Because 50% of nonprofits receive the majority of their annual donations from October through December, your year-end communication is paramount to your organization’s success in the upcoming year. When planning how to communicate year end giving with your donors, there are a few key elements that can make all the difference.
Identify your segments
Segmenting your donors by age and demographic provides the opportunity to effectively communicate on a more personal level. Connecting through various platforms and speaking to what resonates with each group, will greatly impact your reach. Consider what adjustments and approaches you need to pursue.
Millennials (age 22-36): most likely to respond via text, social media, videos and through platforms such as crowdfunding
Generation X (age 37-51): most likely to respond via email, phone calls, texts and social media. This demographic is also most likely to make a one time pledge or to volunteer
Baby Boomers (age 52-66): most likely to respond via phone calls, emails, direct meetings, and some social media
Greatest Generation (age 67 and up): most likely to respond to direct mail, meetings. This demographic also prefers to give by check or credit card
Move beyond transaction
Once you segment your groups, we tend to think making the ask for money comes next. While it is part of the process, you have to be careful not to lead with this. Generosity should be a way of life, not just a transaction made. When you invite donors to join a cause, to make a difference for the things they value, you are providing the opportunity for them to live out their values and passions. This has a far deeper impact than just asking for cash; it’s something they can get behind and continue to participate with.
You can maximize your efforts by reminding your donors of the part they have to play in your mission:
- Identify individual stories and compelling examples that truly showcase your organization’s efforts.
- Utilize these stories to show your donors the problems that they can help fund the solution for.
- Integrate these stories into your campaign letter and through your multiple communication channels.
This approach will guide your donors to understand the value of supporting your organization and the role they can play in solving critical problems inside their community and the world.