| 5 min read

10 Elements Every End-of-Year Fundraising Campaign Needs

Are you struggling to come up with a fundraising campaign that will really make an impact this year?

Don’t worry; you’re not alone. Every year, countless organizations struggle to come up with fresh ideas that will excite their donors and help them meet their fundraising goals. But don’t give up just yet. There are still plenty of ways to make your fundraising campaign a success.

Here are ten elements every end-of-year fundraising campaign needs. Use them to create a campaign that your donors will love and help you reach your fundraising goals.

The person is getting $1 in his wallet

1. Get Your Campaign Off to a Great Start With a Strategic Soft Launch:

Nothing kills donor excitement like a fundraising campaign that fizzles out before it even starts. Avoid this by carefully planning your campaign’s soft launch.

Start by identifying your fundraising goal and target audience. Then, create a plan for how you’re going to reach those donors and get them excited about your campaign before it’s public. This is a great time to get a matching gift. I personally like to launch a campaign when I’ve already raised 35-55% of th goal. Finally, launch your campaign with a bang by sending out personal emails, making phone calls, and posting about it on social media.

2. Make the Most of GivingTuesday:

GivingTuesday is a global day of giving that takes place on the Tuesday after Thanksgiving. It’s the perfect opportunity to get your fundraising campaign off the ground and start building momentum. It’s also a great day to end a campaign! I have loved running campaigns throughout the month of November, ending on GivingTuesday, and then have all of December to focus on lapsed donors. 

Either way, here are some ways to make the most of GivingTuesday:

  1. Start planning your strategy early.
  2. Decide which fundraising platforms you will use and what type of content you will create.
  3. Start promoting your campaign on social media and other channels.

The more exposure you can get for your campaign, the better.

3. Seek corporate sponsorships:

No matter how big or small your organization is, corporate sponsorships can be a great way to get extra funding for your fundraising campaign.

These opportunities are a win-win for both parties. Companies get to support a worthy cause and get some great publicity in the process. And you get much-needed financial support for your campaign.

To find corporate sponsorships:

  1. Start by reaching out to businesses in your community.
  2. Look for national companies that align with your mission.
  3. Don’t forget to ask your Board members and other contacts if they know of any potential sponsors.

4. Create an Engaging Video:

A fundraising campaign isn’t complete without a video in today’s digital world. This is your chance to engage with your donors and tell them why your cause is so important.

Your video doesn’t have to be overly produced or expensive. Just focus on creating something that is authentic and engagingly tells your story. If you need some inspiration, check out these great examples of fundraising videos.

  1. https://www.youtube.com/watch?v=E1xkXZs0cAQ&t=68s
  2. https://www.youtube.com/watch?v=Pcgesf2hIMo&t=13s
  3. https://www.youtube.com/watch?v=1-Yq1XsalIA

6. Use Social Media to Your Advantage:

Social media is a powerful fundraising tool that can help you reach a wider audience and promote your campaign to a new group of potential donors.

To get started:

  1. Create a social media plan that outlines which platforms you will use and what type of content you will post.
  2. Start creating and sharing engaging content that will get your followers excited about your campaign.
  3. Don’t forget to use hashtags and other marketing techniques to help promote your campaign.
  4. Make Flexible Payment Options:

Don’t make the mistake of thinking that all donations have to be made in one lump sum. Instead, offer your donors various payment options to make it easy for them to support your campaign.

For example, you could allow donors to set up recurring donations or make a one-time donation in installments. You could also offer GivingTuesday donors the option to have their donations matched by their employer. The more options you can provide, the better.

7. Fuel Donations With a Tie to Impact:

No one wants to donate to a campaign that doesn’t have a clear purpose. Make sure your fundraising campaign has a tie to impact so that donors know exactly where their money is going and how it’s being used.

One great way to do this is to create fundraising thermometers or progress bars that show donors how close you are to reaching your fundraising goals. You could also include stories or testimonials from people who have benefited from your organization’s work.

Whatever you do, just make sure your donors can see the tangible impact of their donations. This will make them much more likely to support your campaign.

8. Keep Your Donors Engaged:

Once someone has donated to your fundraising campaign, it’s important to keep them engaged and informed about your progress. The best way to do this is to create a fundraising updates page on your website or blog.

On this page, you should include regular updates about how much money has been raised, what fundraising milestones have been reached, and how the money is being used. You can also share stories and photos to really bring your campaign to life.

Donating to a fundraising campaign should be an ongoing experience, not a one-time event. By keeping your donors engaged, you can turn them into lifelong supporters of your organization.

9. Send Out fundraising letters:

One of the best ways to raise money for your fundraising campaign is to send out fundraising letters. This might seem old-fashioned, but it’s still an extremely effective fundraising technique.

When writing your fundraising letter, keep it personal and focus on telling a story. Include a call-to-action and make it easy for donors to give. You can also include fundraising thermometers or progress bars to show donors how their donations will make an impact.

10. Say Thank You and Celebrate Donors’ Success:

Finally, don’t forget to say thank you to your donors! This is such an important part of the fundraising process, and it’s something that is often overlooked.

Be sure to send a personalized thank-you note to each donor by email or snail mail. You can also publicly thank your donors on social media or your fundraising updates page.

And don’t forget to celebrate your donors’ success! Host a fundraising party or virtual event to show your appreciation. This is a great way to build relationships with your donors and keep them engaged in your fundraising campaign.

Final Thoughts:

People are standing and walking in the mall

When it comes to fundraising, the end of the year is always a busy time. But if you want your fundraising campaign to be successful, it’s important to start planning early and include all of the essential elements.

Following the tips in this post, you can create an end-of-year fundraising campaign to engage and inspire your donors. And ultimately, you’ll be able to raise more money for your cause.

For more information, check out my What the Fundraising podcast, follow me on Instagram, or take the Power Partners Formula course! 

For more of my favorite fundraising tips and tricks, check out my Resource page! Here, you can find relevant articles, webinars, quizzes, etc. about fundraising in the nonprofit sector. In addition, you can subscribe to What the Fundraising for ongoing conversations about how you can fundamentally change the way you lead and fundraise. And to learn how to raise more from the right funders using the Power Partners Formula, you are always welcome to join one of my free Masterclasses at malloryerickson.com/free.

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