Nonprofit Giving Season: 5 Steps to Prepare and Maximize Year-End Giving
By Samaia Muhammad
Are you ready for Giving Season?
Giving season, the time of year between Thanksgiving and New Year’s Eve, is a critical time to maximize charitable giving.
The most philanthropic months of the year see many organizations making mass appeals at full speed by email, social media, letters, and every other method of petitioning. Major individual donors are often overwhelmed or under-stewarded, and it is difficult to cut through the seasonal commotion. So, how do you stand out?
Luckily, the Heller Fundraising Group is expert in offering strategy and expert guidance around end-of-year giving. Our team has decades of experience structuring successful fundraising within complex environments. Here’s how to make it happen:
1. When to start
Think about it, how busy is your personal schedule during the holiday season? There’s a flurry of activity at that time of year. Laying plans early, at least by September, is key. The summer is a great time to set up your schedule and strategize. Go for it now, thank yourself later.
2. Begin with the end
What is your organization’s year-end goal? Once this is determined, walk backward to make a plan of how to get there. Do most donors give electronically? Engage them with a fun video. Is your giving season event-oriented? Make sure current supporters are reminded to include their friends and families. How about mail? Many major donors still appreciate an appeal letter. It’s a great opportunity to send a card worthy of going on the fridge.
3. Clear Messaging
“Because it’s the holiday season” is not a reason for giving. The Heller Group team can advise in clarifying a targeted narrative that encompasses your organization's mission and case for support in a way that is specific to this year. With the help of a writing specialist, your messaging can build an end-of-year campaign that carries enthusiasm into the next year.
4. Ease of Operation
Our team of specialists prepares you for individual conversations. As all systems are going during giving season, working with consultants can help ensure your organization’s most dedicated supporters receive engaging and rewarding correspondence specific to their interests.
5. Road-mapping
Research and data support on donors’ giving trends can set the pathway for matching needs with the opportunity to give. Another important stop along the way is deciding how to manage end-of year giving with other development-related priorities. The good news is that at the end of the year, it is the priority! Stay the course and see your well-made plans through fruition in stride.
Expert support is always a bonus; it is a prudent investment at the busiest time of the year. Have an excellent giving season by planning for it with the Heller Fundraising Group today.
Samaia Muhammad served as Business Development Director at Heller Fundraising Group, a New York City-based fundraising consulting firm that works with local, national and international nonprofits on capital campaigns, feasibility studies, major gift programs, and training.