Year-End Giving: Best End of Year Fundraising Strategies & Ideas

August – Start Planning Your Year-End Giving Campaigns

It may seem early to start year-end planning in August but just think about every department store you visit that is loaded with Christmas decorations at this time of year. People are thinking about the holidays as soon as summer is over. So, take advantage of this and start mapping out the basics early on.

Don’t worry if you didn’t start in August this year, but the earlier you start, the more successful your campaign will be. By starting in August, organizations can work on year-end planning strategies, including:

• Asking crucial logistical questions which will help you map out your fundraisers and understand what direction you will be taking. Who is your target audience? What channels will you implement to engage your audience and spread the word about your cause?
• Don’t go it alone! Assemble an event planning committee to handle the various planning tasks. Even if your organization works with a professional nonprofit event planner, a committee is still needed to direct the planner’s activities. Determine your fundraising goals together and create a roadmap to get there. 
• Make a master task list. Brainstorm everything you need to do, from proofreading emails to checking website links to laying out sponsorship and donation letters.
• Review campaign communications from last year, both online and offline.
• Set your metrics and benchmarks so that you can track your fundraiser’s progress and compare them with previous charity campaigns. For example, average open email rates, click rates, and amount raised per email. Also, look at how much money was raised on certain dates in December during past years. 
• Compile a list of contingency plans in the case of not being on track with essential benchmarks. Have a plan B, C, and D if necessary to get back on track and make the most of your campaign. These may include going virtual or presenting a hybrid fundraising option this year.

September – Cultivate Supporter Relationships

Once you have the planning of your year-end fundraiser underway, it’s vital to start building rapport with your constituents and connecting them to your cause. Here are a few ideas on how:

• Engage your donors through reports, surveys, and appreciation letters. This is an essential step to hold on to their commitment before you begin the year-end appeal.
• Focus on defining your campaign message. It’s easy to get distracted with everything going on at this chaotic time, but staying focused and on point with your campaign’s mission statement and fundraising goals is essential.
• Make your donors familiar with the great things you’ve achieved during previous charity campaigns by sending out and posting stories about the impact you’ve made on the community and individuals.
• Check that your letters, posts, videos, and emails are concise and engaging; don’t waffle on, as people will stop reading or watching! Also, be consistent with your campaign reminders and messages so that your donors won’t be left in the dark about updates or changes to your fundraiser.
• Start speaking to donors about gift matching to help reach your fundraising goals.

October – Create Hype On Social Media And Get Ready for Year-End Campaigns to Launch

So, you have contacted your donors and are fully focused on your campaign message. Now is the time to add a burst of energy to your fundraiser and create some hype on social media. This will help you engage supporters, spread awareness of your cause and encourage more people to get involved.

Here are a few ideas to consider when creating your social media campaign to generate as much interest as possible for your year-end fundraiser:

• Host a livestream. This allows you to engage with your supporters and show the human face of the story behind the cause you’re raising awareness for. Why not add live interviews and Q& A sessions with a panel, industry experts, your organization’s beneficiaries, or volunteers?
• Post videos and photos that are entertaining, creative, and genuine to your cause, to tap into your followers’ emotional and personal interests. Don’t forget to post the link to your fundraising website to boost the popularity and awareness of the event.
• Use Personal Stories and Highlights on Facebook, Twitter, Instagram, and LinkedIn. This will offer interaction with your donors on a more personal level by creating appealing content about your fundraiser, its progress, and the story behind it by sharing posts. Communicate this with a variety of tweets, polls, questions, and donation stickers.
• Add gamification elements to your social media campaign to add a sense of healthy competition among your donors and increase the chance of giving.

Take a look at our Top Social Media Tips and Trends to get the most out of your Year-End fundraiser.

Don’t forget that October is the perfect month in your year-end fundraising calendar to focus on finalizing schedules, copy and campaign details.

November – Kick-off Year-End Campaigns

November is when holiday year-end campaigns kick off. Remember that Thanksgiving is an opportune moment to ask people to support a good cause, as it evokes many emotions rooted in kindness, gratitude, and appreciation. Focus on the topic of ‘Thankfulness’ in your campaign, as this is at the center of the holiday spirit. Let your supporters know that donating is a great way of showing gratitude, which ties in perfectly with the holiday. Connect the theme of gratitude in your social media posts and correspondence to encourage maximum giving.

Don’t forget to:

• Send out an email blast of donation requests the week of Thanksgiving.
• Run Google ads and activate special donation forms the week before Thanksgiving.
• Remind your donors how easy it is to donate to your cause, especially at such a busy time of year. Mobile giving options simplify the donation process and expand your donor’s reach, it’s a win-win. Knowing that making a donation is only a click away from a mobile device anywhere in the world, can have a huge impact on reaching your fundraising goals.
• Post ‘thank you’ messages to your supporters on social media on Thanksgiving to show your appreciation for their support. Recap the year’s accomplishments and include an emotionally resonating and memorable story about a benefactor of your charity.
• Prepare your donors for #GivingTuesday as it is often at the top of the list of popular digital fundraising campaigns to participate in during the holidays.
• Keep up with your social media campaign and focus on the theme of gratitude.

December – Keep Up The Momentum and Don’t Stop Asking

By December, your aim is to create a sense of urgency. Send out the polite message that donating sooner rather than later is better. Remind your supporters that the New Year is just around the corner, and be sure not to neglect the fact that December 31 is a tax deadline. This will strengthen your Year-End appeal, as many people are motivated to donate by tax benefits.

Consider these strategies to pull in more last-minute donors:

• Multiple messages have power. Use a variety of themes in your messages, such as tax benefits, heartfelt stories, holiday traditions, and alternative giving such as Text-to-Donate.
• Amp up your social media strategies to generate more interest and any last-minute donors. By asking your current donors to share and reshare posts and links to your fundraising page, you could reach new supporters in the last hours of your campaign.
• Update your donors on the progress of your fundraising goals and how close you are to reaching them. This can encourage last-minute donations to achieve or even exceed your goals.

January – Analyze your Success and Make a Plan

It’s essential to thank your donors immediately after your year-end fundraiser. Make sure to follow up with donors after completing your campaign to retain a strong and trusting relationship with them.

Provide feedback about the following:

• Did you reach your fundraising goal?
• How much the fundraiser grossed.
• What impact the fundraiser will have on the community and individuals.
• Send photos and testimonials of the event and tag donors in photos on social media, commenting on how valuable their support was.

Ways to thank your donors:

• Create a personalized digital message or handwritten note with a selection of photos from your fundraiser.
• Send a customized thank you letter via post or email that shares how their donations will be used and the impact they have made. Attach photos and testimonials if appropriate.
• Make sure to show gratitude and not ask for more support immediately. Continuing to ask at this juncture is likely too aggressive and could lead to donor attrition. You’ll have time to do this later.
• Send the letter within 48 hours after the charity event when possible, so the event is fresh in everyone’s minds.

As for your organizational needs, it’s crucial to compile reports showing your campaign results. Collect data on the total number of year-end donors, the amount raised, volunteers/fundraisers mobilized, and the number of social shares. This information will be priceless when building your next campaign. Look to the new year with an annual fundraising plan that includes this data.