Your PSA for End of Year Fundraising
As public media organizations (PMOs) prepare for year-end fundraising, here’s a friendly public service announcement covering points about the important communications you’ll make to current and prospective donors. Many nonprofits experience an estimated one-third of their overall giving in November and December. During this time, families often gather to discuss the causes they’ll support. It’s possible some of your PMO donors may seek out new ways to philanthropically engage. Now is the time to reach out, thank them and suggest easy ways to give that will have a big impact. Here are some ideas to capitalize on this giving season:
Commit a few hours each week to saying, “THANK YOU!”
This is gratitude season: an ideal time to thank your donors separately from direct asks. Send short, handwritten thank-you notes, make calls expressing gratitude to new donors, and/or create a Thanksgiving appreciation postcard to send to major and mid-level donors.
Keep things simple. Thank donors for what they've made possible this year. Highlight new content or stories particularly relevant to the local areas your PMO serves. Share information about community engagement efforts and recent special events. Mention a few projects or productions planned for the new year.
Consider implementing innovative new tools, such as personalized video thank-you messages taking advantage of CDP’s partnership with Gratavid. Reach out with thanks (no ask) to cultivate deeper donor engagement and enhance retention rates. Gratavid currently offers two free months of access. Sign up now to send personalized thank-you videos, free until year’s end!
Make sure donors know all the ways to give!
Now is the perfect time to remind your donors of all the convenient ways they can give: from stock gifts to Qualified Charitable Distributions (QCDs) to vehicle donations. Check the “Ways to Give” section of your website to make sure you’ve explained all the various methods of philanthropic action available to donors. Consider sending a standalone email outlining these available methods.
The Donor-Advised Fund (DAF) is changing philanthropy.
Donor-Advised Funds (DAFs) are growing in popularity as philanthropic tools. Nearly two million Americans currently hold DAF accounts. On average, DAFs increase a donor’s annual giving by ninety-six percent. DAF managers anticipate another blockbuster year of increased giving. PMOs’ donors who use a DAF regularly set aside dollars to support the nonprofits they value.
The time to reach out is now. Say thank you and make sure your donors know ALL the ways in which they can give. And remember, keep it simple!