Become a social impact investor for as little as $50.
There's always a lot riding on your year-end online fundraising efforts. This year, both the growth in popularity of #GivingTuesday and the elections mean that you need think more carefully about your fundraising for year-end. Here are a few last-minute ideas to supercharge your fundraising.
No matter what your organization or supporters' political persuasion, it's important to acknowledge the new facts on the ground post-election, and adapt your messaging to fit the time. Review and rethink as needed to seize the engagement opportunity with your supporters and prospective donors. Many organizations are reshaping their year-end messaging to position themselves appropriately for 2017 and beyond.
Year-end is traditionally the time for one-time gifts, but we know that donors are always in search of flexibility and options. Make sure you make the case for monthly giving, either in the body text or P.S. of your email message, and also on all your donation pages. This is one of the fastest growing segments of online fundraising, so jump on the bandwagon at year-end too.
So much of year-end fundraising is about persistence. For email appeals, that means resending your email message to people who haven't opened your message. Wait a day or two, pull a report of who opened the message the first time, and suppress them from your resend. Yes, there is always a risk of over-messaging, so be sure to change the subject line.
You might also pick a different time to send your message such as very early in the morning, in the late evening, or on the weekend. Changing the time is all in the name of standing out to get noticed — and opened.
We go to great lengths to avoid sending appeals to people who have already donated to our campaigns. But year-end is a great time to keep including recent donors, especially if you have a dollar-for-dollar match. Include a sentence recognizing and appreciating their gift, and many donors will be motivated to give again, or to spread the word via social media.
Your donors feel great after they make a donation to your cause. That's what charitable giving is all about. Make it easy for your donors to share that feeling with friends and family; add sharing options on your website "Thank You" page and also in the thank-you email/receipt that gets sent to each donor. Talk with your online vendors to find out how to add these features.
It's vital to grab the attention of your website visitors during the last two weeks of the year. The pop-up lightbox is a perfect tool to get in front of people and convey your year-end fundraising message, especially if you have a match. Set a cookie for your returning visitors so the lightbox only appears once every few days.
You're probably planning some social media messaging at year-end to promote your fundraising efforts, but you're probably not planning enough. Get creative with ways to promote your year-end campaigns, using tie-in graphics, thermometers, short videos, shout-outs from community celebrities, and thanking donors publicly.
Your creativity and humor will pay off, especially for your social followers who are also on your email list. And don't forget to track your social media click-through traffic to your donation pages so you can measure your response.
Image: Mike Davis / CC BY-NC-SA / text added
This work is published under a Creative Commons Attribution-NonCommercial-NoDerivs 4.0 International License.
Close this window