As the year draws closer, non-profit organisations are preparing for the most critical fundraising period. Year-end fundraising campaigns often bring a mix of stress and understandable uncertainty, as charities strive to meet their goals and KPIs before the clock strikes midnight on the 31st of December. In this blog post, we’re unveiling a comprehensive guide to help you surpass your fundraising targets during this vital year-end campaign. From leveraging the power of social media to mastering email outreach and every channel in between, prepare to explore a wealth of proven strategies and actionable tips that will propel your fundraising efforts to unprecedented success.
As days grow shorter and your favourite evening activities shift to a cosy sofa, warm blankets, and a steaming cup of brew in hand, with the scent of pumpkin spice lingering in the air, you can feel it: ‘tis the season! The season of giving.
According to various studies, 96% of people donate to charity because they feel a sense of duty to give back to society. As we become more melancholic over the holiday season, more and more individuals are inspired to dedicate their time and money to noble causes. For non-profit organisations, this surge in generosity marks a fantastic opportunity. Year-end fundraising campaigns are the last opportunity for charities to strive and reach their yearly targets, often with limited budget and manpower. However, there are many organic strategies that your non-profit organisation can undertake and wait for fruitful results. Let’s take a look!
According to Zippia, at least 95 million photos and videos are uploaded every day to Instagram. Now, add all the publications created on other social media platforms. The competition is huge! And cutting through that social media noise is tricky–but not impossible.
The key lies in recognising that social media platforms are more than just spaces for posts; they are hubs for dialogue and community-building, where staying connected and consistent with your message is crucial. Regular posts throughout the year generate trust and create an emotional connection within your community, required for converting followers into donors running a successful fundraising campaign. Besides, it’s a great foundation to prime your audience for your year-end giving.
When it comes to running successful year-end fundraising campaigns for non-profits, converting social media followers is crucial. To make a lasting impact, it is important to create memorable campaigns that resonate with your audience. Here are some vital ideas for your year-end fundraising campaigns on social media:
Top tip: Don’t miss out on the opportunity to surprise and delight your social media followers. Remember that the holiday season is when we’re all bombarded with marketing communications and all the new chores that pop up around Christmas. Surprise your audience and delight them, and you may end up with new donors!
Do you boast a database with email addresses of previous and potential donors? Year-end fundraising is tricky but email marketing is one of the most effective tools that charities and non-profits can utilise when doing the last fundraising push of the year.
With a well-crafted email campaign, you can reach a wide audience of potential donors and engage them in your cause. The advantage is that your audience already knows who you are since they previously donated to your cause or signed up for your newsletter. However, it's still important to keep a few tricks and tips in mind to make your email marketing efforts successful.
While there are various effective strategies to consider, one method that should not be overlooked is utilising telesales. Telesales can be a powerful tool in reaching out to potential and existing donors, as it allows for direct and personalised communication.
Ensure you have a well-trained and enthusiastic team of telesales representatives who can effectively convey your organisation's mission and year-end goals. It is crucial to provide them with comprehensive knowledge about your cause, as well as any specific fundraising initiatives. Additionally, make sure to develop a script that is both persuasive and informative, highlighting the impact that donor contributions can make. Remember, building a genuine connection with potential donors is key, so encourage your telesales team to actively listen and engage in meaningful conversations.
Make sure you follow up with individuals who have shown interest or expressed willingness to donate. Opting for telesales as part of your year-end campaign can greatly increase your organisation's chances of ending the year on a high note and making a positive impact on those in need.
In the realm of year-end fundraising for charities and non-profit organisations, one often underestimated yet incredibly impactful strategy is direct mail. Despite the digital marketing domination, direct mail continues to resonate deeply with donors, especially the older demographics. Personalise your letters by addressing donors by name and tailoring the message to their past contributions to heighten the chances of a positive response.
Incorporate a crystal-clear call-to-action and user-friendly instructions for making a donation. Apart from sending a paper payment slip, incorporate QR codes to your physical letters and offer various payment methods for making a donation, including direct debit. Optimising for recurring giving is a fantastic way to boost your fundraising efforts, even if converting into monthly payment methods isn’t part of your year-end campaign.
Then, leverage the urgency of year-end by emphasising the contribution deadline. Who knows, you may end up establishing profound personal connections with donors and motivating them to create a meaningful impact.
People should be celebrated as soon as they donate, especially if they’re new contributors! Automate “Thank you” emails that each supporter will receive right into their inbox. You can even throw in a little image that people can share on their social media channels after donating - this is a perfect way to create brand awareness and ambassadors for your charity.
Do you have more questions about year-end campaigns? Or maybe you’re ready to incorporate our recurring payment methods into your business strategy? Contact us today in case of any questions!