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How to Snag Those Last Minute Online Gifts

Here’s a smart email strategy for the last week of the year that will absolutely bring in more gifts. Remember when you get repeated emails in your in-box reminding you about something? I don’t know about you but I absolutely need these reminders. I am moving so fast(way too fast most of the time!) And I can’t keep quite up with my schedule and my to-do list sometimes, too.

God bless the email reminders!

I am eternally grateful for them in my dim, over-saturated-with-media-and-too-many -ideas brain. Don’t back off sending emails to the final group of non-donors at the very end of the year. They just may be like me – fully intending to make that gift, but haven’t quite gotten around to it yet. Here’s a great strategy from Convio, the nonprofit technology company which recently merged with Blackbaud.

Plan to send a three-part, carefully timed, coordinated email appeal at the very end of the year. 

Convio’s suggested: *   a “holiday support” e-mail on Dec. 23 *   an e-mail reminder mentioning a specific urgent goal on Dec. 29 *   and a final reminder of your goal on Dec. 31 According to Fundraising Success Magazine’s email newsletter,  this particular campaign by Convivo resulted in a 47% increase in the amount raised online in December over the previous December. The campaign netted a 109% increase in total income raised year over year.” That got my attention for sure. Smart, strategic email appeals are a must-do the last week of the year. Direct mail expert Mal Warwick said these types of emails at the very end of the year are an essential “don’t miss” fundraising strategy that will definitely bring in more contributions.” If you want to be sure to nail your year-end online fundraising, join me on Tuesday for my next webinar: “Last Minute Fundraising Strategies To Take You Over Goal!”

I’m going to give you a complete checklist to make sure your online appeals, website and donation pages are exactly right.
You’ll find out who makes last minute gifts, what motivates them, and what they want to hear, especially now, in 2012.   I’l show you some donation pages that work, and some that don’t work.
If you’d like to attend, just subscribe to my INSIDERS series here (you can do 1 month, 3 months etc). The INSIDERS are the smartest, most can-do fundraising professionals around – and you need to be hanging with us!

What kind of year-end appeals are you sending in December?

How many are you sending? When are you sending? What are you saying? I’d love to know!  Leave a comment and let me know!

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  • Margaret B

    Hi Gail. I really appreciate these suggestions as I definitely notice a trend that the last 4-5 days in Dec are when a significant amount of our online giving comes in. So I don’t plan to back off with the emails. But my boss and I disagree on when to announce a matching challenge. I was going to hold it for after Dec 26 to motivate those last minute folks. She wants me to send it Dec 18 to give people more time to respond. Your thoughts?

  • gailperry

    Hi Margaret, I think I’d go ahead and put the challenge up there. We know for a fact that it does encourage donors, so I’d go ahead right now.

  • Margaret B

    Great – thanks!

  • Anna B

    we are below our annual financial goal as of today…is it too late to email a reminder early Monday morning on New year’s eve letting them know our need?

  • gailperry

    By all means email a reminder tonite or first thing tomorrow. Tell them what their $$ will accomplish and talk about the people who will not be helped if they don’t make a year-end contribution. It’s ok to share that you are below your goal and make it really urgent!