Alzheimer Society of Nova Scotia

YOU, Making the Year-End Ask Count

In Uncategorized on August 7, 2012 at 5:57 pm

Photo source here

What’s the best time of the year to ask for donations? If YOU are a fundraising professional, chances are YOU know the answer to that question.  If not, I’ll tell YOU.

The best time of the year to ask for donations is at the end of the calendar year (not fiscal) also known as the Holidays.  It’s during this time that YOU have a major opportunity to connect with your supporters and implement a successful  year-end campaign for your organization.

But it’s the busiest time of the year, YOU may argue. Yes, but it’s also a time when people are very generous and are already in the spending mode.  There are many strategies to use to help YOU stand out and get attention in a very competitive and crowded marketplace this holiday season.

So, how do YOU get your donor’s attention? It doesn’t happen in one ask and it won’t happen overnight. A good year-end campaign is strategically timed and planned well in advance. Although it’s summer and beach days are in full swing, YOU should already be thinking about your year-end campaign.

In fact, I took part in a webinar last month called Christmas in July which focused on the importance of planning early for this type of ask.  So, if YOU are thinking it’s too early to start planning, think again!

YOU need to have a story to go along with your appeal. We already talked about the importance of storytelling in one of our previous posts. To read it click here

Stories evoke emotion and give the reader something to connect to. Don’t plan your appeal around information on your organization. Find a volunteer, family, someone who received help from your organization and let them tell their story.  By finding a new angle for your appeal, YOU can inspire your readers to give.

There are many ways to connect with donors.  A postcard, letter, email and a phone call are all ways YOU can use to connect.  It’s important to use different channels to ensure YOU reach that donor, just make sure you reinforce the same message in each. Donors are also interested in getting that last tax receipt before the end of the year. This is a huge opportunity for YOU to incorporate  into your appeal. Try and boost your online donations particularly December 30 and 31.

With the right strategies and lots of planning, YOU can have a successful year-end campaign. The hustle and bustle of the Holidays can  prove to be a very rewarding time for your charity if the campaign is crafted well.

Hey fundraisers! We now have a new page for fundraisers of the Alzheimer Society of Nova Scotia. Here, YOU can customize your own personal page and raise funds online. Check it out!

  1. […] If YOU work for a charity, YOU should have your year-end appeal crafted, sent out and YOU should be seeing donations coming through the door. We talked about crafting your year-end appeal in our previous post YOU, Making the Year-End Ask Count which can be found here. […]

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