With almost 50% of online revenue coming in during the last week of December (and 20% on the last day of the year), it’s clear that end-of-year giving is kind of a big deal. That’s why it’s so important to take the New Kids on the Block approach to planning for how to market your end-of-year appeals (Step by step, ooh baby).
1. We Can Have Lots of Fun
2. There’s So Much We Can Do
Cover these crucial topics during your planning session:
- Identify your audience. Who are you going to reach out to? Will it be your loyal donors, a wider community, or a mix of both? This is the time to segment your audience, so you can craft the right messages for different groups. Maybe your regular supporters will get a more personal appeal, while your broader audience sees more general awareness messaging. Getting this part right will make your campaign feel personal, like a meaningful conversation between old friends.
- Set a fundraising goal that excites you. What’s the big number that’s going to make a difference for your nonprofit? Think about what those funds will enable you to do—whether it’s expanding programs, helping more people, or launching a new initiative. The key here is to make sure your goal is ambitious but realistic. It should be something your team can rally around and get excited about achieving.
- Dream up a campaign theme. This is where creativity comes into play. Will your campaign have a theme or special twist? Maybe you’re running a holiday-themed campaign or tying it into one of your important initiatives, like building a new facility. Think about ways to weave your nonprofit’s story into a memorable, uplifting narrative that resonates with your audience. You want your donors to feel inspired to be part of the change you’re making!
3. It’s Just You and Me
You can get a lot done with your internal team, but if you feel overwhelmed, a marketing agency focused on nonprofits can be a huge help.
Create an outline that breaks out all the tasks required. Then identify where you may have gaps in capabilities or available time and determine if an outside partner is the solution.
A collaboration with an agency is like any other investment: Remodeling your kitchen adds value to your home, and routinely changing your oil ensures a longer life for your car. If you’ve ever sold a home or blown a gasket (in your car, that is), you know these are investments that definitely pay off!
4. I Can Give You More
Or more accurately, a multi-channel approach can give you more, because each channel offers unique ways to engage your supporters.
Map out your channels and decide where the magic will happen. Ideally, you’ll use a mix of social media, email, direct mail, a landing page on your website, radio and TV, and print ads. You might even look into appearances on your local news channels. And don’t forget tried-and-true person-to-person communication!
Pick a combination of channels that will help you reach your goals and align with your nonprofit’s style.
5. Don’t You Know That the Time Has Arrived?
A little over half of nonprofits start planning their end-of-year fundraising campaign in October, but it certainly won’t hurt to get started much earlier. Even if you don’t get going until fall, don’t fret — you can still craft a compelling campaign that will bring in donations and support during the giving season.
During your planning meetings, don’t forget about the follow-up phase of your campaign. Make sure you can relax and enjoy your New Year’s Eve by having “thank you” emails, letters, and/or social media posts ready to roll out when you return to the office after the holidays. And when you blow your goal out of the water, share the results with your donors and reinforce how you’ll be using their generous gifts!
By the time you’ve finished these steps, you’ll be on your way to creating a campaign that’s not only well-planned but full of energy and excitement. Because let’s face it, fundraising should feel good—for you and your supporters.
