3 Essentials for an Effective Year-End Campaign
Happy Friday Friends!
This time tomorrow, we'll be exactly one month out from Christmas.
WHAT IN THE WORLD?!?!?
In the words of Jerry Garcia, "Where does the time go?"
Whether you're sitting pretty working an already complete year-end plan or you're still working feverishly to get all your appeals ready, here are three essentials every effective year-end campaign has in common:
#1 A Clearly Stated Focus & Goal
What are you trying to accomplish? For who? By when?
Do you need to raise money for a new program, facility, or initiative? Are you focused on acquiring more monthly donors? Or maybe you just want to finish the year strong.
Whatever your objectives, make sure they're stated clearly and consistently throughout all of your appeals.
When your target is clear, you'll inspire your champions to help make it happen.
#2 Layered Communications
The best year-end campaigns have a consistent look, feel, and message across every channel.
领英推荐
Your emails, social posts, website, and snail mail should all work together to create one memorable experience, like layers of frosting on a birthday cake.
Confusing your audience with mixed messages is a recipe for campaign disaster.
3. Specific Call to Action
Don't make people guess how they can help. Make sure the step you want them to take is abundantly clear.
Do you want people to become monthly givers? Provide a clear call-to-action tied to monthly giving. Do you want people to make a one-time gift to help unlock a match? Don't ask them to create a peer-to-peer campaign.
When you consistently guide people toward solving the problems they care about most, you remove friction from the giving experience and make it easy to support your mission.
As you sprint toward the finish, keep these three essentials in mind:
Whether your plans are set or still in progress, it's not too late to incorporate these essential elements into your remaining communications and fundraising activities this year. With a bit of creativity and some intentional effort, you can still finish 2022 strong. As always, keep up the great work, and remember ... you've got this!