By Jackie Sciaudone | Nov. 21, 2018
The holiday season is among us, and most of us are starting to bust out our winter coats. For nonprofit organizations, the holidays mean the ‘season of giving’ has arrived. Fundraising is in full swing, which is the most important time of the year for nonprofits. The generous spirit that the holidays bring gives a unique opportunity for nonprofits to maximize fundraising initiatives. Therefore, it’s crucial that your donor base is educated about your mission and current initiatives. Below, we’ve outlined four ways to ensure your donors have stellar support during the holidays.
- Phone Call
We may live in a digital age, but many donors still choose to donate via a simple phone call, especially when it is answered in a timely manner by a friendly professional. Baby boomers make up 23.6 percent of the U.S. population, and these are donors that still seek phone calls because they are more personal and interactive. But, there’s a lot between a ‘hello’ and a donation. It’s important that donors feel that their phone experience is unscripted and conversational. Your organization is more likely to receive donations when people feel like they are valued, and when a connection is made.
Last year, 33 percent of online donations were made in the month December; so it’s important that your website provides clarity about the donation process. If you want to keep donors coming back after the holiday season, you need a website that connects them with what they want to see. This can be fundraising updates, photos and videos, stories from staff, donor profiles, and upcoming events. Make sure your website is a place that donors want to visit.
- Text Message
Nonprofits that don’t utilize donation text messaging are missing out on a large audience of potential donors. Donors favor the simplicity of donating through text messaging since it’s right on their mobile device. In fact, a recent study found that Generation X prefers text messages over voice calls when it comes to donating. This generation may still be young, but 49 percent of Generation X donors are enrolled in a monthly giving program. What’s more, text messaging is another simple way to keep donors in the loop about the latest events and volunteer opportunities.
- Direct Mail
You might think that direct mail is outdated and has no real value to your nonprofit organization, but the holiday season means that many potential donors are eagerly checking their mail waiting for holiday cards and packages. Therefore, they are more likely to see direct mail initiatives during this time of year. What’s more, 88 percent of the Greatest Generation donates to nonprofits annually. This generation is older and likely to still donate through direct mail and phone calls over text message and social media. It’s important that your direct mail is easily understood, and that the donation process is seamless.
Even though providing this variety of support tools for donors can seem overwhelming, it’s crucial to make the most of the holiday fundraising period. Ensure your nonprofit organization is prepared for this ‘season of giving’. See how we can help here!