As the year draws to a close, we hope your GivingTuesday campaigns exceeded expectations. Here are six quick tips to maximize your end-of-year fundraising appeals as you navigate the final stretch of the year.
1. Consistent messaging
December sees 30% of annual donations, with nearly half arriving in the final week. Align your messaging across all channels—email, direct mail, phone calls, and social media.
Inconsistent messaging can confuse prospective donors. Reinforce your key message repeatedly to ensure it resonates, regardless of how or where supporters engage with your organization.
2. Create urgency in final appeals
Send a final appeal—or even a few—during the last week of the year. Emphasize the giving deadline and create urgency in your messaging. Nearly 47% of nonprofits’ online revenue is generated during this critical period (source: DonorBox).
Mention that this is the last chance to make a tax-deductible donation to your organization in 2024. Including a countdown or deadline reminder in your subject lines can help to drive action.
3. Segment by audience
Tailor your appeals to different generations and donor types. For example, remind older donors about Qualified Charitable Distributions (QCDs). Not sure what QCDs are? Learn more from Fidelity Charitable.
By segmenting your audience and highlighting different giving vehicles, your messaging will resonate more effectively, increasing the likelihood of receiving non-cash asset donations. Personalized appeals make donors feel seen, increasing their emotional connection to your mission.
4. Optimize for mobile
Before sending your appeal, open it on a mobile device. With 55% of emails being opened on mobile (source: eMarketer), a mobile-friendly design is essential for engagement.
Most CRMs and email platforms offer a mobile preview option. Ensure your calls to action are easy to click, and that your donation page loads quickly to minimize barriers to giving.
5. Use a personal sender name
Boost email engagement by using a personal sender name instead of your organization’s name. A study by NextAfter found this simple change increased open rates by 21%.
A personal name helps build trust and familiarity, making supporters feel they’re being reached out to by a person rather than an anonymous sender.
6. Show gratitude
Thank your board, committees, and volunteers early and often! Don’t be afraid to get creative with your expressions of appreciation.
Consider personalized, handwritten thank-you messages or spotlighting their efforts publicly on social media or in newsletters. Showing appreciation helps them feel valued and inspires their continued support.
Conclusion
We hope these tips help you fine-tune your end-of-year appeals and boost donations for your important mission. Wishing you and your team a strong finish to the year and a successful season of generosity!
This blog post was originally published by Mike Esposito on Bloomerang. Read it here.
