The Pentera Blog
4 Tips for a Successful Year-End Campaign
by Mary Scheller, marketing associate, integrated marketing department
Year end is here, and if you are like most charitable organizations, you are in the midst of planning your marketing campaign to promote the planned giving options so many donors take advantage of late in the year.
Here are 4 tips you will need to have a successful year-end campaign:
- Include new and relevant year-end topics. By including new year-end topics in your marketing materials, you are providing your donors with valuable information they will need in making a planned gift before December 31. Some topics Pentera clients are using are Certain Charitable Year-End Planning in Uncertain Times and Make the Most of Retirement-Savings Opportunities.
- Use a marketing plan calendar and checklist. A planning calendar and checklist are crucial to every marketing strategy as they ensure no opportunity is missed to communicate with donors and keep you and your marketing plan on schedule. There are multiple dates to remember, such as when to gather content for your mailing, when to have it printed and mailed, and when to send any follow-up e-mails and gather tracking reports. By using a calendar and checklist like Pentera provides for clients, you will stay on top of crucial dates as they are approaching and remain organized throughout the campaign. Contact us at info@pentera.com if you would like a copy of our year-end planning calendar.
- Mail by October. The last three months are the most significant to a campaign's success. Statistics show that most donors make gifts in the last three months of the year due to the tax savings they can receive. By mailing your marketing materials no later than October, you are ensuring donors have enough time to plan gifts before December 31. Timing is key!
- Repeat. Repeat. Repeat. Reiterate the benefits of year-end giving for your donors by using the same message across multiple channels. Repeat the main points of your newsletter in a follow-up eNewsletter and then send out an attention-grabbing postcard. Your organization's success hinges on repetition of the message that of the wonderful planned giving opportunities at year-end.
