Nearly 50% of online giving happens in the last week of December—and 20% on the final day. End-of-year giving is huge, so it pays to plan your year-end fundraising campaign “step by step” (thanks, New Kids on the Block).
1. We Can Have Lots of Fun
Make planning fun (yes, really!). Planning a year-end fundraising campaign doesn’t have to be all spreadsheets and deadlines. Inject some fun into the process. Gather your team for a brainstorming session with snacks and music. This is a chance to be creative and passionate about your cause. When you’re enjoying yourself, that enthusiasm will come through in your campaign, and your supporters will feel it too.
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 year-end fundraising 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
Your team knows your mission better than anyone. And when capacity feels tight, a nonprofit-focused agency can step in with the structure, support, and added bandwidth you need.
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.
Partnering with an agency is like any other smart investment. A kitchen remodel boosts your home’s value, and changing your oil regularly keeps your car going. If you’ve ever sold a home or blown a gasket (in your car, that is), you know those investments pay off!
4. I Can Give You More
Or more accurately, using a mix of communication methods can give you more. Each one helps you reach people more effectively because it speaks to supporters in a different way.
Review the different ways you can reach people and choose the ones that make the most sense for your year-end campaign. 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 communication 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 year-end 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.
