We are now full swing in the season of giving, a make or break time for many charities. Nearly 35% of dollars donated through CanadaHelps are made in December alone. As we are all busy executing our holiday initiatives, here are four “must-do” items to ensure you are ready to maximize your organization’s year-end donations.
1. Adjust your donation amounts
In December, the average donation amount increases by 65%. Moreover, donors are more persuaded to give when they know exactly how their gifts will be used to make a difference. With this in mind, take some time to add suggested donation amounts to your donation forms that reflect your average gift size at the holidays, and specify the outcome and impact of each amount.
2. Make your donate now button easy to spot
According to a study by Microsoft, the Canadian digital lifestyle is decreasing the ability for prolonged attention. An astounding 45% of Canadians easily get side-tracked from what they’re doing. That’s why it’s so important to ensure your Donate Now Button is easy to spot on your website. Choose a colour that stands out from the rest of the page and place the button near the top so donors don’t have to scroll to find it. It is also beneficial to ensure that your Donate Now Button is present on each page of your website, preferably static in the top navigation. This will help donors and visitors easily spot it.
3. Embed your donation page on your site
You’ve spent time and money creating a beautiful, engaging and persuasive website for your donors. You know how valuable your website traffic is – that each new visitor could mean another donation for your charity. So, why not keep your donors on your site when they’re ready to start the donation process? It’s the most critical step, after all. If your charity’s donation page is not embedded in your website, speak to your provider to see if this is an option. With some providers, embedding your donation page is as easy as copy and paste, so you may still have time to make this important change to impact this holiday’s results.
4. Plan your year-end digital campaign
The last three days of December bring in 10.6% of annual donations. Clearly, tax-time matters to many Canadians when it comes to making their charitable donations. Most large charities do a year-end digital campaign, often including an initial push 3-5 days before December 31st and a last chance reminder email on December 30th or 31st. A final call for donations could provide big results for your charity. While it doesn’t need to be a large portion of your communication, ensure your supporters are aware of the deadline for making charitable donations for this year’s return. You may even want to remind them of the 53% tax credit they could receive depending upon their financial specifics and place of residence!
The holidays are a time for celebration and giving thanks. However, for those of us working in the charitable sector we know what a critical time the holidays can be. The four steps above will help ensure your charity emerges stronger this holiday. We hope they will also give you greater peace of mind to enjoy the season to its fullest.
*All data referenced above is based on donations made through CanadaHelps.org.
Shannon Craig is the Chief Marketing & Product Officer at CanadaHelps. CanadaHelps.org allows donors to safely donate and fundraise online for any registered Canadian charity and also provides charities the secure online fundraising platform and education resources they need to succeed. As a registered charity itself, CanadaHelps has facilitated more than $550 million in donations to Canadian charities online since launching in 2000. Over 15,000 Canadian charities fundraise online using the CanadaHelps platform. Stay connected with CanadaHelps on Twitter @CanadaHelps.
