Nonprofits are always looking for new ways to expand their reach, build donor relationships, and boost fundraising—all while navigating tight budgets and resources. One cost-effective way to keep your community engaged is by hosting a hybrid event, which blends elements of in-person and virtual events to appeal to a wider audience.

 

Hybrid events open up many possibilities for your nonprofit, allowing you to plan fundraising galas, conferences, workshops, and more while engaging supporters far and wide.

 

In this guide, we’ll explore the benefits of hybrid nonprofit events, plus some bonus tips for successful planning.

1. Increased Reach and Accessibility

Hybrid events are a proven and practical way to expand your nonprofit’s audience. They appeal both to those who enjoy the networking and social aspects of an in-person event and those who prefer the conveniences of a virtual event. 

 

Planning a hybrid event removes geographical barriers, allowing people to participate no matter where they’re located. Even if potential attendees live far away or lead busy lives that make traveling to your event challenging, they can still get involved through their laptop, tablet, or phone.

2. Cost-Effectiveness

Hybrid events are cost-effective for both your nonprofit and its guests. Participants have the option to “attend” without worrying about travel or childcare costs. At the same time, your nonprofit can accommodate more attendees without having to pay for a larger venue, refreshments, and expensive decorations.

 

Any costs associated with streaming a hybrid event will be well worth the investment since you’re saving on actual event expenses and engaging more participants throughout the event.

3. Sponsorship and Partnership Opportunities

Hybrid events open up new sponsorship and partnership opportunities that provide extra funding and awareness for your nonprofit, such as:

 

• Media partnerships for promoting your event
• Technology partnerships that provide discounted event solutions
• Branded merchandise opportunities
• Content partnerships with social media influencers

 

While traditional in-person events offer limited signage and sponsorship opportunities, digital sponsorships unlock a whole new realm of possibilities that can significantly increase your return on investment (ROI). Your nonprofit can leverage virtual donation pages, social media, and other online marketing tools to boost interest and event engagement.

4. Improved Data Collection and Analytics

Hybrid events can provide a wealth of valuable data to your nonprofit. For instance, you can easily track:

 

• In-person and virtual attendance
• Engagement (with polls, social media posts, and more)
• Attendee demographics
• Attendee satisfaction

 

With more data at your disposal, you can gain a better understanding of audience preferences and interests you can appeal to during future events.

5. Enhanced Networking and Collaboration

Hybrid events allow your nonprofit’s team and speakers to connect with both an in-person and virtual audience through breakout sessions and networking rooms. Since people can attend from anywhere in the world, you can encourage a wider group of attendees to participate, interact, and build lasting relationships.

 

Make it easy for participants to connect by:

 

• Allowing attendees to create personalized profiles and bios.
• Planning icebreaker and roundtable sessions.
• Creating interactive polls and live chat rooms.

 

After your event, you can allow attendees to strengthen their connections by joining a dedicated social media group or message board.

6. Expanded Fundraising Opportunities

Along with an expanded audience and reach, hybrid events facilitate more and varied ways to raise funds. These can include:

 

• Online and in-person auctions
• Fundraising challenges
• Raffles
• Peer-to-peer campaigns
• Merchandise sales

 

Offering in-person and virtual opportunities encourages more people to donate at whatever level they’re most comfortable with. You can provide more payment options and tap into a little friendly competition by setting up fundraising challenges between in-person and virtual attendees.

7. Greater Flexibility and Resilience

Your nonprofit can enjoy a lot more flexibility when planning a hybrid event. While traditional in-person events may have to rely on the weather or travel availability for success, hybrid events can move forward despite any unexpected setbacks.

 

Whether there’s a last-minute venue cancellation, technical issues, or a sudden change in weather, your nonprofit can still host an engaging event experience for its attendees either online or in person.

8. Improved Attendee Experience

Hybrid events provide a more personalized and customizable experience for attendees. For example, they can:

 

• Attend either in person or online based on their schedule and preferences.
• Engage in a variety of ways, from chat rooms to Q&A sessions.
• Appreciate multimedia content, from videos to live presentations.

 

Ultimately, the flexibility of hybrid events allows participants to have greater control over their individual event experience with your nonprofit. Attendees who have concerns over venue accommodations and dietary restrictions can either share them with your nonprofit’s team or simply attend virtually.

9. Increased Sustainability and Eco-Friendliness

According to a survey across 50 countries, 64% of people consider climate change to be a global emergency. As sustainability becomes more of a priority among nonprofits, companies, and individuals alike, hybrid events stand out as a more environmentally-friendly option.

 

Hybrid events promote sustainability by:

 

• Limiting the need for travel, reducing carbon emissions.
• Conserving the energy and resources typically required for in-person events.
• Reducing waste generated by single-use materials and other disposable event decorations.

 

By focusing on hosting an eco-friendly event, your nonprofit can improve branding and encourage greater participation. Plus, you might even open up additional sponsorship opportunities with environmentally-conscious businesses.

10. Improved Branding and Marketing Opportunities

Since hybrid events are typically perceived as innovative, progressive, and eco-friendly, they provide additional marketing and branding opportunities for your nonprofit.

 

You can incorporate many interactive elements, such as polls and breakout sessions, to improve engagement and encourage feedback. Event content can even then be repurposed for future marketing efforts.

 

Because hybrid events extend the space and time available for an event and its activities, they also allow your nonprofit to better position itself as an impactful organization in the sector. It is a terrific way to build an image as a “go-to” resource for content related to your cause.

Bonus Tips: Keys to a Successful Hybrid Event

Once you’re ready to hit the ground running with your next hybrid event, follow these tips to set your planning up for success:

• Create excitement. Identify aspects of your hybrid event that make it unique and exciting. Make the effort to include some “can’t miss” elements or even exclusive content. Create a buzz and build anticipation for your event by highlighting these elements.

• Promote on multiple platforms. Be sure to fully explain your hybrid event and what activities it will involve. Describe the differences between attending in person and virtually. Use every platform available to promote your event, including your website, email, social media, flyers, and more.

• Create a balanced agenda. Make sure your hybrid event agenda has a nice balance of content that includes live and pre-recorded videos, live cams, exclusive content, and interactive events. Keep virtual and live audiences connected.

• Keep sessions energetic and brief. The most engaging hybrid event sessions are frequently energy-filled and no longer than 20 or 30 minutes. Speakers should be coached accordingly. Sessions can also benefit from transitions that are smooth and seamless.

• Choose a platform carefully. Choose a reliable platform to stage your hybrid event and pay attention to production values and appearance. You want your online event to have a quality feel and appearance like your in-person event. Remember that your virtual event represents your nonprofit and its brand. While there are many advanced tools out there, audience expectations are higher than ever. Audio, video, and lighting should be impeccable for virtual and in-person attendees.

After your hybrid event, be sure to survey attendees to assess their satisfaction levels and get their feedback. This can be invaluable in planning future events. Of course, you should also gauge the success of your event by tracking traditional metrics like attendance, fundraising success, engagement, participation, and more.

 

 

When you recognize even just the major benefits of a hybrid event, you can realize why they have become so valuable and popular. What was once an alternative is now a desired featured event for many organizations and nonprofits.

 

If your nonprofit is looking to expand its reach and supporter base, explore just how far a hybrid event can take you. It can be an exciting, enlightening, and valuable way to take your event and organization to the next level.

It’s practically impossible for any business or organization in any industry to thrive without the use of technology. As technology becomes more advanced and the world becomes more reliant on these systems to stay connected, integrating tech features into your nonprofit is almost a requirement for success. 

Nonprofit organizations can use technology to improve their efficiency, expand their reach, and make their existing financial processes more effective. You don’t need to have a dedicated IT department or a tech guru on staff to benefit. Finding new ways to use technology is something that any organization can do across areas like communication and engagement, as well as fundraising and financial management. 

If you think your nonprofit needs a hefty budget to work with various tech products, think again. While highly sophisticated tech programs may be out of reach for many organizations, there are options across the cost spectrum, so any nonprofit can find something that fits its needs. Plus, implementing tech improvements in targeted areas can lead to lower operational costs and higher donations, so the initial cost is an investment that essentially pays for itself. 

Where to Use Technology in Your Nonprofit

Do you need more social engagement with potential donors and volunteers? Is there a disconnect between remote team members? Are nonprofit finances monopolizing your time? How you choose to integrate technology will depend on what specific areas your organization needs it the most. With that being said, many nonprofits find that managing their finances is an especially challenging task. 

Between managing employees, rallying volunteers, creating programs, and connecting with people who need their services, nonprofits rarely have time to give their financial management the attention it needs. Whether you know close to nothing about nonprofit finances or have a wealth of knowledge on the topic, financial management technology is beneficial. It allows you to focus on what’s most important – expanding your organization’s reach and helping those in need. 

Software as a Service (SaaS)

Many technologies that can provide solutions to the above questions can be solved with software-as-a-service or SaaS products. Companies create these software products that are targeted to resolve a specific issue that your nonprofit might be having. These products are built on a subscription model, so you can experiment with which solution your nonprofit prefers with a low cost up front investment. Examples of well known SaaS products are: Slack, Zoom, Donorbox, Salesforce, and more.

Financial Management

Technology for nonprofits can improve your data collection and allow you to make more informed analyses and reports. Certain softwares can help you better manage cash flow and allocate resources. Strategic planning, regulatory compliance, and fundraising can also benefit from targeted integration of technology. 

Access to grant funds is becoming increasingly competitive, so proving your organization’s effectiveness and presenting your service outcomes in a clear, convincing way is crucial. Tech tools can make applying for grants simpler and improve your chances of receiving grants. Further, donors want to know that their money is making a difference. Data-collection tech is an easy way to show the impact of an organization’s programs and show your donors exactly how their money is helping.

Even something as small as using accounting software tailored to nonprofits can make a significant difference in how your organization operates and the effectiveness of its systems. These programs help streamline nonprofit finances, and some programs even offer assistance with filing Form 990s at tax time. 

Artificial Intelligence

The rise of AI in the past year can benefit the world of nonprofits as well. Nonprofit treasurers can ask an AI chatbot for help with annual budget creation, with explaining complicated financial concepts or with just about anything! These chatbots are available mostly free of cost and can assist any member of a nonprofit board with their daily tasks.

Nonprofit Bank Accounts

Another area in which nonprofits can benefit from services targeted at their unique needs is banking. Business bank accounts and basic checking accounts are unlikely to fit the bill. Managing your various costs – operational, administrative, and program expenses – is cumbersome without the proper tools and systems. Choosing the right nonprofit bank account can also help you in other areas of operation, such as fundraising. 

How can a tailored, technology-driven nonprofit bank account help your nonprofit thrive? You’re likely to find it easier to manage and monitor your donations and expenses, process additional forms of payment, pay employees, and file your tax returns. As a nonprofit organization, your banking needs differ from those of an individual or a for-profit business. Banking with an institution that is familiar with your specific concerns is important for the success of your mission. 

Crowded Bank Accounts

Crowded offers bank accounts tailored specifically for nonprofits, which means its accounts and services were created with organizations like yours in mind. Crowded has no monthly fee, or minimum balance requirements, and includes unlimited free transactions. Plus, you can set up and manage your account completely digitally. 

Crowded understands how nonprofits function and what financial services they need to run smoothly. Collecting payments, controlling member spending, and establishing passive fundraising programs are all simpler with Crowded. 

Innovative Ways to Fundraise

Having a personalized place to put your donations and funds is helpful, but how can you raise money for your nonprofit and use technology to increase charitable giving?

Finding new and more effective ways to raise money for your nonprofit is the only way to continue operating and making an impact. Technology offers a tremendous opportunity to diversify your fundraising efforts, from fundraising software to donor communication systems. 

Fundraising software

Using a software geared towards fundraising can help your nonprofit reach your fundraising goals. These softwares can help you track donations and donors, create targeted messaging and marketing efforts and more. All of these technological advances are sure to bring in more donations to your nonprofit organization.

Shop-to-Give Programs

Your organization can receive free donations from shop-to-give programs, which allow shoppers to allocate a portion of their purchase each time they buy something at participating stores. You can make receiving funds from this method even simpler if you bank with Crowded because of their Crowded Rewards. 

Crowded’s shop-to-give program is a cashback fundraising tool that generates money for your nonprofit at no additional cost to your donors or to you. It takes minutes to set up, is endlessly scalable, and offers cashback on purchases at over 70K+ retailers. Your organization will receive 50% of the cashback earned by donors, and since supporters will still receive a portion of their cashback, this further incentivizes them to participate. 

Peer-to-Peer Fundraising

You can utilize peer-to-peer (P2P) fundraising to increase your donations through existing donor networks. Your current donors can create fundraising pages that broadcast your nonprofit’s mission and message to people in their social circles. This is an effective virtual strategy, and it presents a nearly passive method for connecting with new donors and increasing charitable giving.

Peer-to-peer fundraising operates on a large scale to raise awareness of your mission and expand access to donation sources. It also offers the added benefit of increasing volunteer and supporter engagement. 

Virtual Events

Fundraising events have long been a popular way to raise money for good causes, and with the help of technology, these events can be held virtually. Hosting virtual events means donors from any part of the world can attend, supporters with mobility or transportation challenges can participate, and your events won’t be limited by the physical space you have available. Your organization can get creative when planning virtual events and broadcasting live to supporters. Consider streaming a play, concert, ballet, or other live performance. You could organize an online auction, virtual black-tie gala, or trivia night. 

Website Giving

Giving through a nonprofit’s website is a popular cash flow source for nonprofits. If your website does not provide this option already, this is something you will want to implement as soon as you can. When visitors to your website browse your mission and programs pages, they will feel inspired to help. Don’t make it more difficult by leaving out an online giving page. Facilitate charitable giving by creating an online form where your donors can securely make donations right from your website. 

Technology and Your Nonprofit

How you use technology to improve your nonprofit overall, and its finances is dependent on your needs, goals, budget, and capabilities, but don’t feel limited by these parameters. There is technology that can make a difference in day-to-day operations, strategic planning, program implementation, or financial management for every organization. 

Implementation

Create a wishlist of technologies that you want to implement in your nonprofit organization. Figure out what would you need and what’s in your way before adopting that new technology. Recruit the right people from within your organization who can help you achieve those goals! Remember, ultimately technology is meant to make your job easier!

As you gear up for a capital campaign, it’s crucial to ensure your board members are not just “on board” but are well-prepared for and enthusiastic about their roles in the campaign. 

Well-trained board members can be a game-changer for capital campaigns. Rather than being timid, anxious, and hesitant, they will be courageous, excited, and confident leaders who set the tone for growing your organization’s capacity. 

Here are six effective tips to train your board members as you prepare for your capital campaign. Trainings should touch on the three critical areas: understanding capital campaigns and board responsibilities, defining the roles board members might play, and learning how to assist in asking for gifts.

 

1. Introduce key capital campaign concepts. 

Begin your trainings with a clear, engaging session on what a capital campaign is, emphasizing its importance and how it differs from regular fundraising. Review the phases of a campaign and the idea that in capital campaigns, 50% of the funding will come from fewer than 20 donors.  

This basic campaign training should help board members answer their questions about what’s ahead:

• What is the likelihood our campaign will succeed?
• Where will the lead gifts come from?
• What will be expected from individual board members?
• Will the campaign cannibalize our annual fundraising?
• How long will the campaign take?

Use real-life examples, perhaps from similar organizations or past campaigns your group has undertaken. You might invite someone from an organization in your community that has completed a successful campaign to share what they learned.  

But as the campaign draws closer, you can engage a professional fundraising firm or consulting agency to do a campaign training for your board.  Both in-person and online trainings can work well. 

Any campaign training should highlight board responsibilities, stressing the importance of leadership, advocacy, and financial support. 

 

2. Plan interactive workshops that are fun and engaging. 

Board trainings should draw board members into discussion and exploration rather than simply providing information through lectures.  

Training doesn’t have to be dry. Consider bringing in a guest speaker with campaign experience to share stories and answer questions, making the process more relatable and less intimidating. 

Additionally, you can use games, quizzes, and interactive activities to make learning about capital campaigns engaging and fun. For example, to make a general campaign training interactive, you might create a “Campaign Quiz” that highlights key campaign concepts and then invite group discussion of each question. Small groups of board members can be assigned questions to discuss and then they can present their answers to the larger group. Tools like that can make this learning engaging and active. 

 

3. Try this simple and effective exercise to identify board roles in a campaign. 

In your training plan, you should develop an exercise to get board members to explore the roles they might choose to play in the campaign. You can use a portion of a board meeting for an exercise like this, or you can include it in a separate training.

Start by introducing the steps in the fundraising cycle: 

• Identify prospects.
• Educate and cultivate.
• Ask for gifts.
• Thank and recognize donors.
• Involve donors more deeply.

 

Use a flip chart page for each of these topics, putting one heading on each page. Post them on a wall so they are easy to reach. 

In small groups, get people to brainstorm the things they might do to offer support in each area. Then add those activities to the appropriate flip chart page. Once all the pages have been filled out, ask each board member to put their name next to the activities they would be willing to help with. The staff will then create a list for each board member of the ways they have agreed to help. Be sure to let board members know that not every board member must ask for gifts, but every board member should help in ways they are best suited to in order to support the campaign.

This training activity is easy to do and very effective. Your board members will learn that asking is only a small part of the fundraising process and that whether or not they are comfortable as askers, they will all have important roles to play.

 

4. Train your board members to ask for gifts. 

Some of your board members will be active solicitors. And you should make sure they are trained to do a great job. Equip them with the skills they need to ask for gifts in a way that’s respectful and effective. You will find several models for training people to ask for gifts. 

As with many things in life, the more people practice, the better they get. So, we believe that you should provide opportunities for your board members to practice as much as possible. Often, early asks made of people who are friendly to your organization can be considered practice! Simply let the donor know that you are still practicing and would like feedback after the solicitation is done.  

Casting the early solicitations as practice creates a safe space to try it out and receive feedback. Encourage board members to share their apprehensions and experiences, creating a supportive learning environment.

 

5. Teach them how to use technology and social media. 

With the rise of virtual meetings and digital platforms, board members should be comfortable using technology to engage with donors and promote the campaign. Offer training sessions on leveraging social media, managing virtual donor meetings, and using donor management systems effectively.

 

6. Schedule lots of trainings. 

Instead of one-off training sessions, integrate short, regular training segments into your existing board meetings. This approach keeps the campaign top of mind, allows for ongoing learning, and provides opportunities to address questions and challenges as they arise. This method can also help maintain momentum and ensure board members are up to date on campaign progress and strategies.

Trainings work best when the concepts learned are used in short order. So, rather than having one long training weeks or months before your campaign and assuming that’s all you need, your training process will be more effective if you plan lots of short trainings on concepts that board members will need immediately.

For example, in the planning phase of your campaign, you will work on developing a case for support. This will be a great time to design a special exercise at a board meeting on why board members care. 

Ask every board member to take a few minutes and write down five reasons they think the upcoming campaign is important, focusing on the impact of what the campaign will make possible. When everyone has finished writing, ask each person to share one of the items they wrote down. Go around the table until all the ideas have been captured. Capture the items on a flipchart.  

Once all the items are captured on one flip chart page, ask the group to decide which three items on the list are the most important. Those items are likely the key elements in your case for support. And this exercise will help board members internalize why the campaign matters to them. This exercise can easily be adapted for a virtual meeting using the whiteboard function in Zoom. 

You can devise simple participatory exercises like this to conduct at board meetings during other phases of the campaign as well. 

 

Board training for a capital campaign is not just about transferring knowledge; it’s about engaging and empowering your board members to take active, meaningful roles in the campaign. By making training participatory, fun, and ongoing, you lay the groundwork for a successful capital campaign driven by a committed, enthusiastic board. Remember, a well-prepared board is your campaign’s best asset.

Positive EOY staff morale + Strong organization leadership = New Year Success

Let’s face it, the last few months of 2022 are a vital time for organizations! You’re trying to reach new goals, set new initiatives, and plan for the incoming year. During this planning, your staff can feel burned out. Consider your staff’s workload, scrambling to make year-end goals, and let’s not forget: their personal lives going into the holiday season.

Don’t fret; we’ll be going through some initiatives to take to stay productive and refocus for a New Year.

How to Stay Productive

Throw a Holiday Party

It doesn’t have to be fancy. It doesn’t have to be expensive. It just needs to be fun. Throw a party that your staff will look forward to. Long work days are a little more bearable when a party is on the horizon. You can host a luncheon during office hours or have your party at a restaurant on a Friday night so your employees can bring their spouses. Either way, make it special. Decide on a couple of games or maybe even a white elephant gift exchange. Whatever you do, make it worth the hard work they put in all year.

Plan Out Holiday Social Media Campaigns

Social media can be fun for your target audience as well as your employees. Have them brainstorm a special giveaway or a fundraising campaign. Be sure to make it holiday-themed to keep your staff and audience interested. If you struggle to keep your social media channels active, scheduling out your posts in advance can help you stay on track.

Maybe you can partner up with a local coffee shop or restaurant and give away a coupon or gift card to anyone who comments on a photo or likes a post on Facebook. You could also have your donors match the number of likes a certain post gets by the time New Year’s Day comes. Have your employees run with the idea and let them have a good time with it. It’s something that’s a little different and special during the holiday season, but it still maintains productivity.

Show appreciation

Your staff works hard all year, so be sure to recognize them. Hand-write thank you notes with a gift card inside or offer a Christmas bonus. If you can’t afford to be financially generous, that’s okay. Just let them know they are appreciated. It will keep them motivated to do their best when they’re feeling burnt out. Expressing gratitude for your support network is a priority, bump it to the top of your list. If you know this is a priority but seems like a daunting task, get creative. Gratitude can be displayed in several ways and there are plenty of tools that can help including automations and integrations that build deeper, more personal relationships with your donors, staff, and support network.

Set goals

Set some end-of-the-year goals for yourself, your organization, and your staff. Having one common goal to work toward will keep you and your staff productive as the year draws to a close. Make the goal visible in your office so everyone can see it and be reminded of why they do what they do.

Give them a reason to be productive

Make sure your organization is having some small successes along the way. Try partnering up with a for-profit organization. Maybe for every $20 made, a for-profit company will donate a percentage to your organization, or something similar. Don’t worry about burdening the company. They have the resources to carry out orders and produce merchandise, even though this is their busy time of year, too. 20 percent of annual retail sales occur between November and December, so your organization might benefit from that.

When your staff sees that your organization is doing well and making a difference, they will be on board and ready to work until the holiday comes.

Work with them

It’s difficult to come to a balance between working your employees hard until the holidays come and letting the lack of motivation get the better of them. Stay somewhere in the middle, though. Be sure to allow the time off they need, but ensure you are staffed enough to continue their work. Understand their busy schedules and stressful lives, and they will appreciate you more.

Most of all, make sure you get the rest you need this holiday season, too, while preparing for the busy year to come.

Refocus for a New Year

Don’t Drop the Ball

Let’s fast forward, congratulations on your successful end-of-year fundraising campaign! After all the hard work put into the final fundraising push of the year, you deserve the extra plate at Christmas dinner and the extra drink (or drinks) on New Year’s Eve—cheers. But now that the year is over and the ball has dropped, it’s time to make sure you’re not dropping the ball. Here are a few things you can focus on in the first few months of the new year to ensure success for your nonprofit.

Follow up

Just because your holiday giving campaign ended doesn’t mean its success has to be stuck in the past too. Use the leftover momentum to start the year off on the right foot.

Start by following up with new donors who showed interest during your campaign. Obviously, thank-yous are a must—your donors will love ’em and your mom will be proud—but consider some other ways to follow up too. For example, you could send a short survey to donors. Ask them why they donated and what other causes they support, and don’t be afraid to ask a question to get some more specific information that will help you improve your future fundraising efforts. If you rely on volunteers, ask these new donors if they want to get a little more hands-on and take things to the next level by joining your team of volunteers.

Wrap it Up

Have some fun in documenting the memories, performance, and achievements from the previous year. An annual report is a common publication of nonprofit organizations, an annual report should be a distinct piece of your communications and marketing assets. Since annual reports are big projects, it’s okay to expect more of this signature piece. This signature piece should provide clarity and accountability, inspire conversation, honor supporters, give readers something easy to remember and hard to forget, and showcases your nonprofit in all it’s glory. So get out there and show off a bit. Wrap up your previous year in a beautiful annual report.

Don’t get overwhelmed. An annual report is a complex beast of a project…or is it? A lot of meetings, stress, and far too many words are often put into these temporary snapshots of a nonprofit’s work. This guide breaks down these reports into an easy-to-follow outline while using the “5 W’s”: Who, What, When, Where, and Why.

Plan for next year

I’m sure the last thing you want to do in January is a plan for November and December. But the sooner you get in the film room and review the game tape, so to speak, the fresher it will be in your mind once the game day arrives. Take some time to identify your nonprofit’s successes and shortcomings you noticed during the holiday giving season and put pen to paper.

Don’t overthink it. Start with some open-ended ideas on what went well and what can be improved and thank yourself later because these notes will be helpful when the time comes to start planning. Be sure to get the final donor numbers down in writing and compare them to your expectations and previous years’ efforts.

Fight the post-holiday slowdown

The way to combat this is to do a great job of telling your story and pushing your brand to its constituents. Use social media to tell people what you’re up to. Put together some numbers that illustrate your successes during the last calendar year and make them available to your stakeholders and the community – show people where their donations went and how they helped. Use any interview requests or press opportunities to further your organization’s narrative. If journalists aren’t knocking down your door, go to them by pitching your story ideas to the media and posting unique and relevant blog posts. As always, the more you’re in front of your constituents and your community, the better. Putting even more focus on fundraising now will go a long way in preventing a slowdown in contributions later.

When a sports team ends its season, they get an off-season; time to recover, and a chance to reflect on the past year before starting again. But do you think those athletes are propped up on a beach with a cold one in hand the entire time? They’re using that time to hone their craft and improve themselves, they’re in the gym and the film room, doing whatever it takes to be better than the competition. And don’t kid yourself, you have several worthy competitors of your own in your community for a donor or volunteer to consider working with. There’s no offseason for nonprofit professionals. We have to reflect on past efforts and plan for the future while continually putting our best foot forward each and every day. 

About the Authors: Kayla Matthews and Randy Hawthorne. As the former Executive Director and Editor for Nonprofit Hub and a Professional Certified Marketer, Randy shares his passions of marketing and education with nonprofits to help them implement marketing and organizational leadership principles so they can grow their organizations. Randy lends his marketing and organizational leadership expertise to a number of nonprofits in his community. Outside the office, Randy works with high school and college students and mentors young professionals to develop their leadership and entrepreneurial skills.

Originally published 12.28.15—Updated 11.17.22

Seasons Giving:  7 Simple Strategies to Create a Very Merry Year End!

“To everything, there is a season and a time to every purpose under the heaven. . . .” 

A time . . . . To go back-to-school. To watch Football.

A time . . . For warm Sweaters and crackling fires. For everything Pumpkin Spice.

A time . . . To put the finishing touches on your Christmas list. 

And a time . . . to plan for a Merry year-end.

Is there a time to plan? Many organizations will send a letter after Thanksgiving. They do ‘Giving Tuesday’. They meet our goal. That’s the way they do it every year.

What if you looked at this Year End through a different lens?  What if rather than looking at Year End as that thing you do the same way every year, you shook things up a little?  What if you injected some season’s magic into your Year End? 

Magic to inspire donors and help you Raise More so you can Do More . . . . 

Ok, so roll up your sleeves, grab a cup of coffee (pumpkin spice optional), put on your elf ears, and let’s get planning.

 

“A goal without a plan is just a wish.”  This quote shows us that goals are often just wishful thinking without a well-thought-out plan.  

 

We are not suggesting that you schedule long, laborious meetings that produce more stress than results. Instead, stop, take a deep breath and gather your team together. Let’s embrace the following . . . . 

 

7 Simple Strategies to Create a Very Merry Year End

 

1. Get your Elves (ducks) in a Row.  Start by answering some simple questions.  First, “why” are we doing this Year End appeal? You’re raising money, but why? And why now? Once you know the why, ask, what difference will it make? Will it create a difference for those you serve (not your organization)? And will it create a change for those who support your cause? And finally, ask how we can engage and inspire more supporters to help us make a difference.  Write down your answers and use these to guide your strategy.

2. Make sure donors and supporters know they are appreciated. Don’t assume your donors know that their generosity is appreciated. The average organization retains less than 50% of its donors each year.  So, 50% of donors stop giving each year.  The most common reasons are feelings of neglect by the organization.  But for those who remain, how many of those feel appreciated and connected to the organization? Donors who feel valued and know their gifts matter stay engaged longer and give more.  Before you even consider making an “ask”, connect with all donors and say, “we appreciate you”.  A postcard with the words “you are appreciated” and a simple yet sincere message is a wonderful way to show appreciation.  Consider a “Thanks for Giving” calling campaign before sending your appeal letter. Your board or leadership team can make a phone call with a message of appreciation and gratitude.

3. Theme and Messaging Matters.  Time to refer back to your “why”.  Why are you raising funds, and why now?  What is the problem you are trying to solve, and how can the donor or supporter help solve that problem?  What are the stories you can tell that engage donors and inspire giving? Is it supporting Suzie’s dream of becoming a ballet dancer or Jonah’s dream of conducting a symphony?  Is Gregory learning the skills to secure stable employment and safe housing for his family? Is it the medical research that helps find a cure for Daniella’s illness? Is it the animals rescued following the devastating hurricane? Is it the tuition assistance that allowed McDonald’s four children to attend Catholic school?  

The messaging must be about more than money. It must be compelling, speak to the reader and touch their heart. The messaging should focus on one or two individuals (characters) or families. We know from research that one person’s story more easily impacts readers than a whole group or community’s story.  Identify the main characters by name.  If you can’t use their real name, give them a name anyway.  Share the conflict, challenge, or dilemma they faced.  Talk about how they can resolve their conflict. Have a clear “call to action.” Close with a reminder of how helping Susie’s dream come true is possible with their support.

Use visuals like pictures, graphics, and videos to help bring the messaging to life. For those of us who are visual learners, pictures often speak louder than words. Using visuals assures that your message will resonate with more people. 

 4. Make your list and check it twice.  Sending one year-end letter to your whole database is a common strategy many organizations utilize.  While certainly time-saving and efficient, this strategy doesn’t always produce optimal results.  But we know that one size doesn’t fit all, and not all donors are inspired by the same messaging. Consider segmenting your lists and messaging.  This assures that you are speaking specifically to what inspires specific donors. Segmenting allows the grouping of individuals by shared attributes. You can segment by shared attributes like gift size, interest, frequency, and engagement levels.  Individuals are more likely to inspire giving when we segment and customize messaging.  

If the whole segmenting thing seems like too much, try creating one or two separate segments this year. You can create a new list of lapsed donors, grandparents of current students, donors who give more than 2x a year, or even gala attendees who aren’t yet annual fund donors. You may be surprised by the results you get from segmenting the list and customizing the messaging.  

5. Share your message across the channels.  Contrary to what you may have heard, Direct mail is not dead.  Even though direct mail may seem like an ancient way of communicating, it still gets MORE responses than any other, including online and email.  So, keep sending mail.  Make sure your mailing stands out amidst the slew of other year-end fundraising mail.  

But don’t stop there.  Studies have shown that people need to be touched by a message at least seven times before it sinks in.  So, make sure to utilize email, social media, texting, telephone, and your website throughout your year-end strategy to spread your messaging and need. But remember, not all touches are equal and meaningful messaging matters. Otherwise, it can come across as a spammy sales pitch.  

Using a blend of channels throughout your year-end efforts increases the likelihood of reaching more current and potential supporters.  

6. Give Thanks. 

GIVING THANKS is probably the most crucial strategy in your year-end plan. Give thanks not just to get the next gift. Do it because it’s the right thing to do.  You should thank ALL donors regardless of whether they give us $5 or $5 million.  Donors deserve to enjoy their giving. By showing gratitude, you help them feel good about their generosity.  And remember, donors who feel genuinely appreciated are more likely to remain a part of your organization’s family for years to come.

So, before you send your “appeal,” send a message of thanks.  (see strategy #2).  After the gift, send a personalized thank you note within 24 – 48 hours. Oh, and remember: a receipt is not a thank you. It’s an IRS requirement.  While you may feel free to include gratitude and appreciation in that receipt, make sure other more personal notes and telephone phone calls follow.  

7. CELEBRATE results.  This pretty much says it all. Regardless of the results, take the time to celebrate.  You’ve done your best, put in countless hours, and even lost some sleep, so pat yourself on the back.  Celebrate the successes and celebrate what you learned from the challenges and near misses.  

Questions?  We’d love to hear from you.  

To thank you for all you do (including reading this blog) and to help with your planning, we’ve created a “Year-End Fundraising Action Plan” just for you.  The Plan will help you have a Very Merry Year End and Raise More so your organization can Do More. 

A nonprofit’s end-of-year campaign is often its largest fundraiser of the year. The generosity of the season benefits many organizations, and they depend on these campaigns to help finish the year strong. Planning for a year-end fundraising campaign can start with your annual budget, but there are other methods and tips to put into practice. It’s also important to start planning early, so keep some ideas in mind this year to help you get ahead in 2022.

Need some input? Here are a few steps nonprofits can take to streamline their campaigns and effectively raise funds for the organization.

Build on past year-end fundraising campaigns

Creating a year-end campaign has many steps. But the goal of year-end is to build a fundraising campaign that’s designed to attract more donations and makes giving very easy for your supporters. Start with some research. How many donors have given in the past for this type of fundraiser? What benefits can your nonprofit gain? It’s best to start by examining past year-end campaigns to see how they performed and where you can improve.

You should also analyze past donation information to see the number of donations and the amounts. From here, you can decide on the programs that you should promote and the amounts you can include on your donation form. Once you get an idea of which programs gained the most attention in the past campaigns, you can convince donors to give more by adding the reason for giving along with each suggested amount.

For example, if your donors are interested in providing education to children, give them an opportunity to donate specific amounts to pay for educational materials or teachers’ salaries. By attaching an amount to a cause, donors can see where their gifts are going. This could make them feel more inclined to give.

Pro tip: It is best to start with the average amount and increase amounts from there by reasonable degrees. For instance, if most of your donors gave $100 last year, your options for donations could be $100, $150, $200, $250, $300, and $500. This grouping encourages donors to give more if possible. Always remember to give donors the option to add their own amounts.

Clean your database and prepare your mailing list

Now is the time to clean up your database system and track and segment donors. Before sending out any campaign material, you need to better understand which donors are more likely to give and at what amount. Use your donor management tool to analyze the donation data. For instance, by segmenting donors by donation amount or programs they find interesting, your year-end communication to them should be personalized to have a greater effect. 

To help clean up your database, you can ask several questions:

• How often does the donor give?
• What is the general amount they give at one time and throughout the year?
• Do they give to a specific program?
• Have they volunteered or shown interest in volunteering in the past?
• Do they follow the nonprofit on social media?

The answers to these questions can help you segment the donors into groups and send out customized marketing campaigns to gain their attention. 

Pro tip: Automate your year-end receipts ahead of time since your donors will be looking for year-end receipts for tax purposes. Donorbox helps you automate this process so you can focus entirely on your fundraising efforts.

Write year-end fundraising appeal and message

Now that your donors are segmented into groups, it’s time to create targeted appeal letters toward each group. Be specific when creating these pieces and look for different ways to encourage giving. Some of your donors would rather give offline, so make sure you include the information like your address. Others will feel better donating online, so when creating your appeal letters and emails, include a link or description of how donors can give on your website.

When writing your appeal letters or creating marketing material, you may also want to include other ways donors can get involved with your organization. Do you have any upcoming events? Do you need volunteers for a program or activity? By including these in your end-of-year campaign, you are letting people know there are several ways they can support your organization. During the planning stage, you also may have a better idea of what you hope to gain from each group of donors in the future and can include a hint or request in your acknowledgment letter.

Take the time to write an acknowledgment letter for each donor segment. In addition, consider adding a donor wall to your online fundraising page. This will show recognition for your donors and show remembrance for their gift.

Connect with donors looking to play a larger role in your work

Year-end is the ideal time to mobilize your supporters. With the giving season at its peak, donors are as likely to give as they are to raise funds for your organization. This might be especially true for donors who are looking to play a larger role in your nonprofit’s mission.

Instead of simply asking for a donation, ask your donors and supporters to join your peer-to-peer fundraising campaign. Your appeal letter can give them information on how they can join your fundraising campaign.

Peer-to-peer campaigns are easy to start. Choose what program you want to raise funds for through peer-to-peer. From there, you can create your main peer-to-peer campaign page. Start inviting your donors and supporters to become fundraisers for your cause. If you have specific donors with a large social media following and have shown interest in doing this, now is the time to connect with them. 

In addition to sending them an appeal letter, give them a call and walk them through how easy it is to raise funds for your nonprofit. To encourage their involvement, send them all the details about your cause and the campaign. Make sure you become easily reachable as they will need you to provide them with any new information that can help them run a highly successful fundraiser.

Share your progress

Keep donors aware of your fundraising efforts and successes during your year-end campaign. Donors want to know how the organization is doing and are willing to help nonprofits reach their goals. Remember to let donors know how close you are to meeting your annual goal. Let them know the amount needed to meet that goal by the end of the year. To encourage even more action, it’s helpful to include your plans on how you will meet your goal and how they can help.

Did you mention your fundraising goal in the appeal letter and marketing material you sent out? It’s a great idea to keep donors updated on how well it’s going. One way to do this is with a donation thermometer. 

Final thoughts

Year-end campaigns can be highly successful if well-planned. Nonprofits that take the time to research their donor base and find the ideal way to reach each group will have better success than others. By analyzing your past fundraising trends and understanding your donor base, you can create a truly effective year-end campaign in 2021. This year is all about mobilizing your existing supporters to spread the word and acquire more support.

 

*This spotlighted blog post is courtesy of Donorbox

 

About the Author

Raviraj heads the sales and marketing team at Donorbox. His growth-hacking abilities have helped Donorbox boost fundraising efforts for thousands of nonprofit organizations.

Shout out to Kessel Strategies for making this podcast possible!

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