As the year winds down, non-profit organizations gear up for one of the most critical fundraising periods: the end-of-year giving season. This time of the year, spanning the last few months, particularly November and December, sees a significant spike in charitable contributions. Many nonprofits use Giving Tuesday, the Tuesday after Thanksgiving in the U.S., as the kick-off of their end-of-year giving campaigns. 

Here’s a complete guide with tips and examples, to ensure your end-of-year giving campaign is a success.

‍

Campaigns Made Easy with Texting:

• Text-to-donate: Integrate a text-to-donate option. Make it easy for supporters to give on-the-go with a simple keyword and short-code. (Ex: Text "DONATE" to 12345)
• Fundraising updates: Send timely updates and reminders via text message. Keep your supporters engaged and informed throughout your fundraising goals.
• P2P fundraising: Encourage supporters to share your cause with their networks using pre-written text messages.
• Thank you messages: Express immediate, personalized gratitude to donors with text messages that are less likely to be ignored or missed.

‍

[Read more: A Step-by-Step Guide to Text2Give Campaigns]

‍

Checklist for Non-Profit End-of-Year Giving Success:

1. Set Clear Goals: Start by defining what you want to achieve with your campaign. Goals should be specific, measurable, achievable, relevant, and time-bound (SMART). For example:

• Financial Goals: Aim to raise a specific amount of money by December 31st.
• Donor Goals: Set targets for the number of new donors and the number of repeat donations.
• Engagement Goals: Focus on increasing social media engagement or email open rates.

‍

2. Analyze Past Campaigns

Review the performance of previous end-of-year campaigns to identify what worked and what didn’t. Key metrics to analyze include:

• Total funds raised: Compare this year’s figures to past years to gauge growth.
• Donor retention rates: Evaluate how many previous donors contributed again.
• Campaign channels: Determine which channels (email, social media, direct mail) were most effective.

‍

3. Craft Your Campaign Message: Your messaging should resonate with your audience’s values and emotions. Consider:

• Storytelling: Share compelling stories about the impact of donations. Connect with donors, report on projects, and create emotional connections that inspire donations.
• Urgency: Highlight the importance of end-of-year giving and any matching gift opportunities.
• Call to Action: Be clear about how donors can contribute and the difference their gift will make.

‍

4. Segment Your Audience: Personalize your outreach by segmenting your donor base. Consider segments such as:

• Past donors: Customize messages based on their previous giving history.
• Major donors: Provide exclusive updates or offers.
• Prospective donors: Introduce your organization and its mission.

‍

[Learn More: Prompt.io For Good – Texting Platform Built for Change]

‍

5. Develop Your Communication Plan: Plan out your communication strategy across various channels.

• Texting: 
• Email Campaigns: Schedule a series of emails, including a kickoff message, mid-campaign updates, and a final push.
• Social Media: Create a content calendar with posts, stories, and ads. Use relevant hashtags and encourage sharing.
• Direct Mail: Send personalized letters or cards to high-value donors or those who prefer traditional communication.

‍

6. Optimize Your Online Presence: Ensure your website and donation pages are ready for increased traffic and donations:

• Mobile Optimization: Ensure your website is mobile-friendly as many donors will use their phones.
• User Experience: Simplify the donation process with an easy-to-navigate form and clear calls to action.
• Security: Update security protocols to protect donor information.

‍

7. Leverage Matching Gifts and Grants: Maximize donations by looking into matching gift opportunities.

• Partner with Corporations: Reach out to businesses for matching gift commitments.
• Promote Matching Gifts: Clearly communicate the matching opportunities to donors to encourage larger contributions.

‍

8. Plan for Post-Campaign Activities: Don’t forget to plan for the follow-up.

• Thank You Messages: Send personalized thank-you notes or calls to all donors.
• Impact Reporting: Share how the donations are making a difference through updates and reports.
• Donor Feedback: Gather feedback to improve future campaigns.

‍

9. Monitor and Adjust: Throughout the campaign, track progress and be ready to make adjustments.

• Analytics: Monitor email open rates, social media engagement, and donation patterns.
• Flexibility: Be prepared to tweak your strategy based on real-time data and feedback.

‍

[Learn More: PULSE Data – On-Demand Voter Files for Donor and Demographic research]

‍

By combining a well-planned checklist with strategic text marketing, your non-profit can maximize its year-end giving success. Every step you take to connect with donors and communicate your mission makes a difference!

At Prompt.io, we believe in the power of conversation to create meaningful impact. That's why we launched Prompt.io For Good, a texting platform specifically designed to drive positive change in the world. Reach out to us today to learn more about texting for your organization.

‍