Most nonprofits earn a significant amount of their annual revenue during the last months (if not the last few days) of the year. According to NPOInfo, nonprofits receive 17-22% of their total annual fundraising in December. If you also factor in Giving Tuesday, it’s obvious that organizations need to have solid plans in place for approaching donors toward the end of the year to secure the necessary funding.
Creating an effective giving strategy requires knowing why supporters are motivated to give. If you understand that piece of the puzzle, along with how to make a reasonable ask, you can use it to target your efforts in more specific ways. Honing in on this information will help you run successful fundraisers all year and figure out how to make the most of year-end giving.
What is year-end giving?
Year-end giving is the spike in charitable giving that happens during the last few months of the year. Since people are often more willing to give during this time, in part because of the holidays, it’s a good opportunity for nonprofits to take some extra time to refine their messaging strategy. The Tuesday after Thanksgiving, otherwise known as Giving Tuesday, has proven to be a particularly fruitful donation day in the past few years.
How can my nonprofit prepare for the year-end giving season?
It’s never too early to prepare for the year-end giving season. Having a solid strategy in place will allow your organization to see greater success while experiencing less last-minute stress. Let’s dive into a few ways your nonprofit can prepare.
Create a multichannel strategy.
Use multichannel marketing to communicate with supporters on multiple platforms such as email, social media, text, direct mail, and more. Spreading your message across multiple platforms helps you reach different audiences and build brand awareness. It also creates more touchpoints with supporters who encounter multiple messages on different platforms, providing more opportunities for them to act on one of your calls-to-action.
You can begin building your nonprofit’s digital strategy by:
- Putting together a uniform brand guide ahead of time.
- Creating a social media posting calendar.
- Refreshing your website in advance.
- Personalizing online communication.
Finding effective ways to reach your supporters online can elevate your organization’s fundraising efforts. This is especially true since the #GivingTuesday trend began, boosting the visibility of nonprofits and charitable giving near the end of the year.
Partner with a marketing consultant.
If you’re interested in trying a new marketing strategy for the year-end giving season, consider partnering with a nonprofit marketing consultant. Hiring an expert in the space will provide access to professional insights into your current fundraising strategies and help your team navigate the challenges associated with running a new fundraiser.
A marketing consultant will also be able to analyze and offer a customized approach for your organization.
Train your fundraising team.
Staying up to date on current trends in the nonprofit sector can help your organization raise funds in new and profitable ways. Working with your team to improve their fundraising skills prior to the year-end giving season can help your nonprofit secure more gifts and successfully follow up with donors at the start of the new year.
Encourage your team to attend relevant nonprofit webinars, listen to professional nonprofit podcasts, and take courses to improve their fundraising skills. Attending conferences prior to the year-end giving season can also be an accessible way to learn about ongoing developments in the nonprofit world.
- Nonprofit Catalog – Read up on more nonprofit essentials by exploring our Nonprofit Catalog.
- Nonprofit Marketing: A Guide for Amplifying Your Mission – Learn more about building a nonprofit marketing plan and different channels you can use to reach supporters.
- Best Nonprofit Podcasts to Level Up Your Cause – Explore these podcasts so you can hear more from nonprofit experts on topics ranging from fundraising to marketing.