By the time December 31 has arrived, nonprofits have sent their final appeals and are preparing themselves for a much-needed exhale.
But we’re here to throw a wrench in your January plans. That’s because we believe the most important part of fundraising starts after the donation — not in those weeks leading up to the year-end appeals.
Donors who gave in December are your single most important audience, and they’re listening closely to what comes next. That message that kicks off the new year determines whether they give again or slowly drift away.
We’re going to talk through the keys to success when it comes to nonprofit messaging after December 31 and further reinforce why year-round engagement beats seasonality every time.
Putting the ask in the rear-view mirror
We’ve worked with enough nonprofits to know that there is an art and science to the ask, and there’s a time and place for it. But January 1 is not the time.
A lot of your community recently wrote big checks because they believe deeply in your mission. And another ask is going to feel — to put it mildly — burdensome.
All of us have a finite amount of money, but there’s something that we have an infinite capacity to receive: thanks. And that’s why donor thank-you campaigns are a great way to kick off the new year.
There are times when you’ll need to communicate a need or share an impending deadline (think the last couple months), but at least when it comes to retaining year-end donors, set some time aside to celebrate.
We all need momentum as we step into new goals and resolutions, so be the gas after December 31 instead of yet another item on the growing to-do list.
Getting down to the nitty gritty:
- Write and schedule a nonprofit email drip campaign that starts in January with gratitude and ends in May or June with a soft ask.
- Highlight recent successes on social media, but shift the messaging toward the donor. Tell them how everything that happened last year was because of their support.
- Show pictures of volunteers or impact stories with smiling faces in a display ad, and have some short and simple copy like “You Made This Happen.”
Make one-time gifts a thing of the past
Helping donors make that turn from first-time to recurring isn’t going to happen by chance or with an extra helping of wishful thinking. It’s going to require a well-built recurring donor program — and a lot of action.
Though we said above to start with a thank you, we don’t think it should end that way. Yes, you should make connecting with your community your true North Star, but that doesn’t mean there won’t be goals along the way that include some hard numbers.
When you’re building a campaign plan for the new year, you absolutely should attach success to a number. And though building relationships might be the real goal, you ultimately won’t be able to keep building those relationships without some donations to support the cause.
And that’s why January is key in retaining year-end donors. It might not be the month to say “Make your impact monthly.” But, you should start setting that up by highlighting how the work continues throughout the year.
To help build your recurring donor program, you’re going to need software that allows you to see exactly where each of your community members are. Do you know who gave for the first time last year? Do you know who’s been giving every December for the last five years?
It’s time to speak up
So much of the work of nonprofit marketing today is about grabbing and holding onto attention for dear life. Nonprofits often have their moment to shine during the holidays, but once December 31 comes and goes, it’s back to the daily grind.
But this shouldn’t be! Your organization makes a difference every day of the year, and it’s time for one-time donors to take notice. But how?
First, consider new ways to engage these new donors. Maybe they gave this year because of an email, but that doesn’t mean that’s going to be the best way to connect with them between January and November.
Expand your reach through strategic social and display ad campaigns. If you have to put all your eggs in one basket, then email’s a great choice. But the thing is… you don’t have to. Focus your budget on the thing that’s bringing you the most wins, but also set some aside for new frontiers — you never know where the future might lead!
Second, grab and hold onto attention by surprising your community with a story. People crave that narrative journey, and there’s a reason we keep watching the TV or flipping the pages — it’s because we want to know where it all goes.
People aren’t going to be curious about your next email if it’s apparent what it is. Is it another ask? Is it a one-time volunteer highlight? Create a sense of suspense (sure, your email may not be a thriller — but you can try). If someone knows what’s inside the email, why would they use their time opening it?
The beginning isn’t near, it’s here
Success doesn’t end along with the year — it’s rather only the beginning. Relationships last all year long, which is why it’s key to tend to those budding relationships from the previous year.
It’s time to start leveraging new technologies to foster deeper connections with your community. Whether that’s through social or display advertising, make sure you have the tools to engage with your people every single day of the year — not just those few weeks leading up to December 31.
If you’re looking for new tools and new ideas, we’d love to talk with you about everything nonprofit marketing related. Schedule a demo today to see what Feathr can do for you and your community. We can’t wait to meet you and hear about the work you’re up to all year round!
