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Plan Your Year-End Appeal with These Things in Mind Featured

Plan Your Year-End Appeal with These Things in Mind Kelly Sikkema

As a nonprofit leader, fall is always a busy time, especially if you intend to do a year-end appeal. While you can still plan how to get the most out of the year-end appeals in summer, early planning is always the key as it keeps you ahead of the pack. Fundraising can be done at any other time, but many nonprofits rely on the end-year appeal for most of their revenues. Here are some of the things you need to keep in mind while planning your year-end appeals:

  • Plan early

About 52% of nonprofits start planning their year-end fundraising as late as October. This makes things complicated. It ends up forcing fundraisers to rush things. While you may still have a chance if you start in October, it always makes sense if you begin your planning early if you want to get the best for your year-end campaign. Always know that many fundraising appeals come out around October.  It would be best if you do things differently by starting earlier enough. Planning earlier allows you to prepare all the tools you require to accomplish your goals. September is the best time to start your fundraising.

  • Inform donors

As a fundraiser, 2020 has already been a tough year for you and your activities, and many changes have occurred. It would help if you always informed your donors on various laws and regulations that govern giving. Take time to educate your donors on rules such as the CARES Act and their benefits. Educate them on the limit that they can donate at a given time. Teaching them about their obligations will not only make your work easier but will also reduce errors, that can affect your fundraising efforts. Use email newsletters detailing what is new and any other crucial information.

  • Thank your donors for the past support

 As simple as it looks, appreciation is one of the biggest things you need before you can even think of another fundraising initiative. Thank your donors for their dedication and continued support, and above all, appreciate the effort they made in the past fundraising events. Ensure that your donors know how much your donation means for you and your mission and how it helps others. Show them how their contribution in the past kept your mission alive and see if they are willing to continue with their support.

  • Review campaigns for the past year

Before you begin planning this year’s year-end campaign, it is always a good idea to review what you did last year. This is the most critical step you can take as a nonprofit when planning a successful campaign. Data from the past campaigns can guide you in the direction you should take and the tools you should use. Ask yourself questions such as, how did last year’s campaign go? How much was raised? Who made the bigger contributions? Was this amount enough? Which tools were used? All these questions will provide a foundation for a new campaign. Discuss these questions with the stakeholders and tweak areas that need improvement to get the best out of them.

  • Know other areas that your donors can make the difference

Apart from giving money directly for your cause, donors can be useful to your fundraising efforts in many other perspectives. As a nonprofit leader, find other things that your donors can help you achieve, such as spreading the message about your cause and mission. Use emails to inform the donors that even if they might not have the cash to donate directly, they can help further your mission by informing their friends. Show them that every effort they make is appreciated and what they are doing can help you make a difference.

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Scott Koegler

Scott Koegler is Executive Editor for PMG360. He is a technology writer and editor with 20+ years experience delivering high value content to readers and publishers. 

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