The end of the year is one of the most important times for a nonprofit and its fundraising department. It is at this time that nonprofits make the biggest asks and also when donors are most willing to give. Nonprofit Hub surveyed 400 nonprofits and found that 28 percent of nonprofits raised 26 to 50 percent of their total annual income in the year-end ask alone. Network for Good found that 30 percent of annual giving happens in December and more specifically, 10 percent of annual giving occurs in just the last 3 days of the year.
In today’s modern world of marketing and fundraising there are three key things you should be doing, beyond the most common practice of direct mail, to make the most of year end fundraising.
1. Leverage partnerships
Leveraging partnerships are a really smart way to raise money during your end of year campaign. There’s no single right way to do it, the two major partnership types we recommend are matching fund partnerships and influencer partnerships.
Matching Funds
Like any major fundraising campaign, seek out matching fund opportunities. Having a matching fund with an individual, company or foundation can be just the nudge you need for year end donors.
Influential Social Media Advocates
Seeking out partnerships with new and existing influential friends of your organization is a great way to spread the word far and fast. A recent article from The Nonprofit Quarterly touted the benefits of partnering with online influencers as representatives and ambassadors to your mission, particularly through social media. Relationships with or endorsement from YouTube stars and popular Instagram personalities can be both a valuable megaphone for your end-of-year campaign but will also boost your clout among existing and potential new donors.
2. Use compelling media to tell your story and make the ask
Direct mail has been the longstanding medium for fundraising, but as technology continues to evolve, so should your ask. Go beyond direct mail by telling your story with compelling images and speaking directly to your donors via video.
Video is one of the most powerful mediums to communicate what matters to your mission. Video also performs extremely well on social media; Social Bakers found that Facebook video out-performs any other content type in audience reach.
Once you’ve got your audience engaged, what better place to incorporate your ask? Using tools like Total-Apps Video Checkout you can utilize video to draw in potential donors, and not only provide the call for donations directly within video in their social media newsfeed but simultaneously collect donations without making donors click away.
3. Leverage shared experiences and national awareness events
The end of year is filled with awareness campaigns and holidays that are likely tied to your mission. In addition, broader charitable events like #GivingTuesday give you an extra opportunity to connect with donors. As you build out your end of year plan, don’t forget to include ties to recognized holidays to make your ask that much stronger.