Did you know that nearly 30% of donors give their philanthropic contributions in December? This makes sense, being that Christmas is known as the holiday of giving. While some donors may have specific organizations they support each year, others are looking for new giving opportunities. That is why it is important to develop and promote your Year-End fundraising campaign before, during, and even after Christmas. You want to give people enough time to find your organization, learn about your mission, and decide to contribute.
5 Tips for Developing a Strong Year-End Fundraising Campaign
Because the holidays are a popular time to ask for donations, you have quite a bit of competition. However, you can help your fundraiser succeed by following these five tips.
1. Start Advertising Before the Holidays
A robust Christmas fundraising campaign must start early. By planning your approach in July and executing your strategy in August, you give your audience time to learn about your campaign and get on board. This is especially important for organizations seeking to capture new donors who aren’t yet familiar with the mission and goal of the organization. You need time to educate your audience, build trust, and convert before the holiday season.
2. Create a “Fun-raising” Christmas Fundraising Campaign
When you think about Christmas, what comes to mind? The holiday season sparks joy, a focus on family, giving and helping others, and all-around excitement. Use these emotions people anticipate for the holidays by developing a fun, joyful campaign. Create visual elements and strong copy, such as testimonials from the people who benefit from the donations. Find compelling ways to pull at the heartstrings of your target audience.
3. Update Your Website & Social Pages for the Season
Your website is one of the first places your audience will look for information about your organization, mission, and Christmas fundraising campaign. Because of this, it is crucial to update your website with holiday-specific graphics and information. Remember to keep it joyful and hopeful.
Update your website homepage with a Christmas-specific banner. Include a countdown clock to spark urgency. Mention and thank donors who have already given. Share how much more is needed to accomplish your fundraising goal. Utilize video and engage your audience with a testimonial or story of someone positively impacted by past donations. And, most importantly, include a strong CTA (call to action) to make it easy for visitors to give.
4. Utilize Email Marketing to Reach Your Audience
Email marketing is a great way to reach and engage your audience. Use third-party email audiences now to build your subscriber base. In December, rather than sending one or two emails with an ask to donate, nurture your in-house email list starting now, then go even heavier in December.
Here is an example of what to include in an email campaign:
- Start by introducing your fundraising campaign to your in-house audience. This is not an ask for donations but an informational email to spark interest and excitement in what you are doing and who you are helping.
- Continue piquing the interest of your email audiences with statistics, information, and stories about how their contributions and support can make a difference.
- Send a countdown to start the Year-End fundraising campaign. Include any information about giveaways, donation matching campaigns, or incentives to give.
- Once the campaign begins, send regular updates about the campaign’s progress, including more information and testimonials to encourage giving. You might consider highlighting donors who gave by including their reason for giving to spark the desire in others.
- Create urgency by sending a series of emails and other communications as the campaign progresses and comes to a close. Don’t be afraid to send heavily during the final week or two.
- Most importantly, don’t forget to send a mass thank you email, as nearly 70% of donors feel email is the best way to be thanked for their contribution. In this email, you can include one more opportunity to give for those who missed the campaign.
Planning a robust email campaign like this takes time, which is why it is essential to start creating your strategy and creative elements now.
5. Promote Your Year-End Fundraising Campaign on Social Media
There are so many ways you can use social media to help promote your fundraising campaign. You can determine a hashtag to use throughout the campaign and encourage others to promote your fundraising opportunity by using the hashtag. You can use interactive elements on Instagram stories like polls and questions to engage and include your audience in the campaign. You can also develop partnerships with Christian influencers to help promote your campaign to a larger audience.
At FrontGate Media, our Christian Influencer Group has helped many organizations improve their fundraising efforts. Check out the Advancing Native Missions case study with exposure to nearly 2 million people, generating thousands of donations for the organization.
Let FrontGate Media Develop Your Christmas Fundraising Campaign Today
Raising money is obviously vital for your organization to continue doing the excellent work it does. At FrontGate Media, we are here to help you help others by developing and executing a strong Year-End fundraising campaign. Contact us today to get started!