraising push of 2014. In the article Year-End Fundraising Tips for 2014, it’s stated that 28 percent of nonprofits earn between 26 and 50 percent of their annual revenue from year-end campaigns.
Have a successful holiday season with these tips for your year-end appeal, perfect to share with your team.
Diversify Your Communication Channels – Almost half of emails will be read on a mobile phone. Promoting year-end giving on social media and sending personalized text messages to individual donors are also effective year-end fundraising tips, the article advised. You could even direct people to a section of the website that simply has an online form for donations.
Keep It Simple – Make sure to explain your purpose, include enticing photos and links, and state your call to action as directly as possible.
Be Specific – By explaining how donations will be used in the short and long term, there is a better chance of receiving funds for upcoming needs. As a bonus, you’ll make donors feel emotionally connected to the cause. Also, make sure they realize the repercussions if donations are not received.
Make It Personal – The best strategy is to reach out to potential or repeat donors with a message specific to them, whether it is about an event they attended or any shared commonalities, instead of a large mass email that is obviously to everyone in the database.
Reward Generosity – Who wouldn’t want a special gift, a donation match, or any other pat on the back for contributing at this time?
Share on Social Media – If you have an upcoming event, specific fundraising goal, or are offering special gifts or recognition for donors, share the link with everyone you know.
Follow-Up – Resend an email or send a follow-up to any interested donors. Better yet, make plenty of phone calls for the final year-end appeal.
Don’t – Forget to be clear about where the money will go and how it will be helpful at this exact time period.
Don’t – Leave out important details on the best way to make donations whether it is a web page, phone number, or place to purchase event tickets.
Don’t – Be late in getting out these emails. Give donors time to plan and put aside funding before the major holidays. “Waiting until after Black Friday is probably a mistake because recipients will likely be inundated with deals from retailers, and it can be harder to command attention in the inbox,” according to MobileCause.com.