Mon, December 02 2013

How to make the most of your year-end donors

Caryn Stein's avatar

VP, Communications and Content, Network for Good

Filed under:   Fundraising essentials •

December is here and it’s prime time for fundraisers. Thirty percent of all online giving happens in December, with 10% of the money annually donated online coming in during the last 3 days of the year. Plus, with #GivingTuesday, you may see even more new donors supporting your cause. Considering all of the time, effort, and money you have put into your year-end fundraising campaigns, make sure your organization will get the most out of your year-end donors with these three tactics:

Showcase recurring giving options.
In your fundraising appeals and on your online donation pages, always include the option to make a recurring gift. Well-positioned recurring gifts give supporters a way to give every month for the next year, instead of just one year-end donation. This is a win-win situation for everyone involved—donors can give more over time and you have a steady stream of dependable funds. Attach giving levels, special perks, and impact descriptions to monthly gift tiers to make recurring giving a more attractive option.

Enable and encourage social sharing.
Make it easy for your donors to share your message and raise money on your behalf by giving them tools to share your message via social media. Include social sharing buttons on your donation confirmation and thank you pages, in your thank you letters, and in follow-up emails. Provide copy and paste or pre-programmed messages to allow your donors to easily spread the word. Since enthusiastic supporters are often your best spokespeople, let their passion create a wave of donations by teaching them how to set up a fundraising campaign with a peer-to-peer fundraising page. 

Have a solid donor stewardship plan.
Turn first-time or casual givers into repeat donors by sending them a warm, timely thank you letter, and then keep them up to date on the impact of their donation. Stay in touch so that they feel like a true part of your community and can relive the helper’s high over and over again. When donors know their gift was appreciated and made a difference, they’ll be more likely to give again. Of course, these efforts will also help you keep your current loyal donors devoted for years to come.


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