7 Steps to Plan Your Year End Campaign
On average, nonprofits raise 30% of their annual donations in December. A full 10% of nonprofit donations in the US are made between December 29-31. That can feel like a lot of pressure, especially if your fiscal year coincides with the calendar year.
Too often, the year-end campaign sneaks up on us. If we are planning the year-end appeal in October, it is too late.
We recommend starting as early as August, and here are some helpful tips to remember:
Set your goal: Determine your year-end appeal financial goal (as well as secondary goals such as new donor acquisition, trying out a new social media platform, crowdfunding, etc.) and create the campaign accordingly.
Consider a match: Determine whether you will have a matching gift incentive and who may be able to generously provide it. You may want to reach out to that giving partner now.
Select campaign elements: Will you use direct mail? Postcard? Social media? Video? E-mail? If you have worked with Benezet Advisors before, you know that we prefer a muti-channel approach with a consistent "look and feel" of all the elements. Secure a graphic designer and/or videographer if necessary.
Think about GivingTuesday: Consider whether you will add GivingTuesday to the mix. It could be a part of your year-end campaign, or it can stand alone; it depends on what your organization needs.
Create a calendar: In your calendar, ensure you backtrack the time needed to prepare each element of the campaign. Don't forget to accommodate for multiple rounds of edits, the time it will take to design, and time required by the mail house if you are using one. Plan all the social media posts in advance.
Interview a client: Do you plan to interview someone served by your nonprofit to capture their story? Consider that the interview may take some time to schedule and have a plan B in case the interviewee backs out.
Celebrate! Breathe a sigh of relief that you got an early start, and all you have to do is work the plan.
Do you need a foolproof fundraising plan that provides consistent cash flow throughout the year? Contact us today!