How nonprofits can maximize donors’ generosity around the holidays
People are naturally inclined to make charitable gifts around the holidays. With the end of the year fast approaching, your not-for-profit should prepare now to take advantage of donors’ generosity. Here are four tips for making the most of the season:
1. Strike early. Plan events or solicitations for early December or sooner. By being one of the first to appeal to givers’ seasonal generosity, you increase the odds of securing an early commitment and avoiding the donor fatigue that may set in later as solicitations and holiday financial demands mount.
2. Target qualified prospects. Rather than blitz every prospect in your database, identify the best prospects among current donors. Past donors are more likely to give again and in larger amounts than those who have never donated before. Consider factors such as how often individuals have given in the past, how recently they’ve given, their likely ability to give and their degree of attachment to your organization. You can then write meaningful, personal appeals that encourage a greater commitment.
3. Make it personal. The more personal a solicitation, the more effective it’s likely to be, with face-to-face appeals being especially powerful. The holiday season is the ideal time for executives and board members to solicit past supporters and promising new ones.
4. “Missionize” late-year events. Attendees are already inclined to give; it’s just that most need to be inspired to give more. So don’t allow an event to take place without making a brief but carefully crafted pitch for your nonprofit. Make your mission come alive through your remarks or a short video presentation. When telling the audience about the great work you’re doing, mention how much more you could do with their help and talk about specific needs for cash, in-kind goods and services. People are more likely to give when they clearly understand the difference their gifts can make.
The holiday season is an opportune time to raise funds for your nonprofit. All you have to do is ask — but in the right way.