Here’s your encouraging word for end of year fundraising: Don’t stop! In this episode, I’ll tell you what you should send donors between now and December 31 to raise funds.
At this time of year, it’s tempting to think everyone is too busy or too over-committed. You might believe whatever news about the economy or world events means people just aren’t going to respond to fundraising appeals. You might even think your supporters are tired of hearing about your cause.
But “donor fatigue” is a myth.
The time between Thanksgiving and December 31 is by far the biggest giving season of the year. People expect you to ask. If you don’t, the assumption will likely be that you don’t need their money.
Organizations that believe in the myth of donor fatigue pull back on their fundraising efforts. What happens next? Nonprofits that stop asking for what they need will naturally receive less. The others? They go on, merrily raising funds!
Most of the reasons people don’t give at year-end have got do with our communications (or lack of communication). But don’t worry. We can fix it!
Here’s what you need to send between now and December 31:
- Impact Stories – Show donors how their giving has made a difference during the year.
- Reports – Share statistics, budgets, or reports in a separate mailing before you send your appeal.
- Appeal Letter – A personal appeal with a very clear ask. Give donors a problem they can solve. For example: $200 buys an iron sheet for the church roof.
- Thanksgiving and Christmas greetings
- Personal individual messages, appropriate for the relationship, by whatever means of communications you use as a friend with that person. Check in with them, catch up, LISTEN, and just be friendly!
- In the last 3 days of the year, send several short emails to remind people of your goals and the year-end deadline.
This is just a small taste of what I’m teaching in Mission Writers, where I go more in-depth so you never have to wonder what to send to donors. Be sure to check it out!