7 Ways to Boost your End of Year Fundraising Efforts!

Adapted from an article by Gail Perry, CFRE/Fundraising Consultant/Author 12/1/2009. Gail Perry offers advice to fundraisers on how to ramp up online giving in the final months of the year.

The most important--and most critical--giving season is upon us. And for many nonprofits, one out of every two gifts comes in the last three months of the year.

Online giving is even more important at year-end. About 40 percent of online gifts are made in December. And 40-60 percent of those gifts are made the last two days of the year. Online giving brings in higher-dollar donors--the average online gift ($84) is much higher at year-end than earlier in the year ($67). As an ALC participant, you can’t miss this opportunity to maximize your fundraising success!

Be smart and use proven strategies to boost your online fundraising. These tactics will help you meet your fundraising goal faster!

1. Use multiple asks this month and multiple formats.

Repeating your appeal is always more powerful and successful than a single ask that goes out as a stand-alone effort. People are busy during the holiday season and they will need plenty of reminders.

2. Start this week with a feel-good note that expresses your thanks to your donors.

Remember the first step to any fundraising campaign is thanking your donors for their partnership and friendship.

3. Vary your messaging during December with these themes for appeals:

Share a compelling, emotional story about a special success.
Recap your accomplishments for the year. Help your donors celebrate your successes. If you’ve been out there riding in the cold, you have at least one story to share!
Talk about the challenges you will overcome during the coming year and ask your donors who have already given for an additional year-end gift.
Create a deadline-driven challenge or matching gift opportunity that can build momentum and visibility.

4. Promote gift-giving by your online donors.

Instead of asking for gifts this year, asking for a donation sends a powerful message to your donors—that you believe in this cause and in the impact you will have. This is an opportunity for them to make a difference with you.

5. Focus on tax deductibility on December 30th and 31st.

Remind your donors that they can make a secure last-minute donation just in time for the tax deadline. But only send this after December 26th. Try this simple three email formula:

December 23rd: a "holiday support" email
December 29th: an email emphasizing tax deductible giving opportunities
December 31st: a final "last chance to donate" email

6. Be sure your ALC homepage is up to date and snappy.

Remember that most of your donors will probably check out your homepage before they write a check or make a gift. Be absolutely sure that your call to action is clear, concise and directive!

7. Understand your online donors and their quirks.

Make it easy for impatient online donors who are in a hurry. If you make it difficult for them, they might not donate. If you send emails through the ALC participant center, a link to your donation page is already included. If you are sending donation emails through another email service, be sure to customize your URL. You can do this in your participant center. If you have any questions about how to do this, contact your Cyclist Rep.

For more exciting end of the year fundraising tips, contact your Cyclist Rep!