Top Strategies to Boost Your Year-End Campaigns

Year-end fundraising campaigns are the final sprint in a marathon for nonprofits. In fact, most nonprofits raise about 26% of their total revenue in December alone. (Source)

This makes end-of-year giving not just helpful but essential. It is the final push that can make or break your fundraising goals.

To help your organization hit or exceed its fundraising goals during this crucial time, we've compiled some top strategies. These tips can significantly improve your end-of-year giving efforts and ensure your fundraising campaign ends on a high note.

Let’s explore the best ways to make the most of this important season.

1. Plan Your Campaign Early

Did you know that many nonprofits begin laying the groundwork for their end-of-year giving campaigns as early as October? It’s true! But even if you're just getting started in November, don't worry- you still have time.

Why Plan Early?

Planning early allows you to assemble a strong fundraising team and ensure all the pieces are in place.

With more time, you can refine your approach to meet your goals, whether that’s hitting a certain fundraising target, boosting donor engagement, or increasing awareness for your cause.

Key Steps to Get Ahead

Set Clear Goals: What do you want to achieve with your fundraising campaign? Whether it's raising a certain amount of money, or increasing involvement, clearly outline your objectives and pin down your main goals.

Identify Your Audience: Who are you talking to? You might have past donors, new supporters who’ve just learned about your work, and others who have the potential to be big donors. Figure out who these groups are and think about the best ways to reach each of them.

Analyze Last Year’s Successes: Review analytics from previous campaigns and identify which channels and tactics helped you raise the most money. Get creative and brainstorm ideas to supercharge your current campaign.

Make a Planning Checklist: Develop a roadmap for your fundraising campaign, including timeline, responsibilities, messaging, and how you’ll handle donations.

A solid plan can lead to a more successful end-of-year campaign and help you maximize your fundraising strategies. So mark your calendar and start as soon as possible to make a big impact!

2. Create a Timeline

A well- structured timeline keeps your fundraising campaign organized , ensures tasks don’t overlap and helps your team meet important deadlines by letting everyone know what to do and when.

Plus, it makes communicating with your supporters easier because they can see what’s coming up and how to get involved. Even better, a well-planned timeline lets you adjust quickly if things change.

Phases:

Summer & Fall

This is your prep time. Lay out your plans, decide on goals and start setting up any new tools you need, like fundraising software. To get your donors and potential new supporters excited, start sending out teasers for your upcoming campaigns.

October

Kick things into high gear. Launch your targeted marketing efforts and make sure you’re reaching the right people with the right messages. If you have any events coming up, give them shout outs now!

November

Focus on GivingTuesday, but don’t forget about Black Friday and Cyber Monday. Team up with local or national businesses for special deals where a part of the sales goes to your cause. Hand out freebies or stickers to spread the word even more.

December

Capitalize on the holiday spirit! People are often looking to give during this time, so make sure your campaigns are visible and engaging. Update your social media often to encourage sharing and keep your mission front and center.

Spring

After the hustle of the holiday season, thank everyone who helped out, share stories about the impact of their donations, and keep the conversation going.

3. Create a Powerful Fundraising Appeal

Attracting the attention and donations of first-time donors can be challenging, so it’s crucial to present a compelling case for why your cause deserves support. This is where your fundraising appeal comes into play. 

To maximize impact, use the following fundraising strategies not only throughout the year but also in your end-of-year donation letter.

Why Your Nonprofit Needs Support 

First, explain the problem your nonprofit tackles and why it is important.  Share why your organization, in particular, should receive support over others. How does your organization uniquely tackle this problem?

Highlight the Donor’s Impact

Next, focus on the potential donor's role. Illustrate the difference their donation will make. For example, a health clinic's fundraising message could include a photo of a nurse with a patient and the following line: "Support health care for all. Your contribution helps us offer medical services to uninsured families like Amy's, ensuring everyone gets the care they need."

Use Storytelling

Connect emotionally with potential donors by sharing impactful stories. Use clear language to describe who benefits from your donations and how. 

For instance, an environmental nonprofit's campaign might display a photo of a restored wetland and use this line: "Bring life back to our rivers! Your donation supports projects that restore habitats and protect wildlife like the swans returning each spring."

Clear Call to Action 

Lastly, make sure your end-of-year giving appeal has a simple call to action. Tell your supporters exactly what you need them to do—donate. Make it easy by including links or QR codes that lead directly to your donation page. 

4. Use Multiple Channels 

Research shows that 70% of donors use different ways to give money, both online and offline. (Source) 

When you're planning your end-of-year giving campaign, it's smart to spread your message across multiple platforms. 

• Social Media: Platforms like Facebook, Instagram, TikTok, LinkedIn, and Twitter are perfect for connecting with potential donors. 
  • Share stories and videos that show the impact of your work.
  • Use hashtags such as #YearEndGiving and #HolidayGiving to get more eyes on your posts.
• Email Campaigns: There is a good reason why 92% of nonprofits use email campaigns for year-end donation appeals. (Source) Use this channel to:
  • Personalize messages for different groups, like new donors or long-term supporters.
  • Send a series of emails that keep donors informed about your fundraising progress and remind them to give as the year ends.
• Offline Events: Events in your community can help you engage directly with donors. 
  • Organizing events like charity runs or galas to bring people together and show the direct impact of their donations.
  • Use these events to talk about your mission and the specific outcomes of your work.
• Phone: Use phone calls to create a personal touch.
  • Reach out to key supporters with donation appeals or updates about how their contributions are making a difference.
• Direct Mail:
  • Send end-of-year donation letters, newsletters, or end-of-year giving reminders. Read here to get tips on effective year-end fundraising emails.
  • Direct mail can be particularly effective with older demographics who may prefer traditional communication methods.
• In-Person Meetings:
  • Arrange meetings with high-value donors to discuss their impact and future opportunities.
• Website:
  • Update your website with clear information on how to donate and why it's important, especially as the year ends.
  • Highlight stories of impact and include easy-to-find donation buttons throughout your site.
• Peer-to-Peer Fundraising:
  • Encourage your supporters to set up their own fundraising pages to expand your reach.
  • Offer incentives to increase participation, such as matching donations during specific times.

Free Peer-to-Peer Fundraising Platform

BetterWorld offers excellent tools for peer-to-peer fundraising, completely free of charge! 

It lets your supporters easily create personal fundraising pages and share them on social media. It's a great way to use your network and collect donations from both close and distant contacts.

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Ready to get started? Request a demo to see how these tools can work for your fundraising plan. 

Get ready to make this year-end fundraising campaign your best one yet!

5. Segment Your Donors

Segmenting your donors can greatly improve the success of your end-of-year giving campaign.

Segmenting donors means grouping them based on similar characteristics like donation size, how often they give, what programs they support, or even where they live. 

Here’s a simple breakdown of what this means and how it can help your fundraising campaign:

Why It's Important for Your End-of-Year Giving Campaign:

• Targeted Messages: When you know what specific groups of donors care about, you can create messages that speak directly to their interests. 
• Better Engagement: Personalized messages strengthen your relationships with your donors. They’re more likely to feel like they’re truly part of your cause.
• Increased Donations: When donors receive messages that resonate with them, they’re often more willing to give more generously.

How to Use This for Your Nonprofit’s Benefit:

• Analyze Your Donor Data: Look at your past donation records to see trends and patterns. Who gives during the holidays? Who responds to certain types of emails?
• Create Donor Profiles: Group your donors into categories. For example, you might have groups like 'first-time donors,' 'regular givers,' or 'large-scale donors.'
• Tailor Your Campaigns: Use the information from your profiles to design specific messages for each group. For a first-time donor, you might explain more about what your organization does and the impact of their donation. For a regular giver, share updates about projects they’ve supported in the past.

6. Get The Best Out of Technology and Automation

As you gear up for your end-of-year giving campaign, technology, and automation can be your best friends. They help make big tasks smaller and let you focus on raising more money. 

Why Use Technology and Automation?

• Save Time: With the right tools, you can automate many tasks, like sending out thank you emails or tracking donations. This means less time on paperwork and more time engaging with donors.
• Increase Efficiency: Fundraising software designed for nonprofits helps you manage your campaigns more effectively. You can keep track of all your activities in one place and see what's working best.
• Boost Donations: Technology makes it easy for people to donate. With simple online tools, donors can give any time and from anywhere, which makes it more likely they'll contribute to your cause.

Streamline Your Year-End Campaign with BetterWorld For Free

Unlike other fundraising platforms, BetterWorld offers all the fundraising solutions under one roof for Free. By joining over 100,000 satisfied nonprofits and fundraisers using BetterWorld, you can streamline your fundraising plan and enhance your fundraising strategies.

Here's how BetterWorld makes it easier for you:

• Auctions, Donor Engagement, Giveaways, and Ticketing: Effortlessly increase engagement and funds.
• Crowdfunding and Donations: Reach more people and collect more donations online.
• Peer-to-Peer and Paddle Raise: Expand your reach by empowering supporters to fundraise on your behalf.
• Impact Giving: Show the direct impact of donations to motivate givers.

BetterWorld is designed with ease of use in mind, both for your team and your donors. Here are some perks that set BetterWorld apart.

• Encrypted & Secure: Keep all donor information safe.
• 5-Minute Set-Up: Start fundraising quickly without any hassle.
• Automated Payments & Receipts: Make transactions smooth for donors.
• Unlimited Everything: No caps on campaigns, donations, or users.
• Easy Data Export: Handle your data with ease for any needs.
• No Advertising: Keep your pages clean and focused on your mission.
• Never Sell Donor Data: Maintain donor trust throughout.

Sign up today and make your year-end fundraising efforts a breeze with BetterWorld's free tools! 

7. Don’t Forget The Last 3 Days of December

Mark the last three days of December with a big red circle on your calendar. In December, a whopping 30% of annual giving takes place, with the last three days alone accounting for 10% of the year's donations. (Source)

It's clear that you can't underestimate these final moments. These days are crucial for your end-of-year giving efforts.

Why this rush at the end? Donors often act quickly to meet the December 31st tax receipt deadline, which makes it a prime time for your fundraising strategies. 

To make the most of these days, your fundraising plan should be sharp and focused.

• Boost Your Outreach: Increase your email and social media posts during these days. Remind your donors about the tax benefits and the difference their donations can make.
• Engage Personally: If possible, contact major donors personally. A quick call or a personal message can make a big difference.
• Countdown Messages: Use countdowns on your social media to build urgency and keep your campaign at the forefront of donors’ minds.
• Easy Donation Processes: Make sure donating is as easy as possible. Check that your website handles traffic well and that the donation process is hassle-free.

8.  Prepare Your Volunteers

Volunteers are at the heart of every successful fundraising campaign. Remember, a team of well-prepared volunteers can make a huge difference in your fundraising success.

With 77% of nonprofit professionals agreeing that qualified volunteers improve their organization's practices and 79% of volunteers also donating financially, they're a big part of your end-of-year giving success. (Source)

Here's how to make sure your volunteers are ready to make a big impact:

Educate Them

Make sure all volunteers are well-informed about your mission, the specific goals of your end-of-year campaign, and how their tasks will help achieve these goals.

Role-Specific Training

Provide information and training for the specific roles they will be performing, whether they’re handling calls, managing events, or reaching out to donors.

Practice Scenarios

Run through common scenarios they might encounter, especially on how to handle donor questions and the best ways to encourage donations.

Feedback and Support

Keep lines of communication open. Allow volunteers to share their insights and experiences, which can help you refine your approach and make them feel valued.

9. Follow Up

After you kick off your end-of-year giving campaign with your initial appeals, maintain the momentum with effective follow-ups. Your aim should be to stay connected with your donors throughout the campaign.

Be mindful of how often you ask for donations. A good rule of thumb is to limit your direct asks to a maximum of five times per donor during the campaign. Keep them informed and engaged without overwhelming them.

Don’t slow down as the campaign comes to a close. In fact, ramp up your efforts slightly because many donors are motivated to give in the last few days of the year. Your persistence can make a big difference in meeting your fundraising goals.

10. Thank The Donors

As you plan your end-of-year giving campaign, prepare your thank-you notes in advance. Remember to show appreciation to your donors with prompt, personalized thank-you messages. Let your donors know how their gift is being used and the difference it's making.

If you're thinking about publicly thanking donors, such as on social media or in newsletters, always get their permission first. Some donors might love the recognition, while others prefer to keep their giving private.

Also, take the time to thank your staff and volunteers. End the year by celebrating their efforts, too, regardless of how much was raised. Showing appreciation for your team’s hard work and dedication is just as important as thanking your donors.

11. Analyze Your Year-End Campaign

Congratulations on completing your year-end fundraising campaign! It’s a major achievement, but before you take that well-deserved break, there’s a critical step left.

Track and Evaluate

First, analyze the fundraising campaign by reviewing your key performance indicators (KPIs). Look at how each strategy and plan played out across different channels and among various donor segments. 

Ask critical questions: Which aspects of your end-of-year giving strategy worked well? Which didn’t, and why might that be?

Update and Organize

Keep your donor management system up-to-date and record all donations correctly. 

This step helps you determine which fundraising strategies were most effective and why. Was it the messaging, the call to action, or the channel that made the biggest impact?

Reflect and Plan

Gather your team to debrief and reflect on the campaign. Discuss what you’ve learned and identify what you can carry forward into next year’s fundraising plan. 

Document Everything

Ensure all data, insights, and strategic reviews are documented. This will help you plan future fundraising strategies and understand the dynamics of your end-of-year giving efforts.