The end of the year represents a time for reflection and generosity, both for individuals and organizations seeking to engage their customers to create positive change. According to Network for Good, 29 percent of overall giving occurs in the month of December, while 11 percent occurs in the last three days of the year.
However, if your organization wants to drive good and promote online giving, you must first be poised to harness the power of this annual wave of charity. That means demonstrating authentic impact to your audience, targeting them with causes they care about and fostering organic connections in your community. Here are three of our key insights for a successful end-of-year giving campaign:
Personalize your outreach.
It’s deceptively simple, but adding a personal touch to your communications can go a long way toward driving engagement. 98 percent of marketers believe that personalization helps advance relationships. However, only 12 percent of marketers said they are “very satisfied” with the amount of personalization in their communications.
When considering how to personalize your content, consider your desired audience first, then tailor your messaging and your ask specifically to them. Don’t ask for more than your prospective donors are willing to give — and inversely, don’t sell your organization short by asking for less. Additionally, ensure the language and design of your email communications and donation page carry maximum weight with your audience.
Related Content: Read more about how design can energize and activate your audience with our guide to community design currencies.
Create lasting champions.
Two-thirds of people who make donations do no research before giving. Instead, they rely on their network to inform them of trustworthy and quality causes. That means fostering positive word-of-mouth is essential for any cause to gain traction.
This can be accomplished through tactics like peer-to-peer giving, activating and supporting your donors as they champion your cause within their own networks. It’s also incumbent on your organization to build a strong brand that your audience is excited to be a part of, and that they wish to continue supporting beyond the timeline of your giving initiative.
Related Content: For additional insights on how to drive engagement, check out our recent post on social media thought leadership.
Track your impact.
When people donate to a cause, they rightfully want to know where their hard-earned money is going. That’s why it’s vital to implement the right data and analytics tools in order to track the distribution of these funds and transparently share them on your organization’s website or social media. It’s also a good idea to bring these numbers to life in easy-to-understand infographics that can be digested and amplified via social sharing.
Related Content: Learn more about how to create high-performing infographics by downloading our free guide.
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