Will You Give, Please?

You have or will likely receive a few appeals for donations from a local or national charity. #GivingTuesday kicks off the giving season. Nonprofits will be asking you to give; they will tell you that your donation helps produce much-needed services and programs. You'll continue to see charities asking for money throughout the month because December is the time nonprofits generate 30% of the total $300 Billion in donations given; about 10% ($30 Billion) of the charitable giving is done in the last 48 hours of the year. That is a lot of money.

Every nonprofit Chief Development Officer (CDO) anticipates a significant year-end campaign push. However, there's a likelihood that you might not be familiar with these nonprofits and their missions. What's more, this could be your initial interaction with them, and the first message you receive is a donation request. This scenario often contributes to the failure of many campaigns to garner increased donations. Effective marketing strategies and building meaningful relationships emerge as the pivotal factors for achieving greater success in fundraising efforts.

Facilitating giving should be seamless for nonprofits. When soliciting donations, keep in mind that people don't contribute merely because it's an annual fundraiser. Donors support organizations they know, care about, and trust to make a meaningful impact with their money. It all begins at the start of the year—identify the right audience and establish a powerful emotional connection. Fundraising is becoming increasingly challenging, and generic appeals are less effective. To succeed, campaigns should be targeted, intelligent, and informative. Execute the campaign with a compelling emotional appeal that resonates deeply with your audience, embedding your cause in their lives. This is the key to raising more funds.