This document provides tips for maximizing direct response fundraising at the end of the year. It discusses the importance of individual donors as a funding source and notes that organizations lose donors every month. It recommends engaging current donors to recruit new ones, soliciting internal audiences, and testing list rentals or trades. For lapsed donors, it suggests segmentation and personalized outreach. Specific tactics include regular mailings in November and December, reporting outcomes, analyzing past results, using holiday themes and response techniques, and acknowledging gifts meaningfully. The document concludes by providing contact information for the author.

1. Maximizing Direct Response Fundraising at Year EndKathy Swayze, CFRE Social Justice Fundraisers of DC

2. Individual Donors: An Important Piece of the PieOperating IncomeStability gained from diversity of funding sourcesGateway to Planned and Major GiftsPublic Relations & Education Value Political Clout/ Grassroots Activism

3. You Lose Donors Every Month Are You Adding More too? Engaging current donors as online recruitersSoliciting internal audiences: Product buyers, users of services, volunteersRental of lists from similar organizationsName-for-name trade with similar organizationsTest and proceed cautiously

4. Expect to invest to acquire new donorsLapsed DonorsChampagne Segmentation on A Beer BudgetWe Miss You!According to our records, it’s time for you to renew your support of _____. It has been quite some time since your last gift. With so much still to be done to . . . we really need you to renew your financial support today. ______ is not an organization with deep pockets and tons of corporate and foundation backers. We truly depend on generous individuals like you to continue our efforts to build a better future for us all. Please return your generous tax-deductible contribution today.

5. Lapsed Donors, continuedDear <Salutation>, I don’t want to waste words or paper . . . so I’ll get right to the point. As a former member of the XYZ Foundation, we miss you and we want you back! I know you care about our important work to save baby XYZs. But, according to our records, your membership expired in _____(month/year). I hope there hasn’t been any mistake with our record keeping. If so, please do let us know right away.

6. Don’t leave money on the tableIndividuals money flows like a river

7. Case Study: Every Name Counts Presidential Campaign in A ShoeboxJesse Jackson speeches throughout the country . . . “I may run for President and I will need your help. Please fill out card with a pledge amount you can do”.Thousands of index cards in shoeboxesSent to Telemarketing Center. First night, in less than 10 hours with one caller, raised $18,000 from those index cards.

8. Use Matching GiftDo two mailings in the prime timeFirst mailing to a wider audienceSecond mailing to our core segmentsDevelop a teaser that catches their eyeUse a deadlineCreate a sense of urgencyDo high touch package for $100+ donorsYEAR END CASE STUDY

9. Mailing 1: early-November“Handwritten" note and blue signature add a personalized touch

11. Mailing 2: early DecemberIncrease your response by extending match but not too far out

12. Standout in the Mailbox: Use different color and higher quality stock …try a closed face envelopeHolidays are a good time to ask for tribute gifts

13. It’s ALL about the last 10-15 days of the yearGive “donate” buttons more prominence on home page during DecemberCreate a multi-part messaging campaign that builds toward the end of the yearYear End Fundraising Online

14. L.A. Gay & Lesbian Center 3-part Year End Email Campaign

17. Case study:

18. Tip #1: Be in their mailbox/inbox oftenAt least twice between Nov 1 and Dec 31Email- backload to the last 10-15 days of yearTip #2: Report back on outcomes Newsletters in Oct/NovAccomplishments inserts in year end letters Ten Tips for Online & Direct Mail Success at Year End

21. Tip #3: Analyze results from last year’s mailing to determine segments that are not making money—and don’t mail them!Tip #4: To help lapsed segments perform better, consider different messaging to let them know they are lapsed. Ten Tips for Online & Direct Mail Success at Year End

22. Tip #5. Use holiday themes in your letters and emails. Invoke “Spirit of Giving”

23. 6. Use Response-enhancing techniquesMatching GiftMail back devices (cards for clients)DeadlinesBack end premium for upgraded gift7. Year End is a good time to mail deeper: Info & referral requests; deep lapsed; other internal prospect lists.Ten Tips for Online & Direct Mail Success at Year End

24. Tip #8. Use outside voices to strengthen organizational credibility

25. Tip # 9: Tell a Story, Don’t just ask for money -Ten Tips for Online & Direct Mail Success at Year End

28. Tip # 10: Acknowledge gifts in a meaningful waySend personalized thank you letters that tell them the results.Consider new ways to say thanks such as phone calls, videos.

29. For more information:Changing the World One Story at a Time Kathy Swayze, CFRE, President906 Pennsylvania Ave, SEWashington, DC 20003(202) 543-7671kswayze@impactdc.comTwitter: @impactkathy