fundraising

Event Ideas to Strengthen Donor-Beneficiary Relationships

Ann Green donor engagement, donor relations, events, fundraising, gratitude, stories , , , , ,

Explore top event ideas to strengthen relationships between donors and beneficiaries, enhance engagement, and maximize fundraising success for your nonprofit.

By Jen Wemhoff

Nonprofit fundraising is about more than just dollars—it’s about connections. Strong relationships between donors and beneficiaries can deepen donor engagement, build trust, and generate more meaningful support for your organization’s mission. For smaller nonprofits, these relationships are incredibly powerful. They humanize your work, turn statistics into human-driven stories, and can help transform one-time donors into long-term supporters.

When donors have the opportunity to see and hear the real-world impact of their giving and meet the people whose lives have been changed because of their contributions, it cultivates a deeper sense of purpose. One of the most effective ways to do this is through events that bring donors and beneficiaries together in intentional ways. Here are four event ideas that can help your nonprofit foster deeper connections between donors and the people they’re helping.

1. Charity Golf Tournament

A charity golf tournament offers a relaxed setting centered around an enjoyable event where meaningful conversations and connections happen naturally. Unlike more structured events, golf tournaments provide plenty of downtime between holes and during post-golf activities like a cocktail hour, reception, or banquet, which provides an organic interaction between donors, beneficiaries, volunteers, and staff. 

Why It Works:

  • Participation opportunities for beneficiaries. Invite beneficiaries to join foursomes or serve as event speakers. Their presence adds authenticity and helps donors connect their support to real stories.
  • Informal setting. The laid-back nature of the day encourages casual, authentic conversations that can’t be achieved with a formal program. 
  • Multi-purpose. You can integrate storytelling, donor recognition, and fundraising opportunities into one event.

Golf Tournament Pro Tips:

  • GolfStatus recommends getting creative by adding a theme to your tournament that helps drive home your mission to participants. 
  • Invite a beneficiary to share their story during opening remarks or the awards ceremony. 
  • Set up a casual “Meet and Greet” session over breakfast or lunch before the tournament begins or over drinks and appetizers after the round finishes, where donors and beneficiaries can connect.
  • Add additional fundraising elements like a raffle with items or experiences tied to your mission to spotlight beneficiary needs or milestones.

2. Storytelling Event

Storytelling events, whether hosted in person or online, center on experiences. Beneficiaries share their personal journeys, and donors see the direct results of their support. Both groups get to witness the people behind the mission.

Why It Works:

  • Emotional connection to your nonprofit. Stories humanize your work in ways that data and numbers simply can’t. Hearing someone describe how a program changed their life is more powerful than any campaign report.
  • Clarity and transparency. When donors hear directly from organizational beneficiaries, it reinforces your mission and impact in a tangible, memorable way. 
  • Flexibility. A storytelling event allows you to choose how and when to hold it. You might fold it into another event (like your golf tournament) or host a series of online sessions once a month.

Storytelling Events Pro Tips:

  • Use video, photos, and music to amplify the emotional impact of the beneficiary stories and your mission. 
  • Tie each story to a specific call to action, such as making a donation, volunteering to help with an event or initiative, or participating in an advocacy effort. 
  • To foster meaningful connections, make the event as interactive as possible. Offer live Q&A, breakout rooms, or discussion prompts to allow donors and beneficiaries to talk directly with one another.

3. Community Dinner or Picnic

Want a high-impact way to bring people together? Host a casual community dinner or picnic. These types of relaxed events invite people to gather together in a friendly, informal atmosphere to forge genuine connections and relationships. 

Why It Works:

  • Authenticity. A potluck or BBQ can feel more like a family reunion than a fundraising event. That kind of setting opens the door to real, heartfelt conversations.
  • Accessibility. These events are typically less expensive than a formal gala or corporate gathering, and are easy to host at a local park, community center, or even someone’s backyard.

Community Dinner Pro Tips:

  • Create a “meet the beneficiary” table or booth where willing beneficiaries can chat with attendees and share their experiences.
  • Include a special “thank you” segment at the dinner where beneficiaries personally express appreciation to donors. This could be as simple as a few brief testimonials or even thank-you cards distributed at tables.

4. Workshop or Educational Panel

Consider hosting a workshop, discussion panel, conference session, or series of open-table conversations where donors and beneficiaries participate. Center the discussions around topics relevant to your nonprofit’s mission and work, allowing both groups to engage with and learn from each other.

Why It Works:

  • Shared learning. These types of sessions position donors and beneficiaries as co-learners, fostering empathy, respect, and shared purpose of your organization’s mission.
  • Dialogue and insight. Donors hear firsthand about lived experiences from those who have benefited from the nonprofit’s services, and beneficiaries gain visibility and confidence by sharing their story and letting their voices be heard.

Discussion Event Pro Tips:

  • Choose discussion topics that matter to both audiences. You might invite representatives from each group to collaborate on designing the agenda and topics.
  • Use a skilled moderator to guide the discussion and ensure equal participation from both donors and beneficiaries. 
  • Consider hands-on workshops where beneficiaries and donors collaborate. For example, you might offer a session on financial literacy or resume writing led by a donor with expertise in those areas, which gives donors the chance to learn more about a beneficiary’s journey. 

Final Thoughts

You don’t need a huge staff or a big budget to pull off events like those mentioned in this guide. Think about strategic ways to stretch your resources, such as:

  • Leveraging partnerships. Tap into community organizations, schools, or local businesses that might donate space, catering, or supplies in exchange for recognition.
  • Securing sponsorships. Local businesses are often willing to sponsor nonprofit fundraising events, especially when they earn positive brand exposure and appreciate the community impact.
  • Aligning with corporate social responsibility goals. Reach out to companies already committed to giving back through corporate social responsibility initiatives.

The key to meaningful donor engagement isn’t just showing impact—it’s creating opportunities for donors to feel it firsthand. When donors and beneficiaries connect, it dissolves the distance between giving and receiving. For smaller nonprofits, these events are more than just good ideas, they can be powerful tools for transformation. So, whether it’s on the golf course, around a picnic table, or inside a community hall, start planning your next event with relationships in mind!

Jen Wemhoff came to GolfStatus in 2020 after 20 years in the nonprofit industry. Her favorite things about golf are its ability to bring people together and its capacity to raise money for important causes, and she is one of the co-founders of the Putt Putt Fore Puppies mini golf tournament. She can be found listening to the Interstellar soundtrack while writing content for GolfStatus’ educational guides, templates, blogs, case studies, webinars, and more. She likes to brag about sinking a 25-foot putt at Victoria National Golf Club during her first round of golf in years. Jen and her husband, Mark, have two daughters, Anna and Elsa (who are not named for the movie Frozen), and love to cheer on the Kansas City Chiefs and Nebraska Cornhuskers. 


Why Ask Why?

Ann Green appeal letters, Communications, donor engagement, donor relations, impact report, newsletter, thank you letters, writing , , , , , ,

As you work on your nonprofit messages, remember the word why. Why, you ask? Because a lot of nonprofit communication doesn’t focus on why something is important. There’s usually a lot of what and how, but not much why.

The typical fundraising letter and newsletter article rambles on about accomplishments without explaining why something matters. Some organizations also like to pour on the statistics. These numbers don’t mean much without more information.

You need to dig deep into why something is important. Imagine you’re a four-year-old who keeps asking, “But why?” over and over again.

Why is what you do important?

Here’s something you might see in a newsletter or impact report.

We expanded our tutoring program to four more high schools.

Okay, but why is that important?

To serve more students.

That’s good, but why is that important?

After six months of weekly tutoring sessions, 85% of the students in our program have improved their math skills, as well as their grades. Many of these students fell behind during remote learning and are still struggling to catch up.

There you go. Tell your donors about the impact you’re making. This is especially important during this time of economic uncertainty. You want to emphasize the importance of your work.

Why should someone donate to your organization?

Do your appeals focus on why it’s important to donate to your organization? Instead of saying something generic like please donate to our year-end appeal, tell a story emphasizing why someone should donate to your nonprofit.

Jason, a 10th grader at Porter High School, can’t stand algebra. It just doesn’t make sense to him. He’s always had trouble with math and fell behind during remote learning. He was still struggling to catch up and afraid he’d have to take that horrible class again. 

Then Jason started weekly tutoring sessions with Brian, a volunteer tutor. It was difficult at first, but thanks to Brian’s patience and guidance, Jason got a B on his last test. 

Many other students fell behind during remote learning and could use a tutor. After six months of weekly tutoring sessions, 85% of the students in our program have improved their math skills. With your help, we can expand our program to serve more students in more schools.

Again, focus on why.

Why is your donor’s gift valuable?

When you thank your donors, do you tell them why their gift is valuable? Give a specific example.

Thank you so much for your generous gift of $50. This will help cover the expenses of our one-to-one weekly tutoring sessions. After six months of these tutoring sessions, 85% of the students in our program have improved their math skills. This is crucial since many of these students fell behind during remote learning and are still struggling to catch up.

It’s all about the why.

Why are you sharing this information?

When you write a newsletter article or something for an impact report, why are you including that information? Will this be something of interest to your donors? If it’s focused too much on your organization and sounds like you’re bragging, then probably not. 

Your donors want information that lets them know how they’re helping you make a difference and why that’s important. Sharing stories is a great way to do that.

Why do you appreciate your donors?

Finally, do your donors know why you appreciate them? You need to tell them this again and again.

Thank you so much for doing your part in helping high school students boost their math skills. We couldn’t do this without you.

Always remember to focus on why.

Does Your Nonprofit Need to Do a Little Spring Cleaning?

Ann Green appeal letters, Communications, database, direct mail, email, planning, thank you letters, writing , , , , , , ,

It’s spring in the Northern Hemisphere, and it’s about time after a frigid winter here in the Boston area, although I can’t say it’s been that warm right now. 

A lot of people use this time of the year to do some spring cleaning. I envy the people who do that because I’m usually not one of them. 

I know I should do more. As much as I dislike cleaning and organizing, I’m happy once it gets done. Often getting started is the hardest part.

Your nonprofit organization may be putting off some version of your own spring cleaning and decluttering. It’s important to make some time to tackle these so-called cumbersome tasks. Just think how happy you’ll be when you’re done. You’ll also make some much-needed improvements to your infrastructure and donor communication.

Here are a few suggestions to help you get started.

Clean up your mailing lists and CRM/database

Has it been a while since you updated your mailing lists? Did you have an influx of address changes, returned mail, and bounced emails after you sent your year-end appeal? This is a good time to clean up and update both your direct mail and email mailing lists.

Don’t wait until right before your next mailing or campaign to clean up your donor data. If it’s been a while since you’ve done this, then you need to do what’s known as data hygiene.

Even though it’s tedious, have someone who’s familiar with your donors (your development director?) go through your mailing lists and CRM/database to see if you need to make any additions, changes, and deletions.

Be meticulous. No donor wants to see her name misspelled, be addressed as Mrs. when she prefers Ms., or receive three mailings because you have duplicate records.

Your CRM/donor database is an essential tool, and it needs to be up-to-date and filled with accurate information about your donors.

Run your donor list through the National Change of Address database. It may cost some money to do this, but it’s worth it if you come out with squeaky-clean data. Do it at least once a year.

Also, if you haven’t already done this, segment your donors into different groups – new donors, returning donors, monthly donors, etc. You may need to make some changes. For example, if a single gift donor starts giving monthly.

You might also want to move some lapsed donors who haven’t donated for several years into an inactive file. Don’t do this until you’ve sent targeted, personalized appeals asking them to donate again. And if you’ve never gotten in touch with any lapsed donors from 2024, you could reach out to them now.

Do the same thing with your email list. It doesn’t make sense to send emails to people who don’t respond to them. Give these people a chance to re-engage, and if they’re not even opening your emails, move them to an inactive file. Don’t worry if people unsubscribe. You’re better off with an email list of engaged subscribers.

Also, if you find you keep saying, “Our database doesn’t let us do that.”, maybe it’s time for an upgrade.

While you’re at it, you could give your donation page a spring cleaning.

Freshen up your messages

Spring is a time to open up the windows and let some fresh air replace the stale air that’s been accumulating in your house over the last several months.

You know what else might be stale – your messages. Take some time to freshen them up, if you haven’t done that for a while. Ideally, you should do this at least once a year. I mentioned this in a recent post, emphasizing that your donor communication needs to be clear, conversational, and specific. Stay away from generic language and jargon. 

There’s a good chance your thank you letters need a refresh. Your thank you letters need to actually thank your donors, not brag about your organization. Also, make sure your automatically generated thank you emails and landing pages don’t look like boring receipts. Create separate templates for new donors, current donors, and monthly donors. 

Thank you messages are one of the most important components of donor communication. Make yours sparkle.

Weed and grow 

People who have gardens spend a lot of time getting rid of weeds to ensure a beautiful garden. I’m not a gardener. I live in a townhouse and don’t have a yard, but even I know I need to cut off the dead leaves on my houseplants to help them grow.

What are your weeds? Perhaps it’s events or grants. These can take a lot of time and don’t always bring in that much money. Plus, if you’ve relied on federal funding here in the U.S., you’ll need to branch out and look into other revenue sources.

A better option is to grow your individual giving program. Start with monthly giving. You can think of this as a houseplant approach, relatively easy to take on and maintain. Then move on to mid-level, major, and legacy giving. These will take more time, just like a seedling that with care and attention will grow into a tree.

As you work on your weeding, this article on simplicity might be helpful. It suggests you do an audit of various aspects of your life and ask –  Is it necessary and is it creating energy? If you answer Yes to both, keep it. If you answer No to both, remove it. If you answer Yes to one, think about it. 

For your nonprofit, the energy question can be turned around and you can ask if something is depleting your energy. You could also ask, is it producing results?

It can be hard to let go. Maybe you’ve held a particular event for years. But like weeds in a garden, it might be prohibiting your growth. Let go of this event (or whatever doesn’t serve you) and find ways to raise money that will help you grow.

Don’t wait too long

I know you’re busy, but you need to take on these initiatives sooner rather than later. Just like the clutter and dust in your home, along with the weeds in your garden, they won’t disappear on their own. The longer you ignore it, the worse it gets. 

Get started on these spring cleaning projects as soon as you can. You’ll be happy once they’re done. Your donors will be happy if they don’t get duplicate mailings and a fundraising letter laced with jargon, but do receive a personalized appeal and a stellar thank you letter. Your organization will also benefit by taking on initiatives and making investments that will help you grow.

Photo by Ryan Harvey

Remember These Four Words – Ask, Thank, Report, Repeat 

Ann Green Communications, donor engagement, fundraising, gratitude, impact report, newsletter, thank you letters, writing , , , , , ,

It’s important for you to remember these four words – Ask, Thank, Report, Repeat If your nonprofit follows this fundraising formula, you should be more successful. 

Many organizations just practice Ask, Ask, Ask. If that’s what you’re doing, are you raising the money you need? Because what’s most important is to thank and report before you ask for another donation. Going a step further, fundraising expert Penelope Burk recommends seven touches before asking for another gift.

Of course, formulas are good in theory, but you can’t just go through the motions. Some organizations practice Ask, Bore, Brag. If you do it well, the Ask, Thank, Report, Repeat formula can help you raise more money, build relationships, and boost your retention rate.

Asking for donations is not all or nothing

Many nonprofit organizations spend a lot of time asking and not that much on thanking and reporting.

At certain times of the year, such as GivingTuesday and year-end, nonprofits blast donors with a bunch of generic appeals. Other organizations are skittish about asking for money. They might bury the ask in the appeal or think donors don’t want to give during uncertain times, such as when there are proposed cuts in federal funding or a recession (absolutely not true). Donors often step up during times of uncertainty, if they can.

A good fundraising appeal starts with a story followed by a clear, prominent ask. You’ll want to repeat your ask at least once more in the appeal. Make sure you include that first ask right away.  Many people don’t read the end of the appeal. One exception to this is the P.S., which you should include.

Your fundraising appeal shouldn’t focus too much on your organization – rambling on about how great you are. Your organization may be great, but let your donors figure that out. Your donors are the ones who are great and they want to hear how they can help you make a difference for your clients/community.

Segment your appeal to the appropriate audience. Thank past donors or reference your relationship to a potential donor. Maybe they’re event attendees, volunteers, or friends of board members.

Address your appeal to a person and not Dear Friend.

Don’t use jargon or other language your donors won’t understand. Instead of saying we’re helping at-risk youth, say something like – With your support, our tutoring program can help more students graduate from high school on time. 

Your appeal should make people feel good about donating to your organization. Think of fundraising as the start or continuation of a relationship, not a transaction.

You can and should also thank and update/report back to your donors in your appeal.

Thanking your donors is all about thanking your donors

Your thank you letters/emails/handwritten notes need to be all about thanking your donors. Sounds obvious, right, but many thank you letters don’t do a great job of saying thank you.

First, your thank you letter (or better yet, a handwritten note) needs to open with something like You’re amazing! or Thanks to You! and not On behalf of X organization.

It shouldn’t come across as transactional and resemble a receipt. This is one of my biggest pet peeves. Yes, you need to acknowledge the donation is tax-deductible, etc, but most donors are more concerned about how their gift made a difference.

You also don’t need to explain what your organization does or ask for another gift. Remember, this is the thanking phase.

Let your donors know the impact of their gift. For example – Thanks to your generous donation of $50, a family can get a box of groceries at the Westside Community Food Pantry. This is crucial since we’re seeing more people coming in due to rising food prices.

Address your thank you letter to a person and not Dear Friend.

Recognize each donor. Is this the first time someone has donated? If someone donated before, did she increase her gift? Acknowledge this in your letter/note.

While you shouldn’t ask for a donation in a thank you letter, you can provide an update.

Let your donors know the impact of their gifts

The most common way to report back or update donors is with a newsletter. These can be print, electronic, or a combination of both. You should definitely thank your donors in your newsletters and other updates. You can also ask for a donation. Many organizations put a donation envelope in their print newsletter and it’s a good way to raise additional revenue. It’s less successful in an e-newsletter. If you include too many calls to action in an email message, sometimes donors don’t respond to any of them. Also, if you do include an ask in your newsletter, make sure some of your other updates don’t include a donation request.

Your newsletter shouldn’t sound self-promotional and focus on all the wonderful things your organization is doing. Donors want to see the impact of their gifts, not hear you brag. Share at least one story. Client stories are best. Use phrases like Because of you and Thanks to donors like you. In addition, include engaging photos and other content your donors would like to see.

Another way to update your donors is with an impact report. I like that term better than annual report. You can also do one of these more than once a year. Shorter, more frequent updates are better than one of those long, boring traditional annual reports. Be sure to focus on how your donors helped you make a difference. I’m not a fan of asking for a donation in an impact report, but you will want to pour on the gratitude. 

Something else you can do is send a Donor Care Letter. It’s a way to share updates without putting together an actual newsletter. I always like to recommend engaging by mail. If you’re worried about costs, reach out with a postcard. You can and should also send frequent updates by email and social media.

Repeat this throughout the year

The key word here is repeat. Be sure to follow the Ask, Thank, Report, Repeat formula throughout the year. Most likely, you’ll need to do more thanking and reporting than you’re doing right now. Try to stay in touch with your donors at least once a month. A communications calendar can help you with this.

Remember, the Ask, Thank, Report, Repeat formula should help you raise more money, build relationships, and boost your retention rate. The Better Fundraising Co. refers to this as the Virtuous Circle.

5 Revenue Streams to Strengthen Nonprofit Sustainability

Ann Green corporate giving, events, fundraising, grants, mobile giving, monthly donors, planning , , , , , ,

Diverse revenue streams provide a sustainable financial foundation for nonprofits. Explore revenue streams your nonprofit should pursue in this guide.

It’s important for you to diversify your revenue sources. This is especially important now because of the current chaos of eliminating (and then not eliminating, at least for now) federal grant funding. We also saw disruption five years ago when the COVID-19 pandemic started.

This guest post by John Killoran covers a variety of revenue sources to help you diversify your funding. I’d like to emphasize the importance of recurring/monthly giving. This is a great way for nonprofits of all sizes to bring in a steady stream of revenue.

By John Killoran

Leaders across the nonprofit sector face a common challenge: striving to serve a growing community of beneficiaries with constrained budgets. The good news? Revenue diversification unlocks financial sustainability for nonprofits, providing a powerful alternative to relying on limited funding for your mission.

With various funding sources, your organization can develop dependable revenue flows that not only sustain your organization’s day-to-day operations but also enable it to grow. In this guide, we’ll explore five revenue streams your nonprofit can access to strengthen its financial sustainability.

1. Mobile Giving Campaigns

The future of fundraising is mobile, with a growing number of donors using their smartphones to find new nonprofits, complete transactions, and tell their friends about their experiences. That’s what makes mobile giving campaigns so successful—these fundraisers make contributing convenient for donors.

According to Snowball Fundraising’s mobile giving guide, there are five steps nonprofits should follow to start a mobile giving campaign:

[Alt text: The steps to start a mobile giving campaign, which are explained in the following text.]

  1. Evaluate your mobile fundraising logistics. Begin by defining the basics of your fundraiser, such as which staff members will oversee the campaign and how you’ll promote it to donors.
  2. Choose mobile giving channels. Determine which mobile giving strategies resonate most with your supporters, such as a mobile-responsive donation page on your website or a text-to-give campaign.
  3. Select a mobile giving provider. Connect with relevant software providers to streamline your mobile giving strategy. For example, you’ll need to partner with a text-to-donate provider before launching a text campaign to receive a shortcode and accept donations.
  4. Incorporate mobile giving into your fundraising plan. Plan how you’ll integrate mobile giving campaigns into your existing fundraising initiatives, such as by adding a QR code to your flyers so direct mail donors can easily donate online.
  5. Track and adjust your strategies. Monitor key performance indicators (KPIs) as donors interact with your mobile giving campaigns to determine the most effective strategies.

Since mobile giving is self-sustaining—meaning donors can contribute to these campaigns with little intervention from your nonprofit—these campaigns allow you to collect revenue in the “background” of your other initiatives. In other words, you can focus on your mission while revenue pours in from your mobile donation page or text-to-give campaign!

2. Fundraising Events

While your nonprofit can host countless types of profitable fundraising events, focus on the ideas that are most likely to appeal to your target audience. Create an event calendar to plan the timing of each fundraiser, including time before and after for event planning and follow-up.

Follow these best practices to maximize your event revenue:

  • Invest in event-specific technology. Tools with capabilities specific to the type of event you’re hosting are purpose-built to maximize your event’s success. For example, event registration software can help with ticketing for an auction. However, your nonprofit will unlock other functionalities by choosing auction software, such as an item inventory, mobile bidding, and other auction-specific tasks.
  • Offer tiered ticket pricing. Create flexible ticketing options that cater to a range of budgets so your event remains accessible to a broad audience. Encourage greater contributions by offering perks to higher-priced tickets, such as exclusive access or premium seating.
  • Plan events in various formats. Donors prefer different event formats for various reasons. Perhaps the majority of your donors are local, but others want to participate from another geographical location. Some of your supporters are excited for an outing, while others don’t want to leave their house. Plan a mix of in-person, virtual, and hybrid events to maximize event participation.

The best part? Fundraising events pair perfectly with more passive forms of fundraising, such as your mobile giving campaigns. Promote your text-to-give shortcode at an auction or feature QR codes on event posters that link to your mobile donation page for increased donations.

3. Recurring Donations

While securing new donors is crucial, most nonprofit leaders know that acquisition is more costly (and less reliable) than retention. In fact, research from the Fundraising Effectiveness Project shows that only 23% of first-time donors ever make another gift, while 58% of repeat donors stick around for another year.

Successfully encouraging your existing supporters to give again, especially on a recurring basis, creates a stable financial foundation of predictable revenue. The most effective way to secure continued support is through a formal monthly giving program, which includes:

  • Defining tiers and benefits. Attach benefits to specific giving levels to incentivize repeated donations. For example, donors giving $10 each month could receive quarterly impact updates, while those giving $50 monthly are invited to exclusive events.
  • Emphasizing the impact of small, regular contributions. Use real-world impact to demonstrate the value of monthly donations. For example, $10 monthly might feed a family for a week, while $50 monthly funds one day of emergency shelter for a family in crisis.
  • Automating communications to retain recurring donors. Send regular messages to thank donors for their repeated support, acknowledge their commitment, and celebrate milestones regarding their involvement.

In addition to the steps outlined above, remember to highlight the convenience of recurring gifts. Once donors join your monthly giving program, the process will run automatically, eliminating the need to donate manually. They can even opt-in to recurring donations through your text-to-give campaign for an easier sign-up process!

4. Corporate Contributions

While it’s tempting to think of individual donors as your nonprofit’s target audience, revenue can come from other sources, too. Companies and businesses often contribute to nonprofits as part of corporate social responsibility (CSR), or a company’s efforts toward improving society.

According to Double the Donation’s CSR guide, there are five main facets of CSR:

  • Philanthropic, which involves a company directly supporting a nonprofit through charitable contributions, such as matching gifts
  • Volunteerism, in which a company encourages employees to engage with nonprofits by offering grants or paid time off
  • Environmental, in which a company adjusts its values and practices to be more environmentally conscious
  • Ethical, which involves companies looking after the welfare of their employees
  • Economic, through which companies invest in their communities

Collaborating with businesses can unlock new revenue and boost visibility since your nonprofit will gain the attention of a company’s employees and customers. To get started, identify companies with values that align with your mission and pitch mutually beneficial opportunities for them to support your cause. For example, request the company sponsor a fundraising event and offer to promote their brand at the fundraiser in exchange for their support.

5. Grants

Grants provide substantial funding for both general operations and specific projects. When your nonprofit secures a grant to cover an essential cost, you’ll have more room in your budget for other financial needs, like funding your programs and services.

Start by researching foundations or programs that align with your mission. You can also search according to your nonprofit’s needs. For example, search for marketing grants if you spend too much on marketing. Follow the grantor’s instructions for applying while highlighting your nonprofit’s unique need for funding.

For support with the application process and grant usage (if awarded), enlist the help of a professional grant agency. Their expertise is especially useful for grants with extensive eligibility and usage requirements. For example, a grant agency might be helpful when applying for the Google Ad Grant, especially if your nonprofit has never participated in the program or created a Google Ad.

Each revenue diversification strategy mentioned in this article offers unique benefits. Implementing numerous ideas provides multiple revenue streams and allows your nonprofit to tap into more benefits than possible with just one or two fundraising ideas. Plus, promoting these giving opportunities via multiple channels ensures you reach the largest audience possible with fundraisers that appeal to them. 

John Killoran is an inventor, entrepreneur, and the Chairman of Clover Leaf Solutions, a national lab services company. He currently leads Clover Leaf’s investment in Snowball Fundraising, an online fundraising platform for nonprofit organizations. 

Snowball was one of John’s first public innovations; it’s a fundraising platform that offers text-to-give, online giving, events, and peer-to-peer fundraising tools for nonprofits. By making giving simple, Snowball increases the donations that these organizations can raise online. The Snowball effect is real! John founded Snowball in 2011. Now, it serves over 7,000 nonprofits and is the #1 nonprofit fundraising platform.

Go All In on Monthly Giving

Ann Green donation page, donor engagement, donor retention, fundraising, gratitude, monthly donors, planning , , , , ,

Monthly giving is one of the few types of fundraising that does well. If your organization doesn’t have a monthly/recurring giving program or it’s fairly small, why is that?

Whether you’re a big or a smaller organization or your fundraising went well last year or it didn’t, monthly giving makes so much sense (or cents).

In this post, I’ll tell you why monthly giving is important for your nonprofit, how to start or grow your program, and how to nurture it going forward. 

In short, you need to go all in on monthly giving.

Monthly giving helps you raise more money

Monthly or recurring donations can help donors spread out their gifts and it’s easier on their bank accounts. They might be apprehensive about giving a one-time gift of $50 or $100. But if you offer them the option of giving $5 or $10 a month, that may sound more reasonable. 

It can also give you a consistent stream of revenue throughout the year instead of at certain times, such as when you do individual appeals and events and when grants come in.

Monthly gifts are smaller, but you can raise a lot of money with lots of small donations. Political candidates do it all the time. Also, monthly gifts aren’t as small as you think. The average is around $25 a month.

It can also be a more feasible way to get larger gifts. A gift of $100 a month may be more appealing to a donor than giving a large sum all at once. Even if they start with a smaller donation, monthly donors are more likely to become mid-level, major, and legacy donors.

It raises your retention rate, too

The retention rate for monthly donors is around 90%. That’s significantly higher than other retention rates. 

One reason is that monthly gifts are ongoing. But your donors have agreed to that, so this shows they’re committed to your organization. 

Monthly donors are long-term donors and long-term donors should always be one of your priorities.

How to get started

If you don’t already have a monthly giving program, make this the year you start one. Remember, it will help you raise more money and shouldn’t be too hard to set up.

A good way to start is to invite your current donors to become monthly donors. Your best bet for monthly donors are people who’ve given at least twice. These are donors who have shown a commitment to you.

That doesn’t mean you can’t ask first-time donors. This could be a good way to connect with donors from your most recent campaign. And if you haven’t officially welcomed your new year-end donors, do that now. Create a series of welcome messages and conclude it by inviting people to become monthly donors.

You could create testimonials from current monthly donors to entice future monthly donors.

If you’re having trouble getting donors to commit to monthly giving, maybe you need to do a better job of thanking and updating them.

Make monthly giving your go-to option

Put monthly giving front and center in all your campaigns. It should be an easy option on your donation page. Include it on your pledge form and make it a prominent part of your appeal letter.

I can speak from personal experience that once I started giving monthly, that’s the way I wanted to give to all organizations. Your donors would probably agree. Each year I’m happy to see that more organizations are going all in on monthly giving.

Organizations that don’t offer a monthly giving option are making a mistake. Some have a minimum donation, which I would also not recommend, if possible. If you do have a minimum, make it $5 a month instead of $10. 

If your reason for having a minimum donation amount is to save money on your expenses, is that happening if your minimum deters someone from giving at all? You often have to invest a little to raise more money. And you should raise more money with a monthly giving program.

Make your monthly donors feel special

You need to do a good job of thanking your monthly donors. Start by segmenting your monthly donors into new monthly donors, current monthly donors, and current donors who become monthly donors.

This way you can personalize their thank you letters to make them feel special. Be sure to mail a thank you letter, or even better, send a handwritten note. An email acknowledgment is not enough.

Many organizations send a monthly acknowledgment email or letter, and most are just okay. Some are basically only receipts, and as I’ve mentioned many times in the past, your thank yous need to be more than a receipt. Yes, it’s helpful to know the organization received your donation, but you’re not practicing good donor stewardship if that’s all you do.

You could spruce up these monthly acknowledgments, both by making them sound like they were written by a human and not a robot or AI, and by providing some engaging updates.

You can include a list of your monthly donors in a newsletter, impact report, or on your website. Donor lists are just one of many ways to show appreciation and not the only one, so do much more than just that. Of course, honor any donor’s wish to remain anonymous.

One thing you should do is send your donors an annual summary of their monthly gifts. This is extremely helpful for people who itemize tax deductions. Make this letter more than just a receipt and use this opportunity to connect with your donors. Pour on the appreciation and let them know how their monthly donations are helping you make a difference. If you send one by mail, go one step further with a Thank You teaser on the outer envelope.

Reach out at least once a month

Your monthly donors made a commitment to you by giving every month. Make the same commitment to them by reaching out at least once a month.

You could create a special newsletter for monthly donors or include a cover letter referencing monthly donors. If that’s too much, you could give a shout out to your monthly donors and include information on how to become a monthly donor in your newsletter.

A thank you video is a great way to connect. Consider personalizing it, if you can. You could also provide other video content, such as a virtual tour, for your monthly donors.

Thank yous, newsletters, and updates are not a one-and-done situation. Keep it up throughout the year. Many nonprofits start out communicating regularly with their monthly donors and then disappear after a couple of months. Always make a point to stay in touch with your donors.

Create a special section in your communications calendar specifically for monthly donors to help you with this.

Go the extra mile for your monthly donors

I highly recommend a contact person for your monthly donors in case they need to update their credit card information or make a change to their gift, hopefully an upgrade. Include this information in their welcome letter or email. If you send a monthly acknowledgment email, be sure to include a link where your donor can make changes. 

If you change your payment processor, make it easy for donors to transfer their information. For one organization I give to, all I had to do was click on a link they provided and presto…..

Another way to help your monthly donors is to let them know when their credit cards are about to expire. Don’t rely on your donors to remember this, because most likely they won’t. You also don’t want to miss out on any revenue. Remember, small donations add up.

If your payment processor doesn’t automatically update credit cards, set up a system where you can flag cards that will expire in the next month or two. Then send these donors a friendly reminder email/letter or give them a call. 

When my monthly giving credit card expired a few years ago, only a couple of nonprofits contacted me before the expiration date. Of course, a few slipped through the cracks and I didn’t hear from these organizations until after the donations didn’t go through. There were also a few instances when I checked my credit card statement and realized the donations weren’t getting charged. Remember to take the lead on this and pay attention, or once again, you’ll miss out on receiving this important revenue.

You could encourage donors to give via an electronic funds transfer from their bank account instead. Then neither you nor your donors need to worry about expiring credit cards.

Once a monthly donor, always a monthly donor

Once someone becomes a monthly donor, you must always recognize them as such. You most certainly should send fundraising appeals to monthly donors, but not the same ones you send to other donors.

You can ask your monthly donors for an additional gift during one of your fundraising campaigns, but you MUST recognize they’re monthly donors. For example – We really appreciate your gift of $10 a month. Could you help us out a little more right now with an additional gift? People in our community are having a hard time paying their heating bills.

You can also ask your monthly donors to upgrade their gifts after a year or so. Be as specific as possible – We’re so happy you’re part of our family of monthly donors and are grateful for your gift of $5.00 a month. Many families are having trouble making ends meet and we’re serving more people at the Eastside Community Food Pantry right now. Could you help us out a little more with a gift of $7.00 or even $10.00 a month?

If you send the usual generic appeal, imagine your donor saying – “I already give you $10 a month and you don’t seem to know that.”

But if you let those committed monthly donors know you think they’re special, they’ll be more likely to upgrade or give an additional gift. Many monthly donors have stepped up and given additional donations over the last few years. That’s what you want. And, if they do give an additional donation, be sure to thank them for that. Here’s the opening from a great thank you card I received – “How generous of you to make a gift that goes above and beyond your monthly donations.“

Be sure to invest in this proven way to raise more money, boost donor retention rates, and provide an easier giving option for your donors. 

Need more inspiration, get some ideas here.

How to Encourage Donations on Your Nonprofit’s Website

Ann Green donation page, donor engagement, donor-centered, fundraising, monthly donors, website , , , ,

Your website can be a great marketing tool, but it can also help your nonprofit raise funds. Learn how to encourage donations on your nonprofit website. 

By Ira Horowitz

Your nonprofit’s website is more than just a hub for your online presence—it’s a versatile platform that can help you connect with supporters, amplify your mission, and make a lasting impact. 

However, one of its most important functions is as a tool for fundraising. If designed correctly, your website can be an unstoppable force in driving donations. When your website is optimized for online giving, it can make donating a seamless and rewarding experience for your supporters. This is essential because 63% of donors prefer to give online!

Below we will explore actionable tips and strategies to help you design or revamp your website to turn it into an effective fundraising powerhouse. Whether you’re looking to inspire first-time donors or make recurring donations easier, these insights will guide you toward creating a site that encourages generosity. 

1. Create prominent donation buttons. 

Donation buttons are a critical part of a well-designed nonprofit website. They act as clear calls to action, guiding visitors toward supporting your cause. A strategically placed, well-designed button can simplify the donation process, reduce hesitation, and increase conversion rates. The more prominent and appealing the button, the more likely visitors are to notice it and act.

How to Create Effective Donation Buttons 

  • Use contrasting colors. Choose colors that stand out from the rest of your website but still align with your branding. For instance, if your site has a neutral color palette, a bright green or orange button can grab attention. High-contrast buttons improve click-through rates because they are easier for users to spot.
  • Write clear and action-oriented text. Use direct language that tells users exactly what to do, such as “Donate Now,” “Support Our Mission,” or “Give Today.” Avoid vague terms like “Click Here.” Action-oriented text creates urgency and communicates purpose.
  • Place buttons with care. Place donation buttons in high-visibility areas, such as your website header, at the top of your homepage, and near impactful content like success stories or impact videos. Repeat them in the footer and on pages dedicated to your programs. Consistency ensures users can donate no matter where they are on your site.
  • Ensure all buttons work and lead to the correct place. Test each button regularly to confirm it works and links directly to your donation form. Broken or misdirected links can frustrate visitors and lead to lost donations. 

Regular website maintenance is crucial to ensuring all donation buttons are functional and optimized. Schedule time each month or quarter to conduct a review of your website and make necessary improvements. 

2. Simplify the donation process. 

A smooth, quick donation process can significantly increase conversion rates. When potential donors face a complicated or time-consuming form, they’re more likely to abandon the process. By reducing friction and making it as easy as possible for someone to give, you encourage more people to complete their donations.

How to Improve Your Online Donation Process 

  • Ensure your donation form is user-friendly. The design and functionality of your donation form are key. It should load quickly, be visually appealing, and work seamlessly across all types of devices. Intuitive forms with clear instructions create a positive user experience and encourage completion.
  • Only ask for necessary information. Keep the fields to a minimum. For instance, instead of requesting detailed personal information, stick to essentials like name, email, and payment details. The simpler the form, the quicker donors can complete it, reducing drop-offs.
  • Keep the form to one page. Avoid making users click through multiple steps to finish their donation. A single-page form keeps the process straightforward and ensures donors aren’t overwhelmed or confused by navigating between pages.
  • Test the form before pushing it live. Before launching your form, test it thoroughly to ensure it works flawlessly. Check for broken links, errors, and compatibility issues across different browsers and devices. Simulate user scenarios to confirm that the process is as smooth as possible.

3. Provide multiple donation options. 

Donors come from diverse financial backgrounds and have unique preferences when it comes to supporting causes. A one-size-fits-all approach can alienate potential donors who may need options tailored to their giving capacity and circumstances. By offering multiple ways to give, you make it easier for everyone to contribute, increasing donor satisfaction and your chances of securing ongoing support.

How to Offer Different Opportunities for Donors 

  • Provide suggested giving amounts. Include preset donation amounts, such as $25, $50, or $100, to guide donors and simplify decision-making. Highlight what each amount accomplishes (e.g., “$50 feeds a family for a week”) to create a tangible connection between their contribution and your impact.
  • Add the option to give a recurring gift. Allow donors to set up monthly, quarterly, or annual gifts. Recurring donations provide a stable income stream for your nonprofit while making it easier for donors to contribute smaller, manageable amounts over time.
  • Enable donors to give in honor or memory of someone. Offer an option for donors to dedicate their gift to a loved one. This personalization adds an emotional element to the donation and creates an opportunity for them to share their contribution with others, further expanding your reach.
  • Include multiple payment options. Make it easy for donors to pay by offering a variety of methods, such as debit and credit cards, PayPal, Venmo, Apple Pay, and other digital wallets. The more flexible your payment options, the fewer barriers donors face when contributing.

4. Be transparent about how donations will be used. 

Transparency is key to building and maintaining trust with donors. When people understand exactly how their contributions are used, they feel more confident about giving and are more likely to continue supporting your organization over the long term. 

Tips for Donation Transparency 

  • List current needs or priorities on your donation page. Clearly outline your immediate funding priorities, such as specific programs, campaigns, or goals. For example, detail how a $50 donation supports educational programming or how $100 provides meals for families. This specificity shows donors how their contributions directly address your mission.
  • Share financial information on your website. Include access to annual reports, IRS Form 990 filings, or detailed financial summaries. Offering insight into how funds are allocated demonstrates accountability and reassures donors that their money is being used effectively.
  • Include elements of social proof. Add donor testimonials, photos, or videos showing how previous contributions have been used. Quotes from past donors about their positive experiences or stories from beneficiaries create a compelling narrative about your impact. This social proof can influence potential donors to trust and contribute.
  • Publish an annual impact report. An annual impact report is a powerful tool for showcasing your achievements and financial transparency. Highlight metrics, success stories, and detailed breakdowns of how donations were used to further your mission. Make this report visually engaging and easy to find on your website.

Transparency is essential to growing trust amongst your audience. It can be enhanced by sharing impactful donor stories and expressing gratitude. 

5. Leverage matching gifts. 

Matching gift programs allow your organization to capitalize on donors’ generosity without requiring them to give more out of pocket. These programs, offered by many employers, will match an employee’s charitable contributions, effectively doubling (or even tripling) the impact of each gift. 

Steps to Securing a Matching Gift 

  1. Educate donors about matching gifts. Make donors aware that many employers offer matching gift programs. Include information about these programs on your website, in email campaigns, and during donation drives. Use phrases like, “Your donation could go twice as far!” to spark interest and encourage participation.
  1. Embed a matching gift database on your website. Simplify the process by integrating a matching gift database directly into your website. These tools allow donors to quickly check if their employer offers a matching gift program and learn the steps to apply. Many databases also include details on company policies, eligibility requirements, and submission deadlines. 

Creating a nonprofit website that drives donations effectively is not just about design—it’s about understanding donor behavior and meeting their needs with intentional features. From compelling calls-to-action and simplified donation processes to flexible giving options and transparent communication, every element plays a role in fostering trust and inspiring generosity. Additionally, leveraging tools like matching gift programs can further amplify the impact of individual contributions.

Not only will you enhance the donor experience, but you’ll also cultivate long-term supporters who feel connected to your mission and confident in your stewardship of their contributions.

With 15 years of experience, Ira Horowitz is an expert in nonprofit online communications and online fundraising. His work has resulted in increased funds and resounding supporter engagement for hundreds of organizations.

Ira oversees Cornershop Creative’s project management team and works with clients to provide them with the best possible final product. He also manages all of their strategic engagements and helps guide nonprofits to determine their long-term strategy goals for online communications.

Financial Sustainability for Nonprofits: 4 Considerations

Ann Green accounting, fundraising, planning , ,

Effective financial management is critical for your nonprofit to grow and thrive long-term. Explore four considerations for achieving financial sustainability.

By Jon Osterburg

If you work for a new nonprofit, your team’s primary goal is probably to get your operations off the ground and start furthering your mission. But once your organization has existed for some time, you’ll likely start considering how to make it thrive long-term. You’ll create strategic plans, brainstorm new projects and programs, and organize campaigns to raise the necessary funds to execute your ideas.

One important but sometimes overlooked step in future planning is ensuring proper nonprofit financial management. To build capacity, you not only need to fundraise efficiently but also track and allocate funds to sustain your organization’s operations as it grows.

In this guide, we’ll review four considerations to keep in mind as you assess your nonprofit’s financial sustainability—and, therefore, how ready it is for expansion. Let’s get started!

1. Accounting Infrastructure

Your nonprofit’s internal financial systems can make or break its growth potential. After all, to build up your organization, you first need a solid foundation! Before you can grow, you should have a strong accounting infrastructure that consists of:

  • Fiscal policies and procedures. These guidelines govern how your team members handle your organization’s funding as they perform their daily tasks. Create a shared fiscal policies and procedures handbook for easy reference across departments. In it, include guidance on gift acceptance, conflicts of interest, expense reimbursement, and staff compensation, among other aspects of nonprofit finance.
  • Methodology. According to Jitasa, most nonprofits start out using the cash accounting method to track their finances—i.e., recording revenue when it’s received and expenses when they’re paid. However, you should transition to accrual accounting as your organization’s finances become more complex. Since this method involves recording revenue when it’s pledged and expenses when they’re incurred, it allows you to monitor your nonprofit’s financial commitments more comprehensively.
  • Software. Switching to accrual accounting also requires your organization to upgrade from a spreadsheet to a dedicated accounting platform to track its finances. When shopping for this type of software, remember that most of the top accounting solutions on the market are designed for for-profit businesses. However, you can configure them to align with your nonprofit’s recording and reporting needs.

Every other aspect of nonprofit financial management stems from this infrastructure—from budgeting and tax filing to setting fiscal goals in your strategic plan. So, work with your organization’s financial professionals to ensure your systems are in top shape.

2. Finance Team

In addition to strong financial systems, your nonprofit needs multiple dedicated professionals to maintain them. Having a team rather than an individual financial manager allows you to delegate tasks according to each member’s expertise and bandwidth, and they can check each other’s work to catch and fix any errors as early as possible.

Here are the four major nonprofit financial roles your organization needs to fill:

  • Treasurer. As the financial expert on your nonprofit’s board of directors, your treasurer is responsible for financial oversight. Some of their responsibilities include approving budgets, implementing risk management plans, and reporting your organization’s finances to the rest of the board.
  • Chief financial officer (CFO). This individual works closely with other members of your nonprofit’s leadership team on financial strategy. Their duties range from budget creation and cash flow forecasting to grant management and financial policy development.
  • Bookkeeper. This professional is primarily in charge of financial recordkeeping, so they’ll perform most of the data entry in your accounting software. They also frequently handle other day-to-day financial tasks for your organization, such as managing invoices, making bank deposits, and processing payroll.
  • Accountant. After your bookkeeper records data, your accountant will use that information to perform their financial analysis and reporting duties. These include bank reconciliations, audit preparation, financial statement creation, and tax filing, among other responsibilities.

To fill the last three roles, your organization can hire someone in-house if you have the budget and need to do so, or you could outsource the roles. Outsourced bookkeeping, accounting, and fractional CFO services provide access to all of the expertise of full-time professionals at a reduced cost. Either way, make sure every member of your financial team has experience working with nonprofit finances so they understand your unique needs.

3. Revenue Streams

To prepare your nonprofit for expansion, you need to have steady funding coming in each month so you can cover all of your expenses and save for the future. Here are some ideas you can use to diversify your organization’s funding model, broken down according to the five major categories of nonprofit revenue:

  • Individual donations: Small, mid-level, and major monetary gifts; event revenue; in-kind donations.
  • Corporate philanthropy: Matching gifts, volunteer grants, sponsorships.
  • Earned income: Membership dues, merchandise sales, service fees.
  • Investments: Endowments, stocks, bonds, cryptocurrency.
  • Grants: Government grants, foundation grants, marketing grants.

Bringing in revenue from multiple sources boosts your organization’s financial sustainability—if one stream falls short of expectations or you incur unexpected expenses, you’ll have more options to fall back on as you make up the difference. Plus, the more funds you raise from different sources, the more flexibility you have as you save for the future.

4. Reserve Funds

Your nonprofit’s long-term savings—also known as reserve funds—are critical to its longevity. Not only do they provide you with a safety net in case of emergency, but they’re also often the first money you’ll draw from when your organization is ready to expand. 

However, like with other aspects of finance, reserve funds are only useful if you manage them properly. Infinite Giving’s nonprofit cash management guide provides the following tips to help you start saving more sustainably:

  • Keep 6-12 months of operating expenses in reserve. This benchmark will see your nonprofit through many circumstances outside of your control. It’s also useful when most of your new fundraising dollars are going toward growth initiatives, but you still need to keep your lights on.
  • Store reserve funds in sweep accounts. A sweep account is a type of brokerage account that provides more FDIC protection than normal bank accounts (often covering up to $5 million). They allow your nonprofit’s cash to stay safe while making investment easier.
  • Steward your savings by investing in low-risk vehicles. This strategy allows you to grow your reserves without massive fluctuations in value while ensuring you can access them as needed. Some of these vehicles include mutual funds, CDs, and treasury bills.

Additionally, include guidance on reserve funds in your nonprofit’s fiscal policies and procedures handbook. Cover your savings targets and sources to draw reserve funding from, as well as when your team can take money out of your reserve fund and who is authorized to do so. This way, you’ll make sure you only dip into your organization’s savings when it’s truly necessary.

While many duties associated with achieving sustainability fall to your finance team, it’s actually a team effort that requires your entire nonprofit’s cooperation. All of your staff needs to commit to your policies, communicate effectively with your financial professionals, brush up on basic financial literacy concepts, and maintain your revenue streams and reserve funds. Instill a sustainability mindset in your team from the start and lead by example to set your organization up for financial success.

Jon Osterburg has spent the last nine years helping more than 100 nonprofits around the world with their finances as a leader at Jitasa, an accounting firm that offers bookkeeping and accounting services to not for profit organizations.


Focus on Generosity and Building Relationships on Giving Tuesday

Ann Green donor engagement, donor relations, donor retention, email, fundraising, planning , , , ,

Your email inbox can look downright scary these days. This was especially true during the long U.S. election season. Soon we’ll be bombarded with Cyber Monday and Black Friday ads. And then there’s Giving Tuesday. All of this can be too much, too much, and many of these messages look like spam.

In an ideal world Giving Tuesday wouldn’t be associated with political emails and Cyber Monday ads. According to the Giving Tuesday website, “Giving Tuesday is a global generosity movement unleashing the power of radical generosity.” In theory, that sounds nice, but in reality, it’s a day when nonprofit organizations unleash an onslaught of transactional fundraising appeals by email, text, and social media.

We’re all feeling overwhelmed after the election. It’s likely both you and your donors are upset with the outcome. Even so, no one likes being barraged with transactional messages.

Your donors deserve better. Focus on generosity and building relationships. 

Beginning in 2012, Giving Tuesday has taken place the Tuesday after Thanksgiving. This year it will be on December 3.

I’m not going to tell you whether or not you should participate in Giving Tuesday. Perhaps you’ve participated in the past and it’s been successful (one way to measure if it was successful is if those donors give again), or maybe it wasn’t. Perhaps you’re planning to participate for the first time. Maybe you’re on the fence. 

Whether you participate or not, Giving Tuesday is part of the nonprofit landscape and if you’re doing a year-end appeal, you’ll need to factor it into your campaign. If you do participate, you want to make it a better experience for your donors instead of the usual barrage of generic, transactional appeals. And, you don’t want your messages to resemble spam.

Here are a few things to keep in mind as Giving Tuesday approaches.

Just because it’s Giving Tuesday isn’t a compelling reason to give

I see so many messages that say donate because it’s Giving Tuesday. Many donors don’t care if it’s Giving Tuesday or if it’s your “annual appeal.” That’s often not why they donate. They give because they care about your cause and want to help make a difference. 

Given what’s likely in the next administration, nonprofits will need to work harder to combat any government funding cuts and policy changes. Your work is important. Focus on your need and the impact of your donor’s gift.

Let them know that with their help, Stacy doesn’t have to go to bed hungry or Jason can boost his reading skills.

People and communities are struggling, and it will probably get worse. You need to acknowledge this in your appeals.

It’s not just about the money

A successful Giving Tuesday campaign is about more than just raising a lot of money. You also want to build relationships and make your donors feel good about supporting your organization. This is where it often falls short.

I’m not a huge fan of Giving Tuesday or any giving days, for that matter, because they focus too much on getting donations. Many of these donors are first-time donors who don’t give again. The end result is you’ve just spent a lot of time and effort on getting one-time gifts. That’s not what you want. You need donors who will support you for many years.

Make it personal and segment your donors

Don’t just blast a bunch of generic, transactional appeals that resemble Cyber Monday ads or those relentless requests for political donations. I receive so many political emails, which are just “noise” that I end up ignoring. You don’t want that. You want to attract your donors’ attention in a good way. A more relationship-oriented subject line can help.

You also don’t want to send all your donors the same appeal. If someone donated last year on GivingTuesday, this is the perfect opportunity to thank them for that gift and ask them to donate again this year. If they donated two weeks ago, maybe they shouldn’t get an appeal right now.

Segment your donors. Acknowledge past donors and make a connection with potential donors. 

Focus on building relationships with your donors instead of just begging for donations.

Also, if you’re sending an appeal to your monthly donors, recognize them as monthly donors and ask them to give an additional gift (many of them will). They get their own thank you, too. Monthly donors are one of your most loyal types of donors. Be sure to make them feel special.

If you’re one of the few organizations that sends more personalized appeals, then kudos to you because that’s what everyone needs to do.

Use Giving Tuesday as a way to follow up with your donors

If you don’t want to launch a full Giving Tuesday campaign (understandable), it can be a great opportunity to follow up with people who haven’t donated to your year-end appeal. You should be sending regular reminders, anyway.

Send email, text, and social media messages before and on Giving Tuesday encouraging people to donate. You can use the Giving Tuesday logos, etc. if you’d like. Obviously, you’ll want to keep following up with anyone who didn’t donate on Giving Tuesday.

Remember, your donors will be barraged with messages on Giving Tuesday. Make yours stand out and be prepared to keep following up.

Put gratitude front and center

Let your donors know how much you appreciate their generosity.

Make sure you have an engaging thank you landing page and thank you email for your online donors. You could even create ones especially for Giving Tuesday. Then you need to follow that with a phone call, handwritten note, or thank you letter.

Do something special for your new donors, but don’t ignore any repeat donors. 

Go the extra mile and do a good job of thanking these donors – both right after they’ve made their donation and throughout the year.

We’re going to skip Giving Tuesday 

Maybe you’ll decide to skip Giving Tuesday altogether. If that’s the case, you may want to hold off on sending email on Giving Tuesday. Remember, other organizations will be participating and any messages you send will be competing with the onslaught of Giving Tuesday appeals. 

Before and after Giving Tuesday, use this opportunity to stand out by keeping your fundraising campaign focused on gratitude and relationship building. Year-end is a good time to ramp up your donor communication (examples include thank you messages, holiday greetings, and updates) so people don’t think you’re only asking them for money.

Give back to your donors

I think you’ll find your Giving Tuesday campaign, or any fundraising campaign, will be more successful if you focus on more than just the giving part. And a big part of a successful campaign is getting repeat donations. This means giving back to your donors, as well.

Always focus on generosity and building relationships, and don’t make it feel like a transaction.

Why You Need to Plan a Multichannel Fundraising Campaign

Ann Green appeal letters, fundraising, multichannel, planning, year-end appeal , , ,

Year-end fundraising season is here. I’m already seeing appeal letters in my mailbox and this is just the beginning.

Speaking of appeal letters, you should plan to send one by mail. I know email is easier and less expensive, but people respond better to mail and it’s well worth the investment. 

However, if you just send one fundraising letter and wait for the donations to come in, prepare to be disappointed. Your donors have a lot going on and may put your letter aside to handle later, and then never get to it.

Of course, you can also send email appeals, but you’ll need to plan to send more than one appeal due to the enormous volume of email people receive. Some donors will respond to the first appeal, but most are going to need a few reminders.

Your fundraising campaign will be more successful if you use a combination of mail, email, social media, texts, and phone calls. Some donors may respond to your direct mail piece but will donate online. This is what I usually do. Others will see your email message but prefer to send a check. You could also include a text to give option and send reminders by text.

You’ll have a lot of competition since you’re not the only organization seeking year-end donations. Most nonprofits rely on year-end for the bulk of their fundraising.

This is why you need a multichannel fundraising campaign with a series of asks.

BEFORE YOU START

Clean up your mailing lists/database

If you haven’t already done this, clean up and organize your mailing lists/database. Do you have both postal and email addresses for all your donors? Be sure to segment your donors into different groups (current, monthly, etc), as well. Having good donor data is essential.

Make it easy to donate online

You need to have a donation page that’s engaging and easy to use on all platforms, including mobile. Test all links in email messages, texts, and social media posts. The last thing you want is a donor contacting you about a broken link or have to hunt around on your website for a link to your donation page. You also run the risk of someone not donating at all.

When you’re ready to launch your campaign, include a blurb on your homepage that says your year-end campaign is underway. Make sure you have a prominent Donate button.

Which channels do your donors use?

Don’t spend a lot of time on channels your donors aren’t using. Figure out in advance where you want to focus your efforts.

SAMPLE SCHEDULE AND STRATEGY

Come up with a schedule of when the appeals will go out. I’ve created a sample schedule below. Of course, you can adjust the time frame as needed and use this for campaigns at other times of the year. 

I usually recommend starting your year-end campaign sooner rather than later to get ahead of your competition. Here in the U.S., we have an election coming up on November 5. Fundraising experts are mixed on whether elections affect nonprofit donations. However, many people are going to be distracted by the election. Also, if your donors give to political candidates, they’re being bombarded with email and text messages. It’s replication gone wild.  

If you’re outside of the U.S., you can begin your campaign whenever it makes sense and if you’ve already mailed your appeal, you can start planning your reminders.

Finally, if you haven’t already done this, you could send your donors a warm-up letter or email before you launch your campaign. I highly recommend that.

October 30

Give your supporters a heads-up by email and social media. Let them know your year-end campaign is about to launch and they should receive a letter from you soon, provided you have their mailing address. Encourage them to donate online right now. This means your donation page needs to be in great shape.

Keep in mind the fact your year-end campaign is going on will matter to some donors and not to others. Use an enticing subject line such as  – How you can help local families put food on the table.  

Make sure it’s obvious your message is coming from your organization so you have a better chance of getting it opened. 

Week of November 4

Mail your appeal letters, maybe mid-week so they arrive after the election.

Week of November 11

Send an appeal by email. You could also reach out by text and social media if your donors are receptive to those. Use the same messaging as you did in your appeal letter.

Week of November 18

Start sending follow-up reminders via email, text, and social media. Weekly or regular reminders are a proven way to help you raise more money. If possible, don’t send reminders to people who have already donated. Otherwise, be sure to thank your recent donors. You can even phrase your reminders as more of a thank you or an update.

Thank you so much to all of you who donated to our year-end appeal. We’re well on our way to serving more families at the Westside Community Food Pantry. This is crucial. We’re still seeing more people coming in because they’re having trouble affording groceries.

If you haven’t donated yet, please help us out today by visiting our website (include a link to your donation page) or sending us a check (provide address).

Week of November 25

November 28 is Thanksgiving in the U.S. I would recommend taking a pause from your fundraising this week and focus 100% on gratitude. Send your donors a Happy Thanksgiving message, preferably by mail, but an electronic message is fine. Your donors are going to be busy getting ready for turkey day and may not have time to donate that week, but would appreciate a heartfelt thank you from you.

For those of you outside of the U.S., this can also be an opportunity to show some donor appreciation. Even though you’re focused on year-end fundraising, you also need to communicate in other ways right now. 

Week of December 2

December 3 is GivingTuesday so you could tie that into a reminder message. You may already have a campaign planned.

Love it, hate it, or somewhere in between, your donors’ inboxes will be bursting at the seams on GivingTuesday and your messages can easily get lost in the chaos. Make your messages stand out and remember to show some gratitude, too. If you’re not participating in GivingTuesday, you’ll want to send a reminder on a different day.

Also, not all of your donors will care that it’s GivingTuesday. Focus on how they can help you make a difference.

Make sure your reminders, as well as any GivingTuesday messages, don’t look like spam. And, keep it positive. Don’t make your donors feel bad because they haven’t donated yet.

Week of December 9

Start making reminder calls, along with sending electronic messages. If time is an issue, you could just call people who have donated before. That’s probably most effective. Leaving a voice mail message is fine. 

Sending a text message as well as an email can improve your chance of getting a donation.

It’s a busy time of the year and your donors may need a gentle prompt.

The rest of December and beyond

Keep sending reminders throughout December. It’s tricky because you want to get your messages across without being annoying. This is another reason why you should only send reminders to people who haven’t donated yet.

Be sure to keep up with your donor communication (newsletter and other updates). Remember, you don’t want the only messages your donors receive to be fundraising appeals. December is also a great time to show some appreciation and send holiday greetings.

The end of December is the busiest time of this already busy fundraising season. Send a reminder email on December 29th, 30th, and 31st. This is also proven to be an effective strategy. And, it’s especially relevant if your fiscal year ends on December 31 or your donor wants to give before the end of the calendar year.

Even though you’re trying to raise money, don’t forget about building relationships, too. That’s just as important.

Look to see who hasn’t contributed yet. Concentrate on people who are most likely to donate, such as past donors. You may need to send another letter or a reminder postcard to donors who don’t use electronic communication. The more you can personalize it, the better.

You can continue following up in the New Year when your donors aren’t as busy.

Once is not enough. Your fundraising campaign will be more successful with multiple asks and by using multiple channels. Good luck!