13 Steps to the Perfect Year-End Giving Campaign in 2018
Year-end giving is a great opportunity for nonprofits to meet their fundraising goals
31%
Annual giving occurs in December
Annual giving occurs in the last three days of December
12%
28% Nonprofits raise between 26 – 50% of their annual funds for their year-end ask
BIG DEAL
Start Planning Early Step 1 52% of nonprofits start planning their year-end ask in October
Makes sense to plan early so that you can prepare all the tools needed to accomplish your objectives
September is the ideal time to start planning
Review Your 2017 Year-End Campaign Step 2 Before you start working on your 2018 campaign, review your 2017 efforts
Refresh your memory
Look At Where You’re At Step 3 Take a look at where you’re at in this present moment
Fiscal Situation 3.1 Understanding where you are finances-wise can help your nonprofit team set realistic
3.2
State of Operations
Take some time to look at the overall state of your nonprofit
Set Goals Step 4 Nonprofit organizations must set specific, incremental goals
Specific Measurable
SMART
Attainable
Relevant Time-bound
See What You Have Step 5 Recap which resources you have access to at the moment
Once you have a better idea of what you have at disposal, you’ll be able to create a more informed and realistic plan to get all those donations flowing in
Figure Out The Big Picture & The Team Step 6 Look at the scope of your campaign
Who are you trying to reach? Why? Where are you going to find them? How long will your campaign last for?
What is success to you? Who is on the campaign team?
Think About Your Audience Step 7 Before the campaign officially launches, you’ll want to have your ‘thank you’ materials ready to go for late
Create Donor Segments 7.1 Audience segmentation basically means that you’re dividing your donors into groups based on their behavior or traits
7.2
Identify Target Donors
Funds you’ll raise during your annual campaign will be from major gifts, according to DonorSearch
60%
Decide on Theme and Messaging Step 8 Start creating your fundraising messages
This is where storytelling will come in handy. As we’ve highlighted multiple times on our Nonprofit Blog here at Donorbox, people respond to people
Create Your Timeline Step 9 Audience – check! Theme and messaging – check!
Now is the time to start working on that timeline. Your end of year campaign should last no longer than 6 weeks
Make the Ask Step 10 Time to select your communication channels
Social Media Phone Mail E-Mail
Events In-person Meetings Website
Keep it donor-centric Keep it human Use the power of storytelling Go visual Include a clear call to action
Establish giving levels
Follow Through Step 11 Time to start following through
Donors need to be reminded throughout the campaign to donate. Include a call to action in every message you send out via your selected communication channels
Thank, Thank, Recognize Step 12 ‘Thank you’ materials created before the start of the campaign
Giving out ‘thank yous’ also increases the chances of donors coming back and donating again and helps set the foundation for strong and positive relationships with your donors
Measure and Analyse Step 13 Your year-end fundraising campaign is done
Go through your KPIs and track results Answer: What went well? What didn’t? Update your donor management system Answer: Which call to action was the most effective? What about the channel?
The year-end campaign is one of the most important initiatives a nonprofit will tackle in any giving year PLANNING, HARD WORK, COMMITMENT
GO HERE
https://donorbox.org/nonprofitblog/year-end-giving-in-2018/