I know, I know. It’s only August. You just got the kids back to school. Maybe your organization’s programming rebooted this month.
But it’s important to start preparing for your year-end fundraising campaign now.
Why so early?
Fifty percent (50%) of organizations receive a majority of their annual donations from October through December.
Nonprofits that develop a dedicated and strategic campaign to engage donors can experience as much as a 70% growth in year-end giving.
So what do you need to do to prepare?
Love on your donors.
Have you thanked your donors this year? I don’t mean the standard donation letter that you send out. Have you called? Sent a handwritten note? If not, this is a perfect time to tell your donors how much they mean to you!
Ask for major gifts.
You cannot – and should not – expect your major donors to give a major gift in response to your year-end direct mail piece. It’s disrespectful.
Call these donors. Ask them out to lunch or coffee. Give them a progress report. Ask them what they are most excited about. Then do a targeted ask for their support. You’ll have better results this way.
Craft a compelling case.
The end of the calendar year is not a compelling case to give. Yes, some people are thinking about taxes but more of your small and mid-level donors are not benefiting from the tax deductibility of their donations.
So why should your donors make a gift now? Identify your most compelling stories and case for support and then look for ways to integrate them in a multi-channel approach.
What are your plans for the end of the year? Let us know in the comments below!
