Did you know…
- About 30% of yearly donations are made during December?
- About 10% of yearly donations are made during the last three days of December?
- About 5% of yearly donations are made on December 31, which is typically the biggest nonprofit fundraising day of the year?
Year-end fundraising conversations tend to focus on Giving Tuesday, which is important. But that last week of the year, especially the last few days, is crunch time for nonprofits and donors.
Between holiday spirit and a last opportunity to claim a charitable deduction on their tax returns, donors are very much in a giving mood as the year winds down. Here are eight low-cost ideas that you can implement this year to make that last week count!
1) Create a True Sense of Urgency
If you set a fundraising goal of $100,000 and still have $30,000 left after Giving Tuesday, tell your donors exactly what you need and when you need it.
- Add a countdown clock to your website and “donate” page.
- Include the days or hours remaining in your email subject lines and social media posts.
- Be specific! Instead of saying “time is running out,” say “you have three days to help us raise $XXX and reach our year-end fundraising goal of $XXX!”
2) Send Reminders – And More Reminders
Most nonprofits wonder, “Are we reaching out to donors too often?”
The question they should be asking, especially during the most critical fundraising stretch of the year, is, “Are we reaching out to donors enough?”
Use email, social media, texting, and phone calls – multiple times each during the week leading up to December 31, if not daily – to create as many touchpoints as possible. Many donors plan to donate but get distracted or procrastinate. They want those reminders!
3) Get Your Timing Right
A well-timed, multi-channel approach increases your nonprofit’s chances of catching donors at the right moment. The best times to send emails and post on social media have been hotly debated for years, but these times typically result in the best performance:
- Email: Mid-week (Tuesday – Thursday) between 9 am and 11 am is considered primetime. Before work from 7-9 am, after lunch from 1-2 pm, and after work from 5-6 pm are also solid. Check open rates, click-thru rates, and actual donations to find the times that work best.
- Social Media: Generally, Wednesday from 9 am to 1 pm is widely considered the best day for engagement and generosity. Facebook tends to have higher traffic Tuesday – Friday, while Instagram gets hot from Monday – Wednesday. Again, monitor your engagement and donations and test different times!
4) Focus on Year-End Fundraising
At the end of the year, donors get bombarded with holiday messages and retail sales, as well as solicitations from other nonprofits. Focus your content on year-end fundraising goals to minimize distractions!
5) Share Stories of Impact
Donors want to know how their dollars will make a difference! Share stories that show the real-world impact of your mission and how year-end fundraising will help your nonprofit continue its mission. These stories validate the claims you make in your marketing.
6) Share Donor Stories
Donors relate to other donors who share their passion! Interview donors and share articles and videos that explain:
- Why a donor gives to your nonprofit.
- How they’re involved with your nonprofit beyond fundraising.
- How it makes them feel to make donations that have real-world impact.
7) Remind Donors of Tax Deductions
Donors may be more motivated to give because they can claim a tax deduction if they itemize. That’s okay! Year-end appeals tend to be more transactional than others, so remind donors of the possible tax advantages of donating by December 31.
8) Be Consistent
Email, social media posts, direct mail, website pages, and “donate” pages should all have the same look, feel, and message. Use your logo, the same color scheme, the same typography, and similar language. Each touchpoint should reinforce and build on the last one!
Get ready to make that one final push to hit your year-end fundraising goals! Consider these tips for your last-minute outreach to finish the year strong and build momentum for next year!
