Help! What to do if your year end campaign is falling short? It ain’t over ’til it’s over, but there are indictions that 2023 will follow in 2022’s trends, which saw both Giving Tuesday and overall year-end giving decline by almost 15% from the previous year.
The first step to salvaging your end of the year campaign is educating yourself about the reality of the evolving dynamics around charitable giving. Tax law changes have made contributions less enticing for donors seeking financial benefits. Additionally, the ever-increasing saturation of the nonprofit sector has led to donor fatigue, where potential contributors are overwhelmed by numerous requests. The fact that the average gift size has increased from 2021 to 2022 while overall giving is down may indicate that overwhelmed donors are more likely to make a large contribution to their one favorite charitity rather than spreading the love around. This puts small and medium-sized nonprofits at a major disadvantage.
The good news is that it’s still possible to salvage a lackluster campaign. Focus on the historically significant days of December 30 and 31, the days that people give the most. Implement segmentation strategies to target specific donor groups and tailor your messaging to resonate with their interests. Personalize your communications by expressing gratitude for their past support, whether through monetary contributions or non-monetary means. Emphasize the tangible impact of their requested donations and provide concrete examples of the positive work your organization has accomplished in 2023.
Consider incorporating visual elements such as photos or vignettes to showcase the real-world impact of their contributions. A compelling narrative supported by visual evidence can be a powerful tool to reignite donor enthusiasm. If possible, send something unique that will make your nonprofit stand out – a digital download of a historic photograph if you’re a history museum or greeting cards featuring original artwork if you’re an arts center serving marginalized youth.
Above all, stay focused on the big picture. The most important thing is cultivating a donor relationship over time. Even if you ultimately do not meet your year-end fundraising goal, you’ll reap the rewards down the road if you can gain insight on giving preferences and behavior. You’ll gain more by fostering a meaningful connection and showing a supporter something new and exciting about your work than if you manage to harange and guilt them into a five dollar donation that leaves a bad taste in their mouth.
Best of luck! While the fundraising landscape may be shifting, your organization has the opportunity to rise above the challenges. By understanding the nuances of the current environment, implementing targeted strategies, and effectively communicating the impact of your work, you can still make a significant impact in the final days of the year and position yourself for the years to come.