Best Practices: Effective multichannel end-of-year fundraising

To run a successful end-of-year effort, use all the tools and channels available to you.

Some channels cost more than others, so you want to consider how each might support your revenue goals. Be strategic with more costly channels and let your donors' giving history drive the messaging for your outreach. Tools like DonorTrends help you identify who is most likely to make a gift.

Using direct mail and telemarketing for likely donors

While Direct Mail and Telemarketing can be more costly than some digital channels, both have consistently proven persuasive. Direct Mail, in particular, is the most effective way to reach donors at year-end for most organizations.

Donors who give through these channels tend to give more than digital donors and stick with your organization longer. With the click of a button, Direct Response reporting can calculate ROI, tracking results and costs for each direct mail appeal or telemarketing campaign.

Reaching more donors with Targeted Email

With a relatively low cost, Targeted Email is the most powerful online digital channel to reach supporters. Make smart use of this channel by segmenting donors based on how likely they are to give and creating personalized messages using Conditional Content.

Encourage donors to give more by adding Smart Links that create customized ask strings based on their past giving. Be sure to enable FastAction one-click contributions on your Smart Links so donors can give from within your email.

Making asks with Mobile Messaging

90% of text messages are read within three minutes of being received. This makes it a great complement to your other channels.

Use Mobile Messaging to send personalized texts to potential and existing donors. With Merge fields, you can include information from your records like donor name, activist codes, or Highest Previous Contribution, to show people you know who they are. Include Smart Links in your message and your donation form will populate personal donor data, so your contacts don’t have to give you that information again.

Mobile Messaging can also boost engagement in other channels such as Targeted Email or Direct Mail. In the week or days before scheduled outreach, you can send text alerts to supporters about upcoming mail or email.

Increasing recognition with Digital Ads

Digital ads can reinforce your message and raise more, especially on popular internet holidays like #GivingTuesday. If you are using Facebook, the Ad Audiences feature creates audiences and automatically sync changes in your contacts to your ad campaign.

You can also create a Digital Ad Plan to track the performance of your fundraising efforts and create and export audiences to platforms like Google.

Finding new donors with multichannel acquisition

Set up Multichannel Acquisition Plans to properly track the cost and ROI of acquiring new donors across all your acquisition channels. When you set this up before a campaign, you can track the ROI of each campaign and the lifetime value of donors acquired through each channel. Once you’ve set it up, one-click reports can help you make data-driven decisions about where to spend your fundraising budget next year and beyond.

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