The Nonprofit Marketing Blog

How to Make the Most of Your Year-End Donors

This is what we all know:  December is huge for individual giving.

In 2014, Network for Good saw thirty-one percent of the year’s online giving happened in December, and 12% of the year’s gifts came in during the last 3 days of the year. There’s still time to reap the rewards of this last-minute activity. With all of the time, effort, and money you put into your final fundraising campaigns, make sure your get the most out of your year-end donors with these tactics:

Create a Great Experience

Each aspect of your campaign—and especially your donation page—should reinforce a supporter’s decision to give while making it quick and easy for them to complete their donation. This means all of your materials should echo your key fundraising messages and incorporate your nonprofit’s branding. Each part of your campaign should be an continuation of the conversation you’re having with your potential donors across all of your outreach channels.

Offer Suggested Donation Amounts

Donors are looking for cues for how much to donate. While they may have a number in mind, they’re not really sure what level will make an impact. In addition to letting donors fill in their own donation amount, give donors a shortcut by offering suggested giving amounts that take the guesswork out of how much to donate.By presenting defined choices, supporters have context on what might be considered a “low” amount vs. a higher end contribution. This not only makes it easier for your donors, these suggestions can actually motivate donors to give more.

 

Showcase Recurring Giving Options

In your fundraising appeals and on your online donation pages, always include the option to make a recurring gift. Well-positioned recurring gifts give supporters a way to give every month for the next year, instead of just one year-end donation. This is a win-win situation for everyone involved—donors can give more over time and you have a steady stream of dependable funds. Attach giving levels, special perks, and impact descriptions to monthly gift tiers to make recurring giving a more attractive option. If you don’t have a donation page that will help you increase your average gift size and encourage monthly giving, it’s time to make a change. Get a personal tour of Network for Good’s donation pages today.

Enable and Encourage Social Sharing

Make it easy for your donors to share your message and raise money on your behalf by giving them tools to share your message via social media and peer-to-peer fundraising tools. Include social sharing buttons on your donation confirmation and thank you pages, in your thank you letters, and in follow-up emails. Provide copy and paste or pre-programmed messages to allow your donors to easily spread the word. Since enthusiastic supporters are often your best spokespeople, let their passion create a wave of donations by teaching them how to set up a fundraising campaign with a peer-to-peer fundraising page.

Collect the Data You’ll Need in 2016

As you reach out to donors this giving season, set yourself up for success by tracking and recording your results along the way: from email open rates to donation history. You’ll learn what’s working and what’s not, and you’ll pave the way for a strong retention strategy because you’ll know exactly how you should talk to each type of donor that comes in the door. Your best bet is to have an easy-to-use donor management system in place to collect this information in December, which will enable you to quickly analyze and act on that information in January. Don’t have a donor management system that makes your life easier? We can help. Schedule a personal tour today.

Have a Solid Donor Stewardship Plan

Turn first-time or casual givers into repeat donors by sending them a warm, timely thank you letter, and then keep them up to date on the impact of their donation. Stay in touch so that they feel like a true part of your community and can relive the helper’s high over and over again. When donors know their gift was appreciated and made a difference, they’ll be more likely to give again. Of course, these efforts will also help you keep your current loyal donors devoted for years to come.

Raise More This Year with Easy-to-Use Fundraising Software that Gets Results

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About This Blog
Caryn Stein hi res

Caryn Stein
Vice President, Communications and Content, Network for Good

We’re here to help you win hearts and minds—and donations.

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