The end of the year is not just a time for holiday festivities and celebrations - it’s also a critical period for nonprofits. It is so critical, that on average, nonprofits raise 26% of their annual revenue in December!
A well-executed year-end campaign can set the tone for the upcoming year and provide essential resources for the organization. Nonprofit organizations must pay attention to their fundraising targets during this crucial time. Slash 26% out of anyone’s budget, and the results would be dire!
So, what makes an end-of-year campaign a hit and successful? BIG DEAL Company has led multiple successful end-of-year campaigns, and here is what we have found to be some key elements for success:
It is always helpful to remember that your donors are the heroes. Successful campaigns pull donors along on a journey, showing how their contributions make a difference. Donors like to see their dollars at work and feel like they are making a difference.
Lifting up donors during an end-of-year campaign is also key. Personalized thank-you notes and shout-outs on social media can go a long way in making your supporters feel loved and appreciated.
You need to have a plan to meet your donors where they are. Gone are the days of a single end-of-year mailer or newsletter. Organizations must utilize social media, emails, as well as direct mailers to get their message across. If your organization has an advertising budget, the end-of-year giving season might be the right time to consider purchasing ad space or mailing lists as a way to broaden your audience reach. Different platforms engage people in different ways, so find out what your audience likes and meet them where they are!
Create a Communications Plan
Once you have found where your audience receives information, it is vital to set up a communications plan. Prepping your donors well in advance can drastically improve your end-of-year fundraising results. This can be done through emails and social media posts. Prepping communication does not have to ask for money. It just has to serve as a reminder of who you are and what problem you solve. Prepping communication is consistent, engaging, and strategic.
Be open about how the funds will be used. People want to see how their hard-earned money and generosity are making real and tangible impacts.
The clock is ticking and the year is ending!
Create a sense of urgency by taking advantage of pre-planned giving days like #GivingTuesday, or in Northern Colorado, #ColoradoGivesDay.
Build excitement and engagement with a countdown or milestones, encouraging people to act now, rather than later.
It’s A Match!
According to research from Double the Donation, 84% of donors are more likely to give if they know that their contributions will be matched. 1 in 3 donors indicate that they would give a large gift if matching is applied to their donation.
Donors feel that they make a more significant impact on your organization and its cause when they can see their dollars doubled in real-time.
Matching Donations can be leveraged by a major donor-matching gift, crowdsourcing matching gifts, or employee/corporate matching gifts. Once you have a plan for a matching gift, it is important that it is communicated clearly with your followers to achieve the greatest impact.
Once the campaign is over, don’t forget to let everyone know how it went. Celebrate the successes and be honest about the areas where there could be some improvement.
It’s also important to be clear with your gratitude. Have a clear plan for how your organization will thank donors at every level - new donors, large donors, small donors, match donors, corporate donors. Giving thanks increases the chances of donors coming back and donating again, setting the foundation for strong and positive relationships.
Remember, every donation - big or small - gets you one step closer to your mission’s success. It’s not just about the money - it’s about building a community that shares your values and vision.
If you are ready to elevate your organization’s end-of-year fundraising campaign, look no further than BIG DEAL Company. With our proven strategies and experience, we specialize in turning a mission into a compelling story that resonates with donors. We work with organizations to set clear fundraising goals, we design and create engaging multimedia content, and we optimize multi-channel outreach. We also provide robust analytics to help you track campaign performance in real time. Consider working with our team of professionals for your next end-of-year fundraising campaign.
As a collective of experts, BIG DEAL Company specializes in creativity. With superior organization, marketing experience and original ideas, we pull off amazing events and campaigns!
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