One of the many strategies nonprofits have to fundraise at this time of year is the Annual Fund drive. We capitalize on the generous spirit of our current donors around this holiday season of giving to help boost our impact through the year.
Part of the challenge of annual fund drives at this time of year is cutting through the clutter of all the other messaging and external stimuli people are bombarded with each day, building as the pinnacle of the season — for many, it’s Christmas — approaches.
Then there is the general busy-ness of the season, with year-end stuff at work, colleagues’ vacation schedules, preparation for the new month and year, budget finalizing, etc.
At home we’ve got extra gatherings and activities on the family’s calendar, travel plans (and their accompanying weather delays), planning for company and the extra planning, shopping, cooking, and baking that goes along with that, gift shopping and wrapping, decorating the house inside and out, and some of us have an endless list of holiday cards to send out.
That’s probably only a partial list of what you’ve got going on.
For your donors, who also have a busy time of year to deal with, capturing their attention takes special care. Being mindful of the hectic nature of the season and sensitive to what else is happening in the world and in their lives should be top of mind for an Annual Fund fundraiser.
Which is why Giving Tuesday can be so successful. For those nonprofits that take part, care is already being taken to focus people’s attention outside of their own struggles and over to the struggles of those less fortunate. Giving Tuesday already positions nonprofits at the heart of the day, and focuses us all on their efforts.
Giving Tuesday is also already part of the lexicon that includes Black Friday, Shop Small Saturday, and Cyber Monday. A whole push is made to turn us towards contributing to our favorite charities.
With some clever, targeted emails, Giving Tuesday could be all the Annual Fund drive your nonprofit needs. The open rate on your Giving Tuesday emails, sugared with matching funds and spiced with a good story, could be far and above any other emails you send out at this time of year.
If your nonprofit isn’t already part of Giving Tuesday, consider it for next year. There is some prep, but the work really pays off. If you are already with Giving Tuesday, please share your experiences.
Enjoy your holidays. Peace and joy to you from Unlock-Grants!
