I remember working until December 31st because so many gifts came in during those final three days of the month. One donor would always show up with cash, and I’d have to call someone from accounting to count it on the spot. Between the calls, emails, and text messages, it can be overwhelming to know where to focus your energy.
With the end of the year quickly approaching, you need strategies that are straightforward and impactful. Here are a few ideas to help you raise more money while keeping your donors engaged—without driving them to hit unsubscribe.
SEGMENT, SEGMENT, SEGMENT
The best way to avoid over-emailing your donors is to break them into distinct groups. This helps you tailor your outreach and speak directly to their giving habits and preferences. Consider these categories:
Who gave last year at this time but hasn’t yet this year?
These are prime prospects for a gentle reminder. Acknowledge their past generosity and show them the impact of their previous gifts.
How did donors give last year?
Understanding the method can help you craft targeted messaging:
Stock gifts
IRA Charitable Rollovers
Donor-Advised Funds (DAFs)
Credit cards
Crypto donations
What is the donor’s age?
Younger donors might respond better to digital campaigns, while older donors may prefer traditional mail or phone calls.
Who received their gift?
If a donor has a relationship with a board member, staff person, or volunteer, have them reach out to the donor for a contribution.
If you analyze these segments, you’ll notice trends that can guide your communications. Even if you don’t have all this data yet, start tracking it for next year. You can always send out a general email highlighting the three most popular ways people contribute.
IMPACT, IMPACT, IMPACT
Donors want to feel the difference they’re making. Instead of overwhelming them with every statistic, focus on concise, impactful messaging. For example:
$20 provides one meal for a family of four.
$80 feeds that same family for an entire week.
By framing donations in relatable terms, you give donors a clear understanding of how their support translates into tangible outcomes. Show them the important numbers, and if possible, include a short story or testimonial to humanize the impact.
MAKE IT EASY
Nobody wants to navigate a confusing donation process, especially during the busy holiday season. Streamline the experience with these steps:
Boldly display your donation button.
Your “Donate HERE” button should be prominent, easy to find, and functional across all devices.
Provide clear directions for different types of gifts.
For stock donations, IRA rollovers, or other less common methods, include straightforward instructions or a link to detailed resources.
Leverage tools for Donor-Advised Funds (DAFs).
Use platforms like Chariot to simplify DAF contributions and make the process seamless.
LEVERAGE YOUR TEAM AND VOLUNTEERS
You don’t have to tackle year-end giving alone. Lean on your team and volunteers to share the workload. Here’s how they can help:
Make thank-you calls.
Assign team members or volunteers to call donors to express gratitude for their past support. This personal touch can make a big impact and encourage repeat giving.
Send personalized emails.
Have your team customize messages for different donor segments, ensuring that each recipient feels valued and understood.
Assist with data tracking and reporting.
Small organizations can ask volunteers to help organize donor information, track responses, and manage spreadsheets, freeing up your time for strategic tasks.
Act as ambassadors.
Empower your volunteers to spread the word about your year-end campaign on social media, at events, or within their own networks.
Delegating tasks to a trusted team allows you to focus on big-picture strategy and major donors while ensuring every donor feels appreciated and connected to your mission.
SUMMARY
These simple tips will help you raise more money and strengthen your relationships with supporters. And when the year is over, let’s update your process to raise more money next year!
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