Oh my! Giving Tuesday and year-end giving are here! Yes, it’s that time of year. And if you are a nonprofit, your expectations may be running high in terms of the gifts your organization may receive. Let us say congratulations and thank you for all you have done throughout the year. America’s nonprofit organizations and institutions are needed now more than ever! Thank you for your insights, kindness, caring, and vision. Thank you for your service, teaching, planning, advocating, and creating. And thank you for fundraising!
We imagine you have been communicating with donors, partners, students, clients, stakeholders and others throughout the year, building awareness for your nonprofit’s work. If you are the person “responsible” for fundraising, but not the executive director, president, or CEO, you are most likely crossing your fingers. You have done all you can do, but you may have a nagging feeling that year-end donations may not live up to the expectations of others. Many times, those bothersome feelings are an indicator that something is not right. And you just may be right… Here’s what we mean.
It takes a lot of work throughout the year to “hit a homerun” at the year-end. While the last quarter of the year is traditionally when individuals and families make gifts to nonprofits, meaningful giving decisions are typically influenced and/or made earlier in the year. Nonprofits influence year-end giving by elevating their organization above the noise and exposure that other nonprofits are generating. They do this with consistency, creativity, stories of impact, and influencers who carry their message. They have a communication and public awareness program they have been working on throughout the year. They have consistently created the exposure, excitement, and engagement that characterizes top-of-mind organizations.
While you can’t make up for lost time, there are things you can do now to help increase the number of people and organizations who support your work. These include creating and sharing short and impactful videos (15 seconds) that tell your story. Sending out holiday greeting cards, or cards that welcome the new year. Include a handwritten note! Checking your “donate now” button to ensure it takes the visitor to an up-to-date page that works and that generates a meaningful thank you note. Picking up the phone and call or text donors who have given in the past but have not yet given for this year. Share greetings from your organization and invite them to join in your good work by making a year-end gift. And it is not too late to create a beautiful direct-mail piece or to ask a supporter to host a giving reception. Here is a link from Bloomerang with more year-end suggestions, and a plan you can put to work for the coming year.
We urge you to remember this old saying, “the crying baby gets the milk.” If people don’t know you, they won’t give to you. And just because they know you, they won’t give to you: you need to ask.
© Mel and Pearl Shaw, authors of “Prerequisites for Fundraising Success.” We provide fundraising counsel to higher education, nonprofits, and philanthropy. Video conferencing always available. Visit www.saadandshaw.com.
