This document provides tips for end-of-year fundraising communications. It recommends focusing on lapsed, reminded, and regular donors. Suggested messages emphasize the campaign, thanks, case for support, or tax benefits. Sample schedules include emails on December 29th and 31st to increase urgency. Content should highlight why donors should care and give now, and make the donation process easy on the website.

2. Housekeeping
Write things down
Get 3 actionable outcomes
Ask lot’s of questions
@bradyjosephson
brady@shiftcharity.com

4. Send an email.

6. It’s a valuable but also noisy time.

7. Competition for inbox space is high.

16. Some resources
nextafter.com/resources/5-ways-to-cut-through-
the-clutter-with-your-year-end-fundraising/
digitalcharity.canextafter.com

19. Who are you talking to? For last minute donors in
particular?
● Last Minute Mindy
○ Wants to give but not sure how much she can afford
● Needs A Reminder Rembert
○ Has committed to give in his mind but keeps forgetting
● Like Clockwork Carol
○ She plans her giving every year and will give regardless
● Still Waffling Walter
○ Still debating how much and to who

20. Who are you talking to? For last minute donors in
particular?
● Last Minute Mindy
○ Wants to give but not sure how much she can afford
● Needs A Reminder Rembert
○ Has committed to give in his mind but keeps forgetting
● Like Clockwork Carol
○ She plans her giving every year and will give regardless
● Still Waffling Walter
○ Still debating how much and to who

21. What are some segments in your database?
● Have given in past year’s but not yet this one
● Have given in the last week/month in past years
● Have already given this year end/campaign

22. Have not
given
Have
given

23. Lower the suggested donation
amounts in emails and online for
lapsed, about to lapse and double
lapse donors.

25. Why should they give? What is your offer &
message?
● Campaign
○ Continuation of your December, #GivingTuesday and/or Year End
campaign
● Thanks
○ For a successful campaign or year
● Case
○ General case for support style ask
● Tax
○ December 31, advantages of tax

26. Why should they give? What is your offer &
message?
● Campaign
○ Continuation of your December, #GivingTuesday and/or Year End
campaign
● Thanks
○ For a successful campaign or year
● Case
○ General case for support style ask
● Tax
○ December 31, advantages of tax

27. December 31 is a natural end date for a campaign to
end increasing urgency and leverage goal proximity.

28. Campaigns create seed funding opportunities & work
great with matching funds.

29. Campaign

30. Thanks

31. Case

32. Tax

33. Linking to or building a tax calculator can help add
value and make the tax incentive more powerful.
digitalcharity.canextafter.com

34. Have not
given
Have
given

36. What do they receive?
● Email(s)
● Postcard
● Calls
● Social Media

37. What do they receive?
● Email(s)
● Postcard
● Calls
● Social Media

39. Great emails are relevant and offer value. Even at
year end.

40. Subject lines are hugely important!

41. Keep it simple and focused on one action.

43. Three Sample Schedules
● Option #1
○ December 29th and December 31st
● Option #2
○ December 29th
● Option #3
○ December 29th, December 30th and December 31st

44. Three Sample Schedules
● Option #1
○ December 29th and December 31st
● Option #2
○ December 29th
● Option #3
○ December 29th, December 30th and December 31st

45. Scrub those who have given between
emails or send only to those who did
not open or did not click.

46. Competition for inbox space is high.

47. 29th 31st

48. Time of day… really depends.

50. Where are people completing their donation?
● Mail a cheque
○ Make sure your postal address is clearly available on your website
○ Put it in emails
● Website
○ Easy to find donation experience
○ Swap out homepage image/layout for donations
● Phone
○ Have someone ready to answer the phone
○ Make number available online and in emails
● Social
○ Use to reinforce key message
○ Update progress (if goal/campaign) and can post more (countdown)

51. Where are people completing their donation?
● Mail a cheque
○ Make sure your postal address is clearly available on your website
○ Put it in emails
● Website
○ Easy to find donation experience
○ Swap out homepage image/layout for donations
● Phone
○ Have someone ready to answer the phone
○ Make number available online and in emails
● Social
○ Use to reinforce key message
○ Update progress (if goal/campaign) and can post more (countdown)

52. Use social for more posts, updates, countdowns.
Best in relation to real campaigns

59. Summary
● Still good fundraising
○ Why care? Why you? December 31 helps with Why now?
● Who
○ Those who already want to or forgot
● Why
○ Campaign - with a stated goal and incentives
● What
○ Email - relevant offer, attention grabbing subject line, simple content and one action
● When
○ 29th and 31st - scrub or reduce send to lists as you go
● Where
○ Website - easy to find and complete donation

60. Some resources
● recharity.ca
● NextAfter
● Science of Giving
● charity: water
● classy.org/blog
● CauseVox
● Network for Good
● MailChimp
● Digital Charity Report
● UGM.ca