By Kaitlin Robb, Consultant and Director of Marketing, The Curtis Group

Now that fall is officially here, we have also officially entered a crucial time for nonprofits. According to most sources, nearly 30% of charitable giving happens in the last quarter of the year. Planning now can make an enormous difference between meeting and exceeding your year end fundraising goals. Here is how you can set the stage for success and maximize your fundraising efforts before December 31.

1. Engage Donors Early: Don’t wait until the last minute to reach out to your supporters. In October, begin building momentum by sharing stories of impact and reminding donors of the difference their past support has made. Personal, heartfelt communication is key. Consider sending a series of emails or social media posts highlighting milestones and progress.

    • Tip: A simple “Thank you for being part of our story” can be a powerful start to your year-end communication strategy.

2. Make Your Ask Urgent and Specific: As November approaches, tie your asks to tangible outcomes. Donors are more likely to give when they see exactly where their donation will go. One of the biggest year-end giving mistakes you can make is assuming that last year’s gifts will be repeated, especially from your top donors. You must ask! Sitting down with your donors and prospects for specific in-person asks will:

    • Secure higher-level gifts, including multi-year commitments
    • Build meaningful relationships
    • Allow you to hear each supporter’s personal story as to why they support you
      and if they would be willing to help connect you to additional potential donors
    • Bottom line: If your strategy does not involve in-person meetings, you are
      leaving serious money on the table.

3. Ensure a Seamless Donor Experience: A smooth, easy-to-navigate donation process is essential, especially as the year-end rush begins. Review your website, email campaigns and social media pages to ensure that your “Donate” buttons are visible and working properly, everything is mobile-friendly and easy to navigate, and that you clearly articulate your organization’s mission-centered work and the critical role donations play in helping you meet your mission.

4. Get Your Board on Board: Make sure that year-end fundraising is on all the board meeting agendas, and make sure that each board member has been asked for a personally meaningful gift. The sense of urgency around year-end fundraising with concrete goals is an opportunity to encourage your board’s involvement in the fundraising process. Would they set up a tour, sign thank you letters, make calls? For more specifics, check out my colleague’s article on engaging your volunteers.

    • Tip: Add urgency and engage your board by asking several board members to
      pool their support to establish a matching-gift campaign that would double year-end donations.

5. Thank and Update Your Donors Regularly: After each donation, promptly thank your supporters with a personalized email, card or even a phone call. Let them know how their gift will be used and what kind of impact they can expect. This fosters a deeper connection and increases the likelihood of continued support throughout the year.

    • Donor loyalty: Consider sending a “Year in Review” in mid-December to
      showcase all that has been accomplished at your organization, thanks to donor
      support. It is a great way to encourage one last push before the end of the year!

6. Follow Up and Stay Engaged: After the year-end campaign, don’t forget to follow up with donors in January, beyond just the basic thank you letter. Acknowledging their generosity, as well as updating them on the impact of their contributions, sets the tone for ongoing engagement into the next year. For more tips on donor cultivation, check out our webinar on Building Lasting Relationships to Maximize Impact.

Start Now to Finish Strong.
The year-end fundraising season is your organization’s opportunity to close the year with maximum impact. By starting now, and engaging donors in October, you are setting the foundation for a successful campaign that drives donations and deepens relationships.

For 35 years, The Curtis Group has consulted with more than 250 nonprofits throughout the country, helping them raise a billion dollars. The Curtis Group is a member of The Giving Institute, the nation’s research and thought leader on philanthropy. Additionally President Keith Curtis is a past chair of Giving USA Foundation and EVP and COO Wendy McGrady is current chair of the Foundation. Learn more at www.thecurtisgroup.com.