Nearly a third of all annual giving to nonprofits occurs in the month of December with 12% of overall giving happening in the final three days of the month as donors rush to secure end-of-year tax benefits. While political donations are not tax deductible, it’s essential that campaigns ask during this time when donors are in a giving mood.
Here are some tips for getting your campaign into the end-of-year giving mix.
Soften Your Tone
It’s the holiday season and your campaign is sharing inbox real estate with charities doing noble work. Try pulling back on the doom and gloom to focus on the more hopeful aspects of protecting the American Dream, promoting shared values, and building up our communities.
Highlight Impact
Many charities focus on their quantifiable impact over the past year as they ask donors to give again. Consider ways that you might highlight your impact over the previous twelve months.
Share news about political wins in your state, legislation you got passed, and the people you’ve been able to help.
Change Your Sending Schedule
With supporters off of their normal routines during the holidays, you should adjust your sending schedule. The objective is to be at the top of the inbox when a donor is checking their email. This could mean adding send times later in the day or at night. Resends to your list are especially powerful in rising to the top.
Sell The Benefits
Emphasize the benefits of donating early to your supporter:
- Their donation will go further because it’s early.
- They’ll help the campaign plan better.
- They’ll be a part of your early show of strength.
You need to have good answers for the question “why now?” during giving season.
Conclusion
Your supporters are in a giving mood at the end of the year and it’s an important fundraising time for grassroots donations. Adapt your asks to be more appropriate and relevant to year-end giving.
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