With nearly one-third of all nonprofit fundraising occurring in December, knowing how to maximize year-end giving is essential. Here are four tips your nonprofit can implement today to finish your year strong.
1. Take Early Advantage of GivingTuesday
GivingTuesday is a worldwide day of giving that occurs on the Tuesday after Thanksgiving each year. But don’t wait until GivingTuesday to communicate with your audiences. Donors get bombarded with donation requests on this day. Create a comprehensive campaign that promotes your message ahead of this occasion via social media, email, SMS, and other relevant channels as soon as possible to get a head start.
2. Tell Your Impact Story
Help donors understand the impact your organization has made during the past year and your goals for the year ahead so they understand how their donation will be utilized. While this can include data, impact reports don’t create an emotional connection with donors, and that connection is critical to compelling action. Telling stories of the people whose lives your organization has positively impacted will create an emotional connection. Make sure the story comes before the ask. Win hearts, then wallets.
3. Multiply Impact with Gift Matching Opportunities
Gift matching opportunities are a great way to help donors multiply the impact of their donation, which serves as further incentive. Secure a donor or corporate partner that is willing to participate and donate up to a certain amount to help achieve your year-end fundraising goal. For example, if you want to raise $20,000 from a gift matching campaign, secure a donor who is willing to give $10,000, and send out an appeal via email and social media letting donors know that their gift will be doubled! Adding a deadline to take advantage of the matching gift drives a sense of urgency.
4. Emphasize Tax Benefits
Most donors know that there are tax benefits for charitable giving, but people get busy, especially around the holidays. Subtle reminders are always a good idea. Donors also typically give to more than one charity, and there is no guarantee they will donate to yours. Providing a helpful reminder (or two) via email about these tax benefits helps you stay top of mind and increases the odds they will donate to your organization.
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