Key Takeaways:
- Participate in Giving Tuesday, launch themed campaigns, target past donors with personalized outreach, and use data-driven visuals like infographics to inspire giving.
- Ensure your donation platform is secure, user-friendly, and error-free, and provide clear instructions for leveraging matching gift programs to maximize contributions.
- Document the successes and challenges of your giving season to refine strategies for future fundraising efforts
As 2024 comes to a close, it’s time to ramp up your fundraising efforts. With 30% of all charitable giving occurring in December, according to Double the Donation, your non-profit needs to be top of mind when donors are ready to contribute. Here’s how to maximize your year-end efforts.
Increase Visibility
Make sure potential donors know about your organization and are inspired to give:
Participate in Giving Tuesday: This global fundraising event, held on Dec. 3, 2024, is one of the biggest opportunities for non-profits to attract donations. In 2023, Americans donated $3.1 billion during Giving Tuesday. Visit givingtuesday.org to learn how to get involved.
Launch a Themed Campaign: Create a fun or compelling campaign tied to a specific goal, such as building a new facility or funding a special program. Themes like the ALS Ice Bucket Challenge can inspire widespread participation.
Engage Past Donors: Use your records to identify individuals who regularly donate at year-end. Segment your database by gift size or donor preferences to create targeted outreach.
Use Data to Inspire Giving: Share your fundraising goals, progress, and past successes using statistics and infographics. Keeping donors updated on your website can motivate them to help you achieve your objectives.
Prepare for Donations
Securing donor support is just the first step; ensure your organization is ready to handle the influx of contributions:
Optimize Your Donation Page: Test your website to confirm it’s user-friendly, secure, and free of errors. Ensure the page is fast, intuitive, and equipped to send confirmation emails for tax purposes.
Leverage Matching Gift Programs: Many companies match employee donations, with ratios ranging from 1:1 to 4:1. Provide donors with clear instructions on how to request matching gifts and send reminders if matches aren’t received.
Thank Your Donors: Automated thank-you emails not only acknowledge generosity but also provide donors with essential records for their taxes.
Learn and Improve
Document your experiences this giving season to refine your approach for next year. Analyze what worked, what didn’t, and how to enhance your strategies.
