Half of all donations received by your organization happen in the fourth quarter. But to break those stats down even further, half of those gifts come in the month of December, half of those gifts occur the last week of December, and half of those gifts happen the last day of December.
Ten tips to ensure year-end success:
- Heavy on Meta advertising. The last week of the year sees a huge spike in major donors searching the internet for local charities to make last-minute gifts to earn a year-end income tax deduction. There is opportunity to reap large rewards and new donors at the major gift level.
- Major donor targeting / emergency letter. Make a list of major donors who gave last year, but who have not yet given this year. “Touch” these donors today to increase the chance they will give before year end.
- Multiple e-mail blasts. Frequency is key to making emails work during the month of December. I suggest a minimum of once a week early in the month and then follow up with at least three separate appeals during the last 10 days of the year.
- Direct mail letter to recurring donors. Every active donor should receive a minimum of two appeals in December (in addition to a Christmas card the day after Thanksgiving).
- Monthly-donor appeals. Those in your sustainer file should receive a year-end appeal too. If you have coded your sustainers for “limited mail or no mail,” don’t forget to create a flag that forces them into your year-end mailing.
- Earned media. Think of creative ways to get media members on-site at your ministry during the last week of December. Remember, the slowest news cycle of the year falls during the this week.
- Matching gift reminders. Maximizing year-end giving includes reminding your donors to use any employer matching donation programs available to them.
- “It’s Not Too Late” campaign. Create a banner on your website letting donors know there’s still time to give. Double check all your giving pages to ensure there are no broken links or dead ends.
- Year-end letter in mailboxes the day after Christmas. The best executives strategically plan for a “year-end, balance-the-books” appeal to their best donors for one last year-end gift.
- Asking for QCD gifts. Boost your Qualified Charitable Distribution (QCD) gifts by reminding donors to ensure direct IRA-to-charity transfers. You’ll need to remind them throughout the month of December.
Finish strong! The last week of the year is not the time to “take off” or relax. A single major gift could literally turn your year around.
Fit Fundraising works with nonprofits, large and small, in human services, international relief, advocacy and education. Founder Roy Jones has helped raise more than half a billion dollars over the last decade alone. Ready to elevate your fundraising efforts to new heights? Discover how Fit Fundraising can transform your results. You can reach Roy at rjones@fitfundraising.com.
