Your nonprofit likely sends thank yous as part of its year end fundraising campaigns. But chances are your donors receive countless thank you emails and letters from other nonprofits. Avoid copying the exact same language you used in your promotional materials and personalize your thank you to each donor. Thank them for their one-time or recurring donation. Address which capital campaigns they contributed to. Acknowledge their attendance at a virtual or in-person fundraising event this year. Rather than sending a simple thank you, remind each supporter what their donation allowed your nonprofit to do this year. 

Never assume supporters know the importance of year-end fundraising for nonprofits. Make your appeal time sensitive, explain why you need donors’ support right now to continue your mission into 2021. Chances are your nonprofit and its beneficiaries have been affected by the COVID-19 pandemic, so address that. Also include any mentions of additional funds you’ll need due to any other circumstances of 2020.

You should never take a one size fits all approach to fundraising appeals. Your supporters have different levels of income, interests, and motives for giving. For example, you would not want to ask for a $20 gift from someone who usually donates $800, or vice versa. Customize messages for each communication channel, such as email, direct mail, or text-to-donate. You can take it a step further by personalizing appeals with donors’ first names and the names of capital campaigns they contributed to in the past. 

The closer you get to year end, the more urgent your fundraising appeal should be. Consider this, on average 24% of all nonprofits’ marketing emails are opened, compared to 98% of text messages. With mobile messaging you’ll not only reach more donors, but reach more faster. By reaching out to donors on more immediate channels like mobile messaging, you’ll also create a sense of urgency that you’ll need their support in the few remaining days left of the year.