Guidance for year-end fundraising to reach donors and raise money
It’s obvious when the end of the year fundraising season arrives. There is a flurry of emails in your inbox, lots of asks from different organizations, and hundreds of #GivingTuesday notices across your social media platforms. It can be hard to not get wrapped up in the hype and to want to try to do everything! But you’ll have more success fundraising at this prime giving season by being intentional, targeted, and strategic. We have some top tips from fundraisers to help you do just that.
Did you know, 30% of all nonprofit giving in the US happens during the last month of the year, from #GivingTuesday around the end of November, through December 31?
So where do you start? Our CEO, Fred Nelson, says you should start with these four pillars:
Showcase your impact - Communicate clearly and simply what you have achieved this year. That's the basis for your fundraising and investment going into the next year. Film, web, writing, and social media are all important media to consider. Make the best possible case for your impact with the tools you have available.
Be proactive and reach out - Make sure to talk to as many of key funders and supporters as possible. Plan this with your team and ensure you are having the right conversations with the right funders and partners. Share your achievements with them and ask for their support going into the new year. Be proactive.
Think long term and work towards building partnerships - This is a time of rising ambition and rising opportunities in conservation, climate, and the environment. For local organizations to capitalize on these opportunities, they might need to be part of larger partnerships and collaborations. Invest in building new partnerships and strengthening existing ones. Don’t think of year-end fundraising as a singular activity - it’s a part of a continuous process of building key relationships.
Plan - Do not fundraise blindly. Base your next year's budget and investments on a set of realistic scenarios for your fundraising.
Alexandra Ames Kornman, a professional fundraiser who has worked with several conservation organizations across Africa for more than a decade, adds these specific next steps:
1) Clarify your goals: The foundation of strong year-end fundraising is to first identify, a) what you are raising funds for;and b) how much you aim to raise. This is the most common place where campaigns falter before they have even begun. Clearly identified goals will not only help your organization define success, but they will also create the structure to assist you in communicating to your donor base. The more clearly you and your team understand what you are trying to achieve, the better you will articulate how your supporters are helping to make a difference. For example, we want to raise $50,000 to help us secure the community land rights for two communities by 2022.
2) Ensure effective donor back-end management (and clean up your lists!): Hopefully, you have stayed on top of your data, and there are very few errors in your mailing list to fix, such as the wrong emails or addresses for donors. However, I have never seen an organization with a mailing list that didn’t have one or two small mistakes that needed addressing. Consistently clean up your data, especially now, to avoid a last-minute scramble, or worse, a missed opportunity when a top donor target doesn’t receive your latest communications.
3) Make a Communications Timeline: The most important thing to remember around the holidays is that less is more. I have yet to find an organization that doesn’t have a holiday campaign or end-of-year fundraising push – this is particularly true in the US where the tax benefits mean that donors are highly incentivized to make their gifts before New Year. As a result, donors receive more communications from organizations in November and December than they have in the previous ten months combined. With so much noise in this space, each point of contact with supporters needs to count. Remember the Three Bs: Be Bright, Be Bold, Be Brief - from the phone call to your top donor to the wording of appeal emails. The more generous of a donor, the more likely that several other organizations are approaching them. Make your case clearly and efficiently.
4) Make use of your existing contacts: Some of your greatest fundraising champions might be a phone call away. Think of your board members, existing donors and partners. This group of often well-connected individuals can be powerful when it comes to year-end fundraising (or throughout the year, in fact), but engaging them requires a well thought out plan. While many may not be comfortable making direct ‘asks’ on your behalf, they may be happy to 'open doors' and introduce your organization to their friends, colleagues and family 'members. If you're hosting events, encourage them to invite and bring guests. Some board members would love to sign thank you letters to donors or even host donor cultivation events.
5) And finally, don’t disappear until November the following year: It’s important to remember that donors are people. Just like you wouldn’t want someone to reach out to you only when they need your input or support, donors don’t appreciate hearing from you sporadically, or only during the giving season. Plan compelling communications throughout the year that keeps them updated on your programs, impact and work. Keep them motivated and inspired, reminding them why they invest in your organization in the first place. Make fundraising human.
For more content like this - sign up to the ‘Maliasili Reader,’ a bi-weekly round-up of our favorite links, tips, and ideas to help conservation organizations thrive.