A year-end fundraising campaign can be rather hectic for nonprofit organizations. The greatest activity coincides with the period of time when many staff members request time off to be with family and friends, and when many direct-service providers serve a higher number of clients. The importance of year-end fundraising, however, should make it a priority.
Take the Time to Make a Year-End Fundraising Plan
"Too often, for short-term funding efforts, organizations set aside the formal planning process and 'just do it,'" says Kay Sprinkel Grace in Over Goal: What You Must Know to Excel at Fundraising Today (2006). Don't miss the crucial planning step.
- Review the past few years of year-end giving. Was there a formal campaign in place? What was the strategy? What worked? What didn't? What kind of feedback did donors offer -- with comments and with their gifts? What about timing? Was there a huge rush at the end?
- Look at the calendar. What events are on the books already? Is there a big board meeting in early November? That will have to be considered. Be sure there will be adequate staff to answer donors' questions and process donations. Gifts can come in even on the last day of the year and a donor not getting a response may just go elsewhere.
- Consider which fundraising activities to use. Will there be an appeal package going out by mail? Should an email campaign be employed? What about a thankathon? Who will make telephone calls? How about in-person visits?
- Consider who will be targeted. Individuals, corporations, foundations? Individuals are the group most likely to make year-end gifts. See which individual donors made big gifts at the end of last year. And what other past donors have yet to make a major gift this year? It's a good idea to be talking to major donors throughout the year, but it's not too late to start now.
- Make an action plan. Who will do what and when? Be as specific as possible. If resources are needed -- like information packets for in-person visits- list them out.
Year-End Fundraising Activities for Nonprofits to Consider
- The thankathon is an effective stewardship activity and can be done a number of ways. Often, a number of volunteers will come to a nonprofit's offices after working hours and borrow the desks of staff. From there, they will make assigned calls to donors with the simple message of "thank you for your support." They generally read from a prepared script and may leave voice mail messages if they cannot reach a donor personally. There should be no solicitation during a thankathon, so it should be scheduled early in the giving season. A follow-up solicitation by mail or phone can be made within a few weeks.
- A donation drive is similar to a thankathon, using volunteers or staff members making phone calls to past donors. In the case of the donation drive, however, there is a solicitation. This is the right option for some nonprofits and not necessarily the right approach for others. An organization might consider doing a small-scale donation drive to gauge the response.
- Peer solicitation is highly effective. By the third quarter of the calendar year, board members should have already made their donation or pledge. At this point, they should also be asking those in their personal and professional networks to consider a gift. If a nonprofit organization does not have a tradition of board giving and board solicitation, it might be appropriate to engage a consultant to do some board training. The payoff for this investment is high considering the amount of money board members can bring in when properly trained and motivated.
- Holiday cards, like a thankathon, are generally a stewardship activity, meaning there is no direct solicitation. Many nonprofits find, however, that holiday cards remind donors of their affection and trigger a year-end gift. (So get them out early.)
- Making an ask at an event can also be a great way to raise money. Of course there are fundraising events designed to raise money through an ask or other revenue-generating activities. But many nonprofits neglect to make an ask at "non-fundraising" events like an annual open house or a dinner honoring volunteers. Simply ask a donor to stand in front of the crowd and explain why she gives to the organization, say she is making a gift tonight and would like to ask other participants to consider making one, too.
With good planning, year-end fundraising can be easier and drive more revenue than ever before. Motivate staff members, board members and volunteers to use this opportunity to raise critical funds in this challenging year. Don't miss a chance to let donors know how much they are needed and appreciated.
Molly Schar - With more than a decade of experience in fundraising, communications and nonprofit management, Molly Schar has worked with mission-based, ...
