Although the year-end giving season is historically the most productive and successful for nonprofits across the board, some organizations fail to get as much as they can out of this time of year. Why? Put simply, they don’t have an effective year-end fundraising strategy in place.
To reap the benefits of the holiday giving season, nonprofits need to address potential roadblocks to their fundraising head on.
Luckily, by emphasizing fundraising efforts for your capital campaign during this season, your nonprofit can easily overcome many of the strategic difficulties sometimes faced during year-end giving.
Let’s consider some of the most common roadblocks faced by nonprofits during end-of-year giving and see how incorporating your capital campaign into this season can help your team conquer them.
Undefined Fundraising Strategy
Nearing the end of the year, some nonprofits find it difficult to develop a strong fundraising strategy specific to this giving season. However, by focusing on your capital campaign’s fundraising efforts during this season, your team can benefit from the strategic groundwork you’ve already laid with this campaign.
Vague Fundraising Goals
One big mistake nonprofits often make during year-end giving? They don’t have a defined fundraising goal in sight! If your capital campaign starts picking up steam during the holiday season, you already have a ready-made fundraising goal in place to help motivate both your team and supporters to get closer to the finish line.
Unstructured Gift Size
While on-average gift size rises during end-of-year fundraising, some nonprofits might be leaving money on the table by hoping that donors simply give generously. By emphasizing your capital campaign during this season, you have better standing to request larger gifts.
At the end of the year, many of your central base of supporters have already donated and it can be difficult to encourage them to give again. Especially when your fundraising efforts are focused primarily on your annual fund, some organizations find it difficult to keep up fundraising momentum among previous givers.
However, there’s nothing stopping your nonprofit from fundraising for both your annual fund and your capital campaign simultaneously!
You can boost numbers for both your capital campaign and your annual fund by soliciting donations for both during year-end giving. In fact, donors who have already given to your nonprofit’s annual fund earlier in the year make excellent prospects for your capital campaign.
Since they’ve proven their interest in your cause, you may find success in making an end-of-year appeal for your capital campaign.
Bonus! One way to maximize your donors’ giving power during year-end fundraising? Encourage donors to look into whether or not their employers match gifts!