Beyond Giving Tuesday: 4 Strategies for Maximizing Year-End Giving in 2020

Over the past few weeks, your fundraising team may have been focused on defining and refining your organization’s Giving Tuesday strategy. Now that this moment is behind us for another year, it’s time to prepare for the next major fundraising opportunity on the horizon: year-end giving.

Almost a third (30%) of annual giving occurs in December—and 10% of that happens within the last three days of the year alone. ‘Tis the season to be generous, and even though this year has been challenging for your supporters, many are still eager to donate to the causes they care about and help make a difference in the world. 

As you finalize your strategy, here are a few steps you can take to make the most of your year-end campaign. 

1. Adjust your messaging to reflect current issues

In previous years, your year-end messaging may have typically been anchored around similar themes. But 2020 has redefined the way we all think about our work, personal lifes, and relationships with our communities, so the same old language is unlikely to resonate.

While there’s something to be said for sharing uplifting messaging at a time when people need a pick-me-up, a balanced approach is best. Your supporters recognize that COVID-19 has had a major impact on your organization, so don’t feel pressured to gloss over the difficulties you’ve faced—being vulnerable and transparent shows a level of trust that they will appreciate. If applicable, you can also touch on ways the pandemic has increased the urgency of and demand for your services and programs—whether you’re advancing medical research, supporting frontline workers, or providing aid to your community.

Racial justice and equity is another top-of-mind issue for many of your supporters right now. Is your nonprofit making a difference in the lives of diverse communities? What steps have you taken to advance diversity, inclusion, and belonging (DIB) at your own organization? Are you supporting local black-owned businesses or partnering with diversity-focused organizations? Share details to reinforce your commitment to DIB—and outline the actions you’re taking to move the needle.

2. Dig into the data from your past campaigns

While your 2020 campaigns may not follow the trajectory of previous campaigns exactly, it’s worth looking at your data from previous years to understand which strategies had the biggest impact. 

Which audience segments gave the most, both overall and in terms of individual donations? Which channels did donors engage with the most (like email or social media)? Of these channels, which messages generated the biggest response, and which fell flat? 

This information can inform where you invest your time and resources. For example, if one audience segment has proven consistently generous, you may decide to direct more ad spend toward targeting these potential donors. And if one channel just isn’t working for your nonprofit, it might be better in the long run to reinvest these resources elsewhere.

3. Don’t bury the lead on your website

When supporters visit your website in December, you want your holiday giving campaign to be front and center. Whether it’s a pop-up, a prominent banner at the top of every page, or even a complete takeover of your homepage, don’t make visitors hunt for the donation button.

Wherever your campaign messaging lies on your website, be sure to include a clear call to action and a strong value proposition. Mentioning that gifts are tax deductible, highlighting employer matching opportunities that can maximize a donor’s impact, or sharing specific details about where their money will go make it easy for visitors to make the decision to support you.

4. Leverage your network to make warm introductions

When it comes to direct outreach, it never hurts to see who you know. This year in particular, when many donors are facing financial challenges of their own, that extra vote of confidence from a trusted mutual contact may be the thing that tips the balance and encourages them to donate.

Check to see if any employees, leaders, or board members know someone at the company or foundation you’re hoping to speak to and would be willing to introduce you. Depending on the size of your organization, you could do this with a quick email or instant message. If you use LinkedIn Sales Navigator, you can also map out your existing network to spot opportunities for a warm introduction. You might be surprised by how big your secondary network is—and how much difference these introductions can make. 

Set yourself up for fundraising success

As you put your year-end giving plans into action and build out your fundraising approach for next year, don’t miss our upcoming #BetterTogether live webinar on fundraising strategies, trends, and technologies for 2021. 

On December 15, LinkedIn’s own Jaime Pursuit Coleman will be joined by two fundraising experts from the Association of Fundraising Professionals, Martha Schumacher and Kishshana Palmer, to discuss topics like crisis health giving, giving to support communities of color, and leveraging LinkedIn Sales Navigator for fundraising. This is sure to be an impactful event to close out the year, so we hope to see you there! 

Secure your spot by registering today.