End of Year Campaigns: Making the Most of the Advent Season

by Kate Sell, CRA Expert Academy Committee Member

End-of-Year Fundraising Campaigns 

Its that time of year again – the time for end of year giving! In midst of fourth quarter busyness and the heat of upcoming holidays at our heels, it’s easy to forget about one of the easiest and simplest ways to engage your donor base before the year is over…and to help make up that budget shortfall staring you in the face!

The concept of end-of-year giving is this – capitalize on a season of generosity and offer opportunities for donors to get in those last charitable contributions before the calendar year is up. Typically, it’s also a good time to reengage donors you may not have had contact with since your pledge drive earlier in the year or since your fundraising campaign during Lent.  And – for many cash-strapped non-profits, an end-of-year campaign offers necessary relief from a pending budget shortfall going into the next calendar year.

But in the midst of the chaos and hustle and bustle of the last few months of the year, how can your organization pull off a funding campaign when your resources – people, time and money – are maxed? Keep it simple and stick to what you know best – your own organization. Don’t lose sleep over how to create something “new” – just rely on what you already have – 1) the mission of your organization,; 2) the impact your organization has had on the world over the past year, and 3) your hopes and goals for the following year. If you can stick to these three categories in this order, you can create a great campaign that tells your story and brings in much needed funding to ensure you work will continue for another year.

End-of-Year Campaigns – Dos and Don’ts:

Do:

• DO Set a campaign funding goal that is worthwhile…and beyond what is needed. The lower the bar, the lower the amount you will raise; the more you ask for, the more you will receive. If you need $20K, ask for $35K; if you need $50K, as for $75K. Be bold and allow people the chance to be generous!
• DO Create campaign messaging around the three topics mentioned above. In mid-to-late November focus on your mission to remind people of who you are, why you exist…and why that’s still important. From early- to mid-December keep the focus on your organization’s accomplishments over the past year. Be sure to tell stories, not just state facts, about the impact your work has had on those you serve. People respond best to narratives that show your work in light of people’s lives and impact your work has had on those you serve. And in late-December highlight your goals and initiatives for the coming year. Give people a glimpse of where your organization is headed the following year and focus on how they can be a part of these exciting things.
• DO Implement both a one-time campaign mailing to your full donor list, as well as an six-week email campaign to those email addresses in your database. The mailing should go out either the week before or after Thanksgiving as a prelude to your email campaign. Your campaign letter should follow the same pattern as mentioned above – restate your mission and purpose, include highlights from the year, and clearly state goals and initiatives planned for the new year. Including a pre-paid postage envelope will greatly increase the chances of getting the most donations from your mailing.
• DO Execute an email campaign with the following pattern:
  • One email the week before Thanksgiving introducing the campaign and reinforcing your organizational mission.
  • One email sent the week after Thanksgiving reinforcing your mission and reminding people why your mission and work are still critical – and urgent.
  • Two emails per week the first three weeks of December. These emails should highlight successes and milestones of your work over the past year. Remember, you have six opportunities to do this over three weeks, so don’t feel as if you have to state all of your accomplishments in one email. Spread them out over the six emails giving each email it’s own focus.
  • Send another email on December 27 that introduces new initiatives and goals for the coming year. This email should evoke hope and enthusiasm for your organization and it’s work. Send a similar email on December 29.
  • On December 30 send an email reminding people that time is almost up to participate in the campaign and urge them to make a donation before it’s too late. And continue to highlight plans and hope for the coming year.
  • On December 31 send two emails – one in the morning and one after lunch as final appeals for the campaign. The sole focus of the email is to encourage people to “donate now” before the day is over and to help ensure your meet your campaign funding goal.
• DO Include a prominent “donate now” button on each email and offer updates on the status of the funding goal.
• DO Send a follow up email one week after the campaign ends. The email should detail how much money was raised and thank everyone for their generous participation.

Don’t:

• DON’T Make your emails too wordy…most people will read only a short paragraph or two. Use bullet points to highlight certain things and stay away from long paragraphs if possible.
• DON’T Send more emails that what is recommended above.
• DON’T Fear that people will start opting of our your email list cause they are getting too many emails from you. Most people during Advent expect to get these kinds of emails. You may get a few who drop off the list, but for the most part, people will continue to opt in.
• DON’T Forget to give updates on the status of your funding goal and to ask people to forward your mail to a friend.
• DON’T Delay in sending a final email by January 7 thanking your donors and letting them know the final outcome of the campaign. Should you not reach your goal, focus on the number of donors who participated and let people know you are still taking donations towards your final goal.