The end of the year can be a stressful and frantic time for nonprofit fundraising professionals. With deadlines looming and resources stretched thin, it can take a lot of time to develop creative fundraising strategies. Of course, you know you need a focused fundraising plan for the month of December because with the end of the year comes increased generosity and more donations. In fact, according to the 2022 M+R Benchmarks Study, nonprofits raise anywhere from 17% to 31% of their online revenue in December, depending on their cause.
Still, the next thing you know, time has passed you by, and now you are in need of some last-minute fundraising strategies and ideas. No worries! The good news is that you still have time to implement some tactics to make sure you're maximizing your income during the final days of 2022.
Here are five last-minute ways to fundraise effectively during this hectic season.
Tune up and optimize your website
Chances are good that anyone visiting your website this month is going there for one reason only: to make a gift. Your website needs to be focused on that.
Make sure your website and donation forms are functional, easy to navigate, and optimized. Here are some tips on how to optimize your website:
- Include fundraising calls to action throughout your website. "Donate Now" buttons should be easy to find and stand out.
- Optimize for mobile – Make sure your donor's experience on mobile looks just as nice on a mobile device as on a desktop.
- Spend some time and make a donation on your own website to identify any hiccups on the page and fix them.
Plan To Send At Least Five Emails In December
These emails can be short and sweet but need to convey urgency. If possible, personalize these emails by adding first name salutations. Here is a list of the five emails you should send:
- A holiday greeting to deepen connections with your supporters. Let them know you are grateful for them.
- Share your year-end appeal and highlight your fundraising goal and any matching gifts.
- Send an email on December 26th or 27th with a reminder that it isn't too late to make a tax-deductible donation, and be sure to give by December 31st.
- Send an email on the morning of the 31st with the reminders above and a clear call to action.
- Schedule an email to go out in the evening on December 31st reminding your supporters to donate before Midnight.
Be bold and continue to ask for gifts until the last possible moment!
Personally Reach Out To Past Donors
It might seem like a no-brainer, but reaching out to people who have previously donated to your organization is one of the best ways to boost your fundraising efforts. Pick up the phone and call them, send personalized emails, handwritten thank-you cards, etc. The appreciation will go a long way in encouraging them to give again!
Ramp Up On Social Media
Since not everyone will get or open your emails, organic social media is a great way to boost your organization's visibility, attract new supporters, and engage with current supporters. Share compelling impact stories and update the progress toward your fundraising goals. Posts should be accompanied by clear calls to action. Use hashtags, photos, videos, and more to maximize visibility and engagement.
Be sure to stay on message with all social media postings and include branded links back to your donation page.
Email Signature Lines
Use your email signature line to help promote your year-end campaign and link to your donate page. The email signature line should use the same campaign theme as your year-end campaign. Email signature lines are a free, easy-to-implement tool that can help drive a high return.
These five tactics are sure to lead to some extra income for your organization before we all say farewell to 2022 and welcome a fresh start in 2023.
Good luck with your end-of-year campaign!