As we approach the end of the year, fundraisers like you are entering the most critical season of giving: year-end giving. With nearly one-third (31%) of annual giving occurring in December (12% happening in just the last three days of the year), making the most of the final fundraising push is imperative.
The end-of-year (EOY) campaign can make or break your fundraising goals, so itโs important to approach it with a strong plan, precise execution, and responsive fundraising tactics that resonate with todayโs donors.
In the final stretch of the year, itโs tempting to just rely on strategies that worked in the past. But this year, take a fresh look at how you can refine your campaigns for maximum impactโwhether that means fine-tuning your messaging or exploring the potential of paid media to amplify your results.
Hereโs how you can set yourself up for success.
Review Past Year-End Giving Campaigns & Evaluate Donor Trends
Before diving headfirst into this yearโs year-end giving campaign, take a step back and assess what has worked for you in the past.
- Review your year-end fundraising efforts from the last couple of yearsโgoals, messaging, visuals, channels, budgets, and the all-important revenue outcomes.
- Look for patterns or trends that might guide your decisions this year.
- Align this data with current donor trends.
Giving behavior can shift year to year, and keeping an eye on trends will help you determine what might resonate with your audience at the moment.
- Are donors gravitating toward digital wallets?
- Are they responding more to matching gifts?
- What are their engagement patterns across channels?
A clear sense of whatโs driven engagement and donations in the past while accounting for this yearโs shifts will help you forecast what kind of results you can expect.
Set Realistic Goals: Ambitious Yet Attainable
With your past performance and current trends in hand, itโs time to set your fundraising goals for the year. What matters most in this process is that your goal feels ambitious and attainable.
If your organization had significant growth this year or engaged a new donor base, it might make sense to aim higher. On the other hand, if there have been challenges or youโre trying something new with your campaign, a more modest goal may be a better fit.
Use your budget and historical performance as a guide, and be realistic about what your resources and staffing allow. As you finalize your goal, remember that successful fundraising is not just about the final dollar amount. It’s about your organization’s impact and how well you nurture relationships with your donors.
Craft Your Year-End Giving Plan: Segment Audiences and Define Channels
Once goals are set, itโs time to plan how to achieve them. Consider the specific audiences you want to engage and how youโll segment them.
For example, long-time donors might receive a message thanking them for their continued support. In contrast, lapsed donors could benefit from a compelling story that reignites their interest in your mission.
A critical question at this stage is: what channels will you use? Owned channels like email and SMS are vital for connecting with your base, but itโs worth considering a paid media strategy to reach a broader or more targeted audience.
Paid media, such as Facebook ads or Google Display campaigns, can effectively amplify your message beyond your current supporters and bring in new donors. Integrating your owned and paid channels is key so every message feels like part of a singular, cohesive campaign.
Think about your campaign timeline, too. When will it start? What story do you want to tell throughout?
For many nonprofits, starting early in December allows for more touchpoints with donors before year-end giving kicks into high gear. Additionally, consider whether youโll offer a donation match. A match, even a small one, can boost donations dramatically. If you donโt have one lined up yet, reach out to board members or key supportersโitโs not too late!
Execute With Precision: Build, Test, and Track
With your plan in place, itโs time to start executing.
First, make sure everyone involved is on the same page. Schedule a kickoff meeting with your team and any outside partners to review the plan, answer any questions, and address potential bottlenecks before they become roadblocks. End-of-year fundraising is a team effort, and clear communication is key to ensuring everything runs smoothly.
Next, itโs time to create and schedule your content. Write and design your email series, social posts, text messages, and any paid media campaigns. Verify that your messaging is consistent across all channels and reflects the spirit of responsive fundraisingโpersonalized, donor-centric, and driven by the impact your donors are helping to create.
Throughout the campaign, monitor performance closely. Monitor which messages are driving the most engagement and which channels are delivering the best results. If necessary, adjust your tactics mid-campaign.
For instance, if your paid media is outperforming expectations, you might decide to increase your budget to capture more momentum. Similarly, if you notice that certain audience segments are lagging, you can tweak your messaging or timing to improve results.
Post-Campaign: Celebrate Success and Review Results
The end of the year isnโt just about launching and running campaignsโitโs also a time to celebrate the impact you and your donors have achieved together. Once your campaign ends, take time to thank your supporters with personalized messages that express genuine gratitude for their contributions. Acknowledging their partnership is essential for building long-term relationships.
Lastly, donโt forget to debrief internally. While the campaign is still fresh in your mind, gather your team to review the results. What worked? What didnโt? Are there any key takeaways to help you refine your strategy for next year? Every campaign is a learning opportunity, and the insights you gain will help you stay nimble and responsive for future fundraising efforts.
Ready to Boost Your Year-End Giving Plan?
We’ve got you covered if youโre looking for more ways to strengthen your end-of-year giving campaigns.
Virtuous and Revunami partnered up to host a webinar, Boosting End-of-Year Fundraising With Data & Multi-Channel Campaigns, on November 4th, which you’re welcome to watch here.
We hope this webinar will help you learn actionable tips for leveraging data and maximizing your reach through multi-channel strategies.
