The debate is on: is it too soon to talk about the holidays or not early enough? When it comes to seasonal fundraising, now is the time to put the finishing touches on your campaign to get the most out of the days leading up to Giving Tuesday and the remainder of the year. Last year’s Giving Tuesday generated $274 million and that amount has increased annually. If you want to be a part of those growing donation numbers during the busiest giving season, we have some tips to increase your donations this Giving Tuesday and beyond.
Explore New Channels
The holiday season is the perfect time to test out new marketing channels for your holiday donation campaign. With 31% of all annual giving occurring in the month of December, you have a lot of competition for dollars. Think twice before rehashing last year’s campaign.
Email marketing remains one of the most consistently successful channels for communicating with customers, as we pointed out last month. If you haven’t used email marketing for donations before, Vendini has an all-in-one donation management solution that can be integrated with your ticketing, patron management, and marketing campaigns. This helps you manage your engagement with customers in a cohesive way.
However, if you haven’t tried social campaigns yet, you are probably aware that some of the most successful fundraising campaigns take place on social media. These channels give you a unique opportunity to engage with your customers in a back and forth conversation. And, a combined social media and email marketing campaign can really increase your chances of success.
No matter what channel you choose, make sure you set clear goals and stay both consistent and genuine.
Help your audience understand and empathize with your mission and values. When a cause or a mission resonates with a donor, they’re more likely to respond. Cultivate an authentic voice for the organization and stick with it.
Since this is the busiest time of the year for everyone being respectful of your donor’s inbox goes a long way to getting attention. Multiple messages might actually backfire. Consider combining a donation request with a promotion of your holiday show. Better yet, prompt them during ticket checkout to add a donation to their order quickly and easily.
To get the best results from your campaign, personalize messages to your specific audience. You know a lot about your donor’s preferences from the events they previously attended. Use that knowledge to tailor a message that speaks to them. If they have donated before, acknowledge that in this year’s ask.
Show the Impact
Create a goal and share it. This will make your customers and businesses feel like they’re a part of a bigger mission. Update donors on the amount they’ve helped you raise and paint a picture of what that funding could help accomplish.
Once the season is over, it’s important to keep the connection going. Most people tend to donate just once, but that doesn’t have to be the case. Use that donation to kickoff a long-term relationship with the person. This may start with a personalized thank you letter, and continue with quarterly updates and exclusive offers for donors.
A successful donation campaign should be strategic, genuine and impactful. Following all these tips from the beginning to the end of your campaign will help you have a successful Giving Tuesday this year and for many more years to come.