By Matt Czyl
It’s been proven time and time again that charitable organizations receive much of their annual gifts in the final quarter of the year.
As you begin formulating your communications strategy for the last part of 2023, it’s important to understand how and why people choose to give at this time of year. Having seen results from six decades of year-end marketing campaigns of our clients, here’s what we’ve found to be the perfect “recipe” for a successful year-end strategy:
Step one: Start with your messaging
Studies show that older donors still respond best to printed materials. For those who don’t have the time, budget or expertise to create their own branded year-end communications, we have a number of publications that outline the best ways to give at year-end.
Step two: Add content that works
Our year-end publications contain a mix of one part tax motivation blended with two parts heart. Though donors don’t make gifts purely for tax benefits, the end of the year presents a definite deadline for planning purposes. Most importantly, it’s a time of sharing for many. The spirit of the holidays creates an environment that is conducive to giving. Make sure your organization is top of your generous donors’ minds this year and tell them how their giving makes a difference.
Step three: Blend
These days, multi-channel marketing is the key to fundraising success. In addition to printed materials, you can reinforce your year-end messaging with electronic communications like emails and text messages. With your ecommerce order, you will receive our Year-End Toolkit, with additional content and a variety of helpful tips and ideas for a complete multi-channel strategy.
Optional step four: Get expert assistance
Contact us today to begin a conversation. Sharpe consultants are available to work with you to create a more targeted year-end strategy based on the Sharpe Age- & Wealth-Based Matrix. Don’t know who you should be mailing to? We can answer that and more with Sharpe’s Data Services to help you maximize your budget dollars for success.
With economic uncertainty and a presidential election distracting your donors and other prospects, now is the time to devise your year-end marketing plan to ensure future stability for your organization.
Matt Czyl is a Sharpe Group senior consultant with more than 30 years’ experience in development, consulting and marketing. He is based in Chicago, Illinois. You can connect with Matt at matt.czyl@sharpegroup.org or via LinkedIn.
