year-end fundraising

11 Simple Options to Increase Your Year-End Giving

You’ll notice the title of this post is “SIMPLE Options to Increase Your Year-End Giving,” not “EASY Options . . .” Because we all know there’s a big difference between simple and easy! Simple is focused, minimal, and uncluttered. Easy is typically done in a short time period and with little work.

Simple is Joanna Gaines decorating a room effortlessly and beautifully. Easy is me picking up her decor at Target rather than me trying to design a room on my own. (Thanks, Jo!)

And I’m not trying to pull a bait-and-switch on you here. You’re too smart for that. So, while some of these ideas will take more time and effort than others, all of them will help you improve your nonprofit’s fundraising campaign this season.

People are feeling charitable (and tax-deductible) this time of year, so let’s make sure your cause gets their attention.

11 Simple Options to Increase Your Year-End Giving

1. Ask For Only One Thing

Chances are, you’re going to be asking for donations. If that’s the case, ask your tribe to show you the money. Don’t also ask them to follow you on social media, watch your latest video, join your Facebook Group (<— Oh, hey! I have one of those!), sign up for something . . . and, well, you get the point. Keep your emails and communication focused on the one, main thing you want them to do.

The exceptions to this rule would be something like a contest where they have to take multiple actions for an entry. Additionally, you can still leave some of these smaller asks in secondary spaces like footers. You can also still make some of these requests occasionally on your platforms.

However, when you are sending an email, posting about your campaign, or presenting to a group of people, keep it simple. Ask for only one thing. Don’t clutter your message.

Let’s look at the facts. According to Nonprofits Source, “30% of annual giving occurs in December.” So, this is no time to confuse people on what you want them to do! Giving them too many options or actions may even result in them taking no action at all. Yikes.

2. Evaluate Your Website For Optimal Giving

Even if people typically donate to your nonprofit through social media, text, or an app, get your website’s house in order to optimize year-end giving. Many people still give through websites, and if someone is new to you or your cause, they may check out your site before giving through another avenue like texting.

Make sure your campaign is front-and-center on your homepage, your donate button is easy to see and ideally in the top right corner, and evaluate any other pages where giving should be mentioned.

You don’t have to only designate one or two pages for fundraising efforts. Don’t bombard people, of course, but it may be appropriate to create an “event” for your campaign on your calendar page or add it to your About page. Additionally, you can create a banner at the top of your site that will display on all pages. (See mine in red at the top?) This is done through the “Hello Bar” plug-in on Wordpress and the “Announcement Bar” in Squarespace.

Want more of an explanation? Take a look at my video on how your website is less like IKEA and more like a mall.

3. Increase Your Promotion Frequency

There’s a tricky balance to this, and I explain it more in this video, but you definitely want to increase your email/social media/video/promotion frequency leading into year-end giving. This practice holds true with any launch, but especially because you’ll be dealing with a lot of competition during the holidays. Other nonprofits will be combing the interwebs for more donations, too, and lest we forget about all of those unbelievable sales at your favorite retail stores.

The takeaway here is that you shouldn’t send an email in November and December, post the campaign on social media a couple of times, and call it a day. You are going to have to work hard for that money, as the song goes. And you’re going to have to see it through until the end. Give Back Nation states that 12% of annual giving occurs during the last three days of December!

The caveat here is for my friends who’ve been so busy working that they let all their marketing and communications efforts fall by the wayside. Is that you? No judgement, but now’s the time to rev up those engines. Start now by sending your audience an email on what’s been happening, posting the latest on social media, and having general update conversations with people. This way you aren’t only going to send them a bunch of requests for money. That’s no bueno.

4. Offer Multiple Ways to Give

Give your people multiple ways to give. This goes back to the basics of knowing your audience. If you have a younger audience, consider adding the ability to donate via text. Check out these compelling stats from Mobile Cause, including the one that says, “96% of donors use a mobile phone as their primary device.”

If you have an older audience, you might want to consider hopping back on the snail mail wagon. There is no perfect answer here. There is only the answer that works for your tribe. Again, you always want to make it easy for them to give by removing any barriers in their path.

5. Add a Bonus

If you’ve got merchandise on your hands, you may want to give donors a gift in exchange for their contribution. You could even have something created just for this purpose, like a mug, tumbler, t-shirt, or jewelry.

People who are invested in your organization and your cause will be delighted to receive swag for their support. Plus, then they’re carrying your message around with them in public.

6. Get Up Close and Personal

I don’t need to go in-depth on this one, but a face-to-face interaction will always be your best bet. It works better than any sponsor presentation, email, video, or social media post. Get on the calendar of your biggest donors to date, or potential big givers, and make your case over lunch or coffee. Maybe even pay for it!

Another option here is to at least email people personally and start a conversation. Don’t rely on the mass emails that come from your organization. Write specifically to them, and make sure they know it’s coming straight from you. (For the right people, phone calls or video chats are also a good option here.)

Don’t have time? This is potentially the most powerful of all the ideas you’ll read here today, so if you don’t have time, I suggest you make it.

7. Get Everyone on Board

Year-end fundraising is an all hands on deck situation! Make sure your board, employees, volunteers, and any other key stakeholders are carrying the banner.

I talk about this topic a lot on the blog and elsewhere as it relates to launching, but this is a big deal, so it shouldn’t be left to the development or communications department. Everyone needs to be involved!

(For more, read this post.)

8. Go Outside

Yes, it’s getting chilly outside, but this may be the prime time to get out there and start cultivating more donors at events, whether you’re hosting them or not. There’s already plenty happening this season!

It’s easy to leave all of the fundraising to your digital marketing strategy, but shaking hands has a powerful impact on people. In fact, this study shows that “a handshake preceding social interaction enhanced the positive impact of approach and diminished the negative impact of avoidance behavior on the evaluation of social interaction.”

A handshake and a smile can put people at ease, and give you an open door for talking about your cause. Someone may not be ready to give during that first interaction, but you’re paving the way to a future relationship, which is a big win overall.

9. Participate in #GivingTuesday (At Least to Some Extent)

Some of you probably love #GivingTuesday, and some of you don’t. Some of you may even be new to the “holiday” as a whole, since it’s been around less than a decade.

Now in its seventh year, this unofficial holiday occurs the Tuesday after Thanksgiving, and celebrates ways people can contribute to causes, whether monetary, through volunteering, or some other type of involvement.

A few of my clients have participated in #GivingTuesday in the past, but most haven’t. What I suggest to them all, however, is to jump into the mix in some way or another. There are tens of thousands of charities participating each year, so why not be a part of the conversation?

You don’t have to come up with a specific campaign for this purpose, but I think it’s a great idea to send an email on this day, post on social media about your campaign, and anything else that keeps you in front of your audience while numerous other nonprofits are out there seeking for donations.

Even the most generous of us still only have so much money to go around, so make sure you’re getting a piece of that pie.

10. Ask Partners to Promote

If you are lucky enough to have influencers, partners, sponsors, and the like who rally around your cause, it may be time to call in a favor. You may, of course, need to do something for them in return (or at least offer), but if there’s someone who can help you get your message out in the world, this could be a great time to rally the troops.

Let me sing my song again, though: Make it easy for them. Don’t just say thanks, and leave them to put together their own social promotions and emails. It’s less likely to get done, or the messaging may not be what you want. Always offer to create whatever resources they may need. If they don’t need you, great! But if they do, you’ll be the hero!

11. Recruit Someone to Match Gifts

I’ve left this one for last because it’s potentially the hardest. In fact, because we’ve crossed the line into November, it may even be too late. But depending on your resources, maybe not! I’d certainly give it a try. If it’s an option you need to table for now, make it one of your 2019 priorities.

And let me clarify. This section could include workplace charitable giving with a matching option, or one of those, “Give by December 1st and all donations will be matched up to $50,000” kind of campaigns that is instigated by one generous donor.

According to Double the Donation, “Mentioning matching gifts in fundraising appeals results in a 71% increase in the response rate and a 51% increase in the average donation amount (and that’s prior to receiving matching gift funds).” That stat makes it a big deal!

So, determine your heavy-hitters as well as your corporate partners, and see what it will take to move the needle in your direction. This could be a huge win for your nonprofit!

(Not sure where to start? We have a resource that may be a huge help to you, and it’s releasing in a couple of weeks! Stay tuned!)

What else has helped you haul in those end of year donations?



PIN THIS POST FOR LATER:

People are feeling charitable (and tax-deductible) this time of year, so let’s make sure your cause gets their attention.

Kristi Porter, founder of Signify

I'm Kristi Porter, and I started Signify to provide writing and consulting services to nonprofits and for-profit organizations with a social mission, primarily through copywriting, marketing, and business communications. I also teach solopreneurs and small businesses how to incorporate philanthropy and giving strategies. I believe that cause-focused organizations are the future of business. You're proof that companies can both make money and do good. And I'm here to help you get noticed and grow. When you succeed, we all win.


5 Essentials You Should Be Communicating to Your Donors


Today’s guest post comes from Amy Crowell, a fundraising pro if there ever was one! Her company, Next Stage Advisors, helps nonprofits through event consulting, board development, grant writing, and more.

Amy and I go way back to the days of when I was at a hospitality PR firm and she was at a little ol’ org called Share Our Strength. Yep, that one. During her time there, she raised more than $3 million dollars for their No Kid Hungry campaign, so she definitely knows her stuff.

Below, she’s boiled down donor communications to a few, main points that you should be aware of. If you’re strapped for time and resources when it comes to talking to your donors, make sure you at least cover these five bases.

PS: These same ideas work for social enterprises, too!

5 Essentials You Should Be Communicating to Your Donors

Nonprofits, no matter their mission or size, are always on the lookout for more donors. But some organizations aren't event sure how to start the process of engaging new people into their mission, never mind actually turning them into donors.

Donors come in all shapes and sizes. Your donor may be someone who writes a small or large check, but they could also be a volunteer, committee member, special event attendee, board member, or a donor of products or services that your organization needs.

No matter what type of donor you are talking to, nonprofits need to consistently communicate with donors, while at the same time targeting the specific message that prompted the donor to initially become engaged. Keeping everyone informed may very well graduate them from one level of supporter to another. Use these “5 Essential Tips” to expand your reach and add additional people to your potential donor pipeline.


Essential 1: Who or What You Help

This is a no brainer, right? Of course you are going to tell your potential donors who or what you help. However, it’s more than that. Yes, donors need to be told specifically who you are helping, but they should also be informed of the numerical statistics for the problem in your community you are helping.

Specific and detailed information about the problem you are working towards solving will show that your nonprofit is one that needs to be supported. For example, if a local organization tells you that the teen pregnancy in your state was triple the national average and then explained how they were helping to solve that problem, a donor would be much more likely to support them than if they were merely told that they help cut the teen pregnancy rate.

Tell your donors the specifics, such as:

  • How many people in your community deal with the issue that your nonprofit is trying to solve? Is it increasing or decreasing? How quickly?

  • What progress have you made so far?

  • What innovative methods are you using to fulfill your mission (especially if they are more successful compared to similar organizations in your community)?

  • When you accomplish things that work toward your mission, what changes?

  • How is your community a better place because of your organization, its mission, and successes?

Essential 2: Real Stories About How Your Organization Has Made a Difference

Showing your passion can go a long way to creating a new donor. Most donors give to an organization because they feel an emotional connection. Help potential donors feel this connection by telling them true stories about the work you are doing. Share success stories about people you have served.

Do you have video testimonies from parents or principals that have firsthand knowledge of how your program changed a child? Stories about how your organization extended the life someone, allowing them to attend a major life event of their child or grandchild? Examples of how someone you helped felt less stigma about a problem they had, which helped them to build their self-esteem and have a more “normal” life? Or perhaps you can take them on a tour of your facility to show your organization at work.

If you are looking for new donors, you should have a set of emotionally-driven stories that demonstrate your work in action and the benefits to those you serve.


Essential 3: Why Your Organization is Different

Many organizations look similar on paper—potentially serving the same type of person, geographical area, or otherwise. It’s important to differentiate yourself from others that may appear similar. Why would I give my money to you when XYZ nonprofit down the road does the same thing?

Donors want to know what your organization does that makes you different and worth investing in. Do you tackle the same problem in a new way? Does your program go a step further in that it follows people for six months after they leave, ensuring they continue their path to success? Are you the only organization serving X in this zip code? Do you address something that other similar organizations don’t? Perhaps your organization has more of a “teach a person to fish” versus a “give them a fish” philosophy? Tell your donors!

Essential 4: What Their Donation Can Accomplish

Whatever donors are giving—time, money, services, or products—they want to know how it is helping your nonprfoti fulfill its mission. Even though every organization needs non-restricted funds to pay for expenses like rent, utilities, and supplies, most donors would prefer that their donation be connected more directly to the mission they are supporting.

This is where equivalencies come in. Being able to tell donors that $1 connects a child to 10 healthy meals, $500 pays for a month of diapers for a previously homeless child, or something similar, goes a long way to help visualize what a donation can accomplish and how it helps those you serve.

These equivalencies can be used in multiple places, including online donations, special events (ex: live or silent auction, fund the need campaigns), or challenge/matching grants. Being able to show specifically what dollars can provide is important and will bring more donors to the check writing stage.


Essential 5: Share Your Organizational Goals

No different than deciding which mutual fund you want to invest your retirement savings in, donors want to see long-term goals and a healthy organization working toward them. They want to see an ROI on their investment, such as increased growth towards the overall mission.

Share with donors where you want your nonprofit to be and when. Do you want to reach 85% of your target market by the year 2020? Increase the hours you are open by 10% this year? Hire a new staff member?

Talk about both short- and long-term goals so that donors feel like they are part of your progress and that their money is actually an investment not only in your organization, but to the people or problem you are trying to help. Communicating a high-level vision and what it takes financially to get there will make donors more invested overall, potentially moving them from a one-time donor to a reoccurring one.

These “5 Essentials” can go a long way towards building a pipeline of supporters that can help you not only have increased donations, but also fill other important roles your nonprofit needs such as board members, volunteers, special event attendees, and more.

Be sure each essential is documented so you can share them with all the key stakeholders in your organization—especially staff and board members. Once you have them, you’ll likely find that not only are they helpful when speaking to supporters, they can also be used in other communications such as your website, newsletter, grant applications, and more.

Don’t have all five in place? Add the missing pieces to your priority list to increase success in the future.


Amy Crowell, Next Stage Advantage

Amy Crowell, founder of Next Stage Advisors, has more than two decades of experience in nonprofit management, fundraising, event management, and strategic and financial planning. She has overseen numerous nonprofit fundraisers, including grassroots campaigns, events of all sizes, and national multimillion-dollar corporate-sponsored programs.

Amy helps nonprofits meet and beat their fundraising goals via event consulting, board development, grant writing, and more.

Connect with Amy on LinkedIn.



PIN THIS POST FOR LATER:

Use these “5 Essential Tips” to expand your nonprofit’s reach and add additional people to your potential donor pipeline.

Kristi Porter, founder of Signify

I'm Kristi Porter, and I started Signify to provide writing and consulting services to nonprofits and for-profit organizations with a social mission, primarily through copywriting, marketing, and business communications. I also teach solopreneurs and small businesses how to incorporate philanthropy and giving strategies. I believe that cause-focused organizations are the future of business. You're proof that companies can both make money and do good. And I'm here to help you get noticed and grow. When you succeed, we all win.


The Key to Maximizing Your Year-End Fundraising Efforts

Today's guest post comes from Cindy Wagman, President of The Good Partnership, which is on a mission to make great fundraising achievable for small nonprofits. Since we are entering prime fundraising season, I wanted Cindy's perspective on how to make the most of year-end efforts. And she's got some great advice for you!

The Key to Maximizing Your Year-End Fundraising Efforts

Oh, hi!

If you’re like most of my clients, you’re the Executive Director for a small nonprofit and you’re juggling a million balls, trying to keep up with the increased holiday workload. On top of that, you need to take advantage of year-end fundraising. You’ve probably seen the infographics on Pinterest that show how much money comes in through donations to charities at year-end. Feel like you’re missing out, or behind the 8-ball?

Take a deep breath and grab a coffee or tea, and I’ll give you a few pointers on how to focus your year-end fundraising to maximize results with the least amount of effort.

 

Campaign vs. Appeal

First thing’s first. You need to think of year-end fundraising as a campaign, or mini campaign. It’s not just one direct mail package or one email asking for support. It’s also not a bunch of random asks that don’t have anything to do with each other. A campaign is cohesive and multi-channel, multi-touch. But, that doesn’t mean overwhelm. In fact, a campaign can help eliminate some of the overwhelm because it gives you a clear plan with a lot of messages that can be repeated, over and over.

At minimum, I want you to do a three-part email series with an ask in EACH one, some social media posts and, if you do traditional direct mail, at least one letter. If someone makes a donation, you can remove them from the subsequent communications.

Your Theme

Now that you have an outline of what you’re sending, you need to know what messaging to include. Pick one theme for your campaign and then have that theme run throughout all of your materials. Build on the story through your emails and social media posts, and keep in mind that it takes someone 8-10 times of seeing the SAME message to really internalize it. Don’t worry about repetition. Seriously, don’t worry about repetition.

 

Your Writing

So, there are some best practices when it comes to fundraising writing. Effective fundraising writing is not necessarily “good writing” and usually isn’t what we personally “like." But it works. It should be casual and friendly, with a specific and personal call to action. I’ve actually written a whole blog about just that, which you can read here.

 

Your Thank You

Your thank you is as important (or more important) than your ask.

Your campaign doesn’t end with a gift. In fact, what you send after someone donates is as important or more important than what you send in asking for it.

Create a thank you letter that directly reflects the ask. It should build on the same story as the rest of your campaign and give donors a sense of meaning for their contribution.

Also write a thank you call “script” (something short, sweet, and informal) and have your staff or board call to thank donors when they give.

Somewhere between three and six months after your campaign, create a short but meaningful donor update building on the same messaging as your campaign, to let your donors know what progress you’ve made thanks to their support.

 

Focus

It may seem like this is a lot to do, but if you focus it on one campaign with consistent messaging (and understanding that people need to see repeat messages for it to sink in), you can actually minimize your work and maximize your impact.

Here’s a quick checklist for your year-end campaign:

  • One theme/story to use throughout your campaign

  • 1 letter (if you usually do letters), 3 emails, and a handful of social media to support the campaign

  • A thank you letter and phone call script

  • A 3-6 month update

You’ve got this! One final tip is to turn off your cell phone and notifications, sit down for a couple hours, and get this all written and drafted in one sitting. Batching work can often save many hours of switching back and forth.


Cindy Wagman of The Good Partnership

Cindy Wagman is President of The Good Partnership, which wants to make great fundraising achievable for small nonprofits. She loves fundraising because she gets to see the most generous side of people, and helps match their passions with real action.

After 15 years as an in-house fundraiser, she left her 9 to 5 and created The Good Partnership to help the organizations that were closest to her heart. These were organizations that were driving change, and aligned with her priorities for her community, our society, and the world. She wants to help you be your authentic fundraiser and lead the change you want to see in the world.



PIN THIS POST FOR LATER:

Today's guest post comes from Cindy Wagman, President of  The Good Partnership , which is on a mission to make great fundraising achievable for small nonprofits.

Kristi Porter, founder at www.signify.solutions

I'm Kristi Porter, and I started Signify to provide writing, consulting and strategy services to nonprofits and for-profit organizations with a social mission, primarily through copywriting, marketing, and business communications. I believe that cause-focused organizations like yours are the future of business. You're proof that companies can both make money and do good. And I'm here to help you get noticed and grow. When you succeed, we all win.