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The year-end giving season offers a unique opportunity for engaging with your supporters and fans, whether your ultimate goal is deepening relationships or fundraising.
By planning ahead, thinking multichannel, and preparing your communications, you'll be ready for the year-end online giving season.
It's important to assemble your team no later than October to plan your online year-end giving campaigns. Create a matrix that shows the communications your donors and non-donors will receive at year-end and in what channels. For example, think about how Giving Tuesday has created a new national day for giving and how you might harness the opportunity among your supporters.
Year-end charitable giving appeals succeed when they are multichannel — when you're able to reach out and touch people through postal mail, real-world events, email messaging, and social media. Find opportunities in your organization to coordinate messaging. These might include newsletters or print publications, postal mail letters or receipts, welcome kits and welcome series, and videos or other online resources.
Spend time with your team thinking about to frame your current work and how to sharpen your fundraising ask. Remember:
Your website will get a burst of visitor activity from people who are hearing about you in their world. Get your website ready for giving with a schedule of new content that aligns with your year-end messaging. This might include new blog posts, a new featured article on your home page, a lightbox that pops up, and a fresh, new donation page.
Email has become increasingly important at year-end because of the precise way we can schedule delivery and control the visual and click-through experience.
This year, email will be read on more mobile devices than ever before, so you should:
Donors look to others to decide when to give and also to encourage others to support the causes they love. Social media is the perfect platform to push out year-end messaging that is centered around real-world examples, quotes from real people, and lots of photos to tell your story at year-end on all your social channels, and to encourage social sharing whenever possible.
Take the time to refresh your data dashboard at year-end so you can track all your online activity. Pay specific attention to multichannel tracking, as that often reveals emerging trends in giving.
Image: Len Radin / CC BY-NC-SA
This work is published under a Creative Commons Attribution-NonCommercial-NoDerivs 4.0 International License.
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