by Kristina Bowman, Senior Associate
An estimated 30% of annual giving occurs during the month of December. Inspiration for giving varies: increased messaging and solicitations, generosity of the holiday season, or meeting a tax deadline. Now is the right time to ensure your organization is connecting with donors as they consider their year-end philanthropy.
1. Start early
Year-end planning allows you and your team to identify opportunities and begin outreach. Keep your focus on prospects who can make the biggest impact and coordinate with volunteers to assist with outreach efforts.
2. Create a written plan
It doesn’t need to be lengthy or complicated, but a written plan keeps you focused on the actions that will have the greatest impact on your organization during a very busy time of year. Be sure your entire team knows the plan and understands their role in it.
3. Segment your outreach and messaging
Tailor your messaging to donors and prospects. Consider segmenting messaging to those who typically support your organization this time of year, those who made a gift last year but not yet this year, and donors who may be eligible to make an IRA distribution.
Encourage all donors to increase the impact of their support by determining if their company matches gifts. An estimated $4 billion to $7 billion in matching gifts goes unclaimed each year because donors do not take advantage of this type of employee benefit.
4. Make it easy to make a gift
Ensure online giving platforms are up to date and stock transfer instructions are readily available and easy to understand. Consider including text-to-give options and QR codes, especially on printed solicitations.
5. Communicate your goals – and impact
Share your annual goals with donors and consider communicating micro-goals that will help you reach your overall targets. For example, “Fifty $25 donors will feed an additional 125 individuals this winter” is a compelling message that helps donors see the impact of their gifts. An end-of-year challenge can also help create a sense of excitement and urgency.
6. Say thank you!
Your plan should include how you will steward your donors. Ask board members to assist you by writing personal thank-you notes. Get creative with brief thank you videos showing the impact of donor support or thank-you cards designed by or representing those who benefit from your good work. Also, be sure to thank those who have given since the start of your fiscal year.
moss+ross loves a good plan, and we look forward to helping organizations with planning and execution strategies at year-end and beyond.