2024 YEAR-END CAMPAIGN MESSAGING
What will resonate with your supporters this year? We recommend considering these points as you build out the messaging for your year-end fundraising campaign.
IT’S ABOUT BEING POSITIVE
Make your message stand out from the otherwise mostly doom-and-gloom news cycle and negative political ads. Remember, being positive does not equate to being unrealistic; stick to what is possible with donors’ continued support. Especially at year’s end, donors want to hear how their contributions generate good, provide comfort and relief, and alleviate burdens.
IT’S ABOUT STAYING ON SCRIPT
Remind your donors why they engaged with your organization in the first place. Year-end campaigns are generally not the time to veer from key messages. It may be tempting to pursue tangential themes that are getting a lot of media attention, but stay authentic to your brand and values and lean into your mission.
IT’S ABOUT TAILORING YOUR MESSAGE
Segmentation enables you to connect more personally with donors. Cut through the noise of this busy season and grab people’s attention with messaging that tells donors you know who they are and why they care about your organization. Consider highlighting different success stories or quotes for different segments – what might resonate most with a donor who lives in a rural community? Who is over/under 50 years of age?
IT’S ABOUT STORYTELLING
Increase the likelihood your appeal will achieve its goal with compelling stories (and visuals!) that humanize the work your organization does. Election years can be noisy, not all messages will get read. An appeal that offers a personal accounting of organization impact that donors can connect with will be more memorable and may even inspire them to share the work your organization is doing with their networks, helping to grow your campaign.
IT’S ABOUT PERSONAL RELATIONSHIPS
Find opportunities for touchpoints with (potential) donors year-round. Make calls. Send handwritten cards. Make communications as personalized as possible by segmenting your messaging to factor in demographics, interests, or affiliations with your organization.
IT’S ABOUT FOLLOW-UP
Draft thank you messages as you draft your appeals to stay consistent on theme. Built into every strong fundraising plan are multiple opportunities to say “thank you” – invite your donors to engage in-person or virtually with your organization, highlight donors in print and online, share your annual report with donors. Remember, donors have diverse preferences to how they give and how they wish to be acknowledged.
Above all, don’t be afraid to make the ask! If you want additional support with your end-of-year campaign, we at AmplifyDMC are just a phone call or email away.
CONCERNED ABOUT IT BEING AN ELECTION YEAR?
Data shows that charitable giving has gone down in only 1 of the past 11 presidential election years. Research also shows that while social trends impact fundraising in the mid/long-term, the immediate news cycle does not have significant impact on current fundraising. All said, do not change what you are doing simply because “it’s an election year.” As Minnesotan author and government teacher Sharon McMahon writes, “Tumultuous times generally precede important change.”