5 Year-End Fundraising Ideas to Actually Grow Your Revenue
Published by Nathan Hill
Almost every fundraiser or marketer I’ve talked to has a similar story about year-end fundraising: they spend hours and hours coming up with new ideas and new strategies, only to end up doing the same thing they did the year before.
Doing the same thing over and over again will never help you grow your year-end fundraising revenue. You have to try something new.
Here are 5 simple year-end fundraising ideas that you can easily apply to your campaign this year to help grow results – all based on data and results from over 1000 online fundraising experiments.
Idea #1 – Don’t be afraid to write a long email (or a really, really long email).
One of the most common questions about email fundraising is, “How long should my emails be?” Here’s the short answer:
“Your emails should be as long as it takes to thoroughly explain why someone should give to your organization.”
The hard part is understanding exactly how much information is needed for your donor to trust that investing their money with your organization is the right decision.
For example, in this experiment, we started with a really, really long email appeal. We thought that we could condense the same information down into an email appeal that was half the size (maybe even shorter).
The results? The shortened email got more clicks, but it saw a 57% decrease in donations. This contradicts every best practice out there.
Here’s the main takeaway: It often takes much more copy than you think to thoroughly explain why someone should give to your organization. Don’t be afraid to write long emails for your year-end fundraising appeals.
Idea #2 – Ask donors for a phone number, and send a thank-you voicemail afterwards.
Generally speaking, adding more fields to your donation form is a bad idea – especially if you’re asking for excessive or too personal of information.
But if you don’t ask for a phone number, you can make phone calls or send voicemails to cultivate your donors. And according to a study from GuideStar, donors may give up to 42% more after 14 months if they receive a thank you call from a board member (more on how to make this super easy and scalable in a second).
How do you ask for phone number without asking for too much information? Make your phone number field optional.
According to our testing, using an optional phone number field doesn’t affect donations. But requiring a phone number can decrease donations by 42.6%.
Once you have the phone number, you need to be able to make some thank you calls. But depending on the size of your organization, that may seem impossible.
The good news – there are services popping up left and right that will let you send voicemails in bulk to your donors without having to even ring their phone. Obviously it’s better if you can make a personal phone call, but here are some tools to make it easier:
- SlyBroadcast (we’ve used this and trust it)
- JustDeliverIt (looks reliable)
- Ringless Messages (looks similar)
Idea #3 – Use content as a bridge to ask for a donation; especially for new donors.
It’s tempting to flip all of your communication channels to ask directly for donations during year-end fundraising. But not everyone is going to be ready to give, especially those that have never donated before.
Here’s what I’d recommend…
If you have any acquisition campaigns (free downloads, online courses, email sign-ups, quizzes, petitions, etc), keep them running. But try using what we call an instant donation page as your confirmation page.
In short, the instant donation page becomes your confirmation page after someone submits a form. This page briefly thanks them for downloading your ebook, opting in to your email series, or whatever the offer was. But it then pivots into a donation ask, making an appeal related to the original acquisition offer.
The key here is to make sure your donation form is on this page – don’t make people have click again to get there.
Here’s an experiment that illustrates the model, and shows its effectiveness:
The direct donation ask resulted in zero donations. The content offer to instant donation page resulted in a 209% increase in clicks, and a 1.18% donation conversion rate.
Want to learn more about how to use the instant donation page? You can read a quick blog post about it here. You can download a free template here. Or you can take the free online course (it’s covered in session 7).
Idea #4 – Don’t use videos to make your donation appeal; use them to prime donors for your appeal.
People get angry when they hear this, but videos are not the most effective way to ask for a donation. At least not directly. Here’s an example:
In this case, replacing the video with text that explained the same message led to a 560% increase in donations.
Let me say that again…Removing the video led to a 560% increase in donations!
If you think this is just a one-off example, check out these other experiments showing the same type of result:
- Experiment #3970 – Removing the video increased donations by 203%.
- Experiment #1985 – Adding a video decreased revenue by 81%
If you want to (or have to) use a video in your year-end fundraising, use it as a primer to show your potential donors the value of your organization before you make your appeal like this:
- Send it in an email towards the start of your campaign without any sort of donation ask.
- Then send a direct ask donation appeal without a video within 2 weeks.
Idea #5 – Ask donors to upgrade to a recurring donation when they click to submit their gift.
Recurring donors can be up to 4x more valuable than a one-time donor. And with year-end fundraising being the biggest giving season of the year, increasing the rate that donors become recurring donors could make an enormous impact on revenue.
One way we’ve found to help boost recurring giving numbers is to use a pop-up prompt on your one-time donation form. It works like this:
- Donors come to your donation page.
- They put in all their info for a one-time gift.
- They click the button to submit the donation form.
- A pop-up appears that asks the donor to upgrade their gift to recurring.
We tested this model and saw a 64% increase in recurring donations – all without affecting the overall donation conversion rate. In other words, we had the same total number of donors, but a larger percentage were recurring donors.
Need more year-end fundraising ideas?
We have a whole eBook called Cut Through the Clutter that is devoted to year-end fundraising. You’ll find 10 unique ideas to help your fundraising stand amount to your ideal donors, all based on real-world research and field-tested experiments.
Have other ideas you’d like to share? Just drop them in the comments below.
About the author:
Nathan is the Optimization Evangelist for NextAfter. He spends every day working to help nonprofit organizations discover how testing and optimization can transform their marketing and fundraising, leading to greater impact and organizational growth. He is also a giant Star Wars nerd.