Since it’s the time of year for charities to start planning their fundraising campaigns for the holiday giving season, start by thinking about gifts you’ve received over the years. Aren’t the best ones often tailored to you? Whether it’s a new book or pair of shoes you’ve been talking about, some gifts strongly communicate that you’re seen and appreciated.
Just like those thoughtful gifts, your communication with donors should show that you hear and value them. By dividing your donor base into specific groups, you can personalize your messages and make each donor feel appreciated. For example, a message to new donors might highlight the foundational support they've provided, while a message to major gift donors could focus on the significant impact their contributions have made.
Segment, re-engage and use multiple channels
One way to segment your donor database is to use donor management software to gather data on donations (e.g. frequency and amount). You can also divide your donors into categories such as new, long-term and lapsed, and then develop unique messages for each segment that speak directly to their interests and giving history.
Re-engaging with last year’s donors is another crucial part of the process. They’ve already shown interest in your cause, making them more likely to give again. It’s important that you approach them differently than other donors.
When you reach out, for example, acknowledge their previous support and express gratitude. Highlight the tangible differences their donations made over the last year and offer special incentives to get them on board again, such as providing early access to events, or matching gift opportunities. You can find last year’s donor list through your donor management system and filter by date.
Another action to consider when engaging donors for your fundraising campaign is implementing a multi-channel communication strategy. Reaching your donors through multiple channels increases your chances of engagement. Each channel has its strengths, and using them together creates a comprehensive communication strategy. Some channels to consider using are direct mail, email, social media, and phone calls. Social media, for example, engages a broad audience with shareable content and real-time interaction, while phone calls add a personal touch.
Once your channels are established, make sure you share content that showcases the impact of donors’ contributions as a way to inspire continued support. Types of compelling content include human-centred impact stories, visuals that highlight statistics and achievements, and videos that capture the essence of your mission and the difference made by donors.
Here’s an example of an email or social media caption that reflects donor impact:
"Thanks to your generous contributions, we were able to build a new community center that now serves over 500 local residents daily. Watch this video to see how lives are being transformed!"
Make it easy to give
Lastly, when it comes to donor engagement, consider offering a variety of giving options. Providing multiple ways to give makes it easier for donors to contribute according to their preferences and capabilities. Examples include one-time donations for immediate support, recurring donations that provide steady funding, planned giving, or stock transfers.
It’s also important that donors know what giving options are available, which you can promote by providing clear, accessible information on your website and in communication materials. Make sure to explain the advantages of each method and offer direct support for setting up more complex giving options, like stock transfers or planned gifts.
By offering diverse giving options, you can create a dynamic and effective donor engagement strategy. This ensures that your end-of-year fundraising efforts resonate deeply with your audience, leading to increased support and sustained success.
Learn more about how to engage donors in your end-of-year fundraising campaign, along with other tips and tricks ahead of the holiday giving season in CanadaHelps’ Ultimate Guide available in an eBook.
Read Part 1, Planning and preparation.
Read Part 2, Make your donor feel connected to your cause even after the holiday season ends.
Naomi Barghiel is a Communications Specialist at CanadaHelps, Canada’s largest online giving and fundraising platform in Canada.
