For nonprofits, the year-end giving season can define the success of an entire year. December alone can bring in up to 30% of a nonprofit’s annual donations. This is especially true on the final day of the year, which sees a notable spike in giving. This makes a strategic digital fundraising plan not just helpful, but absolutely essential for ending the year strong.
So, how can you prepare your digital fundraising strategy to make the most of the year-end giving season?
Start Your Planning Early
While giving peaks in the final weeks of the year, the most successful year-end giving campaigns are the result of months of preparation. Don’t wait until November to start. In fact, we recommend kicking off your strategy sessions in September or even earlier. This ample lead time allows you to:
Review Past Performance: Analyze last year’s data. What worked? What didn’t? Look at key metrics like email open rates, social media engagement, and conversion rates on your donation page. This data is your most valuable tool for setting this year’s goals.
Define Your Goals: Use the SMART framework (Specific, Measurable, Achievable, Relevant, Time-Bound) to set clear objectives. Instead of “raise more money,” aim for something like, “Raise $50,000 in online donations between Giving Tuesday and December 31st, with 20% of gifts coming from new donors.”
Create a Content Calendar: Map out your entire campaign. This includes not only fundraising appeals but also impact stories, thank-you messages, and updates. A consistent, integrated campaign across all your digital channels is essential to keeping your mission top-of-mind for donors.
Craft a Compelling, Donor-Centric Message
Your message is the heart of your campaign. Therefore, it needs to be more than just a request for money. It needs to tell a story that connects emotionally with your audience.
Focus on Impact, Not Your Goal: Donors want to know how their contribution will make a difference. Instead of “Help us reach our $10,000 goal,” try “Your gift of $50 can provide a week’s worth of meals for a family in need.”
Use Visual Storytelling: People respond to powerful visuals and personal stories. Consequently, you should gather compelling photos, short videos, and testimonials from those you’ve helped. Show your mission in action.
Personalize Your Appeals: Segment your donor list and tailor your messages. A first-time donor’s email should be different from a long-term supporter’s. As a result, using a donor’s name in the subject line or referencing a past donation can significantly increase engagement.
Optimize Your Digital Channels for Conversions
A brilliant year-end giving campaign won’t succeed if your digital infrastructure isn’t ready. For this reason, you need to make it as easy as possible for people to give.
Website Readiness: Your website is your central hub. So, ensure all information is up-to-date and place a prominent “Donate Now” button on every page and in the header too.
Streamline Your Donation Page: A clunky donation form is a major cause of donor abandonment. Therefore, your form should be simple, mobile-friendly, and require only the necessary information. Offer suggested giving amounts and a clear option for recurring donations.
Leverage Digital Wallets: With 52% of nonprofit website traffic coming from mobile devices, offering payment options like Apple Pay and Google Pay can significantly increase conversions.
Reach More Donors with a Multi-Channel Strategy
Don’t put all your eggs in one digital basket. Instead, use an integrated, multi-channel approach to reach donors where they are.
Email Marketing: Email remains the most preferred channel for donors. Create a strategic email series that includes a mix of appeals, impact stories, and thank-you messages. Schedule multiple emails in the final days of the year to capture last-minute gifts.
Social Media: Use social media to tell your story, share progress toward your goal, and engage with your community. Consider running a matching gift challenge or a peer-to-peer fundraising campaign to empower your supporters to fundraise on your behalf.
Leverage Giving Tuesday: This global day of giving in late November is the perfect way to kick off your year-end giving campaign. Use the momentum to acquire new donors and build excitement for the weeks to come.
Don’t Forget About Matching Gifts: Promote corporate matching gift programs. Many donors are more likely to give—and give a larger amount—if they know their contribution will be doubled.
Prioritize Donor Acknowledgment and Retention
The end of the year isn’t the finish line—it’s the starting point for donor retention.
Thank You Messages: You should send a prompt, heartfelt, and personal thank-you message to every donor. This should happen within 48 hours of their gift.
Follow Up: After the season ends, share a campaign wrap-up with your supporters. Let them know the total amount raised and, most importantly, the impact their collective generosity will have on your mission in the year ahead.
Set the Stage for the Future: Use this opportunity to cultivate relationships with new donors. A welcome series of emails that introduces them to your mission and shows their impact can significantly improve your donor retention rate.
Partner with Us for Your Best Giving Season Ever
The year-end giving season is an incredible opportunity for nonprofits to advance their missions. By planning early, crafting a powerful message, and optimizing your digital strategy, you can connect with your supporters and ensure a successful end to the year.
Need help building a powerful campaign? Our team can help you with everything from content creation to full campaign management. Let’s make this year’s giving season your most successful one yet. Schedule a discovery call with us today!
Resources:
https://betterworld.org/blog/nonprofits/why-year-end-giving-important/
https://donorbox.org/nonprofit-blog/end-of-year-giving-statistics