Winning the Last 3 Days of Giving: Boost Your Charity’s Fundraising
The last three days of December are significant for charities in North America, as it's a time when donors feel especially generous and eager to maximise their tax benefits.
Date Posted:
December 12, 2023
Categories:
North America
The last three days of December are significant for charities in North America, as it’s a time when donors feel especially generous and eager to maximise their tax benefits. In fact, these three days are responsible for generating 12% of gifts for charities in a year! As the year is coming to an end, are you ready to harness the generosity of donors and boost your charity’s fundraising?
In our latest article, our team of international fundraising experts have collated their 4 top tips.
Tip #1: Designate a Small Team
The first thing you should do is to designate someone or a small team to focus solely on the last days of giving. The team should include a fundraiser who can create effective campaigns and an IT team member who can ensure your website can handle traffic spikes. This team will be responsible for planning and executing campaigns, monitoring the website, and making necessary changes as needed. This way, your charity will be ready to handle the influx of donors in the last days of December.
Tip #2: Plan Your Email Blast Sequence
One of the most effective ways to connect with donors in the last days of giving is through email. You should plan a sequence of email blasts to go out on December 29th, 30th, and 31st, reminding donors to make their final donation of the year. Your emails should include a clear message and call-to-action, emphasizing the urgency and impact of their donation. Don’t forget to personalize your emails and make them visually appealing to capture your donors’ attention. There are more great tips for your emails at
Tip #3: Have a Plan for Thank You and Stewardship Follow-Up
Once the donation is received, it’s crucial to show your appreciation and build a relationship with your donors. That’s why having a plan for thank you and stewardship follow-up is essential. Thanking your donors promptly and appropriately is crucial to building a lasting relationship with them. You should also have a plan in place to continue engaging with them through newsletters, updates, and events throughout the year.
Tip #4: Plan a Conversion Journey
Last but not least, you should have a plan in place to convert your current and new donors. A conversion journey is a sequence of actions aimed at nurturing prospects and turning them into loyal donors. You can start by segmenting your donors and crafting tailored communication strategies for each group. A conversion journey should include personalised follow-up, compelling storytelling, and clear calls-to-action.
Conclusion
The last three days of giving can be a game-changer for your charity’s fundraising if you approach them with a solid strategy in place. Designating a team, planning email blasts, having a plan for thank you and stewardship follow-up, and planning a conversion journey are just a few tips to get you started. Your donors are ready to give, so let’s make sure your charity is ready to receive and turn those year-end donations into long-term relationships.
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