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 fall, it’s important to understand how and why people choose to give during that time of year. Having analyzed results from the marketing campaigns of our clients, here’s what we’ve found to be the perfect “recipe” for a successful year-end strategy:

Essential ingredients:

• Larger list of donors who are passionate about your mission.
• Segmented donor lists for targeted gift campaigns by age and wealth.
• Year-end marketing messages for digital campaigns.
• Printed materials to encourage year-end gifts.

Step 1: Start with your messaging.

Studies show that older donors still respond best to print. For those who don’t have the time, budget or expertise to create their own branded year-end communications, we have several publications that outline the best ways to give at year-end, both for your broader audience and for targeted campaigns.

Step 2: Add content that works.

Sharpe’s 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. The spirit of the holidays creates an environment that is conducive to giving. Make sure your organization is top of your donors’ minds this year, and tell them how their giving makes a difference.

Step 3: 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. Our “Year-End Survival Guide” provides additional content and a variety of helpful tips and ideas. Click here to request your free copy!

Optional Step 4: Get expert assistance.

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? Sharpe’s Data Services is an affordable way to help you maximize your budget dollars.

With new tax changes on your donors’ minds, now is the time to devise your year-end marketing plan to ensure future stability for your organization.

Based on previous blogs and articles from your Sharpe Group Team.