Nonprofit Year-End Fundraising Tips to Engage Your Donors

Planning your nonprofit’s year-end fundraising appeal to your donors?  As possibly your most important fundraising initiative of the year, it’s an opportunity to connect with your donors and show them how critical their support has been to your mission. Here are some tips to engage your donors to raise more funds for your organization:

Tip #1

Focus on the Donor

Create a campaign that involves the donor by reminding them why their donations are valued and what their support has and will help you accomplish.  Be sure to tell them how important they are to your success. Generous use of the word “you” instead of “we” makes the appeal more donor-centered and focuses on their impact.

Tip #2

Suggested Donation Amounts

Include suggested donation amounts in your appeal and how each amount will impact your organization or help you achieve your mission. Suggested donation amounts are shown to result in increased contribution sizes and improve conversion rates.

 

Tip #3

Have a Clear Call to Action

If donors are unsure how to make a donation, your campaign will surely fall short. A clear call to action is essential and giving your donors multiple ways to make their gifts is crucial. Communicate an easily conveyed URL and add a scannable QR code on your appeal letter to facilitate online donations. Also include a remittance envelope in your mailing to allow donors to mail checks.

Tip #4

Show Your Appreciation

Make your donors feel like they’ve played an intricate part in helping you carry out your mission. Give examples of what you’ve been able to accomplish thanks to their support. Thanking and appreciating your donors is the key to their long-term support and ongoing contributions.

Tip #5

Send Your Appeal Via Multiple Channels

Spread the word about your appeal campaign through multiple channels to widely broadcast your fundraising message. Direct mail is one of the most effective channels and has shown a higher response rate than email or social media for nonprofit organizations. But email is a great low-cost method to extend your outreach that shouldn't be overlooked. Social media will allow you to reinforce your message and donation links to all your supporters who follow you. And be sure to update your website with information about your campaign as supporters will surely be looking there as a result of your initial outreach.

 

Need help with your year-end appeal strategy, copywriting and execution? Contact Jocelyn Murray at Marketing & Event Resources today to get started on a winning campaign.