Plan Now, Thrive Later: Summer Strategies For End-Of-Year Fundraising Success

Created By: Katy Beth Cassell and Madelyne Grim
August 14, 2024

As the summer sun blazes, it’s the perfect time to start thinking about your end-of-year giving campaign. Early planning and donor cultivation throughout the summer can substantially boost donations compared to last-minute end-of-year efforts. Here are some data-driven strategies to set your nonprofit up for success as you prepare for the holiday giving season.

1. Conduct a Data-Driven Donor Engagement Audit

To craft an effective end-of-year campaign, begin by analyzing past donor interactions. Use data from your CRM to evaluate the success of your engagement strategies over the past year. Analyze metrics such as open rates, click-through rates, donation frequencies, and average gift sizes. Identify trends, such as which donor segments are most responsive to specific types of content or appeals, and the times of day they are most active. Create specific audience segmentations to help prevent donor fatigue and re-engage SYBUNTs (donors who gave Some Year But Unfortunately Not This Year).

• Try This: Develop a “Donor Journey Map” using data analytics to visualize touchpoints. Track metrics like engagement rates per campaign and donation amounts per segment to find patterns and gaps. For instance, if you see high engagement but low conversion rates, your call-to-action may need adjustment.

2. Create a Donor Appreciation Series

Share personalized impact stories to show your donors that their contributions make a difference. Data shows that personalized thank-you messages can increase donor retention by up to 10%.Analyze donor data to identify top contributors and their giving history, and tailor your appreciation messages based on their donation frequency, amount, past interactions, and specific projects and programs they have supported.

• Try This: Launch a “Thank-You Thursday” campaign on your social media and website featuring a donor’s story and impact. Use data to choose the most engaged donors for these features and track engagement metrics such as likes, shares, and comments to gauge the effectiveness of your campaign.

3. Develop a Holiday Campaign Theme

Creating a compelling holiday campaign theme can significantly boost donor engagement and interest. Start by using data-driven insights from past campaigns to identify themes and messaging that generated the highest engagement and donations. Review metrics such as email open rates, social media interactions, and donation patterns to understand what resonates most with your audience. This information will help you craft a theme that aligns with donor interests and maximizes impact.

After you’ve compiled your historical data, involve both your internal team and external stakeholders in the theme development process. Encourage staff across all departments to contribute ideas, fostering a culture of philanthropy and collaboration. This approach taps into diverse perspectives and strengthens internal commitment to the campaign’s success.

• Try This: Consider running a “Theme Development Workshop” where staff and stakeholders collaborate to build on the insights from past data. Use a structured approach to guide discussions, encouraging participants to brainstorm and vote on ideas that align with the successful elements identified in your data analysis. This collaborative process not only generates creative ideas but also strengthens engagement and investment in the campaign.

4. Pilot a Peer-to-Peer Fundraising Program

Peer-to-peer fundraising can dramatically expand your reach and impact within the community, and it’s important to tailor your approach based on your organization’s experience. For organizations new to this strategy, start with a pilot program by recruiting passionate ambassadors and providing comprehensive training to build a strong foundation. Set clear, achievable goals and track progress using metrics like participant engagement and funds raised. If you have existing peer-to-peer programs, focus on growth by analyzing previous campaigns to identify successful strategies and areas for improvement. Recognize top fundraisers, involve them in planning, and experiment with new strategies such as personalized fundraising pages and social media integration to enhance impact.

• Try This: Host a “Fundraiser Boot Camp” that provides beginners with essential skills like setting up a fundraising page and confidence-building exercises while offering experienced fundraisers advanced tactics such as leveraging social media and personalized coaching. Equip participants with digital tools, including social media training and fundraising platforms, to enhance their effectiveness. Measure success through feedback surveys and participation metrics, providing ongoing support to create a community of ambassadors.

5. Engage Influencers and Ambassadors

Influencer endorsements can boost your campaign’s reach and credibility. Analyze past collaborations to identify which types of influencers and ambassadors had the most significant impact on your campaigns. Look at metrics such as reach, engagement, and the conversion rate of influencer-driven campaigns. Be sure to consider “local celebrities” or other well-known public figures in the community whom your audience will resonate with.

• Try This: Create an “Ambassador Kit” for each of your influencers with data-driven content like popular hashtags and proven messaging strategies. Track each influencer’s performance through metrics like follower engagement and funds raised and identify any donors who could be converted and cultivated into annual major donors.

6. Craft a Year-Round Storytelling Calendar

Consistent storytelling keeps donors engaged throughout the year. Nonprofits with a year-round content strategy will increase donor retention by fostering a strong affinity for the organization. Use historical content performance data to develop a storytelling calendar. Identify which types of stories—beneficiary profiles, volunteer highlights, or impact reports—generated the most engagement and donations.

• Try This: Develop a monthly content schedule focusing on different mission aspects, supported by data on the most engaging content types. Track engagement metrics and adjust your strategy based on what resonates most with your audience.

7. Build a Dynamic Email Cultivation Series

An effective email series can drive donations. Approximately 71% of donors feel more engaged with a nonprofit when they receive content that’s personalized. Segment your email list based on donor history, engagement level, and interests for further personalization. Analyze past email campaign performance to identify which subject lines, content, and calls-to-action had the highest response rates.

• Try This: Design an email nurture series with interactive elements like quizzes and surveys. Track metrics such as open rates, click-through rates, and conversion rates to optimize future emails.

8. Organize a Summer Fundraising Challenge

Summer fundraising challenges can engage your community and boost donations during what can tend to be a lull in activity. Research shows that 84% of donors are more likely to donate if offered a match, which can lead to a 71% increase in donation responses and a 51% increase in average gift amounts. Review past fundraising challenges to see which activities generated the most participation and funds. Set specific, data-driven goals for participation rates and fundraising targets.

• Try This: Create a “Summer Fundraising Passport” challenge. Use past participation data to design engaging activities and set achievable goals. Track participant progress and share their achievements to maintain interest and motivation.

Wrapping Up

Though the holiday season is still months away, early planning and cultivation are crucial for a successful end-of-year campaign. By conducting a donor engagement audit, creating data-driven personalized appreciation initiatives, developing a compelling campaign theme and storytelling calendar, building a dynamic email series, and organizing a summer challenge, you can set your organization up for a successful giving season. Embrace these strategies, driven by data analysis, to turn this summer’s sunshine into a season of generosity and growth at the end of the year.

Happy planning, and here’s to a season filled with success and impact!

Orr Group conducts data-driven evaluations to design development roadmaps that are plotted on your values, culture, organizational assets, and potential for growth. Learn how we can partner with your nonprofit to create a clear, comprehensive, and actionable plan.

Katy Beth Cassell is a Director at Orr Group. Katy Beth partners with Orr Group’s clients to create and implement efficient, capacity-building fundraising plans to meet goals. She brings expertise in developing strategies for the cultivation, solicitation, and stewardship of high-net-worth individual donors.

Madelyne Grim is a Senior Associate Director at Orr Group. She collaborates with Orr Group’s nonprofit partners to develop and execute fundraising strategies and drive revenue to enhance programs and services.