Hopefully, you have lots of data from previous years stored and organized in your nonprofit CRM or donor database software. Before your year-end fundraising push, use this data to set specific fundraising and donor engagement goals.
If this is your first time strategizing for a big year-end push, use last year’s December fundraising totals as a baseline — as a bare minimum, you should aim to raise more than you did last year.
If you have made big year-end pushes in the past, you can still use data from past years to help you improve. Look at data from your best December and your worst December—what was different about them? Why did one fail where the other succeeded? Of course there are outside forces to consider such as strength of the economy, but looking at data from past years should give you a basic picture of what has worked and what hasn’t.
Specific helpful data points to analyze include:
- Number of new donors you’ve secured in the past year
- Total donation revenue and number of donations in the month of December
- Total donation revenue and number of donations in the final three days of the year
- Total donation revenue and number of donations on/around each major holiday
Compare these metrics against your marketing strategies from each year to start planning for this year. Similarly, you can look at data from specific donors or donor groups for a more nuanced picture and use these insights to better customize your outreach for the coming holiday season.