Year-end giving amounts to an estimated 40-70 percent of many nonprofits’ annual budgets. The most charitable season of the year is a prime opportunity to secure new supporters and to lift the giving levels of current donors. In this blog series, we will review the steps to devising a strong campaign—including how to use data analytics to target your messaging, the importance of a compelling story, how to distribute your story through multiple channels, and when to follow up with donors.
CREATE CATALYTIC EVENTS
A catalytic event is what is moves donor relationships forward. A catalyst, strictly seeking, is a substance that changes the rate of a chemical reaction and is not consumed in that reaction itself. A catalytic event is one that speeds and deepens your relationship with a donor. In addition, it serves and sustains the long-term nature of the reaction, instead of getting consumed in the process of getting just a one-time gift.
Catalytic events move your donors into deeper commitments and higher levels of giving. How do we drive people in to a deeper level of commitment at year-end? We have to get them to give stretch gifts—donations that go beyond their usual giving.
These targeted engagements are opportunities to move donors into deeper commitments and higher levels of giving.
- Capitalize on a matching challenge so your donors’ gifts go twice as far.
- Start giving clubs that donors can join at various levels.
- Offer opportunities for donors to give to specific programs or projects.
- Ask your volunteer base to make a financial investment.
- Call or visit key mid-level and major donors.
- Host a mid-level or major donor year end fundraising event.