Some Observations From the Year-End Fundraising Season

We’re right in the thick of year-end fundraising season. If you have a campaign underway, I hope it’s going well for you, although it may be too early to tell.

A good fundraising campaign is more than just sending out a bunch of appeals and hoping the donations come in.

I get a lot of appeals, some from organizations I support and some from ones I don’t. I’d like to share a few observations from the year-end fundraising season.

Most of what I’m going to cover focuses on organizations I already support. For those I don’t, I’ll just say your generic Dear Friend letters aren’t giving me a compelling reason to give. And that includes your triple match offer. That said, organizations I already support aren’t pouring on the inspiration either.

Fundraising is not a transaction

Don’t get me started on the transactional aspect of #Giving Tuesday. I was barraged with email appeals, many of which were not that different from the ones I received the day before on Cyber Monday.

Most of my gifts are monthly donations which automatically renew, so I didn’t make that many gifts on #GivingTuesday. I thought I was making donations, but some organizations viewed it as a transaction.

One organization’s landing page looked like this.

************************************************************************

THANK YOU!

You may print this page for your records. A receipt has also been emailed to you.

ORDER INFORMATION

Your Transaction has been Approved!

Merchant: xxx

Description: Donation for Specific fund

Email: agreen…

Name: Ann Green

Company:

Phone: xxx

Street Address: xxx

City: xxx

State: xxx

ZIP Code: xxx

PAYMENT INFORMATION

Amount:

Transaction ID: 61419346676

Payment Method: Visa  xxx

Date/Time

QUESTIONS?

If you have questions or need assistance with your donation, call  xxx or email us at xxx

************************************************************************

The thank you email they sent included the subject line – Transaction Receipt from xxx

Ugh! I made a donation not a transaction. Whatever software they’re using seems to be geared towards purchases, not donations, and that’s a problem unless they include a warm, heartfelt message with their “auto-receipt.” That didn’t happen. All I got besides Thank you for your support, was a generic description of what the organization does.

Another organization sent a transaction receipt and let me know  – This order is now complete. Transaction approved! I also received a couple of “donation receipts.”

Can we please stop using the word transaction? There’s nothing wrong with including a receipt, but that’s not the only thing you should send.

Create an amazing thank you landing page and an equally amazing thank you email and put the receipt at the end.

Four Ways to Improve Your Thank You Redirect Page to Retain More Online Donors

A little less generic communication, a little more segmentation

Actually, a lot more segmentation. Only a handful of the appeal letters I received thanked me for my past support. One letter opened with Words cannot express how grateful I am to have you as part of our team.

Most of the email appeals were just generic requests. The ones I received on #GivingTuesday made a big deal about it being #GivingTuesday. I wish they would have made a bigger deal about recognizing me personally.

One organization did acknowledge the gift I gave a year ago on #GivingTuesday, even though it was a monthly gift that automatically renews.

What I would like to see first is organizations saying thank you for being a donor, and don’t bury that at the end of the letter. Make it prominent.

Next, as someone who makes mostly monthly gifts, I want to be acknowledged as a monthly donor. These donations automatically renew, but it’s fine to ask for an additional donation or an upgrade.

After thanking me for my generous support as a monthly donor, one organization asked if I would like to make a special gift this month or increase my regular pledge. Another organization sent a request to increase my gift by $1.00 a month. Unfortunately, those are the exceptions not the rule.

It will take a little more work, but send different appeals to potential donors, current donors, and monthly donors.

Keep telling your stories

I’ll end on a more positive note. The appeals that stood out included stories, as well as photos.  One that caught my eye was a first-person story from a boy named Jacob. In his handwriting (most likely), Jacob recounts his battle with leukemia – When I was 4½, I was told that I had leukemia. For 2½ years, I went through a lot of bad stuff…… Another story came from an animal therapy dog named Tova who made a request to Help Me Help More Humans.

Taking a creative approach is much better than bragging about your organization or opening your letter by saying you have a challenge match, which isn’t necessarily a bad thing, but opening with a story would have been better.

If you’re not raising enough money or keeping your donors this year, you may need to look at fundraising as more than a transaction, segment your donors, and share some good stories.

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Make #GivingTuesday More Than Just a Giving Day

Image result for giving tuesday logo 2018I’m sure you’ve all heard of #GivingTuesday, the annual giving day that takes place the Tuesday after Thanksgiving. This year it will be on November 27.

Perhaps you’ve participated in the past and it’s been successful, or maybe it wasn’t. Perhaps you’re planning to participate for the first time.

Whether you participate or not, #GivingTuesday is now part of the nonprofit landscape and if you’re doing a year-end appeal, you’ll need to factor it into your campaign.

I’m not a huge fan of #GivingTuesday 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. That may be because they were drawn into whatever gimmicks the organizations were using to get donations and/or the organizations failed to build relationships afterward.

I have a few suggestions to help make #GivingTuesday more successful or how to navigate around it if you’re not participating in it.

Is #GivingTuesday working for you?

If you’ve run a campaign in the past, check to see if people who gave the year before gave again. Go back as far as you can to check retention rates.

Also, who is donating on #GivingTuesday? Are they brand new donors or current donors who choose to donate on that day?

Focus on relationship building

Never miss an opportunity to build relationships, whether you’re reaching out to new donors or following up with current ones. Keep your appeal donor-centered. Thank current donors and find a way to make a connection with potential donors.

I realize the purpose of a fundraising appeal is to ask for donations, but don’t forget to build relationships, too. Again, the problem with most #GivingTuesday appeals is they’re focused too much on getting donations.

Use #GivingTuesday 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 doing regular reminders, anyway.

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

Keep in mind your donors will be barraged with email and social media messages on #GivingTuesday. Make yours stand out and be prepared to keep following up.

How about #GratitudeTuesday instead?

Maybe you’ll decide to bypass #GivingTuesday all together and make it a day to show some gratitude to your donors.

A New Approach to Giving Tuesday: Be different and stand out from the crowd

Attitude of Gratitude: A Different Kind of Giving Tuesday

Remember that your donors may not see your messages that day so send some #donorlove on other days around that time, such as Thanksgiving.

Donors are going to get a lot of appeals from you at year-end so you also want to use this time to communicate in ways in which you’re not asking for money.

Don’t forget to say thank you

Speaking of showing gratitude, your donors should be feeling the love right after they make their donation.

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 #GivingTuesday. Then you need to follow that with a phone call, handwritten note, or thank you letter.

Send welcome packets to new donors or welcome back messages to current donors.

#GivingTuesday has a transactional feel to it, although it doesn’t need to. 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.

5 creative ways to thank #GivingTuesday donors

5 Ways to Thank Your #GivingTuesday Donors

How did you do?  

When this year’s #GivingTuesday is over, make a plan to measure your results, whether you do a full campaign, a follow-up, or a thank you fest. Was it worth the time and effort?

I think you’ll find that your #GivingTuesday 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.

Tips for Keeping New Donors After a Giving Day

3 Ways to Turn #GivingTuesday Donors Into Year-Round Supporters

 

Why You Need a Multichannel Fundraising Campaign

 

9302747250_55a3eb4704_zYear-end fundraising season is here and it’s the busiest time of the year for most nonprofit organizations.

You need to plan carefully. If you just send one fundraising letter and wait for the donations to pour in, you’re chasing rainbows. Your donors are busy and may put your letter aside to handle later, and never get to it.

You may be thinking of not using direct mail at all because it’s too expensive, and only sending email appeals. That’s a mistake. Direct mail is still a viable way to communicate and well worth the investment.

Of course, you can also send email appeals, but you’ll need to plan to send more than one appeal due to the massive 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 effective if you use a combination of mail, email, social media, and phone calls. Some donors may respond to your direct mail piece but donate online. Others will see your email message but prefer to send a check.

You’ll have a lot of competition since you’re not the only organization seeking year-end donations. Plus, you’re competing with a deluge of email and social media posts from a variety of sources, even more in the US since it’s an election year. The fact that it’s an election year may not affect nonprofit giving, but it does factor into the amount of communication your donors are receiving. Fundraising in an Election Year: Much ado about (almost) nothing

All this is why you need a multichannel campaign with a series of asks.

BEFORE YOU START

Clean up your mailing lists

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

6 Steps to Direct Mail List Management

Clean Up Your Email List With These 3 Simple Steps

Make it easy to donate online

You must have a donation page that’s engaging and easy to use on all platforms, including mobile. Test all links in email messages 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.

When you’re ready to launch your campaign, include a blurb on your homepage that says your appeal is underway. Make sure your donate button is in a prominent place and stand out even more by including an engaging photo to draw people in.

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 timeframe as needed, and use this for campaigns at other times of the year. That said, I do recommend starting your year-end campaign sooner than later.

October 31

Give your supporters a heads up by email and social media. Let them know your year-end appeal is underway 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 that the fact your year-end appeal is going on will matter to some donors and not to others. Use an enticing subject line such as How You Can Help a Family Move Into Their Own Home.

Make sure it’s obvious your message is coming from your organization so you have a better chance of getting it opened. Get noticed on social media by using an engaging photo.

Week of November 5

Mail your appeal letters.

Week of November 12

Start sending follow-up reminders via email and social media. 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.

Thanks so much to all of you who donated to our year-end appeal. We’re well on our way to our goal of helping more families find a home of their own. 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 19

Send another reminder, along with a Happy Thanksgiving message. Share a success story in your appeal.

Week of November 26

November 27 is #GivingTuesday so you could tie that into a reminder message. You may already have a campaign planned.

Keep in mind that your donors’ inboxes will be bursting at the seams on #GivingTuesday. Make your messages stand out and throw some gratitude into the mix.

Don’t just send generic weekly reminders. Also, keep it positive. Don’t make your donors feel bad because they haven’t donated yet.

Week of December 3

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.

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 message 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 sending your newsletter and other updates. You don’t want the only messages your donors receive to be fundraising appeals. December is also a great time to show some #donorlove and send holiday greetings.

The end of December is the busiest time of this busy fundraising season. Send two or three reminder emails during the last week of December, including one on the 31st. This is 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 secure donations, don’t forget about building relationships, too.

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.

In addition, plan to get in touch with your lapsed donors at the beginning of January (more on that later).

Your fundraising campaign will be more successful with multiple asks and by using multiple channels. Good luck!

More on multichannel fundraising

How to Make a Multichannel Fundraising Ask: the Basics

6 Tips for Planning a Multi-Channel Fundraising Campaign

 

How to Write an Appeal Letter that Stands Out

2651935525_8caf84f515_mLabor Day has come and gone. It may still feel like summer, but fall is coming up quickly.

Fall is a busy time of the year, especially for nonprofits who do a year-end appeal. Hopefully, you’ve started planning your appeal. Now you need to think about writing it.

Your donors will receive a multitude of appeal letters this fall and many of them will be the same old generic, boring appeal.

You can make yours stand out by giving some thought to it. Here’s how.

Make a good first impression

First, you need to get your donors to open your letter. If you can’t get them to do that, then all your hard work has gone to waste.

Perhaps you’d like to include a teaser on the outer envelope. That doesn’t mean one that says 2018 Annual Appeal. Instead, say something like Learn how you can help Jessica learn to read.

You want to be both personal and professional. If hand addressing the envelopes isn’t feasible, make sure your mailing labels look clean, are error-free, and aren’t crooked. Use stamps if you can.

Create an inviting piece of mail.

Share a story

Start your letter with a compelling story. Focus on a person or family and not your organization. Your donors want to hear about the people they’ll be helping. For example, you could tell a story about how Jessica struggled with reading until she started tutoring sessions with Lisa, a local college student.

You could also share a first-person story from a client/program recipient.

Include a photo

Include an engaging color photo in your letter or on your pledge form. Photos can tell a story in an instant.

Here’s more information on creating stories and photos.

If You’re Making a Difference, You Have Stories to Tell

A Picture Really is Worth a 1000 Words

Then you need to ask

Ask for a donation at the beginning of the next paragraph (after the story). Make sure it’s prominent and clear. Also, ask your current donors if they can give a little more this year.

Phrase your ask like this – We’re so grateful for your previous gift of $50. Could you help us out a little more this time with a gift of $75?

If you’ve been doing a good job of engaging your donors throughout the year, they shouldn’t mind if you ask for a larger gift. Including the amount of your donor’s previous gift is helpful since people often don’t remember what they gave before.

You must be donor-centered

Don’t make your letter all about your organization. Show how your donors can help you make a difference and how much you appreciate your donor’s role in that. Make your donors feel good about supporting your nonprofit.

Share your success

Highlight a few accomplishments from the year and show how you plan to continue your good work with your donor’s help. Remember to stay donor-centered!

Make it personal

Send different letters to current donors, monthly donors, lapsed donors, people on your mailing list who haven’t donated yet, event attendees, volunteers, and friends of board members.

Your appeal will stand out if you can personalize it. At the very least, you must do these two things.

Send a personalized appeal to current donors. Let them know how much you appreciate their support.

Also, send a specific appeal tailored to monthly donors, giving them the recognition they deserve. You can ask them to upgrade, too.

Go the extra mile for your donors, so they’ll continue to support you.

Your letter should also have a personal salutation and not be addressed to Dear Friend, which is really more like Dear Anonymous Stranger.

Make it easy for your donors

Include a return envelope with amounts to check off or an envelope and a pledge form. Show what each amount will fund. Do this on your donation page, too.

How To Create Donation Tiers That Drive Donations

Some donors may prefer to donate online. Direct them to a user-friendly donation page on your website.

11 Donation Form Best Practices to Inspire Your Online Fundraising

Offer a monthly or recurring giving option

Monthly gifts can generate more revenue and improve donor retention. Encourage your donors to give $10 or $20 a month. If they do, you’re getting gifts over $100 each!

The Elements of a Successful Monthly Giving Program

Warning – do not ask your current monthly donors to become monthly donors. That’s one reason why they need their own appeal.

Your letter must be easy to read (or scan)

Use short paragraphs and bulleted lists, along with bold or color for keywords, but keep it tasteful. Make it easy to read and scan. Most people won’t read your letter word for word. Use a simple font and 14-point type.

It’s fine to go over a page, especially if you’re breaking up the text with a photo and short paragraphs, but I wouldn’t go over four pages. You can also add a quote or short testimonial. These can be powerful and it helps break up the narrative.

Think of your letter as a conversation with a friend

One tip for good writing is to think of your letter as a conversation with a friend. That means not using jargon like at-risk youth and underserved communities. Be specific and use everyday language. Refer to your reader as you and use you a lot more than we. How to Perform the “You” Test for Donor-Centered Communications – Do You Pass?

Too many editors spoil the appeal

Your entire staff doesn’t need to be involved in writing your appeal. Generally, the more people you involve in writing your letter, the worse it becomes. Fundraising Consultant Tom Ahern refers to this as letter writing by committee.

Your best writer should craft it and then turn it over to your best editor. Whoever signs the letter (your Executive Director?) can take a quick look at it, but don’t send it to a committee.

Besides weakening the content, involving more people takes extra time.

Leave a good lasting impression

Repeat your ask at the end of the letter. Don’t forget to say please and thank you.

Be sure to add a PS. People often gravitate to the PS as they scan the letter, so include something that will capture their attention. Here you could emphasize monthly giving, ask if their company provides matching gifts, or thank them for being a donor.

Get your pens out

Include a short handwritten note, if you can. Make it relevant to each donor, such as thanking her for a previous donation or letting him know it was nice to see him at a recent event. Hand sign the letters in blue ink.

Are you ready?

Stand out with an appeal letter that will capture your donors’ attention and bring you the donations you need. Good luck!

Read on for more advice on writing an appeal letter that stands out.

Don’t Make These Mistakes with Your Year-End Appeal

Don’t Make These 5 Mistakes In Your Fundraising Appeal Letter

How to Write Superior Nonprofit Fundraising Appeals: Avoid Jargon

[INFOGRAPHIC] How To Write An Annual Fundraising Appeal Letter

How to Plan for Your Year-End Appeal

43513744192_77ab3289ba_mMost people want to hold onto summer for as long as they can, but like it or not, September will be here before you know it.

Fall is a busy time for nonprofits, especially if you’re doing a year-end appeal. You can still savor the rest of summer, but you also need to start planning for your year-end appeal.

Many nonprofits rely on their year-end appeal for a good portion of their revenue so you want it to be successful. Use this checklist to help you get started. Of course, you can use this for fundraising campaigns at any time of the year.

How much money do you need to raise?

You may have already set a goal in your 2018 fundraising plan (at least I hope you did) and perhaps you need to revise that goal. If you haven’t set a goal, determine how much money you need to raise before you start your campaign.

Do you have a plan?

Put together a plan for your appeal that includes a timeline, task list, and the different channels you will use. Make it as detailed as possible.

When do you want to launch your appeal? It’s an election year so keep that in mind if you have contested races in your state. You’re also competing with countless other organizations who are doing appeals.

I think earlier is better so try to aim for mid-November at the latest. Figure out what you need to get done and how long it will take. Keep in mind things usually take longer than you think. If you want to send your appeal by mid-November, make your goal the beginning of the month.

Also, how are you mailing your appeal? You may need to recruit extra volunteers or get your materials to a mail house.

An Annual Appeal Fundraising Timeline You Can Use

Creating a Framework for Your Annual Fundraising Campaign

Do you have a good story and photo to share?

Find a good story for your year-end appeal. You’ll want some engaging photos for your letter and donation page, too. Quotes from clients will also enhance your appeal.

If You’re Making a Difference, You Have Stories to Tell

A Picture Really is Worth a 1000 Words

How did/can your donors help you make a difference?

Your appeal letter should highlight some of the year’s accomplishments and state what you plan to do next year. For example, let’s say you run a tutoring program. Let your donors know that thanks to them, 85% of the students in your program are now reading at or above their grade level. Next year you’d like to expand to five more schools.

Focus on the people you serve and show how your donors are helping you make a difference, or can help you make a difference. Don’t brag about your organization.

Are your mailing lists in good shape?

Make sure your postal and email mailing lists are up-to-date. Check for duplicate addresses and typos. Your donors don’t want to receive three letters at the same time or have their names misspelled.

Also, segment your lists – current donors, monthly donors, lapsed donors, event attendees, etc. I’ve written about segmenting your lists a lot lately and will continue to do that because it’s so important. You should have more success if you can personalize your appeal letters.

Do you have enough letterhead, envelopes, and stamps?

Don’t wait until the end of October to check your supply of letterhead and envelopes. Make sure you have enough. Perhaps you want to produce a special outer envelope. You may also want to create some thank you cards.

Even though many people donate online, you want to make it easy for donors who prefer to mail a check. Include a pledge envelope or a return envelope and a preprinted form with the donor’s contact information and the amount of their last gift.

Stamps are more personal so you might want to find some nice ones to use.

Is it easy to donate online?

Be sure your donation page is user-friendly and consistent with your other fundraising materials. Highlight your year-end appeal on your homepage and include a prominent Donate Now button.

Donation Page Best Practices For Nonprofits; Tips for Great Donation Pages

The Essential Elements Of An Online Donation Form

How does a donation help the people you serve?

Create a set of giving levels and let your donors know how their gift will help.

How To Create Donation Tiers That Drive Donations

Do you have an incentive to entice donors to give a larger gift?

Instead of offering premiums, see if you can find a major donor who will match any upgrades. I know of an organization that used this as an incentive to get new donors.

Boost Your Fundraising Results With a Match From a Major Donor

Do you offer a monthly or recurring giving option?

Monthly or recurring giving is another way to get a larger gift. Some people might balk at donating $100 or more, but if you present it as $10 a month ($120 a year!), it sounds more feasible.

Making the Most of Monthly Giving

How will you thank your donors?

Spend as much time on your thank you letter/note as you do on your appeal letter and write them at the same time. You need to thank your donors, and thank them well, as soon as you receive their gifts so have a thank you letter/note ready to go.

Handwritten notes and phone calls are much better than a preprinted letter. Create or buy some thank you cards (see above) and start recruiting board members and volunteers to make thank you calls or write notes. Put together a thank you plan to help you with this.

How are you continuing to show the love?

Even though you’ll be busy with your appeal, you want to ramp up your donor communication this fall. Keep engaging your donors and other supporters (who may become donors) by sharing success stories and gratitude. Pour on the appreciation! You could create a thank you video or hold an informal open house. Just don’t disappear until appeal time.

What are you doing to get ready for your year-end appeal?

Photo by CreditScoreGeek.com

It’s Time to Start Planning for Your Year-End Appeal

5877396182_d8be8358f4_m

August is here. People are already starting to talk about fall and back to school sales are underway, like it or not.

Even though you may still be in summer mode, September will be here in a flash. Fall is a busy time, especially if you’re doing a year-end appeal.

Many nonprofits rely on their year-end appeal for a good portion of their revenue. Get a jump start on your appeal and start planning it now. Use this checklist to help you get started. Of course, you can use this for fundraising campaigns at any time of the year.

How much money do you need to raise?

You may have already set a goal in your 2017 fundraising plan (at least I hope you did) and perhaps you need to revise that goal. If you haven’t set a goal, determine how much money you need to raise before you start your campaign.

Do you have a plan?

Put together a plan for your appeal that includes a timeline, task list, and the different channels you will use. Make it as detailed as possible.

When do you want to send your appeal? At the beginning of November? Figure out what you need to get done and how long it will take. Keep in mind things usually take longer than you think. If you want to send your appeal at the beginning of November, make your goal the end of October.

Also, how are you mailing your appeal? You may need to recruit extra volunteers or get your materials to a mail house.

An Annual Appeal Fundraising Timeline You Can Use

Do you have a good story and photo to share?

Find a good story for your year-end appeal. You’ll want some engaging photos for your letter and donation page, too. Quotes from clients will also enhance your appeal.

Connect With Your Donors by Telling Stories

Get Noticed in an Instant with a Visual Story

How did your donors help you make a difference?

Your appeal letter should highlight some of the year’s accomplishments and state what you plan to do next year. For example, let’s say you run a tutoring program. Let your donors know that thanks to them, 80% of the students in your program are now reading at or above their grade level. Next year you’d like to expand to four more schools.

Focus on the people you serve and show how your donors are helping you make a difference.

Are your mailing lists in good shape?

Make sure your postal and email mailing lists are up-to-date. Check for duplicate addresses and typos. Your donors don’t want to receive three letters at the same time or have their names misspelled.

Also, segment your lists – current donors, monthly donors, lapsed donors, event attendees, etc. A personalized appeal letter will make a huge difference.

Do you have enough letterhead, envelopes, and stamps?

Don’t wait until the end of October to check your supply of letterhead and envelopes. Make sure you have enough. Perhaps you want to produce a special outer envelope. You may also want to create some thank you cards.

Even though many people donate online, you want to make it easy for donors who prefer to mail a check. Include a pledge envelope or a return envelope and a preprinted form with the donor’s contact information and the amount of last year’s gift.

Stamps are more personal so you might want to find some nice ones to use.

Is it easy to donate online?

Be sure your donation page is user-friendly and consistent with your other fundraising materials.  Highlight your year-end appeal on your homepage and include a prominent Donate Now button.

8 Best Practices for Building an Online Donation Page

The Top 10 Most Effective Donation Form Optimizations You Can Make

While you are at it, check your website for out-of-date information and broken links.

Is Your Nonprofit Website in Good Shape?

How does a donation help the people you serve?

Create a set of giving levels and let your donors know how their gift will help.

Do you have an incentive to entice donors to give a larger gift?

Instead of premiums, see if you can find a major donor who will match any upgrades. I know of an organization that used this as an incentive to get new donors.

Boost Your Fundraising Results With a Match From a Major Donor

Do you offer a monthly or recurring giving option?

Monthly or recurring giving is another way to get a larger gift. Some people might balk at donating $100 or more, but if you present it as $10 a month ($120 a year!), it sounds more feasible.

How will you thank your donors?

Don’t treat this as an afterthought. Spend as much time on your thank you letter/note as you do on your appeal letter and write them at the same time. You need to thank your donors, and thank them well, as soon as you receive their gifts, so have a thank you letter/note ready to go.

Handwritten notes and phone calls are much better than a preprinted letter. Create or buy some thank you cards (see above) and start recruiting board members and volunteers to make thank you calls or write notes. Create a thank you plan to help you with this.

Are you showing the love?

Even though you’ll be busy with your appeal, you want to ramp up your donor communication this fall. Keep engaging your donors and other supporters (who may become donors) by sharing success stories and gratitude. Pour on the appreciation and create a thank you video or hold an informal open house.

How are you getting ready for your year-end appeal?

10 Ways To Engage Donors And Boost Donations This Holiday Season

 

2086084757_0dec5905e6_mGuest Post by Jeremy Silverstein

Fundraising for your nonprofit organization occurs year-round as you build relationships with donors, host events, and ask for donations. However, research shows that almost one-third of yearly online giving occurs in December. Capitalize on generosity this holiday season as you engage donors and boost donations. Here are 10 ways you can do that.

Create a Seasonal Holiday Campaign

Deck the halls and give your seasonal donation campaign a holiday flare.

  • Post a picture of a rescue dog sporting a holiday wreath.
  • Bake cookies for families in need, and ask donors to sponsor a plate.
  • Feature a holiday tree on your thank you cards.

Consider hosting a holiday party, too, as you engage donors and incorporate seasonal elements into your fundraising campaign.

Share Your Goals

Tell donors why you’re raising money. Will it provide school supplies to 100 kids or send 10 developmentally delayed adults to job training? Your transparency builds trust in your cause.

Get Personal

Donors are human, and they want to know that their money makes a difference. Why should they give to your cause?

This year, consider asking organization beneficiaries to share their stories as you get personal.

  • Give donors a tour of the handicap van you purchased for client transportation.
  • Showcase photos of rescue dogs with their new families.
  • Ask a job-training recipient to record a video of his/her work day.

Re-Examine Your Donation Process

A cumbersome or time-consuming donation process turns away busy donors. Simplify the process with a few tips.

  • Update your website so it’s mobile-friendly.
  • Add a bright “donate here” button to every page.
  • Make the donation forms short and sweet.

Ask for Gifts in Kind

Cash donations are always appreciated, although not everyone can give a monetary donation. Another way people can help out is with tax-deductible in-kind gifts. Examples include:

  • New, unwanted electronics that you can sell online or use in your next auction fundraiser.
  • Gently used office supplies that keep your organization functioning properly.
  • Vehicles that are sold and turned into cash.
  • Annuities or life insurance policies that continue giving,

Help Donors Give Gifts

Help your donors cross everyone off their gift-giving list when you invite them to donate in someone else’s name. On your print and online donation forms, include a box where supporters can “give a donation as a gift.”

To increase participation, create an attractive gift package. It may include a thank you note, recognition certificate, or small branded gift. As an example, donors who give $100 to your animal rescue receive a stuffed dog in a branded coffee mug.

Participate in Giving Tuesday

Started in 2012, Giving Tuesday promotes charitable holiday giving. More than 700,000 people raised $116 million in 2015.

While Giving Tuesday has passed, be sure to thank donors who participated and encourage giving throughout the month. Prepare social media posts and mailings that give donors facts, photos, and testimonials detailing your organization’s impact in the community.

Be Grateful

Many people show generosity during the holidays. Join in and remind your donors that you’re grateful for them.

Send handwritten thank you notes to all your supporters, whether they give $10 or $1,000. Use social media, your website, and your newsletter, too, to highlight how donations make a difference for your cause. These stories and your gratitude ignite even more generosity.

Target Volunteers

Volunteers already give so much of their time to your cause, but think about asking them for financial gifts, too. Volunteers are twice as likely to give as non-donors partly because they already know and love your cause.

Think Ahead

Of course, you’re focusing on securing year-end donations. Think ahead to next year, too.

Remember that some of your donors may not be able to give during the holidays, but they will resume giving when the new year arrives. Reach out to these donors when you share your goals for your fundraising efforts, thank them for past support, and build bridges for the future.

The holiday season provides 10 excellent ways to engage donors and increase gifts. With these tips, you can increase donations for your cause. What other ideas work for you?

Author bio: Jeremy Silverstein is Vice President of Operations and Vehicle Dispatching at Goodwill Car Donations. During his five years with the organization, Silverstein has handled tens of thousands of donated vehicles and has become an expert in the field.