Are you ready for Fall Fundraising?

by Molly Hetrick

Fall is the peak time for falling leaves and for fundraising! Here are some ideas and helpful bits of info for you to consider this fall…

Why Fall? What about the Holidays?

Traditionally people give more in the second half of the year as the holidays approach. Here are the important parts:

• Get your fall appeal letters and marketing out before Thanksgiving.
  • When do other non-profits and big fundraising organizations get theirs out in your community? Try to work around this…
• Early December is a good giving time IF your appeal is already out. It’s an excellent time to send email or social media reminders that support your original letter to people with a gentle nudge.
  • If not, do not send an appeal letter in the beginning of December. People are busy, holiday shopping is looming, and it will end up in the recycling!
  • At this point, you’ve missed your chance, so, you can try this next idea…
• December is an opportunity to re-route holiday giving… instead of giving someone a gift that they may not want, people like Alternative Holiday Giving! What options can you offer?
  • Instead of a gift…
    • Put their name on a brick!
    • Sponsor a kayak!
    • Put their name on a scholarship to send a child to camp!
    • Name a wild animal after them…
    • {Insert your unique creative idea here}
    • No ideas? Offer to either send a special holiday card to the person they are gifting for (this requires extra work for your staff, really tragic if you mix things up) – OR offer them a special fun card to give themselves to the person they gifted for.
• The last week of December is the big giving week – a great time to support your appeal letter with follow up stories, image similar social media or emails, etc.
  • Motivation at this point is often tax breaks and getting final donations made before December 31. With tax law changes, this is not always possible. Many donors still give even if they cannot claim it on their taxes.
  • This is also when donors remember their Top 3 charities. Your work all year long helps to align you to be one of their top three. If it is the end of December and you haven’t done outreach, start planning for next year to connect people and their passions to your mission.

Other Ideas?

• Remember all year long to collect emails and addresses so you have an easily accessible list to communicate with for fundraising.
• Is it okay to send fundraising materials to your participant lists? Double check with your Director, Board, or Attorney, but usually the answer is yes. They participate in your programs and enjoy your parks, they care about your organization, so let them know how things are going and the projects you’re raising money for in the future.
• Remember Donor Centered Language – if you forget, look back at my previous blog posts.
  • Compare:
    • “We can’t wait to build the new picnic pavilion and we need your help to fund it!” (ie: you are the ATM machine)
    • “Your generous support for the new picnic pavilion will provide a large multi-use space for hundreds of community activities!” (warm and fuzzy!)
    • “Your gift last year made such an impact on the children who attend summer camp, will you consider a gift again this year?” (you matter! You make a difference!)
    • How do these messages feel to you? Which one makes you want to support something?
• If you can’t handle the details of a large Fall mailing, instead:
  • Set up easy online giving and promote it through social media and eNewsletters…
  • Ask your Board Members to write personal notes or make phone calls to ask for gifts…
  • Create a special giving group and call some donors you know to offer them a special opportunity to make an impact gift towards a particular project… (exclusive, small group!)
  • Send hand written New Year’s cards that include a warm message and “please consider a year end gift to support the programs and services your family loved this year.”

I hope these ideas were helpful and got you thinking about fundraising for the Fall. This is a great time to connect with people, keep them up to date on your programs and projects, and ask them to be part of the exciting upcoming plans.

If you’re still feeling stuck, please reach out to me or to Tim Herd, PRPS CEO, as we are always interested to know what resources would be most helpful for you.