This is the most critical time of fundraising for non-profit organizations. Here are some tips to consider as you get prepared. Need help? Ask us anything.
Know your donors well – What have you learned about your donors that inspires them to increase their giving to your mission over the past few years? Who are they and why have they chosen your organization? If you don’t know this answer, seek to add new staff to your team to build relationships with those who give so faithfully. Answering these questions will give you a great framework for your year-end campaign strategies.
Share impactful stories of life change – As a donor, I want to know my gift is making a difference. Find the most powerful stories of life change and share that in your campaigns and year-end letters.
Share what you have already accomplished with funds throughout the year. – Your donors like to know of your successes not just your needs. These stories are great for sharing on social media, email newsletters and year-end letters. Need ideas on incorporating these stories in your fundraising strategy? Ask us anything.
Use powerful imagery. Using pictures of your service makes your accomplishments come to life. Be sure to add compelling photos online and in print of the actual people you have impacted in print and media. Photos speak volumes and help your donor relate their money given to what you are actually doing. Pictures can be one of the most compelling ways to move donor’s hearts and remind them that giving to your organization is a worthy cause.
Fully leverage social media – With social media, you are just a few clicks away from people sharing your mission to others who don’t know you yet. Publish great content and highlight the key points with a strong call to action. Add compelling videos, pictures, or anything else you think will resonate with your donors.
Advertise opportunities to donate to your programs or services using targeted levels of giving. For example, “For $50, you can send shoes and clothing to 15 children who are in need!” Also, consider packaging an intangible. Instead of providing shoes and clothing, maybe a $100 donation provides a family with the ability to ride the bus to work and school for a month. This puts the focus on impact and less on fundraising.
Make giving quick and easy - You have put a lot of thought and effort in your year-end campaign, make sure the donor can give to you quickly and easily. Your online giving should be no more than 1-2 clicks from your homepage so that you don’t lose donors in the process of giving. Be sure to provide a response device in all fundraising letters. People give in different ways and you want to be ready for them to choose the method that is easiest for them so you can increase your year-end giving results.
Thank your donors and thank them again – The process of fundraising is not finished until you have thanked your donors for their generosity. Fundraising is all about relationships and thanking your donors is key when it comes to acknowledging what they have done to serve your organization.
Finally, track your results – You have planned, worked hard and now it is time to see how effective your efforts were. This is the time to have a data-driven mindset to analyze the outcomes of your efforts and make notes of what you would like to do differently for the following year. After each month and/or each campaign, evaluate whether you gained any new, first-time donors and how did they find you. What was your average gift and what method did people use to give to you? Track your results and keep records for next year so you can compare year-over-year.
Reon Consulting Group, LLC. Is a management consulting firm specializing in helping non-profit organizations increase their impact. Not sure we can help?Ask us anything!