Reference the article below to help guide you in setting goals, gathering stories and assets you will use in your year-end campaign, and setting up your year-end donation page!
1) Set a goal
Consider the following when setting your goal:
What was your fundraising goal for the entire year?
Set your "left-to-raise" amount as your year-end goal.
What did you raise during year-end last year?
Increase your goal to surpass that by 10-20%.
Want to work towards a number outside of "dollars raised"?
You can focus on the number of new donors, engaged donors, and renewed donors.
Having a goal will help you measure success. Sharing it with your internal stakeholders will help get others excited about the campaign and encourage them to help you reach that goal.
2) Gather assets and stories
When you open the templates related to year-end in 'Donor Management', you will notice the templates suggest using some language you might not have on hand immediately.
Here are the details you need to fill out the templates:
your mission statement
the number of individuals your programs reach each year
at least three "impact" statements (these can be pulled from your annual report)
a powerful client story and image of that client (or a stock photo)
this story will be used in multiple e-mails
a Giving Tuesday goal
this can focus on a specific program or a more general dollar-focused goal
We also recommend using specific branding for your year-end campaign. This could mean using imagery, calls to action, tone of voice, graphics, and messaging specific to your year-end goals. Present each piece of communication together as one cohesive campaign!
3) Set up your donation page
To help track donations received from your year-end efforts, we recommend you create a donation page specific to this year-end campaign.
In addition to being able to easily monitor the success of your campaign, having a dedicated donation page for year-end giving creates a cohesive experience for your donors and calls back to the related communications you have already sent.
Remember - you can add offline donations in 'Donor Management' and attach them to this page's campaign so those gifts will be reflected in your goal's total!
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