December is the most charitable time of the year, with nearly one-third of all donations happening during this month. And, it’s finally arrived! As your nonprofit is getting ready to wrap up the giving season, you might require some strategies to boost your nonprofit’s year-end impact.
With many donors wanting to help make a difference and contribute to a cause close to their hearts, it is beneficial to connect with them in December. They might need a friendly reminder and some extra encouragement to put your nonprofit at the top of their seasonal giving list.
We explore some creative and unique ways to help your nonprofit better connect with your donors that will make the act of giving enjoyable, meaningful, and impactful for everyone.
Review Audience Demographics
If it’s been a while since you looked at a breakdown of your audience, now is a great time to do so. The more you know about your donors, as well as your social media followers, the easier it will be to tailor your message to them.
Start by looking at your social media and website analytics. Take note of which platforms are generating the most engagement, such as Facebook, Instagram, or Twitter. Also, look at where people are coming from when they navigate to your website. Are they coming to your website from an organic search, referral, or your social media?
Create A Campaign With A Clear Theme
Your year-end fundraising campaign should have a unique theme, preferably with a catchy name. The name should clearly explain what you’re trying to accomplish and whom you’re trying to serve — “Toys for Tots” is an excellent example of a campaign name that is simple yet memorable.
Ensure you sit down with your team and brainstorm both a theme and name for your campaign. Use the information you’ve gathered about your audience to come up with an idea that will resonate with them and convince them to donate.
Choose The Right Communication Channels
Use your analytics to figure out which communication channels will be most beneficial for your year-end messaging. If you have found that your posts receive the most comments, likes, and shares on Facebook, consider focusing more of your efforts on consistently sharing content here.
You can use more than one channel when communicating with your audience. However, since the end of the year is rapidly approaching, it’s best to focus your energy on a few channels that you know will yield the best results.
Contact Key Lapsed Donors
Go through your nonprofit’s list of lapsed donors and identify those who have given large amounts in the past. Also, select individuals who you think are likely to become recurring donors. This includes those who have been loyal donors for a long time and those who are current board members.
Not only will reaching out to these donors help you meet your year-end goal, but it can also put you in a better place to meet future goals. Remember, only 19 percent of new donors make additional donations. But, if you can persuade them to make a second donation, their renewal rate jumps to 61 percent.
Make Messages Personal
Whether you’re sending an email to a previous donor or reaching out to someone who has signed up for your email list but has never donated, make your message personal. Use their name instead of a generic greeting and, if applicable, refer to their previous activity (e.g., past donations).
Personalizing messages increases the likelihood that people will donate to your cause and have a favorable view of your nonprofit. It also decreases the likelihood that your messages will be automatically deleted or sent to a spam folder.
Focus On Impact
When you’re drafting your messages, be sure to focus on impact—the reason why you’re seeking donations. Be clear to your audience about whom they will be helping with their donation and why these individuals need it.
When you explain what kind of impact they will be making when they donate, you can connect with people on a more emotional level. This, in turn, will spur them to donate or, if they’re unable, at least share your organization’s fundraiser with someone else who can.
Level Up Your Website
Your website, combined with your increased social media efforts, will prove invaluable as your nonprofit implements key strategies to boost year-end impact.
Make sure the donation button is prominently placed on your website and is present in the same location on every page. For example, if you have a ‘Donate’ button on the top right-hand side of each landing page, this will make it easier for people to donate.
Update your website with your new campaign information, too. You may even want to add a banner or icon that shows how close you are to reaching your year-end goal.
Share Progress Reports
In addition to sharing your fundraising progress on your website, make sure you’re also regularly sharing it on your social media feeds and in your emails. If people can see that your nonprofit is only a few hundred dollars away from your goal, they will be more inclined to donate and help you get to the finish line.
Consider Hosting A Virtual Event
Hosting a virtual event saves you from having to deal with the expensive and time-consuming issues associated with traditional events. However, these events still provide a safe way for donors to get together, have some fun, and celebrate all that your organization has accomplished over the last year.
Consider a virtual raffle or an online gaming-based fundraiser to engage participants in real-time and increase the level of support your nonprofit or charity receives.
Trying Strategies To Boost Year-End Impact
You may be a little nervous about meeting all of your strategies to boost year-end impact, but there’s still time to turn things around. Give these tips a try to increase donations and set your nonprofit up for success in the new year.