End Of The Year Fundraising
December 31 is the most generous day of the year. Year end giving appeals remind donors about your cause and give them the opportunity to contribute before the New Year.
Direct mail was the end of the year fundraising appeal in the past, but many organizations shifted to email, social media and mobile messages. However, they may be struggling to create content that converts. According to npENGAGE, click-thru and conversion rates significantly declined for nonprofits in 2012 and 2013. Successful end of the year fundraising efforts may not be as simple as reminding donors about your organization and waiting for gifts to flow in. Here is a sample of and effective cross promotion campaign to reach maximum donors.
1. Be strategic and cross promote your campaign
How have your previous holiday campaigns performed? If you haven’t seen the results you wanted, it may be time to consider a different campaign schedule, Philanthropy Journal noted. For example, it could be a good idea to send out the first campaign message across all your channels in early fall. Because many organizations wait until the beginning of December to start contacting donors, you may be able to gain an advantage by doing it earlier since there will be less competition for attention and fundraising dollars. If you are not sure about end of the year fundraising campaign performance be sure to use short-links and keywords to measure performance across all channels.
2. Send multiple messages
Even though there is a battle for attention during the holiday season with other nonprofits and consumer brands, sending multiple messages gives you a better chance to get noticed, npENGAGE suggested. The site mentioned that only 12 percent of fundraising emails will be opened, and this only contributes to a 1 percent click-thru rate. From there, 1 in 1,400 people will make a donation. In terms of email response, if your list was 14,000 people, you would receive 10 gifts from sending one message. However, boosting this number to four emails would lead to 40 gifts. Sending multiple messages across multiple channels also increases the chances for exposure. Depending on how messages are designed, follow-up content can garner more attention than the first message.
3. Be personal
Donors may be fatigued from receiving yet another end of the year fundraising message, so your content needs to help them make an emotional connection to your organization. While sending a generic message to your entire list may seem like a time-saver during this busy season, it most likely won’t be effective. Contributors all have different needs and preferences, so targeting is necessary during this time to increase the chances of individuals making a gift. Studies have showed that donors are more likely to give when an individual case is used, rather than a larger group or national issue. Focus on one specific way in which donors will make a difference. People naturally feel they can improve one person’s life, but their donation won’t make a difference in a larger situation. Also, this is the time to send personalized messages in preferred channels to high-value donors.
4. Have an end of the year fundraising mobile strategy
People spend more time on the go during the holiday season, meaning mobile messages, email and social media are the best way to ensure you get seen. If an end of the year fundraising message doesn’t display from a smartphone, recipients will most likely ignore it or delete it rather than make a contribution. To make this strategy even more effective, you can enable mobile donations with a responsive giving form. This makes it easier for benefactors to click a link and complete their gift with a few taps of their fingers. Because everyone is busy during this time of year, this is one of the best ways to ensure your organization gets high conversion rates.