This time of year is a whirlwind for fundraisers. These final weeks of the year come with major highs of watching gifts roll in, and spending time getting to sit in the warm fuzzy feeling of thanking your organization’s donors. But this time of year also comes with high feelings of stress– especially with the sector-wide trend of a decrease in numbers of donors, and harder-to-retain donors.
If you didn’t meet your goal for Give to the Max Day, I’m here to tell you: It’s going to be okay. Every campaign and ask comes with an opportunity to learn, try again, and pivot. Your nonprofit’s biggest strength is to ask for what you need. And do you know the #1 reason that donors don’t get involved with an organization?
It’s because they were not asked. Supporters are in the habit of seeing lots of appeals throughout December—and as long as you’ve taken time to thank your donors and express your gratitude, you can ask again! Studies have shown that as much as 25% of all giving happens in December, and 10% of December’s giving happens on the last 3 days of the calendar year. In other words, it’s important that you make sure that you’re on the top of people’s minds before the tax-exempt deadline for gifts on December 31st.
Revamp your November ask, add a special “P.S.” statement, and send it out to your audience as a final opportunity to connect with your community. Transitioning your appeal language from GTMD into year-end means an emphasis on the upcoming tax deadline, prioritize gratitude, and talk about the gap between where you are now and what you have left to raise in 2023 to continue to show up for community.
If you’re still struggling with your year-end appeal or are already feeling overwhelmed with your 2024 fundraising plan, we’re here to help with a plethora of resources and coaching opportunities in the new year.
==
Clara Lind is GiveMN's director of coaching. Want to receive individualized fundraising coaching for your organization or to further your professional development? Learn about our RaiseMN offerings and schedule your coaching session! Learn more.