Let’s Get Ready to (Online) Fundraise!

Let’s Get Ready to (Online) Fundraise!

Who raised over $5.7 million in December 2014? If you guessed GlobalGiving’s nonprofit partners, then you’re right!

Each December, GlobalGiving runs its annual Year-End Campaign to support current nonprofit partners to raise money during the biggest giving season of the year. With October upon us, that means it’s time to start thinking about how to maximize your fundraising efforts and end your year with a financial bang.

According to Blackbaud’s Charitable Giving Report, nonprofits raise more in December than any other month of the year – almost 18% of all annual online giving!

There’s no time to waste in preparing for the opportunity ahead, so here are some quick tricks and tips to make the most of the next two months:

  • Draft a SMART goal for year-end fundraising and a strategy to achieve that goal. SMART goal – what the heck does that mean? In gearing up for your year-end fundraising effort, identify a goal that is Specific, Measurable, Achievable, Relevant, and Time-Bound (SMART) and ties to your overall fundraising plan. This might be as simple as:

“Raise $15,500 to fund primary education for 35 girls in Uganda by the end of 2015.”

The keys here are to define a goal that is a stretch, but realistic, and to have metrics around the goal so that you can track your progress towards achievement over time.

Whether your goal is brand new or one that you’ve been steadily chipping away at for the last several months, now is the time to ensure that you cross the finish line for 2015 – and use year-end fundraising to do so!

  • Craft your communications plan. Identify your audiences and donor networks and segment according to key factors (e.g. donation history, demographics). Think about how you will craft your message (or “ask”) – and the type of communication – based on the data and knowledge that you have about each segment. For example, you’ll want to reach out to a recurring donor with a different message (thanking him or her for past support) than a prospective new donor.

Keeping in mind that email remains the number one driver of online donations, develop a multi-channel plan that incorporates email, social media, and your organization’s website. Finally, develop content in advance to tell a compelling story. Using stories and photos, feature your project through means that demonstrate your organization’s impact.

  • Identify and engage fundraising advocates. Expand your network of donors by identifying and appointing individuals who will serve as strong brand ambassadors for your organization and have large networks of their own. Work with them to set specific individual SMART goals, craft an outreach strategy, and map their networks. Provide outreach templates and check in regularly to offer support and encouragement. And don’t forget to show your appreciation for these volunteer members of your fundraising army!
  • Use the calendar to your advantage. December encompasses four of the most important days for online giving – of the entire year!

#GivingTuesday kicks off the month on December 1. This is the day when, seizing upon the momentum from two of the biggest shopping days of the year in the United States (Black Friday and Cyber Monday), individuals are mobilized to give back, through nonprofit donations. So harness the energy, buzz, and momentum surrounding the big day and fundraise away! According to a report developed by the Case Foundation , in 2014, #GivingTuesday yielded $45.7 million in donations (both online and offline) – a 63% increase from 2013.

December 29, 30, and 31 are the biggest fundraising days of the year. (Yes, you read that correctly – the biggest!)  According to Network for Good, 10% of all annual online donations come in during these three days.

And here’s the best news of all, GlobalGiving is here to help you succeed!


Develop your SMART goal and year-end fundraising strategy.

Join us for these upcoming training opportunities:

Developing a SMART Year-End Fundraising Strategy
Date: Thursday, October 22
Times: 9 am EDT (Find this time in your city) and 3 pm EDT (Find this time in your city)
Register here for the 9 am session.
Register here for the 3 pm session.

Crafting Year-End Campaign Communications
Date: Thursday, October 29
Times: 9 am EDT (Find this time in your city) and 3 pm EDT (Find this time in your city)
Register here for the 9 am session.
Register here for the 3 pm session.

Capitalize on fundraising tools. GlobalGiving’s tribute card feature allows donors to make a donation to your project as a gift for someone special this holiday season. Our fundraiser tool allows your advocates to raise funds to support your year-end fundraising efforts.

Participate in a fundraising promotion. We’re offering $10,000 in prizes in our Year-End Campaign to the organizations that raise the most money this December. Organizations must raise a minimum of $3,000 from at least 30 donors to qualify. The top nine organizations – ranked by dollars raised – will earn prizes ranging from $3,000 for the most raised to $500 for the ninth most. In order to participate, all organizations will need to submit an expression of interest here.  Learn more here.


Not yet part of GlobalGiving’s Community?

Submit an application. While GlobalGiving’s Year-End Campaign is only available for Current Partners, we’ll be holding our last Open Challenge of the year throughout the month of December. Apply by October 24th to be included! Learn more here.

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