Year-end giving potential

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Year-end fundraising – time for generosity

The end of the year is a crucial time for fundraising because it is the season of generosity. For non-profit organisations, it is an opportunity to increase donations and secure vital funding for their mission. Statistics show that around a third of annual donations are received in the last three months of the year. In December alone, donations in Germany totalled around €922 million (source: Statista). It is therefore important to use this time effectively – a well thought-out, strategically planned and creatively designed year-end campaign is the key to success. In this blog post, we provide you with valuable tips and tricks for creating a successful end-of-year campaign.

What to expect in this article:

Maximum fundraising power – harnessing the potential of end-of-year fundraising

Year-end fundraising is the sum of all appeals and associated income between mid-November and the end of December. The festive season and the turn of the year prompt many people to think about their support. This is the time when they are most likely to donate to organisations they care about, or those that reach them at the right time with the right message. On average, 30 per cent of annual donations are made in December. In 2021, giving in the last three months of the year will account for approximately 37 percent of annual giving (source: Blackbaud Institute), with approximately 10 percent of annual giving coming in the last three days of the year (source: Double the Donation). Up to 30 per cent of all donations are made online (source: Neon One). And if you think it’s not worth sending out more emails after Christmas, think again: 46 per cent of year-end online donations are made in the last week of the year (source: NextAfter). So it pays to stay on the ball between Christmas and New Year. A thank-you email in January is also a good idea. But more on that later!

Grafische Darstellung des "Giving Tuesday" - ein Glas gefüllt mit Herzen und Hände, die weitere Herzen reichen

Giving Tuesday – kicking off a successful year-end fundraising campaign

Giving Tuesday, also known as Worldwide Giving Day, was created as a counter-trend to the consumer-driven Black Friday. It takes place every year on the Tuesday after Black Friday and is the ideal kick-off for year-end fundraising. The aim is to create a sense of solidarity and help among the population. This philosophy is already well established in the USA. In the DACH region, Giving Tuesday is on the rise and is increasingly being used by charities to raise funds. The German Fundraising Association also supports Giving Tuesday and has helped to raise awareness in Germany. But there is still much to be done! The organisations that are now taking the initiative are setting important milestones for the fundraising market in the DACH region. So it’s worth marking this day in your diary and realising its potential.

3 tips for successful end-of-year fundraising

1. Start your year-end fundraising early

The sooner the better. Ideally, when people are in the mood for the end of the year. Early November is a good benchmark or, as mentioned above, Giving Tuesday. 60 per cent of all donations are made without research. This means that the organisations that receive donations are the ones that are out there. That’s why it’s important to get on donors’ minds as early as possible, preferably cross-media. Combine different channels, including offline and online. Donors are always happy to receive a good old-fashioned postcard, which adds a personal touch and extra attention. By combining different communication channels, you can reach a wider audience and increase the impact of your campaigns.

2. Build a relationship with your donors

Trust

The most important thing in building loyalty is the feeling you give your donors. The feeling that someone associates with your organisation is more likely to be remembered than what you say. Gain your donors’ trust by building a relationship with them. You can use the following parameters as a guide:

  • Thank them: Thank your donors for their support.
  • Transparency: Mention specific achievements.
  • Information: Send informational emails without asking for donations.

Top of Mind

But trust also requires an ongoing presence. Your organisation needs to be on donors’ minds. Become ‘top of mind‘ by being present on the following channels

  • Social Media: Appeal for generosity, become part of the international Giving Tuesday #gt community.
  • Native/Display/Text Ads: Target and retarget prospects with tailored messages.
  • Email: When others don’t, such as after work or at the weekend; average donations are up to 50% higher during these times.

Giving back to supporters

Don’t just ask – give back to your supporters. This involves more than just matching gifts and promoting the tax benefits of giving. Ideally, you should give before you ask. That’s why Giving Tuesday is the perfect time to launch your year-end campaign. What to look for in your giveaways:

  • Theme: Giveaways should be themed.
  • Interest: They should stimulate the interest of the donors.
  • Emotions: They should engage donors emotionally.
  • Examples of giveaways: Wallpapers, e-books, petitions, quizzes/tests, videos, online courses, postcards.

Clear calls to action

The only way to retain your donors is through clear communication. Your CTAs should be clear so that your donors know where they stand at all times. This means:

  • Be specific: Get to the heart of where your CTA is leading.
  • Consistent: Consistent but flexible: Ensure that the basic messages and branding of your campaign are consistent across all channels to build recognition. However, communications should be tailored to specific audiences and the characteristics of each channel. The way these messages are presented – whether in emails, landing pages or social media – can and should vary to optimise the use of each channel and effectively engage your target audience.

3. Stay interesting throughout the year-end fundraising period

The key is to avoid monotony and keep your communications varied. This also means that your content has to be good. It is good if it is relevant to users. This includes success stories so that supporters can see the impact of their donations. Most importantly, stay authentic! If you’re used to using email sparingly, don’t overdo it now or you’ll quickly come across as staged, which is bad for trust.

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Key Takeaways

  • Build relationships: Put the user at the centre.

  • Be personal: Use names in the salutation and show someone from your organisation with a picture.

  • Be varied: This will keep you interesting.

  • Be consistent: Send the same message across all channels.

  • Stay authentic: Do justice to your organisation – this will resonate with supporters.

  • Test everything: There are many adjustments and experiences that can be surprising.

  • Have the courage to keep it simple: Send text-only emails as they are less promotional and stand out in the inbox.

  • Create emotion through storytelling to encourage generosity.

  • Create urgency: for example with a countdown or a progress bar.

  • Offer different ways to make the donation: QR codes, bank details, links to the donation page, etc.

Are you ready? Then take advantage of our exclusive EOY offer. Send us an email with “2 for 1 Summer Special” in the subject line so we can get started on your year-end fundraising campaign.

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