Giving Tuesday is just weeks away, and December 31 will be here before we know it. For most nonprofit organizations, major decisions about year-end fundraising should already be made. Campaign themes have been selected, appeals are being prepared and fundraising goals have been established.
But even the best plans deserve one final review. Now is the time to look closely at your year-end strategy, identify anything that may have been overlooked and make adjustments while there’s still time.
What are you trying to accomplish between now and December 31? Beyond the overall fundraising goal, consider the specific objectives of each campaign. How much do you hope to raise through Giving Tuesday? What are your expectations for Thanksgiving and Christmas appeals? Are you working to acquire new donors, reactivate previous supporters or increase recurring gifts? Make sure those goals are realistic, clearly defined and understood by everyone involved.
It’s also worth reviewing last year’s results. Which campaigns performed particularly well? Where did response fall short? Are there lessons you can apply before this year’s campaigns are launched?
Giving Tuesday and year-end fundraising shouldn’t operate as separate efforts. They should support a larger, coordinated fundraising strategy.
Consider how your direct mail, email, social media and digital advertising will work together. Are your messages consistent? Are you reaching donors through the channels they prefer? Have you planned appropriate follow-up communications? Pay particular attention to the timing of your appeals. You want to maintain momentum without overwhelming donors with repetitive requests.
Not every donor should receive the same message. Longtime supporters, first-time donors, monthly givers and people who haven’t contributed recently may respond differently to your year-end communications.
Take a fresh look at your donor lists and segmentation strategy. Are your most loyal supporters being recognized appropriately? Are you making a thoughtful effort to reconnect with lapsed donors? Are new donors receiving communications that reflect their relatively recent relationship with your organization? Even modest adjustments to your audience selections and messaging can make your campaigns more relevant.
Finally, review the mechanics of your campaigns. Are donation links working? Are online forms displaying correctly? Are email messages scheduled? Are matching-gift commitments confirmed? Does everyone know their responsibilities?
If you’re using a Giving Tuesday match or challenge gift, make sure the terms are clear and that the necessary funds have been committed.
And don’t forget to plan for what happens after each campaign. Someone should be responsible for tracking results, identifying problems and making adjustments as the season progresses.
The next several weeks will move quickly. You don’t necessarily need a new strategy. You need to make sure the strategy you’ve developed is ready to perform. A thoughtful review now can help prevent missed opportunities later, and position your organization to make the most of the year’s most important giving season.
