6 Tips For End-of-Year Fundraising Appeals - Bloomerang Year- End Fundraising Article
As the year draws to a close, we hope your GivingTuesday campaigns exceeded expectations. Here are six quick tips to maximize your end-of-year fundraising appeals as you navigate the final stretch of the year.
1. Consistent messaging
December sees 30% of annual donations, with nearly half arriving in the final week. Align your messaging across all channels—email, direct mail, phone calls, and social media.
Inconsistent messaging can confuse prospective donors. Reinforce your key message repeatedly to ensure it resonates, regardless of how or where supporters engage with your organization.
2. Create urgency in final appeals
Send a final appeal—or even a few—during the last week of the year. Emphasize the giving deadline and create urgency in your messaging. Nearly 47% of nonprofits’ online revenue is generated during this critical period (source: DonorBox).
Mention that this is the last chance to make a tax-deductible donation to your organization in 2024. Including a countdown or deadline reminder in your subject lines can help to drive action.
3. Segment by audience
Tailor your appeals to different generations and donor types. For example, remind older donors about Qualified Charitable Distributions (QCDs). Not sure what QCDs are? Learn more from Fidelity Charitable.
By segmenting your audience and highlighting different giving vehicles, your messaging will resonate more effectively, increasing the likelihood of receiving non-cash asset donations. Personalized appeals make donors feel seen, increasing their emotional connection to your mission.
Read about the remaining three tips on Bloomerang’s site here.
About the Author: Mike Esposito, CFRE
Mike is a fundraising consultant, mentor, and coach passionate about helping small to midsize nonprofits grow. He listens carefully to each organization’s needs, working closely with them to offer support and innovative strategies that make fundraising more effective. With his CFRE certification, Mike brings both expertise and heart to his work, ensuring nonprofits thrive.