The end of the financial year is upon us, and it's the biggest period of the year for nonprofit fundraising.
Last week, we teamed up with Rich Beeston, Founder and Creative Director at Linked Creative, to take a dive into the best last-minute fundraising tips you can use right now to end the financial year with a bang instead of a whimper.
In this article, you’ll find an overview of the digital strategies and copywriting secrets you need to help increase one-time gift revenue and boost regular giving conversions. Let's jump in.
1. Last-minute tax-time email marketing tips you can use to supercharge your EOFY income
This 3-step email campaign has proven to be successful time and time again. Try it for your nonprofit and see how effective it can be!
Send date: mid-June
Subject line: something helpful and informative, but doesn't mention your appeal name
This is like a mini version of a two-page fundraising letter. Demonstrate clearly the impact you're looking to make at this time of year by sharing a case study, statistics that demonstrate the need for your services, or both. Also, remember to mention that gifts toward the campaign are tax-deductible (if true)!
Send date: about a week after Email 1
Subject line: something intriguing that CAN mention your appeal name or ask for a donation
For Email 2, restate the need and increase the urgency around your ask. If you focused on a story in Email 1, use different quotes or stats this time around. This time, also include a financial update, for example, "there’s still $___ needed to reach our goal," as well as a timeline update: "We urgently need your gift in the next ___ days. Again reinforce that gifts are tax-deductible.
Send date: about a week after Email 2
Subject line: something that highlights the urgency and may include a bold ask for a donation
Email 3 should be short, sharp, and highly urgent. Restate the heart of the campaign in a single paragraph. We don't want to include any new stories or stats, but instead, just focus on increasing urgency. And like Email 2, include a financial update and timeline update, as well as reinforce multiple times that these gifts are tax-deductible.
Bonus: Email 4
In addition to the three emails above, consider sending a fourth email late on 30 June. Email 4 should be even shorter and to the point: "___ hours left to give!"
FEATURED RESOURCE: Tax-Time Toolkit
Check out our new (and free!) online resource for 2021, complete with email and social media templates you can copy-and-paste for your past supporters, tips for crafting your digital campaign, and more!
2. Last-minute tax-time social media, SMS, and custom landing page tips
Last-minute tax-time social media tips
Use your social media pages to echo what you do in your email campaign, with similar publish dates as well. This way, the audience is seeing the same message across various platforms to reinforce the campaign and remind them that should donate if they haven't already.
However, don't focus exclusively on your EOFY campaign on social media: this may turn people off, especially those who have already given.
Last-minute tax-time SMS marketing tips
SMS (text message marketing) should be reserved until the very end so that it feels like a timely opportunity: "just a reminder, if you were thinking of giving a tax-deductible gift, now’s the time to do it!"
Last-minute tax-time landing page tips
If possible, make a landing page dedicated to your tax-time campaign that ties into your letters, email, and social copy. This is a great opportunity to reinforce any case studies you've shared, even if it's just a sentence or two: “Your gift will help people like Sharon, who was struggling to put food on the table after losing her job”.
Donors don’t simply give money. They save lives. They feed the hungry and house the homeless. They educate children. They help cure diseases. Show constant, authentic appreciation for your donors (anew and old) is crucial for retaining supporters.
Optimal Fundraising Group
3. Get your regular giving program off the ground
Why is EOFY the perfect time to start a regular giving program? Many people are open to giving, especially at tax time. Taking the opportunity to ask them to become a regular giver can go a long way. Plus, regular giving programs...
- Boost donor retention and donation volume.
- See donors give 42% more per year than one-time donors
- See gifts given 75% more often than one-time donors (on top of their regular giving plan)
- Provides financial stability
- Make budgeting and planning for the future e a lot easier
Tips for getting one-time end-of-financial-year givers to join a regular giving program
- Schedule a follow-up thank-you call to discuss the opportunity, but without putting on too much pressure
- Include a “make my gift monthly” option on your giving form
- Create a short onboarding email series for new givers that educates them about the benefits of regular giving
For even more insight into these proven last-minute tax-time fundraising methods, click here to watch the full webinar, Last-Minute Tips to Maximise Your EOFY Results.
Rich Beeston, Founder and Creative Director, Linked Creative
Rich is the founder of specialist copywriting and digital marketing agency, Linked Creative. Working alongside charities and fundraising agencies, Rich and his team have helped hundreds of leading nonprofits communicate effectively and raise millions of dollars online.