Fall is in the air and for nonprofits, that means one thing — year-end fundraising season is looming. If you haven’t started planning, don’t worry. It’s not too late to pull off an impactful campaign. But the time to start planning is NOW. Why? Because the bulk of annual donations are made in December, and with Giving Tuesday and Colorado Gives Day just around the corner (not to mention we are in an election year), there’s no time to waste.
If you want to stand out in the sea of year-end appeals, there is one thing that makes a major difference for donors: authentic storytelling. Sharing real stories from those who your nonprofit’s programs and services have impacted is the best way to create a genuine connection with donors.
So, embrace the hints of fall, grab that cup of tea, put on a cozy sweater and let’s dive into some tips to make this year-end fundraising campaign your best one yet.
Tell stories that make donors feel like part of the mission
Stories of individuals, families or communities who have been transformed by your work bring your mission to life. Have you helped a family rebuild after a crisis? Helped a young person to further their education? When you share authentic, emotional narratives, donors can see themselves as part of the solution. They become more than contributors — they become changemakers.
Quick Tip: Find at least three real, impactful stories from people who have participated in your programs. Keep them concise, heartwarming and personal. Include them in emails, social media and printed appeals.
Bring stories to life with bold visuals
Donors are busy. They’re bombarded with appeals left and right, especially at the end of the year. Want to grab their attention? Use visuals that stop the scroll and make them take notice. Photos of the people you serve, vibrant graphics and short videos will help bring your stories to life in a way that words alone can’t.
Visuals are a powerful way to show, not just tell, the impact of your work. Did your organization serve 500 meals last month? Show it. Did you provide housing to a family in need? Share a photo of their new beginning. Your visuals don’t need to be flashy; they just need to feel real.
Quick Tip: Create a dedicated landing page for your end-of-year campaign that’s rich with visuals — photos, videos, infographics. This page should tell your story at a glance and make it easy to donate with a clear, bold call to action.
Demonstrate your impact
Donors want to see what their contributions have accomplished. Whether it’s expanding your programs, reaching a fundraising goal or directly serving a specific number of people, it’s important to highlight these wins.
Your year-end fundraising campaign should feel like a celebration of everything you’ve achieved with your donors’ support. Let them know they’ve been part of something significant, and invite them to keep the momentum going.
Quick Tip: Create a timeline or year-in-review infographic that shows the key moments from your year. Share it on social media, in newsletters or on your campaign landing page.
Bonus tips:
- Prepare early for giving days like Colorado Gives Day (December 10, 2024) and Giving Tuesday (December 3, 2024). Ensure your profiles are up-to-date, remind donors they can schedule gifts in advance, use email and social media storytelling to build anticipation and consider launching matching gift opportunities to double the impact.
- Make it easy for donors to give by including QR codes on your print materials that link directly to your donation page or a video. (You don’t need to include QR codes in digital materials.)
- Meet your donors where they are. Use a combination of social media, email marketing, direct mail and phone calls to make sure your message reaches them.
- Always thank your donors — promptly and sincerely. A heartfelt thank you can turn a one-time donation into a recurring one.
- Before driving traffic to your website, make sure it’s ready! Update your donation forms, add new visuals and ensure your storytelling is front and center.
- Tailor your stories and messaging to different audiences. Your longtime supporters may resonate with one narrative, while new donors may connect with another. Segmentation and personalization can make all the difference.
- Volunteers are some of your biggest supporters. Beyond asking them to give, consider other ways to activate your volunteers as part of your end-of-year campaign. For example, you can have your volunteers help call and thank donors. This is an especially nice touch with any first-time donors.
Ready to launch your year-end fundraising campaign? With authentic stories, creative visuals and smart planning, you’ll inspire your donors and leave a lasting impact. Want to talk about how Barefoot PR can help? Schedule a call to chat about your needs.
Written by Gail Bransteitter, Director of PR at Barefoot PR