Are you ready for year-end?

Did you know that 26-31% of all donations happen in the month of December? Fundraisers, if you aren’t maximizing your year-end campaigns, you are missing out!

Whether it’s driven by the holiday spirit and generosity or by tax deductions, the data is clear: calendar year-end is a critical time for nonprofit fundraising. There is no better time than NOW to plan your strategic campaigns for November and December.

Here are a few tactics to consider:

• Remember why people give.

Donors have many motivations for their generosity. Around Thanksgiving and the December holidays, people may be inspired to give by social, cultural, or religious traditions of generosity. Messaging should tap into values of family and community, peace and unity, or gratitude. On December 31, donors might be rushing to make their gift before midnight for tax deductions, and they may prefer a clear, actionable email that gets right to the point. Create content that matches relevant motivations.

• Gradually ramp up the frequency of your communications.

The majority of donors require multiple points of correspondence before choosing to make a gift. Sixty percent of nonprofits make 1-3 touches during their year-end campaigns (hint: they shouldn’t all be asks!). Be sure to share impact stories and messages of gratitude in addition to your thoughtful solicitations.

• Create a robust, multi-dimensional strategy for GivingTuesday.

In 2022, organizations participating in GivingTuesday raised over $3.1 billion in the United States. This celebration of generosity is a great way to acquire new donors, engage existing friends, and kick off your year-end campaign. Be sure to map out a captivating social media and email calendar. Consider sharing fundraiser toolkits and compelling incentives. Get creative and have fun with it!

• Tag others in for help.

Calendar year-end is a very busy season for fundraisers. If you are feeling overwhelmed and underprepared, you are not alone. There’s no shame in asking for outside support so you can seize all opportunities and leave no stone unturned. It’s worth the investment!

Need help with strategy, copywriting, or implementation? Spark Content has a few openings for year-end projects. Let’s schedule a free consultation! 

Thank you, Compu-Mail and Neon One, for compiling the stats shared in this post.