As any annual giving team knows, the year-end rush is vital to the fundraising results of a nonprofit organization. While many factors including tax incentives and the overall philanthropic spirit of the holiday season contribute to this phenomenon, whatever the cause, it is imperative for your organization to capitalize on year-end opportunities for giving.

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Where to Start

Undoubtedly, there are a variety of annual giving shops across the industry, and there is not a one-size-fits-all year-end approach. However, Bentz Whaley Flessner has compiled an assortment of strong opportunities that can all propel your organization’s annual giving team to a strong year-end.

  1. Highlight fulfillment calling for outstanding phonathon pledges.
  2. Feature a recurring gift focus in any year-end messaging.
  3. Promote tax incentives for higher end donors.
  4. Use an invoice mailing.
  5. Reach out to LYBUNTs via staff calls and development officer contacts for their assigned prospects.
  6. Send at least three solicitation emails in the weeks leading up to year-end.
  7. Work with university communications to get year-end giving messaging on social media sites.
  8. Capitalize on Giving Tuesday.

Other Factors to Consider

While the solicitation efforts described above are important components of your year-end annual giving programs, it is also vital to leverage social media spaces to stay engaged with constituents. Consider asking your constituents to post pictures of their holiday celebrations or their favorite reasons they give this time of year. Use your organization’s presence on social media to send out holiday greetings in a variety of forms, including possibly featuring a video holiday card.

Keep in mind that there are multiple facets to any strong annual giving program. The most successful ones serve their organizations by continuing to:

Copyright © 2013 Bentz Whaley Flessner & Associates, Inc.

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