5 Proven Strategies to Maximize Your Year-End Fundraising Revenue
1. Test your donation form before December
Does it work well on mobile? Is it quick and easy to give? Do your thank-you messages arrive in inboxes? Does your welcome series trigger appropriately? Now is the time to make sure things are working and working well for donors so December giving has a minimal amount of friction in their way.
2. Plan for variety
Mix it up a little. Don’t send every email for the entire month on the same day and at the same time. This is a high competition month, so varying your send dates and times can allow you to catch a wider variety of donors who might miss you at your standard time.
3. Be bold
Donor’s inboxes are packed with appeals in December. While you need to reflect your organization’s brand and voice, don’t be afraid to try some things that are a little different that might be more eye-catching.
For example, using simplified subject lines with limited words that tease (like “Something’s happening!” or “We need you!”) can be highly effective. Also, adding words like “Update” to the beginning of a subject can draw some interest as well.
The inside of the message can also be shorter and more to the point than you might opt for at other times of the year. Just make sure you still answer for the donor why they should give now and what their gift will accomplish.
4. Consider peer-to-peer texting
Text messages have a 98% open rate, and peer-to-peer text messaging platforms allow you to get in front of your full donor file—including people you might not have email addresses for. This is a great opportunity at a critical time of year to make sure your organization stays top of mind for donors, your message gets seen, and everyone is invited to give.
5. Add engagement
Visual things like countdown clocks or thermometers can tell those who are scanning with very little time what you need them to see. “Time is running out.” “We haven’t yet hit the goal.” “You’re needed now!” The brain interprets these visual cues faster, and it’s significantly less work than reading an entire message.
Year-end is the perfect time to make sure you’re including offers that can lift response. Once you have someone reading, a match can definitely impact giving. So, if you’re able to secure a match for your campaign, it’s a great way to lift revenue and encourage those who are on the fence to make a gift now.
