Wondering how to align your nonprofit’s year-end fundraising appeals with Valley Gives 2013? Here are a few helpful tips to guide you:
Don’t put all your eggs in one basket.
Valley Gives should not replace your usual year-end solicitations! Valley Gives Day is a 24 hour special event that should work in concert with your existing year-end fundraising goals, not replace them. Ask donors for their usual year-end contribution or membership, in addition to what you hope they will do on 12-12-13.
Consider how Valley Gives can enhance the fundraising efforts you already make at year-end. Can you use Valley Gives to focus on new donors who have not yet been responsive to your usual tactics? Or as a way to encourage LYBUNTS (those who gave last year, but not yet this year) to renew their support if they have not yet responded to your Fall appeal? Can you integrate your messaging and build ask amounts and reply devices in ways that encourage donors to make additional gifts on this special day? Can you focus on the “spread the word, invite a friend” aspect to encourage donors to drive participation?
Do not rush in before the show begins
By design, Valley Gives is brief and therefore impactful. Do not turn this sprint into a marathon by introducing it to donors too early. Follow the suggestions in the campaign plan — tell your donors that your organization is participating, but do not direct them to your Razoo site just yet. Also, if you direct donors there too soon, it could cause confusion and gifts that were intended for Valley Gives day could be made too early and won’t count toward prizes on the big day.
Focus your year-end appeals on what donors want to hear
Donors want to hear about how their gifts fund your programs and operations and help to achieve the change in the world that they personally care about. Focus on donors’ role in your mission. Talk about what your impact and accomplishments are, and offer a clear call to action for your donors.
Do not spend precious time in year-end appeals focusing on the various mechanisms you have for giving. Remember that Valley Gives is one way to give; it is not the reason to give.
Stay tuned! We’ll get into this more at our next training sessions next week.