Christmas in July: Plan now for end of year giving

FundraisingChristmasWith the calendar year half over, now is the time to prepare for the largest month of fundraising. According to the Network for Good Digital Giving Index, approximately one-third of all annual giving occurs in the month of December, making it a significant month for fundraising. Explore these strategies to prepare your organization for maximum end-of-year fundraising success.

Personally visit top donors
Identify your organization’s top individual donors who have not yet donated this calendar year, and plan personal visits with each of them. Invite them on a tour of your program site or visit them at their home or office. This is a great opportunity to personally thank donors for their gifts and review with donors what they have accomplished with their past giving through a donor-centric approach to the discussion.

Prepare your website
Ensure your website is ready to attract and process online donations. Review the placement of your website donation button to ensure it is large and high on the webpage so it can be easily located by donors. To increase the prominence of the donation button on the webpage, experts agree that the donation button should be a color different than the rest of the website. Test the online donation process to ensure there are no technological glitches in the system.

Jumpstart end of year fundraising with #GivingTuesday
Taking place December 2, 2014 – the Tuesday after Thanksgiving – #GivingTuesday harnesses the power of social media to create a national moment around the holidays dedicated to giving, similar to how Black Friday and Cyber Monday have become days that are synonymous with holiday shopping. Prepare now to mobilize your organization’s supporters to join the online movement through utilizing the free #GivingTuesday tools and resources.

Capture your stories
A transformational story creates a personal connection for donors. Start gathering details now for a story that focuses on the people behind the issues. Talk to volunteers, staff and program recipients to capture captivating stories, videos and images that can be shared with donors during December. Read 10 tips for writing your nonprofit story.

Expand your prospect list
Add additional names and addresses to your prospect list for end-of-year giving. Include the names and addresses of attendees at special events. Collect names and addresses at community and volunteer fairs. Ask board members to identify potential donors and provide names and addresses. Finally, remember to add the names of current volunteers to the prospect list. Remember, the number one reason individuals do not donate is that they are not asked.

Avoid the Christmas rush. Through early preparations you can maximize resources to support your organization during the end-of year fundraising season.

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About Dr. Sarah Wolin Mackey

Putting theory into practice at nonprofit organizations.
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