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10 Things to Do for Your Final Year-End Push

Heads up, fundraisers. It’s crunch time!

Are you ready to win the race to year-end? You can’t ignore the data—10 percent of all online giving happens December 29-31. Do you really want to miss out on those donations because you didn’t do one final year-end campaign push? Here are ten simple things you can do right now to ensure a successful year-end.

Make it easy for donors to find you and donate.

Post a vibrant year-end donation banner on your website’s homepage that links directly to your online donation page. Go the extra mile and make sure your nonprofit’s information is up-to-date on Charity Navigator and GuideStar, too.

Write a stellar, story-driven appeal.

An effective appeal is equal parts emotion and urgency. You want to pull people into your message with a compelling story, and then push them to act with a specific, clear, and urgent call to action. Not sure what to write? Check out our chapter, “Write a Story-Driven Appeal,” in our recent eGuide, Last-Minute Tips for Year-End Success.

Send an email every day, December 29-31.

Last call for giving! This one’s crucial—and we know it scares you. You worry you’ll annoy your donors with too many requests. Guess what…YOU WON’T! Your supporters want to hear from you. That’s exactly why they signed up for your emails. You can always segment out donors who have already given to your year-end campaign. But, if you don’t ask them to support you, there are plenty of other nonprofits who will.

Share your donation page on social media—every day.

You have plenty to post about. Share photos and memories of the work your donors have helped you accomplish this past year. Build excitement around what you’re looking forward to in the year to come. Give donors the inside scoop on how their gift helps.

Make sure your online donation process is easy.

Be sure the donation button is easy to find on your website and in all your email blasts, so donors can simply click and give without wasting time hunting for your donation page. Minimize the steps your donors must go through to donate. Don’t lose them because your process takes too long!

Make sure your year-end efforts are donor-centric.

Make the donor the superhero of your nonprofit’s success instead of talking about the greatness of your organization. Remember, your donors make your work possible. They’re your stakeholders. Show them how their donations will be used and be transparent about your programs, spending, and impact.

Have a clear call to action in every message you send.

Know your audience and craft a call to action that will motivate them. Tie it into your appeal’s overall story. Focus your appeal on the community you serve and individual stories, rather than statistics. This will resonate at the emotional level.

Set SMART goals.

It’s essential to have a clear and measurable result in mind. Decide how you will define success, so you can report on it at the end of your campaign. Make sure your goals are SMART (specific, measurable, achievable, realistic, and time-bound). Set your goals by answering four simple questions:

  • What am I trying to accomplish?
  • Who am I trying to reach?
  • What do I want them to do?
  • What is the best way to reach my audience?

Say thank you.

Send a thank you message as soon as you can—and make sure it does just that: says thanks. Your sincere note of gratitude (that doesn’t include donation history or another appeal) will be remembered next year!

Track results.

Tracking results isn’t just for internal reporting. Let your supporters know about the progress of your campaign, how close you are to your goal, and how much their support matters.

This final week is crucial. It’s the last lap in the race. Use these tips to boost your year-end fundraising campaign with one final appeal that inspires donors to give. Download our Last-Minute Year-End Fundraising Appeal template to write your best email blasts of the year. There’s no time to waste!

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