Summary: Certain circumstances, like a year-end fundraising campaign with a hard deadline, demand a sense of urgency. How you communicate urgency to donors without losing sight of your mission could determine whether they’ll be inspired to give before the end of the year. In this blog, we discuss what to convey and prioritize in your outreach, and a simple strategy for the final week of the year.
As you approach the final days of the calendar year, a sense of urgency sets in to hit your year-end fundraising goals. After all, 10-12% of all yearly donations happen from December 29-31.
If the goal of your year-end campaign is to raise $100,000, you could very well be staring at a $25,000 shortfall in the last week of the year. But the urgency of the situation is not a reason to scramble frantically to get as many donation requests out the door as possible.
You still have time. Not much, but you still have time to hit your goal. The key is to convey urgency to donors as part of a smart communications strategy without sounding panicked or desperate.
Why Urgency Inspires Action in the Final Days
Many donors 100% plan to give, but just wait until the last minute. When it comes down to the final days of the year, there’s no more procrastinating. The deadline you provide is the final deadline. No more extensions.
At this point, pressure is unnecessary. There’s no need to sound like a used car salesman. Simply build a message that connects with donors and highlight the deadline while following a structured communication plan during the final week of the year.
Lead with the Deadline
Email subject lines and social media content should make the deadline visible and clear. Consider using a countdown clock, and avoid vague language like “soon” or “limited time.”
Give before midnight tonight. Our year-end fundraising campaign ends this Friday.
Tell people how much you need in terms of actual dollars to reach your goal and provide an updated number over the course of the week. Avoid vague language like “we’re almost there.” Specific numbers are perceived as more credible and believable.
As of this email/post, we need $25,750 to reach our goal.
Tell Your Story
Urgency doesn’t mean you have to skip your story. Give people the deadline for donating, but give them compelling reasons, too. Your story is what connects people to your mission and inspires them to give. In this case, the fundraising gap can become part of the story.
Explain the impact you’ll be able to deliver if you reach your fundraising goal. Share real-world stories from those who have benefited from your programs and services. Thank supporters for their gifts and belief in your mission.
End your story with a simple, clear call-to-action. Keep the focus on your year-end campaign, not the general fund or specific programs.
Build a Strategy for the Final Week of the Year
Fundraising can seem frantic or desperate when you don’t have a plan, especially when a big deadline is approaching.
Email is great for a more detailed appeal with storytelling and progress updates. Segment your list for existing donors, lapsed donors, gift amount, etc. as needed. Use social media to reinforce and supplement your email campaign with reminders, stories of impact, and additional progress updates.
You can also add language, graphics, and a countdown clock to your website’s Home and Donate pages to reinforce the importance of year-end fundraising to your nonprofit.
Consider the following email schedule for the final week, using your audience preferences and engagement trends to adjust the schedule and frequency:
- Early-week email: Reintroduce your fundraising goals, how much remains, and the impact these funds will enable.
- Mid/late week email: Share progress and reinforce the December 31 deadline.
- Final-day email: Make the deadline unmistakable (date and time) and keep the call-to-action simple.
Final Thoughts
When your end-of-year campaign is coming down to the wire and you still have work to do to reach your goal, the situation demands a sense of urgency. How you communicate and plan for that urgency will determine how your message is received by your audience.
Specificity, clarity, and storytelling are everything when you have an important fundraising goal to achieve with a hard deadline. Be strategic, not frantic, and you’ll position your nonprofit for a successful year-end campaign!
