End-of-year giving and tax incentives are big philanthropy drivers during the holidays, but creativity is the key for nonprofits to set themselves apart in the quest for new donors.
In “6 Dos and Don’ts for Fundraising Success This Giving Season” The Chronicle of Philanthropy suggests:
- Tell donors what their gifts will accomplish.
- Create your own unique ‘holiday,’ campaign, complete with a strategic social media strategy to help recruit donors.
- Don’t underestimate the philanthropic potential of younger donors.
- Consider social media influencers from YouTube, Instagram, etc. who might be willing to mobilize their followers to support your organization.
Whether it is a purchase that will provide three meals to an animal in need or a straight-up donation providing a baby-care package that includes lifesaving vaccines, nutrition and a medical checkup, help donors to understand the impact of their money on your cause.
Author Michael Wasserman writes: “Programs like Giving Tuesday, Gaming Tuesday, St. Baldrick’s Day events and Movember are great examples, but they’re relatively few and far between. Make a statement with your own creative campaign — and who knows, maybe you’ll even start a movement.”
While millennials and Gen Z may not have the same level of disposable income as baby boomers and Gen Xers, they are very socially conscious and strive to make a difference. They also embrace social media and reach out to their like-minded friends to promote causes they care about, which can result in your nonprofit reaching an entirely new audience of philanthropists. For more tips, see “Engaging Young Donors.”
“Rising above the competition during giving season takes creativity, innovation and transparency,” concludes Wasserman. “Follow these proven tactics and harness the power of ‘new-media’ opportunities and digital influencers to show donors that your nonprofit is savvy, modern and engaging.”