Are you maximizing your holiday fundraising potential?
Almost every single fundraiser breaks out an extra strength campaign for the November and December holiday season. And for good reason. Many of the top charities receive 30% or more of their annual revenue in December.
But this is not a post about that holiday period.
I want to talk about Thanksgiving.
It’s our work summed up in 2 words. A more perfect holiday for our sector just doesn’t exist. In fact, if we didn’t already have it, fundraisers would have to invent it.
Can you imagine a better time to send an ask to your donors? If you already are, then you are awesome and class dismissed.
But, if you’re like the legions of charities in Canada not capitalizing on this wonderful opportunity then I’d strongly recommend adding an early fall campaign related to Thanksgiving. Here in Canada that means having something (mail, email, or both) arriving in people’s homes in early October.
Here’s an easy-to-swallow prescription to get started:
Step 1 – Evoke a Feeling of Gratitude: Most people feel strong emotions when they pause to think about their good fortune. I know this stirs some pretty intense feelings in my own mind.
Step 2 – Link Gratitude to Philanthropy: Help your donors string together the gratitude they feel for their relative abundance and the thought that many people are not as fortunate with an example tied directly your cause/organization/work. This is a powerful frame of mind to create for donors. Personally, I know how downright emotional I can get in these moments.
Step 3 – Ask : You’ve set the stage, so make sure you ask. Connect the solicitation directly with the work your organization does. Show your donors how they can really help someone, or solve a problem by giving a gift in thanks.
Bonus Step – Frame the Ask: Create what Direct Marketing consultants like to call ‘dollar handles’. Frame your ask amounts around some traditional Thanksgiving costs – eg: typical price of a turkey, a fancy dessert, a special bottle of wine, or even the cost of fleeing town to avoid an unpleasant family member (just a completely random inclusion, I swear.)
Adding another solicitation campaign to your fundraising program is not always a simple process, I know. But this just makes so much sense. I promise it will be worth it.
And if you get started today, you’ll have just enough time to be successful.
Who knows…after you see the results you may even want to add Fundraising Pharmacy to your thank-you list for next fall!