3 Ways to EXCEL in Your Holiday Fundraising [Messaging, Donors, Goals]

And just like that...the holidays are almost upon us!

We LOVE sharing new insights with you, and here's one we wanted to highlight today:

Google research reveals a 30% UPTICK in searches 📈 related to charitable giving between August and September.

This is an IMPORTANT time when your donors are trying to decide WHERE their year-end donations should go.

From Thanksgiving to New Year’s Eve, donor generosity SKYROCKETS, causing people to be more generous with their time and their wallets.

How can we INSPIRE others to give and plant the seeds of happiness?

Let's start with 3 tactics to create fundraising campaigns that are immensely successful.

1. MESSAGING

According to MobileCause, donors get involved with nonprofits over the holidays for 4 primary reasons:

1. To be happier by serving others

2. To feel good about themselves by making a difference

3. To be connected to something positive

4. To take advantage of tax deductions

When creating your year-end fundraising campaign, your messaging should ideally center around these key reasons.

This is an EFFECTIVE way to reach the hearts of like-minded donors who share in your organization's mission!

2. DONOR TARGETING

Our Messaging wouldn't be very effective if we didn't meet our ideal donors where they are currently at.

It's very important to segment your communications so as to make your message precise and targeted.

This is how you can ENGAGE 4 different generations of donors:

✨ Millennials: Age 22-36 are most likely to donate on a mobile device, watch campaign videos, and prefer to give through crowdfunding. These supporters respond to text and are active daily on social media.

✨ Generation X: Age 37-51 are most likely to fundraise on behalf of your organization, make a pledge, and volunteer. These supporters respond to email, phone calls and texts and stay up-to-date on social feeds and trends.

✨ Baby Boomers: Age 52-66 are most likely to make recurring gifts. These supporters respond to phone calls, check email regularly, and are mainstream adopters of text messaging and social media.

✨ Greatest Generation: Age 67+ are most likely to respond to direct mail and give by check. Wealthy seniors are more likely to donate by credit card.

We recommend using an omnichannel approach: Your website, email newsletter, social media, and direct mail to generate the highest possible impact.

3. SMART GOALS

Do you use SMART goals for your fundraising campaigns?

Setting clear and concise GOALS will make it that much easier for you to SUCCEED!

You work so incredibly hard on growing your nonprofit. It's important that you get to enjoy the fruits of your labor.

Establish specific goals around your fundraising and donor engagement campaigns. This will OUTPERFORM those that have open-ended objectives - No set goals/targets.

SMART Goals are:

✨ Specific

✨ Measurable

✨ Attainable

✨ Realistic (We like to say RISKY to stretch beyond what you know you can do)

✨ Timely

Let's look at 2 amazing examples of SMART goals - These should get your CREATIVE juices flowing 🙂

Existing donors: Increase year-over-year donation amount by 10% by targeting current donors through omnichannel communication beginning Nov. 28th - Dec. 31st, 2022.

New donors: Inspire new supporters to receive your organization's newsletter by sharing stories through social media channels, beginning Nov. 28th, and sign up for your organization's newsletter by Dec. 31st, 2022.

You're ready to take your year-end fundraising campaigns to the next level!

Remember, this is the time of year when donor generosity is at its HIGHEST. It's a wonderful time to receive support for all the amazing work you're doing throughout the year.

These 3 strategies alone can help you have a much STRONGER impact on your intended audience.

Did you have any questions or ideas to share about creating year-end campaigns? Please leave them in the comments.