For many organizations nearly half of online fundraising revenue comes in during the month of December. But in actuality it takes months of preparation – building and stewarding an online community, inspiring donors, cultivating them, testing in advance of year-end and analyzing your metrics -- to really make the most of your year-end fundraising opportunities.
The good news is you’ve got several months – four to be exact – to get your fundraising house in order. That’s why Eric Rardin and I co-wrote this Overachiever’s Guide and presented a Care2 webinar on this very topic last Thursday – so we could share nine steps you can implement now to help you raise more money in December.
For instance:
Your Mother gave you sage advice that holds doubly true with your donors: Always say your hellos and thank-yous.
While welcoming new donors and thanking them seems obvious, in my reviews across non-profit organizations, a majority do not welcome and thank their donors enough. And an un-thanked donor won’t be a donor for long.
For more tips for getting your thank on, download the Guide or view the webinar.
Another huge opportunity you have now is to optimize your website including your donate forms in advance of year-end. With would-be donor drop-out rates approaching 98% in some cases, your forms are a crucial part of your year-end success.
In addition to testing (or in lieu of it due to low traffic), comply with best practices.
- Suppress global navigation on your forms.
- Do not ask for any information you don’t need.
- Provide your mailing address, phone number and email address on your form.
- Do not require would-be donors to create an account.
Again, see the Guide for more best practices you can implement.
In the Overachiever’s Guide, you’ll also learn why and how you should:
We also share concrete examples of these tactics in practice.
You don’t have to be a Type A personality nor a Virgo to put these steps into action now. Download the Guide.
Related Resources
Download the White Paper – 2010 Procrastinator’s Guide to Year-End Fundraising
Alia McKee is a principal of Sea Change Strategies, a boutique strategic marketing and fundraising group specializing in high intensity partnerships with remarkable causes.
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