2019 Tips Get Year-End Donations For Your Non-Profit

November 4, 2019


The end of 2019 is upon us and we are all working hard to bring in those last donations before year end.  Here,  we present to you an updated year-end ‘tips’ list to help you wrap-up the year with a sackful of donations.

Overall giving has have seen growth of 9% since 2016; YOU want to capture some of that for your charity.  Let hjc help you do that!

1) Be careful with what you say & how you say it

The fundraiser is a storyteller and the words we choose in our fundraising communications need to elicit an emotional response from the potential donor.  You want to use clear, simple language to connect your reader to your cause.   Your goal is to engage your reader so they make the decision to donate; to be part of the team working towards a common goal.  Be thoughtful in your word choices but be concise, and leave the donor eager to support your charity.                          


2) Share Impact

Be sure to tell your potential donor how their donation is making a difference. Don’t bury this information too far down the page; everyone wants to see how their decision to donate is impacting the cause they care about.  You can present this information in text or graphics but be sure to keep your donor informed and let them know that they are appreciated.


3) Showcase strong and powerful imagery

Find imagery that appropriately links to your content and that helps to elicit an emotional response.  If you don’t have quality imagery at your disposal; try using Pexels or UnSplash to select from free, stock images.  Fact is, research tells us that 60% of people are visual learners and images take less time to process than words; we do it 60,000 times faster!  Take your time sorting through pictures to find the right image to help tell your story; it will pay off!


4) Put yourself in your donor’s shoes

Be sure that your user experience is a simple and efficient one.  Double check that any CTA is leading your potential donor exactly where you tell them they will be going.  If the CTA is to a donation page, then be sure that they are going there.  The quickest way to lose your potential donor is to make their experience confusing or cumbersome.  Keep the process simple, and make it easy and clear for your supporter to understand what they need to do.

5) Get Online

Approximately 8.5% of overall fundraising revenue came from online giving in 2018.  Digital channels should be included in your overall 4Q strategy; leverage Display Search ads and Paid Social to quickly give it the boost it needs to reach your audience.

If you’ve allocated your year-end budget for paid digital media, don’t neglect the opportunity of organic content to drive donations. Schedule your Tweets, Facebook and Instagram posts to ensure that you’re not silent over the Holidays – your offices may be on different hours, but your donors/supporters are all likely to be online. The ease of following an organic in-post donation form url presents an opportunity to leverage the “giving mood” of the Holiday season quickly and conveniently.

6) Paid Social Ads are a must!

When folks are searching for different charities for their end of year donations be sure that you are showing up.  FB & IG ads should be part of your 4Q digital marketing strategy, and when measured against the potential return this tactic will be worth the investment.


7) Make sure your donation form is mobile friendly!

Since mobile is quickly becoming the most-used device online, your organization must make sure their donation forms are optimized for mobile use.  In 2018, 24% of online transactions were made using a mobile device. This is an increase of  7 % from 2016.

The likelihood of donors using social media on a mobile platform is much higher than those who access these sites on a desktop, and because of this, the donation experience must work properly and be seamless and simple.

8) Hit your target

The more targeted your marketing efforts, the better the results. Segment your audiences and separate your donor list into ‘current donors’, ‘lapsed donors’ and ‘first time donors’. ‘Lapsed donors’ and ‘first time donors’ will require more attention to create a relationship that leads to recurring donations.

Cast your net wide to capture new, potential donors.  Look at your data and make “your ask” to the widest audience possible. (Tip: for sensitivity, don’t contact memorial donors from the last 6 – 12 months). On top of being able to target your own lists of warm users with a ‘Custom Audience Match’ remember that Google Adwords, Twitter, Facebook (and by proxy Instagram) allow you to build off of custom matches by making ‘lookalike’ lists which enables you to reach people that are similar to your lists, thereby opening up new target groups.


Just a few more thoughts…

Track it. With a goal of “continual improvement”, and spending money wisely, ensure you have accurate tracking in place across your marketing channels to enable data-informed decision making.  Be sure to assess what is working,  what is not and make adjustments accordingly.

Buffer the “ask” with a “THANK YOU!.” A couple of days before the Holidays, send out a Holiday e-card with a festive greeting and a genuine message of thanks to your supporters. Don’t include an ‘ask’ in this message; this is just a genuine thank you for support!  This acknowledgement goes a long way!

Last day to give. Use New Year’s Eve as your final point of contact. Send out your final email on December 31st towards the end of the day; keep your message straight-forward and to the point – “It’s your last time to give and receive a tax receipt for 2019. Give now”.

Keep these tips in mind and you are sure to see significant improvements in your fundraising efforts this Holiday season. Good luck and Happy Holidays from hjc!


About the Author  – Kim is a passionate, and experienced Marketing professional having worked in both Corporate and small business environments.  She is a creative problem solver who practices a solutions-oriented project management style.  Kim is committed to provide an exceptional customer service experience, and she has demonstrated this time again throughout her career. Kim has been a volunteer for many years with several not for profits organizations.  She constantly strives to learn more and is driven to get the job done right, and on time with an eye to properly managing budgets.