Fundraising Friday: Year-End is Not the Time of Year to Hold Back

Did you know there are only 58 business days between now and December 31st?

Let that sink in for a moment.

With just 58 days left to reach your year-end fundraising goals, can I ask you a question?

How often do you plan to communicate with givers during this critical period?

Many nonprofits worry about overwhelming people with too many messages at year-end.

I get it. The last thing any of us wants to be is annoying.

However ... this concern often leads to a critical mistake the last two months of the year: under-communication.

Not enough emails. Not enough mail. Not enough personal outreach.

In my experience, most organizations don't communicate enough with their givers in November and December.

Why does ramping up your communication at year-end matter?

We'll get there, but first, let's bust a myth.

Most people are not annoyed by frequent communications from causes they care about. They get annoyed by irrelevant or poorly crafted messages.

If your communication is meaningful, people won't mind hearing from you more often.

During the holiday season, the people who want to give to your cause are bombarded with messages from retailers vying for their attention and dollars.

Your mission-driven communications need to cut through this noise. A single email or letter won't cut it.

And even if one message could cut through the noise, remember that different messages resonate with different people differently.

When you increase your communication frequency, you're providing multiple touchpoints and various compelling reasons to give.

One person might be moved by a story of impact, someone else might respond to a specific need, and still someone else might respond to a year-end tax deduction reminder.

Here's how to implement a solid year-end communication strategy:

1. Plan a multi-touch campaign.

Map out a series of emails, direct mail pieces, and social media posts from November 1 through December 31. Aim for at least one touch every 7-10 days, increasing frequency as you get closer to the year-end.

2. Mix it up.

Alternate between stories, testimonies, progress updates, and simple reminders inviting people to give. This diversity keeps your communications fresh and appealing to different donor motivations.

3. Segment.

Tailor your message frequency based on engagement level. Your most committed supporters? They might appreciate more frequent updates or exclusive updates on projects they've supported, while less engaged donors could receive a more moderate cadence. For first-time donors, focus on the immediate impact of their gift and how it fits into the bigger picture. Lapsed donors might respond well to a 'we miss you' message that highlights what's new since their last gift.

4. Use multiple channels.

Don't rely solely on email. No one's open rate is good enough for that. These days, a comprehensive approach looks like a coordinated mix of direct mail, phone calls, handwritten notes, social media, text messages, and even short personal videos.

5. Create a sense of urgency.

As December 31st approaches, increase your communication frequency. Many people wait until the last minute to make year-end gifts, and you want to stay top-of-mind during the days after Christmas.

6. Make every communication count.

Ensure each message provides value, whether it's new information, a compelling story, or a clear call to action. If it doesn't provide value, don't send it.

7. Monitor and adjust.

Pay attention to what works and what doesn't. Monitor open rates, click-throughs, and unsubscribes. Try communicating at different times of day or different days of the week. If you see positive engagement on something or if something appears to be working well, don't be afraid to double down on it.

Feeling overwhelmed?

If you do nothing else, commit to sending one additional, heartfelt communication per week.

It could be as simple as a brief email sharing a story of someone helped by a donor's gift, or a social media post celebrating a milestone.

Even just one extra touch per week can make a big difference in keeping your cause top-of-mind during this crucial period.

Remember, you're competing for attention in a very noisy landscape.

When you "over-communicate," you're not being annoying. You're making sure your important mission doesn't get lost in the year-end shuffle.

In all my years of fundraising, I've never heard of an organization losing a donor because they communicated too much during year-end giving season.

On the other hand, I have seen countless nonprofits leave pent up generosity on the table because they were too timid in their outreach.

I'm not suggesting you try to tick people off by bugging them all the time, and I'm definitely not advocating for asking people to give every time you communicate with them ... BUT if you don't get at least one complaint about the frequency of your communication at year-end, you're probably not communicating enough.

I can almost hear some of you saying, 'That's all well and good, but we have a small staff and limited resources.'

I get it. I've been there. But know this ... more communication doesn't have to mean more work.

Often it means working smarter by repurposing content across channels.

That impact story in your email? It can become a social media post, a section in your direct mail, and talking points for phone calls.

Even if you can't do everything, doing something is always better than doing nothing. Imperfect action beats perfect inaction every time.

This year-end giving season, resist the urge to hold back.

Your cause is too important to under-communicate. With only 58 business days left, every day counts.

People want to hear from you. They want to know the need. They want to hear the stories of impact. They want to support your mission. They want to be reminded about the amazing difference they can make when they give. They want to be part of something bigger than themselves.

Your job?

Give them plenty of opportunity.

Happy Friday Friends!

-Michael