Making the Most of Year-end Giving

Something amazing happens about this time every year. The transformation is inevitable: The music, glistening decorations, parties and sweet treats have a way of softening all of us. Even those who have tightly clinched their wallets all year suddenly feel charitable.

Nonprofit organizations know that the holiday season is truly "the most wonderful time of the year" when it comes to fundraising. A study by Charity Navigator showed many organizations raise up to 50 percent of their total contributed income between Thanksgiving and January.

As you prepare for the final fundraising push of the year, here are seven steps to improve your campaign:

1. Launch your campaign in stages.

The best year-end fundraising campaigns are year-long campaigns. Rather than waiting until December, a more effective approach is to have ongoing communication throughout the entire year. "When you do this, then the 'please give at the end of the year' letter will resonate with the donor. You will have kept your mission in front of them through the year," says Jim Harriger, former director of the Springfield Victory Mission.

 The final round of appeals might begin near Thanksgiving. The next-to-last might be around mid-December, appealing to donors' warm and fuzzy feelings about the holiday season. The final ask should be near the end of the year, December 30 or 31. An effective appeal at this time relates to tax deductions, giving procrastinators one last chance to meet the deadline.

2. Don't rely on one medium to get your message out.

Utilize print materials (letters and postcards), as well as electronic and face-to-face communication. Each method has its strengths. But combined, they can produce great results.

In the midst of technology and social media, a personal visit remains one of the most powerful fundraising tools. Enlist your board members, and make plans to do face-to-face visits with those who believe in your organization's work.

3. Have a clear target—don't take the shotgun approach.

Rather than try to reach everyone, set your sights on those most likely to give. This includes current and former donors, those on your mailing/e-mail list, current and former volunteers and board members and those who attend your special events. People who do business with your organization, such as vendors and suppliers, are potential donors, too.

All messages should be personalized. Generic e-mails/letters are uninspiring.

A word of caution: Do not send requests to those who have already given to you this season. Sending them another request can be insulting and may be interpreted as meaning your organization did not recognize or appreciate their initial gift.

4. Focus on the mission—not the money.

Too often, a nonprofit organization’s main message is "We need money." Focus instead on why the money is needed or on the good it will do. Donors care about the cause (which in most cases means they care about people in need), so make that the heart of your communication.

5. Tell stories of changed lives.

Few things are more powerful and captivating than the story of a person whose life was transformed because of someone else's kindness.

Be sure to tell these stories, even if you have to use fictitious names and stock photos. Success stories remind donors of the effectiveness of your organization and give them confidence to invest into your work.

6. Be clear about impact and usage.

It's up to you to explain how each gift, large or small, will have a positive impact on the cause.

Avoid the ambiguous phrase "make a difference," which is probably the most overused term in the nonprofit industry. Be specific about how the donation will be used and what it will accomplish. If possible, demonstrate how each dollar will be used to provide food, supplies, or in some way improve a person's life. Example: "Your gift of $25 a month will feed five children for one year." Or "Your gift of $10,000 will enable our organization to provide housing for 10 families for one year."

Statistics can be an effective demonstration of both the need and the impact. Graphs and charts or simple numbers can tell the story of an increase in need (more hungry children), or can demonstrate a change in number of people served from one year to the next.

Donors want to know how their contribution will be used and what impact it will have. Very few donors are comfortable with supporting general operating costs. They prefer specific projects.

7. Always say "Thank You."

Take time to recognize donors. A simple card or phone call goes a long way in keeping someone engaged in your work. An unthanked donor is a former donor.

Dan Prater is the executive director of the Center for Nonprofit Leadership at Drury University in Springfield, Missouri. Contact him [email protected]