Year End Donations
Did you know that 40% on donations to nonprofits occur at year end and 33% of December donations are received on new years eve? If you are like most nonprofit enthusiasts you worked incredibly hard last December to raise as many donations as possible before struck midnight on new years eve, capturing year end donations is very important.
Our friends at M+R Research recently posted a 2012 year end giving report that stated, “Lists grew while response rates and average gifts stayed flat – so most groups raised more, both through email and other sources.”
Our recommendation for fundraising in a down economy when donors simply have less disposable income is to set new tangible and reachable goals in addition to total amount raised.
How many new donors do we want to gain?
25? 50? 100? 250? 500? More?
In what new ways are we going to strengthen our donor engagement strategy?
Social Media – 50% of users watch their Twitter and Facebook walls daily. (Measure total followers)
Text Messages – 95% of text messages are read within 15 minutes. (Measure total text message subscribers)
Email – Email open rates on smartphones are on the rise. (Measure open rates and click thru rates)
Letters – Handwritten notes are very personal and powerful. (Measure total notes mailed. Tip-Don’t ask for anything)
Events – In person face to face engagement is irreplaceable. (Measure total participants)
Service Opportunities – The best way to build lifelong donors is to have them get their hands dirty. (Measure volunteers and hours)
Make it as easy as possible for people to give for the first time and recurring.
Getting someone to donate for the first time is based on an emotional impulse. Getting someone to continue supporting a cause is about engagement. We believe building a passionate donor base that is effectively engaged throughout the year is the best way to grow your organization and cause for the long term.
By Jeremy Koenig, Director of Marketing