How to ‘Up’ Your End of Year Fundraising Campaign
December is upon us, so it is time to get on board with a simple donation drive this Christmas, writes Content For A Cause co-founder Nicholas Soraghan, who looks at how charities can make the most of their end of year fundraising campaign.
With only a few weeks left in the year (yikes), it’s time to think about how your organisation is going to leverage the holiday period for fundraising. Grabbing a potential donor’s attention is a tricky thing any time of the year, but Christmas and New Year is a time for giving, so it’s important, more than ever, to inspire your audience to donate to your worthy cause.We’re here to share a few tips that can help your organisation lead a successful EOY donation drive.
First thing you’re going to want to do is to take stock of the content you’ve already created throughout the year. Find out what your best performing posts were and collate any powerful, eye catching assets. During the holiday period, compelling stories that are personal and that define the impact of your organisation’s work are most convincing to potential donors. You would have definitely ticked all those boxes throughout the year, so now is the time to reuse that “stand-out” content for your EOY campaign.
Hot tip: Got an awesome piece of content that doesn’t exactly align with your end of year campaign? Repurpose it, redesign it or rewrite it, and try it out on another platform!
Next up is your messaging. It’s a good idea to come up with three to five key messages you want to make clear. For example, you could focus on:
The impact of your work – success stories;
What still needs to be done – looking into the future;
A personal appeal – personal stories/appeals to emotion; and
A “call-to-action” – donation.