8 Powerful Tips for Raising More Money in December

The Donor Attraction Letter

Wednesday, December 4, 2013

It’s finally here—–December—–the busiest giving month of the year!
 
Research shows that 30-40% of online donors give in December and that a majority of those gifts are made on December 30 and 31. Giving by direct mail goes up in December, too.
 
So, knowing that your donors are in the giving mood over the next few weeks, plan now to use these powerful tips that can help you raise more money in December:
 
TIP #1: Run a LYBUNT report and call top donors who haven’t given yet.
 
Take the top 25-50 donors from your LYBUNT (last year but unfortunately not this year) report and call them with a reminder to give. If time allows, call more than 50. Call as many as you can.
 
Why?
 
Because phone calls are one of the most effective channels for strengthening donor relationships and raising money. Especially now in our digital age, many people are craving the personal attention and engagement that phone calls offer.
 
In your calls, pour on some heartfelt, highly-personalized thanks for their past support; let them know how their gifts have been helping to change lives; and underscore why their gift now is urgently needed to do more good.
 
Important: Studies consistently show that calls asking for a specific and higher amount based on the donor’s last highest gift tend to result in many donors increasing their last highest gift. You’ll need to use good judgment for each person you call, but keep this in mind for optimal success.

TIP #2: Send another direct mail letter.
 
Here, I’m assuming you’ve already sent one year-end direct mail letter back in November (a widely recommended tactic and one I’ve used with great success).
 
Because the holidays get so busy, it’s wise to send a second letter in mid-December. Your November letter may have gotten tossed aside or maybe it wasn’t received for some reason.
 
For this mailing, segment people who haven’t given yet this year and get a “reminder” letter in their hands while they still have a couple weeks to make a gift before year-end.
 
TIP #3: Send an email on December 30 and 31.

These are the busiest days of the year for online giving. So, be sure you’re reaching out to your list with at least one email on December 30 and one on December 31.
 
Many people procrastinate and wait until the very last days to give. Remind your donors that it’s their last chance to give this year and get a tax deduction. And keep emphasizing what donors’ support will help accomplish.
 
TIP #4: Make sure your DONATE button stands out.
 
With your website traffic up in December, make sure your DONATE button stands out visually. For all those would-be donors looking to make their gifts, you want them to find your DONATE button fast. You’ll find more tips on that here.
 
TIP #5: Leverage the power of peer-to-peer fundraising.
 
If you haven’t yet, broaden your holiday fundraising plan by including a peer-to-peer (also called friend-to-friend) fundraising component.
 
This will help bring more meaning to the season for your supporters, and it’s a terrific way for you to grow your base of support and revenue. Research shows that each P2P fundraiser brings in an average of over $500 and recruits an average of 7 new donors!
 
If you don’t’ have a P2P program in full swing, consider starting one with a simple approach that’s manageable. This could mean recruiting 10 fundraisers who all agree to make it their goal to raise at least $500 by December 31, for instance. Learn more about P2P fundraising here.
 
TIP #6: Ask for additional board member gifts.
 
Assuming you’ve already got 100% giving by your board members, now is a great time to reach back out with an invitation to make a special additional year-end gift. Many board members become inspired near the holidays to increase their gift, particularly if their financial situation improved since making their last one.
 
TIP #7: Set up inspiring “out of office” communications.

During the holiday season, when people call and get your voicemail, or when they receive “out of office” emails from your staff, be sure to leverage these messages so that they motivate giving.

Keep these communications donor-centered and brief, but pack some emotional punch. Express heartfelt thanks, extend holiday greetings, include a short testimonial, and invite your supporters to click over to your website to make a year-end gift (perfect for the PS in your email).

TIP #8: Keep your thank you communications going strong!
 
Remember, your thank you calls and letters and emails and handwritten notes are some of your best fundraising tools. So, although it’s a very busy time of year, don’t let these lag. Prompt, personal, warm thank you communications after every donation can inspire more year-end gifts and will set you up for success when donors get your next appeal in 2014.
 
The big takeaway is this:
 
Even with December being an incredibly time-strapped month for you, be sure to carve out time to put some (or all!) of the tactics above in place to make December as profitable as possible. This is an all-important time to make strong emotional connections that capture your donors’ hearts and tap into their generous giving spirits.
 
Dedicated to helping you attract and keep your donors,

Jen Viano
Nonprofit Writer/Consultant
Editor, The Donor Attraction Letter

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