Hello and happy holidays!
With only 6 days left in the year, we hope your year-end campaigns are already up and running! And if not, it still isn’t too late to reap the benefits of a year-end campaign.
As pointed out in our earlier post (if you haven’t you can check it out here, 12 percent of all annual giving happens in the last three days of the year. That’s 12% of all giving in less than 1% of the year! Check out these strategies outlined by Re:Charity and boost your year-end campaign.
Number 1: Focus on certain types of last-days givers
There are usually four types of people who give in the last three days of the year:
- People who want to give but are unsure of how much they can afford
- People who have planned to give but have forgotten
- People who plan to give every year, and do so without fail
- People who are still debating and how much to give and to whom
Out of these four types of last-day givers, your best bets are the first two. Their intentions on giving are set, but they require help with the specifics – i.e. an amount to give (donor a) or a reminder to give (donor b).
Edco Recommends: Reach out to people who have donated the past two years but have not yet given to your cause this year.
Number 2: Make donating simple and easy
After having identified the targets to your campaign and what you will offer, it is time to make your campaign more accessible. If you are sending an email directly, make sure there is a working link to your Edco page.
Also don’t forget about spreading the word through social media to encourage people to visit your page and increase web traffic.
Edco Recommends: Ask two or three key donors to share that they contributed through your Edco page to help spread the word.
Number 3: Utilize goal proximity to add incentive
Goal proximity means that people are more likely to take action the closer you are to a specified goal. When you’re close to your goal, donors feel a heightened sense of impact as their donation gets you close to attaining your goal. Think of it like this: a home run in the 9th inning of a tied game feels more important or ‘clutch’ compared to a home run from the 2nd inning, even though both runs equally contributed to the win.
A two-item checklist for goal proximity:
- Set a realistic but aggressive goal: If your goal is too aggressive, you won’t be able to get close and benefit from the effects of goal proximity. It’s better to set a lower goal, reach it, and then increase than to set an unattainable goal.
- Give updates on your progress: Setting a goal is the first step in leveraging goal proximity. The second step is providing updates to keep your supporters informed and draw in any potential donors who want to see you reach your goal.
Year-end giving is an established practice, and asking for donations around the holiday season is practically a science. By focusing your strategies to target people who are more likely to give, your message can have a greater impact. Provide donors with the opportunity and external triggers/reminders to give. Make it as easy as possible for them, and anyone who visits your site, to quickly make a donation. And think about other types of incentives so donors give more and more.
To learn more about Edco visit: https://www.ed.co/