How to Pull In Last Minute Online Donors

Did you know that 40% of on-line donors give in December?

It’s not too late to design the right kind of e-fundraising effort that will actually touch the hearts of your on-line donors right there at the end of the year.

The last two days of the year are critical!

Even more interesting, 40% – 60% of those on-line donations will come in the last two days of December.

Can’t you just imagine all those e-gifts streaming into your account right there at year-end?

What a sack of presents to greet you!

What will it take to get there?  It’s clearly not too late to craft a sizzling email campaign that will reach those donors.

The psychology of on-line giving is quite different from donors who give through the mail.

Attention spans are far shorter. Copy must be lively.

Web sites need to be alive, and get updated often.

Just getting your folks to open your email is an art that you need to study carefully.

1.  Use a matching or challenge gift.

Study after study show us that these challenges inspire donors to give more and to give within a specific deadline.

2. Use multiple appeals building on each other.

Plan your emails the last week of December according to this schedule:

  • December 23: a “holiday support” email
  • December 29: an email emphasizing tax deductible giving opportunities
  • December 31: a final “last chance to donate” email

3. Create an extra large “Donate Now” button.

And plaster it on your home page.

A recent study I read showed that buttons draw more “click throughs” than simple links. So use a nice pretty button!

4. Change your home page to a donation page just for the end of the year.

Why not? If this is the one time that on-line gifts spike, why would you not want your web site to capture any donors it can?

Put that call to action and that “donate now” button right up front!

Join me for my next webinar on Tuesday at 1pm when I’ll drill down into exactly how to talk to the year-end donor.

We’ll review what year-end donors are looking for in 2010, and how to give it to them.

I’ll also discuss some successful e-appeals that brought in the cash for their organizations.

Find out more or register for the webinar right now. If you can’t attend, you can still have the audio recording and the slides to review at your convenience.

The price is only $59.00, and you’ll be able to bring in much, much more than that with these strategies this year-end.

AND please leave me a comment and let me know if these are helpful! Better yet, share your own top year-end strategy.

Here’s to a wildly successful year-end for you!

  • http://Mothersandtheirchildren.comorMATCHorPrisonMATCH martha worsley

    Great ideas Gail! We just had another successful fall “Barn Raisin’” event. Check out our new website “finally” up and running! Hope we get some end of year donors! Hopefully you will be able to make it to one of our “fun” events soon. Looking at another mystery dinner soon!

    We LOVE your guidance!

  • Amy Eisenstein

    Great points, Gail! I’m always amazed to find some nonprofit organizations closed the week between Christmas and New Years. If they are closed, who is around to answer questions from donors and process gifts? Why don’t nonprofits take year-end donations seriously?

  • Janet Haines

    Gail’s ‘New Year’s Resolutions for Board Members’ is a must handout for this time of year. As we look to further the success of the non-profits we support, take a look at this list of 10 behaviors that are critical. Good Luck to us all.

  • Gail

    Thanks Amy! You’re exactly right!

  • Sandy Rees

    Great points Gail. I’ve had some clients who have done really well fundraising online during the last few days of the year. One thing I’ve had them do is to send out an email with a short story and Ask in it to all the people they have email addresses for. This has brought in extra dollars for them.


  • Molly Hansen

    I’m looking for your article, Gail, that Janet Haines referred to “New Year’s Resolutions for Board Members” and I didn’t see it on your website. It’s highly likely I didn’t dig deep enough. It sounds like something our trustees would benefit from.
    I LOVE your newsletter as does my staff (just 2 more young women).

  • Polly Laurelchild-Hertig

    Thanks to Gail’s wise advice we are revamping our schedule from one boring e-ask to 3 lively (I hope!) ones. I am happy to share our approach with others assuming it works. Our story is complicated, but if we can find a “representative person” and tell THEIR story, I think donors might respond. We also want donors to consider making regular automatic monthly donations. Has this worked for your online donors, and if so, how did you pitch it? Thanks so much, and thanks especially to Gail, you are a model of generosity in sharing your knowledge with the rest of us!

  • Gail

    Hi! I wrote it for Guidestar last year; will republish it next week here on my blog since there’s a lot of interest! Thanks!