End of Year Fundraising Advice for Procrastinators

We recently asked Beaconfire staff to share some words of advice (golden nuggets if you will) about year-end fundraising.

NOTE: This article is for those who have an extreme case of the Mondays, but still want to make an effort to engage donors.

Question: what is the one piece of last minute fundraising advice you would give non profits that haven’t planned for any year-end giving?

Jo, Marketing Consultant:

Around the Holidays
 “Year-end fundraising” is used to describe two very different types of appeals, which are lumped together because they happen around the same time of year.  Holiday giving – focused around Thanksgiving and the various December holidays – is a good opportunity for donors to show their generosity by making a gift donation in someone’s name, or simply to support a good cause at a time of year when we’re all supposed to think about doing good. Holiday fundraising is all about the warm fuzzies.

Donate for Tax Purposes
On the other hand, true year-end donations usually happen in the last week of the year, when non profits remind their donors: “hey, you know all those tax-deductible donations you wanted to make in 2010? Better do it now!” Year-end donors are also interested in doing good things for the larger community, but they’re more focused on meeting that 12/31 deadline for tax purposes.  (And, usually, they give more money than holiday donors, so your ask can be higher.) Even if you’re putting together a last-minute, bare-bones fundraising campaign, think about how holiday and year-end giving can both play a role.

Mark, Functional Consultant:

Celebrities
Secure a celebrity endorsement and have that person ask for donations through web videos, related images, email marketing and social media like Twitter. A good tactic includes sending out a series of well-timed tweets. Of course too, choose a celebrity that will likely appeal to a majority of constituents.

Amy, Functional Consultant:

Include Images AND Text
Make sure that your most impactful content is included as text in your solicitation emails. The text needs to visible even if images are not displayed.  Many users do not bother to download pictures in their email. So if your key messaging is image-based, potential donors will never see what great work you could do with their donations.

Marissa, Functional Consultant:

Entice Them with What You Need
Test readers about something this year that you can use next year.  

Remember, planning for year end fundraising typically starts in late summer – just to ensure you’re prepared to solicit donations effectively, in every possible way. But if you’re like many who haven’t had time to focus on planning, there’s still hope. Make sure you are transparent in your messaging, engage donors in a real and meaningful cause and use common sense, and you’re bound to raise something.

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