Get it Done Now, Get it Done Well
Your successful year end campaign
Susan E. Mangels, Ph.D, Senior Vice President of Consulting Services
October is officially in our rearview mirror.
Right now, you are hopefully busy seeing donors that you were not able to see in 2020. This is good, and you probably don’t want to think about all there is to do for year-end. But 2021 is nearly over and studies show that most nonprofits bring in 60% of their revenue in this final quarter.
This year, going on two years of uncertainty, your year-end campaign rollout should be highlighted more than ever before! But at the same time, we are seeing increasing delays at the U.S. Post Office, and there are now rumors of upcoming paper shortages, among other difficulties.
I thought I’d take a minute to share some tips for this high-stakes, fairly turbulent year-end. With a little foresight and some savvy steps, your year-end can be strong and compelling!
- Look at your 2021 year-end plan today and advance the dates one week earlier. For example, drop your year-end appeal on Monday November 22, rather than waiting until after Thanksgiving.
- Make sure that the stories you share with your donors really show your impact. Paint a picture that clearly shows the significance of what you will do with a donor’s gift. “Compelling” is the name-of-the-game.
- If your year-end workplan includes donor visits, secure those appointments now! Having missed seeing family in 2020, many people seem to be booking their holiday family plans early this year.
- Now and always, pick and choose what you send to your donors and be strategic. Reach different donor segments with material and messages most likely to resonate.
For more year-end advice, still relevant for 2021, check out Ann’s earlier piece on tips to keep in mind at this time of year.
Susan E. Mangels, Ph.D. serves as Senior Vice President of Consulting Services at AC Fitzgerald. She uses her expertise in fundraising, management, and leadership development to oversee our consulting efforts and deliver exceptional service to clients.