Last Minute Strategic Year-End Email Appeal Tips
Studies show one-fourth of all charitable giving happens in December. For some organizations (maybe yours?), it’s as much as one-third. Year-end fundraising is not chopped chicken liver!
While you absolutely should be using multiple fundraising channels to get best results, right now whatever you’ve got planned for offline is pretty much cooked. So your best bet for boosting year-end results is digital.
What do you have planned online between now and December 31st?
The 2024 M+R Benchmarks Study found nonprofits raise anywhere from 17% to 34% of their online revenue in December, depending on their cause. For well over a decade, the last week of the year – and particularly the last day of the year– have been huge for online fundraising.
To boost your year-end fundraising success, you need to craft an email offer your donor can’t refuse.
4 Top Strategies to Clearly Convey Your Offer
If you’ve not yet planned your campaign, start here — and now. If you’re ready to go, take a moment to check your plan against these tips. In a nutshell, you need three things for any effective fundraising offer:
- Specific problem you’re addressing — made real and relevant to the prospective donor.
- Specific solution you’re proposing to address the problem – with your donor’s help.
- Specific ask showing how the donor can help– the distinct purpose and amount of the gift you’re requesting, tied to what it will accomplish.
It’s really that simple, but let’s get a little more into the weeds so you’ve a better idea how to execute these three offer components.
