As the holiday season and end-of-year giving season approaches, nonprofits everywhere are faced with the important task of engaging their donors in an effective, personal way. This season embraces the spirit of giving and generosity, offering a special opportunity for nonprofits to connect with their supporters and lock in necessary funding to continue their mission. In fact, most nonprofits bring in 47% of their online revenue the last week of December, with 20% coming in on December 31st! So what is your organization’s plan during this crucial time?
Continue reading to learn more about the key strategies your nonprofit needs to help maximize donor engagement (and maximize donations) during this pivotal time.
Personalized Communication is Key
Generic, impersonal messages are the norm and can leave constituents feeling undervalued. Personalization in your messaging can make your nonprofit stand out. Whether it be through email or text, nonprofits should tailor their communications to reflect the donor’s history and preferences. A personalized email or text that acknowledges past contributions or specific events, and demonstrates how they’ve made a difference can resonate more deeply than a generic appeal.
Tell Compelling Stories
Stories are a way to help people feel connected in an authentic, long-lasting way. Storytelling is a powerful tool that can be used in the nonprofit world, allowing for better engagement and relationships. Your nonprofit can share stories that paint the impact of your organization’s work and mission. Such examples could be success stories of the individuals or communities you’ve helped. Other stories could be short reviews and testimonials from participants and those who have been positively impacted.
Show the Impact of End-of-Year Donations
Understandably so, donors want to know that their contributions to your organization are making a difference. So how can you be sure that they feel confident with their donations?
One way to help your donors feel in the know is to provide clear examples of how donations are being used and their impact. This can be done through impact reports, reviews, or visual aids, like infographics and videos. Transparency not only builds trust but can also motivate additional giving for future donation opportunities.
Engage Donors Through Multiple Channels
We’ll say it again—don’t rely on just one form of communication. Engage with your donors through multiple channels, including emails, social media, mail, and texting. Each of these channels provide an opportunity to offer different parts of your story and appeal to various segments of your audience, allowing for greater connection with potential and current donors. Further, this creates a comprehensive strategy that is sure to help engagement and donations grow.
Make Giving Easy and Attractive
People are more inclined to donate this time of year, so help make the process as easy as possible for your audience. One of the most important steps is to make sure your website’s donation page is user-friendly and works well on mobile devices. The percentage of smartphone owners grew by 36% and 25% of donors complete their donations on mobile devices. Special holiday-themed campaigns or matching gift opportunities during the end-of-year giving season can help make giving more appealing.
Express Gratitude Generously
Sharing gratitude is an important aspect in effectively engaging and working with your donors during this time of year. Thanking your donors through a heartfelt message of gratitude can go a long way in building long-term relationships. Acknowledge their contribution, no matter the size, and let them know they are a valuable part of your organization’s mission.
If you’re ready to get your nonprofit set up to succeed during the end-of-year giving season, reach out to the Tatango team today.
