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!