5 Ways to Maximize Online Giving this Holiday Season

As we all know, the holidays are a time for giving and an important time for nonprofits to showcase the work they have been doing throughout the year to make positive changes in the world.
In fact, end-of-year campaigns can often have a huge impact on an organization’s annual budget. Studies show that 30 percent of annual giving occurs in December, with 10 percent of donations coming in during the last three days of the year.
So, how can your organization harness the momentum of this generous season and rise above the noise of commercialism and the many other online appeals hitting inboxes and mailboxes in December?
Here are 5 tips you can use to increase your fundraising success at the end of 2018.

1. Employ Strategic and Engaging Storytelling  An organization’s overall fundraising success hinges directly on its ability to tell an effective story of its impact to donors. Nonprofits should create a strategic, multi-channel outreach plan to carry their organizations through the month of December, incorporating frequent email appeals, direct mail pieces (if that’s a successful tactic for your organization), social media posts, and individual outreach tactics. While communicating the statistics related to your impact, make sure to humanize your appeal with success stories that feature your clients or programs. Show your donors how their support has made a difference in the lives of those you serve and show them how they can continue to make a difference through their giving.
   
2. Get Personal and Give Thanks
   While an effective marketing campaign sets the tone for your holiday appeal, don’t forget to recognize those donors who have contributed significantly to your organization over the years. The holiday season is a great time to reach out personally to those donors - whether through a call or a personal letter - to say thank you. If your list of supporters is long, get your staff and your Board of Directors involved in the effort. In fact, making donor thank you calls is often a great way for board members to become more intimately educated with the work of your organization.
   
3. Repeat, Repeat, Repeat
   We often see organizations shy away from outreach to their constituents, claiming they don’t want to “annoy” or “bug” people. And while we encourage everyone to be respectful with their lists, we also know the power of repetition and frequency when it comes to messaging. Develop a core message for your holiday campaign early and don’t be afraid to use it consistently and often.  
   
4. Know Your Demographics and Segment
   Response to each type of fundraising appeal will vary greatly among age groups. Knowing the demographics of your supporter base will help you design an outreach strategy to successfully align with what motivates each group. For example, older Americans generally respond well to direct mail, Baby Boomers boast high percentages in volunteerism, and half of all Gen Xers are enrolled in a monthly giving program. Tailoring your outreach appeals and materials to each demographic will result in more success.
   
5. Be Visual
   We all know a picture is worth 1,000 words, but what if it was also worth $1,000 or 1,000 social media impressions? In fact, it might just be. Using high-quality, positive images of the work your organization does draws people in and helps them to connect to the work you are doing. Don’t forget to include good imagery in all of your outreach this holiday season.
   

Over the month of December, we’ll continue to share tips and insight into ways your organization can maximize giving this month and into the future. Visit us often for news you can use via our Seeds for Change Seeds of Wisdom Blog.