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Preparing for End-of-Year Giving: Tips for Fundraising Success

October 12, 2023

Preparing for End-of-Year Giving: Tips for Fundraising Success

5 min read

As 2023 draws to a close, nonprofit organizations are gearing up for one of the most crucial periods in their fundraising calendars – End-of-Year Giving campaigns. 

The holiday season brings a generous spirit among donors, with approximately 30% of all annual donations occurring in December alone. For many organizations, the year-end ask accounts for up to 50% of their annual funds. With these statistics in mind, here are ways to build a successful campaign to finish your year strong.

Leveraging the Power of Texting in Fundraising Campaigns

In the world of fundraising, where engagement and immediacy are key, texting donors has emerged as a powerful tool. With texting’s astounding 99% open rate, it has become an integral part of holistic, multi-channel fundraising campaigns. 

Here are a few innovative ways through which nonprofit organizations can elevate their fundraising campaigns with texting:

  • Combine Direct Mail with Texting: Direct mail campaigns have a tangible appeal and are great for education. By integrating texting, nonprofits can provide a direct and immediate channel for recipients to respond or donate after receiving a mail piece. Including a Text2Give number in direct mail materials increases the chance of easily donating to your organization.
  • Add Texting for CTAs in Ads: Online ads are effective way to create awareness. Nonprofits can add a texting call-to-action to their ads to increase engagement. An ad promoting a cause can include a keyword and shortcode, allowing interested individuals to learn more by texting. This can increase the chances of conversion, turning ad viewers into dedicated supporters.
  • Scale Email Campaigns with Texting: Nonprofits can improve their email campaigns by integrating texting. Personalized options like event reminders, donation links, or requests for survey participation cater to recipient preferences. Follow-up texts reinforce the call-to-action and encourage higher engagement rates.
  • Grow Your Social Media Community with Texting: Social media platforms are hubs of community engagement. Nonprofits can utilize texting to deepen these connections. Promoting texting campaigns on social media can encourage followers to participate, like conducting text-based polls and contests related to the cause, sending event reminders, and facilitating peer-to-peer fundraising challenges. This fosters a sense of community among supporters.

[Read More: A Step-by-Step Guide to Text2Give Campaigns]

Creative End-of-Year Fundraising Campaigns

The end-of-year giving season is a critical time for nonprofits and advocacy organizations to raise money and support their missions. Here are some creative and effective campaign ideas to get your messaging right.

  • End-of-year countdowns: Create a sense of urgency and excitement by launching an end-of-year countdown campaign. Share stories and videos of the impact your organization has made throughout the year. This is a great way to remind your donors of the difference their support makes, and to inspire them to give again at the end of the year. 
  • Matching gifts challenge: Encourage your donors to double their impact by checking with their employers to see if they offer matching gifts. You can make this even more fun by creating a matching gifts challenge, where you pledge to match a certain amount of donations raised through matching gifts.
  • Donor appreciation: Take the time to thank your donors for their support throughout the year. You can do this with a simple email or handwritten note, or by hosting a special donor appreciation event.
  • Peer-to-peer fundraising: Ask your most passionate supporters to become fundraisers for your organization. This type of fundraising has individuals raise money on behalf of an organization from their own networks of friends, family, colleagues, and social media followers. Give your fundraisers the tools and resources they need to be successful such as message templates and event training.

Top 10 Tips For End-of-Year Giving Campaigns:

  1. Start Early: Plan your campaign well in advance to allow for strategic development and outreach.
  2. Set Realistic Goals: Define achievable targets for both funds and donor outreach.
  3. Segment Your Audience: Personalize your messages based on donor categories.
  4. Create a Multichannel Approach: Utilize various channels like email, social media, and texting for maximum reach.
  5. Leverage Matching Gifts: Prominently feature matching gift programs to encourage larger contributions.
  6. Tell a Compelling Story: Personal, impactful stories resonate with donors and drive contributions.
  7. Simplify Donation Process: Ensure a seamless, user-friendly donation experience.
  8. Countdown to the Deadline: Create urgency by reminding donors of the year-end deadline and associated tax benefits.
  9. Express Gratitude: Thank your donors sincerely and promptly to reinforce their importance.
  10. Follow Up: Maintain communication post-campaign, updating donors on the impact of their contributions.

The end-of-year giving campaigns are not just about fundraising; they are about fostering connections and creating lasting impact. Every donor, every contribution, and every effort play a vital role in your organization's mission. So, gear up, inspire generosity, and let's make a difference together.

If you have any questions about how to get your next texting campaign up and running, chat with one of Prompt.io’s texting experts!

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