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3 Things You Need to Do Before Your End-of-Year Campaign

We planted the seed two weeks ago. It’s time to start planning for year-end giving.

 

If you’re thinking—this early, really, isn’t that overkill? The answer is no, it’s not. There’s a reason the American advertising and greeting card industry created the marketing slogan “Christmas in July.” For one, it evokes a state of nostalgia. We reflect on the fond memories of years’ past (hopefully) and can’t wait for that special time of year to be here again.

 

But “Christmas in July” also helps us start planning ahead. How much should we start saving to be in a healthy financial position come December? What’s the perfect gift for our special someone(s)? And how will we make the season meaningful beyond the material gifts we share?

 

The same goes for end-of-year campaigns. There’s a reason that nonprofits should start planning in July too.

 

The fall is a critical runway for stewarding your donors before the largest giving season of the year takes off. 

 

Make sure you report to them. Make sure you thank them. And make sure you cast a vision.

 

1. Reporting

Transparency is key. Remember, as a nonprofit, you have a fiduciary responsibility to the community you serve. According to the Association of Donor Relations Professionals, donors care about both the qualitative and quantitative ways their gift has made a difference. That means storytelling (qualitative) and data (quantitative). This fall, consider these ideas to report back to your donors:

– story video: to feature a life your mission has impacted

– print/digital report: to share data and stories (annual, impact or progress report)

– mission-in-action event: to allow your champions to see the impact their gift has made

– digital advertising: to highlight your impact in the community

 

2. Thanking

Never wait until the next ask to thank your donors for their previous investment. Even if you’ve been busy putting their gifts to good use, donors can tell when you’re thanking them just so you can ask for more. Make sure you’re saving enough time in between thanking and asking so the gratitude feels authentic. This fall, consider these ideas to thank your donors:

– video: featuring donors sharing why they give (make them the heroes)

– handwritten card: make it personal from a program participant

– phone call: task your board to carve out time for thank-you calls

– small gift: a photo of your participants, a book on your mission, branded merchandise

– survey: ask your donors why they give and what you could be doing better

 

3. Vision Casting

Now it’s time to cast vision! Make sure your donors know where you’re headed. The most important thing you can do to tee up a season of giving is to paint a clear vision for the future. Donors want to know how their gifts will impact your organization down the road, not just tomorrow. A strong vision has the power to move your donors from transactional to transformational giving. This fall, consider these ideas to share your vision:

– milestone video: cast a bold vision for the upcoming year(s); be specific about important milestones you need to hit and why

– media: pitch a reporter on what the community would look like without your organization, where you’re heading and see if they’ll tell your story. Third party validation can go a long way.

 

Let this be the year your end-of-year campaign helps you achieve your fundraising goals. Start this fall by stewarding your donors well and they’ll be ready to give when the time is right.

– Caitlin Clinard, Founder and President

Author:

Kimberly Currie

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