Imagine this familiar scenario:

It's mid-November, and your nonprofit's leadership is discussing the year's financial state, fundraising results, and a long list of worthy projects in need of support. The conversation turns to year-end fundraising, and as the marketing manager, the spotlight is suddenly on you.

After a busy year of campaigns, appeals, special events, and donor stewardship, it’s easy to underestimate the importance of connecting with your donors at year’s end. But in the nonprofit sector, the end-of-year period is a goldmine, often accounting for a significant portion of annual revenue.

CanadaHelps notes that up to 50% of a charity's yearly income can be generated in the last quarter of the year, with an astonishing 9% in the final four days alone!

So, let’s take a look at how you can break through the hustle and bustle of the holiday season to maximize this crucial time.

START EARLY

When you’re mapping out your annual donor communications plan in January, the end of the year may seem a million miles away. It’s really not. As you lay out key dates throughout the year, be sure to include an end-of-year fundraising campaign on the calendar. It’s every bit as important as the usual seasonal touchpoints.

If nearly half of your organization’s revenue is earned in the final three months of the year, it’s important to think of that final quarter as one comprehensive fundraising season rather than a series of one-off events. As you develop your messaging, consider using an integrated storytelling approach throughout the Thanksgiving, Giving Tuesday, Christmas, and Year-End season.

SET MEASURABLE GOALS

Using data collected from previous years, set SMART goals for each campaign—specific, measurable, attainable, relevant, and time-based. Also, look at setting goals for the entire season so you are aware of what needs to be achieved right through to the end of the year. Have a solid plan for what you want to accomplish and how you’re going to get there.

Clear goals will shape your strategy and maximize impact, whether increasing donations, driving awareness, or engaging a core demographic. And it avoids the danger of rolling out an end-of-year fundraiser that comes across as a desperate effort to meet your annual budget.

TELL A COMPELLING STORY

It’s hard to resist a well-told success story infused with joy, wonder, and a sense of anticipation. Don’t forget to evoke emotion, showcase the impact of your organization’s work, and keep the donor at the centre of it all. Piece of cake, right? While it’s easier said than done, this is your mission.

As you come across compelling stories of impact throughout the year, keep the best ones in the back of your mind (or, better yet, in a file on your computer) so you can easily access them later. When it’s time for your year-end appeal, engage your donors across multiple digital platforms—email, website, social media, and blogs. And remember, when people are busy, a picture truly is worth a thousand words, so be sure to include a hefty dose of photos and video in your communications.

SHARE YOUR TIGS

There’s no question that donors are motivated to hit achievable fundraising targets. There’s something about reaching a financial goal that gets the competitive juices flowing. Yes, the giant thermometer on the lawn (or website) approach really does work! What’s even more compelling is sharing a Tangible Impact Goal, or TIG, with your donor base.

What’s a TIG? Rather than trying to raise a certain dollar amount by the end of the year, do the math to find the equivalent value in tangible, real-life impact items. For example, your internal target may be $10,000 raised to help inner-city kids with their education. However, the public-facing campaign would be to fund 1,000 backpacks stuffed with school supplies. Then, use your website and social channels to let people know how many more backpacks you need to reach the goal. You’ll be amazed by how people respond to a tangible objective that will clearly make a difference in kids’ lives.

LOOK BACK AND CELEBRATE

In the nonprofit world, it’s important to always be preparing for the next big initiative or fundraising appeal. We often forget to look back and celebrate all that’s been achieved in the past 12 months. There’s a reason why you’re exhausted by year’s end!

An end-of-year campaign is the perfect time to reflect on everything you and your donors have accomplished together. Recall highlights from the past year and thank your donors for making it all happen. If possible, tailor your messaging to different donor segments, personalize your communications, and invite them to keep the momentum going with one final gift before the end of the year.

A successful year-end appeal is vital, yet it’s a last-minute afterthought for many organizations. A hastily cobbled-together end-of-year campaign—or no campaign at all—could cost your organization almost ten percent of its fundraising income.

Next time everyone around the board table looks to you for answers, you can confidently say, “We’ve got this. Let me tell you about our exciting year-end appeal…”

We’d love to support your year-end campaign or help develop an annual communications strategy. Contact us today to discover how we can assist you.