The holiday season is here and for nonprofits that means the giving season is upon us! In fact, it is already in full swing! If you missed GivingTuesday, you might be asking, “Am I too late to ask my donors for a year-end gift?”
The answer is no. According to NP Source, over 30% of annual giving occurs in December and 10% of annual giving occurs on the last 3 days of the year.
But how can your nonprofit organization maximize year-end giving? Let’s convert year-end statistics into actionable steps to help your nonprofit meet its year-end fundraising goals!
Reach out using multiple mediums
While it may be too late to send out that mailer or postcard, you still have time for plenty of digital options. Here are four areas to focus on for the end of the year.
Email Marketing
Wondering if people even read emails? Yes! Email is an effective way to increase your fundraising revenue and can certainly be applied to your year-end giving appeal!
According to 360MatchPro email is an effective fundraising tool.
- Email has the highest ROI of any kind of marketing channel.
- Email open rates for nonprofits is 25.2%.
- 33% of donors say that email is the marketing channel that inspires them to give the most, up from 31% the previous year.
Don’t let writer’s block get in your way! Check out these free Year End Email Appeal Templates. Easy to customize, these templates give you a great starting place to quickly send out your year-end giving email.
Text Messages
Text messages are increasingly popular for donor outreach. Text messages are quick, convenient, and allow you to directly connect with potential donors in a more personal way. The majority of text messages are opened within the first five minutes of being received, so a well-timed, engaging text message can lead to a lot of donor interaction.
Text messages have a 98% open rate within the first five minutes.
Keep messages short and simple, with a focus on relationship-building and engaging storytelling. When donors feel like you are taking the time to reach out to them personally, they are more likely to respond in a meaningful way.
Social Media
Did you know? 55% of people who engage with nonprofits on social media end up taking some sort of action and Nonprofit Source claims 59% of those people donate money!
Social media is a great way to remind your audience about the good work your nonprofit is doing. Consider pairing storytelling and links to your donation pages, so giving remains easy for your audience.
Forbes cites many engagement benefits when using social media platforms for your organization:
- Increase your outreach.
- Utilize free tools as advertising.
- Attract new donors and keep existing donors engaged.
- Link your organization’s donation page.
- Interactive content posted to social media allows the audience to participate and feel more engaged.
If you already have a social media following, take the time to share impactful stories that inspire your audience to give. However, if you aren’t already active on social media, then this would not be a fruitful use of your time. It is a good reminder to plan for your social media strategy going forward.
Websites
Your website should be the hub of all your donor outreach efforts. It’s the first place most people go to learn more about the work you’re doing and understand your nonprofit. It should contain information about how people can donate—including links to donation forms—as well as news about your organization’s progress and upcoming events or initiatives. Make sure it’s easy to navigate and visually appealing so visitors are more likely to stay on the page and take action.
Because your other outreach efforts will link back to your donation page, take the time to optimize your online giving page so that is compelling and user-friendly.
Segmentation is essential for year-end communication
Crafting effective outreach messages that resonate with your donors requires an understanding of your target audience. Segment your donor pool based on their communication preferences. Some donors may prefer email updates, while others might be more responsive to social media engagement. Tailoring your messages to suit these preferences demonstrates a commitment to personalized communication.
Then you can tailor your communication to align with the interests and values of your donors. Perhaps, your major donors would benefit from an email or phone call sharing how their gifts impacted your organization this past year. However, lapsed donors might benefit from being reminded of their giving in years passed and learning more about what your organization plans to do in the year ahead.
To build strong connections, it’s essential that your messaging feels personalized to each donor By delving into the demographics, preferences, and motivations of your donor base, you can create compelling copy that not only captures their attention but also resonates on a personal level.
By thoughtfully choosing the right mix of communication channels and tailoring your messages to the preferences of your donors, you can maximize the impact of your year-end communication, fostering stronger connections and support for your cause.
Use this year end to prepare for next year!
After your year end campaign is over, assess the performance of each communication channel. Monitor open rates, click-through rates, and engagement metrics to refine your strategy. A data-driven approach allows you to adapt and optimize your outreach for better results. Let this year’s fundraising data help you prepare for the year ahead.
So, is it too late to start your year end giving campaign?
The answer is no! It’s NOT too late to appeal to your donors and reach out to meet your year end giving goal. In fact, most annual revenue occurs in the last 3 days of the month, so get out there and connect with your donors.
In order to reach out and connect with your Donors quickly use digital resources. Consider your donors and their contact preferences, so that you can reach out to them in a meaningful way. Whether through email, text messages, or social media platforms, take action and let your donors and community know about your mission, goals, and impact.
It’s not too late to reach your year end giving goals. What will you do to finish the year strong as you connect with donors, share your mission, impact, and goals, and reach out?
If you’re looking for a Nonprofit CRM that empowers you to build meaningful connections through email and text messaging outreach, DonorDock is a user-friendly platform that is quick to learn. Take your year end fundraising efforts to the next level with DonorDock!
