Transitioning Your GivingTuesday Campaign to Year-End Fundraising

As most nonprofit professionals will tell you, year-end is a critical fundraising time for nonprofits. According to M+R Benchmarks 2024 report, December giving made up 26% of all online revenue and 34% of one-time online revenue. Donations made on December 31 accounted for 5% of 2023 revenue. This means that year-end fundraising is one of the most important campaigns of the year. And the global generosity of GivingTuesday provides the perfect springboard to launch your year-end campaign. By strategically bridging your GivingTuesday efforts with your year-end goals, you can maintain momentum, re-engage donors, and maximize your impact.

In this post, learn effective strategies to seamlessly transition your GivingTuesday campaign into a compelling end-of-year fundraising push that resonates with supporters and helps you finish the year strong.

Review your goals and analyze GivingTuesday results

So, now that your successful GivingTuesday campaign has ended, what’s next for your nonprofit? Look at your goals and metrics! If you didn’t hit your goal for GivingTuesday, consider making that your year-end goal and plan to hit that number by Dec. 31.

If you reached your goal, consider setting a new “stretch” goal. This will keep messaging simple for your nonprofit during its busiest month of the year and will allow donors to continue to give towards your GivingTuesday campaign.

Don’t forget to steward your GivingTuesday donors!

It may seem too soon to ask donors to give another gift, but stewarding can also be an effective solicitation tool. Maintain donor momentum. Donors don’t need a lot, but a nice thank-you message can go a long way. Plus, it’s important to show donors what they helped accomplish.

Consider sending an infographic breaking down your GivingTuesday success. This way, you can send out important statistics related to your nonprofit’s successes and thank them for their commitment to creating change.

And, don’t forget to take advantage of Mightycause’s Reporting and Analytics tools. Quickly access data and information such as your average gift size, recurring donations, and peak fundraising activity.

Encourage donors to give the gift of a donation.

It’s the season of giving – even though donors may have already given their year-end gift to your nonprofit, they may still be searching for the perfect gift for friends and family. Don’t be subtle – remind supporters how meaningful it is to give the gift of a tangible impact! Your friends will love the fact that their gift helps fight food insecurity, helps a pet get adopted during the holidays, or means that fewer children will be without toys this holiday season. Provide an easy gift-guide to your supporters.

Segmentation and Personalization

The last 5 weeks of the year are often the biggest opportunities to fundraise for your nonprofit. So, be sure to schedule emails in advance for your year-end campaign. Even if you’re not in the office for the holidays, your donors are still checking emails! Tailor your end-of-year appeals based on donor behavior during GivingTuesday. Create specific messaging for new donors, recurring donors, and major gift prospects.

Check out our Year-End Toolkit for Year-End Email Templates you can utilize for your campaign.

Create Urgency

Plan to send out emails on Dec. 30th and 31st reminding donors that this is their last chance to give this year. Highlight the importance of year-end giving for tax benefits. Donors who give on Dec. 31 are more likely to be motivated by tax deductions, so don’t forget to remind them of this very real deadline to make their gift!

Lastly, it cannot be stressed enough: tie fundraising goals to Dec. 31st to help motivate donors. Encourage donors by setting and communicating your campaign goals and deadlines. Communicate to donors about your benchmarks and then keep donors updated on your progress throughout the day!

Optimize Your Online Giving Experience

Review your online giving process on your website. Ensure your donation process is seamless, easy to find, and mobile-friendly. Mightycause’s embeddable donation form is a user-friendly, highly customizable form, that will help you take control of your checkout and keep donors on your website during the donation process. The embeddable form will offer ALL of the best practice tips below to ensure a better user experience than competitor forms or a PayPal button.

Mightycause embeddable donation form with suggested donation amount and descriptions

On your embeddable form, customize your suggested donation amounts to offer various giving options. Any changes you make to your donation levels will get automatically updated on your website, without any code changes needed!

Need More Year-End Fundraising Ideas & Tips?

We’ve got an ebook for that! It’s free to download and contains year-end fundraising ideas, best practices, and tips for engaging donors.

Want to learn more?

Request a demo and learn more about Mightycause.

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