Fundraising is a cornerstone of nonprofit sustainability, and it is more important right now than ever before. Yet, finding the optimal timing for appeals can be challenging. Whether you missed the traditional year-end rush or are looking to supplement it, strategic planning and timing can significantly enhance your fundraising efforts throughout the year.
1. The importance of year-end appeals
First, we want to emphasize that every nonprofit organization of any size needs to conduct a year-end/fourth quarter/holiday appeal. Year-end appeals are a vital part of nonprofit fundraising calendars. They capitalize on the spirit of giving during the holiday season and align with donors’ year-end financial planning.
If you missed the mark in 2024, plan early for your 2025 year-end appeal to maximize impact.
2. Beyond year-end: identifying strategic fundraising dates
While year-end appeals are critical, nonprofits should consider other strategic fundraising dates throughout the year. Here are some key opportunities:
- National holidays and awareness days: Tailor your fundraising appeals to align with national holidays or awareness days relevant to your cause. For example, National Dog Day for an animal shelter, Mother’s Day for domestic violence services, Brain Tumor Awareness Month (May) for a childhood cancer research organization, Grandparents Day for a senior service organization…..you see where we’re going with this!
- Seasonal appeals: Consider seasonal shifts that align with your organization’s mission. For instance, back-to-school drives for educational nonprofits or summer campaigns for environmental causes.
- Celebrate milestones: Is your organization celebrating a milestone? Fifty years of service—ask for $50 donations. Served your 1,000th client, opened a new satellite office, started a new program, expanded services, these are all reasons to ask for support.
- Capitalize on current events: We’re not suggesting you hijack a news cycle, but if something happening in your community, state or country impacts your organization, then it might be a great time to send a fundraising appeal to your donors.
3. Timing matters: strategically planning your appeals
Timing your fundraising appeals involves meticulous planning. Here’s how to approach it:
- Work backward from delivery date: Start with the date you want donors to receive your appeal and plan backward.
- Determine deadlines: Finalize the letter and printing materials for mailing to ensure a seamless execution.
- Storytelling: This should be a critical component of your appeal. Tell your donors about the impact and guide them to help solve problems by financially supporting your organization.
- Professional help: Consider outsourcing aspects of your fundraising campaign to experts. Marketing and print professionals (like Firespring 😉) can be tremendously helpful in guiding your strategy and your execution. It’s often faster, easier and more efficient to outsource these tasks to experts who do this work all the time!
Timing your nonprofit fundraising appeals is crucial to maximizing donor engagement and support. By strategically planning appeals and leveraging other strategic dates, nonprofits can maintain momentum throughout the year. Remember, there’s no perfect time, but with thoughtful planning and professional assistance, your organization can make the right appeal at the right time!
