The holidays are coming! The holidays are coming! If you’re a not-for-profit this means preparing yourself for the rush of charitable giving this season is known for. When done effectively, not-for-profits can reach the right audience, with the right message, at the right time. While this may sound simple, it takes careful consideration to adjust marketing plans for the season.
The three main things to consider are the following: Shifting your target market: As stated before, the holidays bring on an increase of giving. In fact, roughly 1/3rd of all donations happen in December, with the majority occurring during the last three days of the month. This burst of donations gives hope for reaching a new group of individuals that aren’t as assessable during different points in the year. In order to properly utilize resources it is important to focus on individuals that are currently unaware of your organization. Focusing on this new donor allows your organization to shape their marketing campaign accordingly as you must focus on gaining exposure and then educating.
Educate: In order to attract these last minute donators you must recognize what factors are necessary to get their attention. Roughly half of Americans (52%) donate to organizations that support a passion of theirs while more than 1/3rd (35%) donate to an organization they share a personal connection to. While this statistic is in no way shocking, it reminds not-for-profits what to communicate with its potential donors during this especially busy and stressful time. Organizations should focus their campaigns on educating individuals about what they are trying to accomplish and the effects it has on the community that individual is in.
Establishing a clear passion and personal connection can compel a person to donate to your organization instead of the other 1.5 million nonprofits.Call-to-Action: What may be the most important aspect for a marketing campaign to convert to your actual goal is the call-to-action. Once you have found a possible donor and communicated your passion with them it is important to take the next step and tell them what they can do. By having a clear next step it eases the frustration of having to find how to donate themselves.
For a successful call to action example check out the ASPCA’s homepage where they not only attract viewers with a slideshow of very *very* cute animals, but has a clear donation button and message to go along with it