Don’t get lazy with your online fundraising program during the final month of the campaign. Volume and frequency increases, but everyone on the list shouldn’t be getting the same asks all the time. The closer you get to Election Day, the more it pays to personalize your fundraising asks.
A donor who has already given has a different relationship with your campaign than a supporter who has only ever opened an email. You have the data, now’s the time to make use of it.
Challenge Past Donors
Supporters who previously donated already trust you, understand the importance of giving, and are primed to give again. In the final weeks of the campaign, challenge your past donors to match their own previous donations. If they’ve only given once, the customization is easy, but repeat donors should have all of their gifts added up as a variable to drop into the email.
The tactic is straightforward: “you already invested this much in our race, now make sure we have what we need when it counts the most.” Bonus points for customizing the donation amounts on your WinRed page to make it a seamless process.
Last Chance for Non-Donors
For supporters who have never given, the end of the campaign is the one time urgency is actually true. There’s no need for manufactured drama like end of quarter so be plain and direct in your ask.
Make it small. The goal is to convert them into a donor at any level. If all goes well, you’re building a donor base for the next campaign already. If what you have been sending isn’t working, try something different and make it an email they’ll actually want to read.
Share A Menu
The end of the campaign season is all about tactics. Ads, signs, canvassing, etc. Show your supporters exactly how their donations will be put to work. The more realistic the better because it’s giving them real buy-in with your campaign.
You’re also reinforcing your campaign’s get out the vote message to your email list. Build each option as its down donation page.
Conclusion
The whole campaign has been building up to this moment and last-minute resources can truly make a difference. Make sure your fundraising program goes all-in during this final stretch.