At the beginning of September businesses typically try new
things to gain momentum after the summertime lull. For non-profit organizations September is the
start of the new fundraising season. This
is an important time of year for fundraisers, because approximately 50% of all
money raised from individuals comes in during the last quarter of the
year. So right after Labor Day non-profits
must have a fundraising plan in place and ready to be implemented.
Here are some unique fundraising concepts that you can try
to enhance your current fundraising strategies….
1. Anniversary donors. These are people who have given during the fall season in
previous years. Treat them like the valuable supporters they are. Use live
stamps or first-class postage. Use handwriting on their mailings. Send them
cultivation communications early in September and communicate your recognition
of their loyalty to your organization.
2. Integrated campaigns. Give your donors the opportunity to
respond to your campaign using whatever channel they prefer: mail, email, web,
phone, mobile, social media. Make it easy for your donors to contribute using
whatever method they are comfortable with.
3. Milestone mailings. Every year, there is a segment of
your support base who reaches a noteworthy level of giving – e.g. 10 years, 20
gifts, $1,000 of lifetime giving. These loyal donors
deserve to be acknowledged. This type of recognition can increase participation
levels … and is a wonderful donor-focused stewardship practice. Never, never
let your donors feel they are taken for granted. Personalized appreciation
avoids that anxiety from creeping into their thinking.
4. Mail earlier AND later. Mail delivery is getting slower. In
2011, nonprofit mail is arriving in-home at least one week slower than previous
years. So, mail your holiday appeals earlier. However, email and social media
posts must be time-sensitive, so send those closer to the actual holidays and year end.
5. Be donor-aware. Before contacting a donor be aware of
what is happening for them. For example
if a donor is from an area that recently suffered thru a hurricane be sensitive
to the fact that they might be in a difficult situation. Ask how they are doing before asking for
their donation. Even if they can’t give
this year they will for sure remember your care and interest next time around.
6. Relationship
Building. Remember that donors are part of your
organization’s family. Build and
maintain this relationship. Maintain
contact with them, show interest in them beyond their donation, and acknowledge
their personal life events.
Donors say “yes” more often in the fall. They should be
celebrated for that. Developing relationships with people who are interested in your cause will enhance your organization. The potential result is increased revenue per donor and
increased donor retention rates.
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