Written by
CanadaHelps
Published on
September 15, 2020
According to CanadaHelps data, the average charity’s donation revenue between October to December can make up half of their annual fundraising revenue. And 9% of their annual revenue is raised during the final 4 days of the year!
That means the year-end fundraising season is critical. A successful year-end campaign makes the difference between growing your organization’s initiatives and starting the new year scrambling for additional funds.
Here are 10 essential tips for executing a year-end fundraising campaign that will effectively reach your donors, drive more donations, and let you jump into the last quarter with confidence.
How did things go, this time last year? Look back to get the bigger picture by reviewing concrete numbers of what can be improved and what opportunities you should tackle next.
Reflect on your last year-end fundraising campaign to find out:
Then, dig into data to find out why you were successful or not: which tactics helped drive your positive results and which tactics didn’t perform as well as you hoped. This year will be stronger if you take the time to understand what worked well and what needs to be improved.
Once you’ve taken a look at your past year-end data, decide which targets you’d like to meet this year, and how you’re going to track results.
First, ask what type of organizational initiatives you want those goals to build up to: whether they involve raising more donations, building your donor base, or seeking more revenue for resourcing.
Use the SMART system to determine your goals by asking:
S – is it specific (significant)?
M – is it measurable (meaningful)?
A – is it achievable (attainable)?
R – is it relevant (realistic)?
T – is it timely (time/cost limited)?
As you look towards your year-end fundraising campaign, your goals should take into account both your short-term needs and the long-term milestones you need to hit for the success of your charity. By using the SMART system, you’ll be able to ladder every decision up to the results that matter to your organization.
At a time of year when so many charities are asking for support, it is vital to create a campaign that connects with your donors. One way to build this connection is through developing a compelling theme.
A campaign theme is the overarching message that ties each piece of communication together and sets the tone for your donors to empathize with your campaign.
Here are the components of an engaging theme:
When done well, a meaningful campaign with a clear theme can incite interest and inspire your donors to take action in supporting your year-end campaign.
After you decide on your campaign and theme, create timelines you can track your progress against.
This allows you to:
Once you have a plan in place, along with actionable items and deadlines, you can double down on the tactics without getting lost in the details while mid-campaign.
Before jumping into your ask, consider how your year-end campaign’s messaging can be crafted to resonate with your donors.
Start by considering these three key messaging elements:
Some other tips for effective messaging are to:
Offer different donation options so you can cater to as many different donation styles as there are donors.
Make sure you’re collecting donations through a platform that enables:
Reach out to your donors at the times that work best for them (another moment to look back at your previous data!), as often as you can. And don’t just stick to one channel. Use a mix, including:
The frequency of your donor communications will make your year-end campaign more visible to your supporters and ensure you’re top of mind when it comes time for their year-end donation.
Remember how 9% of a charity’s annual donation revenue can be generated in the final four days of the year? There’s no better time to double down. So consider sending additional fundraising emails in those final days of December. It lets you drive urgency and lets your donors know you need their help immediately.
Increasing the frequency of your messaging needs to be done thoughtfully and strategically. If you’re taking this path, try to:
Anything you can say to motivate your donors—and make them understand that their support is critical—can help improve your year-end fundraising results.
Based on CanadaHelps data, charities can raise up to 21% more when they send their donors to an online donation form. If you haven’t started collecting online donations, you could be missing out on a substantial number of donors who are online and ready to give digitally.
Fundraising tools, like CanadaHelps’ Customizable Donation Form can support your year-end fundraising results by:
And you get a reliable platform for raising money online, while reducing admin time on processing donations, issuing tax receipts, and paperwork.
We already know that you can’t learn what went well or wrong if you don’t have the data to back you up. Measuring success can feel overwhelming when you’re in-campaign, but it’s invaluable information to make sure you hit your targets in all the years to come.
Make sure you’re tracking all of these metrics:
When your campaign is over, you’ll know exactly where to invest or do more next year.
With these 10 fundamental tips, you can set up your year-end fundraising campaign for success and have a good foundation for a stronger start next year. You’ll have a clear roadmap for your campaign (that you can reuse!) and can make the most of your opportunities by setting your goals and tracking your results along the way. And by working on compelling messaging and sharing your campaign through different channels, you can connect with more donors—wherever they are, and when they are ready to help you.