Stop Talking About Year End Giving

It’s a chicken and the egg thing.

Do donors give at year end because of tax reasons / holiday reasons?

Or do they give because we ask them to give at the end of the year?

Either way, there's one step you can take to make your year-end fundraising more effective.

Stop talking about year end.

The end of the calendar year is not a reason to give. So if your solicitations are leaning heavily on end-of-year language, or if you're hoping that "the spirit of the holidays" is enough, it's time to make a change.

Regardless of the date on the calendar, fundraising messaging needs to inspire and invite.

We need to inspire generosity by telling the story of the future - of what we are going to accomplish together.

And it needs to invite your donors to join you. Not because of the time of the year, but because we want them to join the cause. To be a part of something big, joyful, and inspirational.

Your organization needs donors who feel connected to the mission year-round - and you won't get there by sending out fundraising messages with the inspirational power of "time for an oil change" email from your car dealership.

How are you connecting with donors at year end? Let me know in the comments!

Ready for more? My Align & Accelerate program can help you build a better fundraising program (and unlock ways to engage staff and board members in the process).

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