Cool Tool Tuesday: Year-End Fundraising Guide

The end of the calendar year is quickly approaching and you need to know exactly how to take advantage of the year-end giving frenzy. With Salsa Lab’s Essential Guide to End-of-Year Fundraising for Nonprofits of All Sizes, you can learn the who, what, when, where, why and how of fundraising during the most critical months of the year. After reading this guide, get inspired to plan your year-end strategy.

The guide highlights four main principles to consider during your year-end strategizing. First, giving is addicting. The end of year is the time when people are surrounded by giving. It’s also the time when many people who give, contemplate which organizations they’d like to support and make those donations to use as a tax write off. This combination provides a perfect time for your organization to meet fundraising goals. In order to take full advantage of everything the year-end months have to offer, it’s important to establish a giving addiction by using practices such as single-click donations and recurring gift upgrades, and to create an End-of-Year plan to outline the big-picture of the campaign with strategic objectives.

Next, it is important to make sure your message gets through. Using the ten strategies outlined in the guide to expand your e-mail list, being mindful of e-mail content and setup, and monitoring IP and ISP reputation all help ensure that your e-mail messages are being delivered and opened.

After your strategy is planned and you ensured your messages will get through, garner attention and get all eyes on you. Once you’ve determined how many e-mails to send, you’ll want to determine when to send and how to coordinate e-mail with direct mail campaigns and capitalize on social media. Finding ways to integrate all marketing channels will increase the engagement generated by your year-end campaign.

Lastly, get people to donate and keep donating! Create a targeted message by standing out with your Subject and From fields, connecting your call to action to a measurable goal and planning your e-mail layout. Spruce up your donation page by including a tell-a-friend page, an online story and/or a “why did you donate” sign-up form. Most importantly, say Thanks — a lot! Make people feel appreciated for their donations and they will continue to support your cause.

The Engage Group wants to see your cause thrive at the end of this year. If you’re feeling overwhelmed with year-end strategy or just need an extra hand through the process, let us help. Our experts can help with every aspect of your year-end campaign. Let the Times Square New Years Eve ball be the only one dropped during this year-end season.

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