It’s December. You’ve got your end of year fundraising plans in place (hopefully). Your donation page is set. Your thank you and follow-up emails are ready to go. You watch the donations come rolling in.
We all know that year-end fundraising can represent the lion’s share of online donations. Almost half of all donations come in the last quarter of the year, and almost a quarter of all donations come in the month of December.
What we often don’t have, though, is a plan for how to best leverage those supporters in the following year.
Moving new year-end supporters into ongoing organizational supporters can represent a significant growth opportunity for your organization.
So what can we do?
1. Plan ahead - campaigns drive engagement.
Don’t wait until the last minute to start planning how to leverage these supporters. Come up with a plan early so you aren’t scrambling and making mistakes.
2. Focus on end-of-year donors early.
Don’t wait too long to send them follow-up and engagement emails or else you might lose them.
3. Target and segment to refine your messages.
Segment your supporters into groups based on interests, how many times they’ve donated, how much they’ve donated, etc. This way you can tailor messages toward specific audiences.
4. Personalize and individualize your messages to create relevance.
Once you have segmented your audience, you can personalize your messages to keep people engaged and wanting to continue to donate.
5. Drive engagement through automated systematic communication.
Set up an automatic nurture program to make sure supporters are automatically getting emails once they have signed up or donated. Keep messages relative to them, and make sure to tell them how much you love and appreciate their support. Share your appreciation by sending a couple thank you emails, and then follow up with another ask. Be sure to keep them engaged and don’t let them forget about you!