Fundraising is one of the most important pieces in the puzzle of nonprofit work. You need funds to fulfill your nonprofit’s mission, and more often than not, you’ll have to ask your community for money. But when is the best time of year to do donor outreach? And how do you optimize your strategic fundraising calendar?
In today’s blog, we’ll go over some essential tips for creating your nonprofit’s strategic fundraising calendar. We’ll also discuss the best times of the year for fundraising and how best to utilize the giving season.
The Basics of Fundraising Calendar Planning
Finding fundraising success does not lie solely with getting the timing right. While this is certainly key, that doesn’t mean you won’t need a well-developed strategy, too. Luckily, there is plenty of information out there on how to create an effective fundraising calendar.
To start, we’d like to go over some things to remember when updating your annual fundraising calendar:
- Reflect on past years’ fundraising efforts. Track year-over-year trends so that you can determine what worked and what needs work. By looking at fundraising data from previous years (i.e. strategies, methods, and results) you can analyze what worked, and determine how you should adapt your plan for the coming year.
- Update your plan based on new information, trends, and/or needs. Let’s say your nonprofit has gone through a significant change this year. Or maybe you’re needing to adapt to new fundraising trends to reach your goals. Don’t be afraid to adjust your fundraising calendar to reflect change – it just might be the difference between failure and success.
- Set clear goals. Setting goals for fundraising might seem straightforward, but it’s easy to forget what makes for an actionable goal. The principles of SMART goals are a great place to begin. Most importantly, be specific with what you’re hoping to achieve.
- Differentiate between donor groups. Like many things in our world, your fundraising strategy won’t be one-size-fits-all. (And if it is, it probably won’t work all that well). Be sure to identify your target audiences and outline the differences between strategies/methods for each of them.
Before you start thinking about timing, it’s crucial to get these details right. Even if you’re asking for money at the “right” times, you still need to abide by best practices in fundraising.
If you’re needing a fundraising calendar refresh, this HubSpot guide goes over the essential aspects of a fundraising plan.
End-Of-Year: The Best Season for Strategic Fundraising
After going over the basics of a good fundraising strategy, we’re ready to give you the answer for the best time of year to fundraise. Surprise: it’s the end of the year. Coinciding with Thanksgiving and the winter holidays, a large portion of nationwide charitable giving occurs during Q4.
This yearly season provides some of the best opportunities for your nonprofit to raise funds. However, because so much giving takes place at this time of the year, this means you’ll likely face significant competition in your fundraising efforts.
Also be mindful of any Giving Days significant to your location. Colorado, for instance, marks their giving calendars with Colorado Gives Day, and in Omaha, there is Omaha Gives.
Quick tip: work to maintain your donor base all year long, and you’ll be more likely to reach your nonprofit’s goals for end-of-year giving.
Giving Tuesday
An end-of-year fundraising date that every nonprofit needs to know is Giving Tuesday. Giving Tuesday is a worldwide tradition that began in 2012 and provides an opportunity for communities to come together in the spirit of generosity. This day of giving takes place annually on the first Tuesday after Thanksgiving.
Even if you’ve never participated in Giving Tuesday as a nonprofit, you’ve likely heard of this observance somewhere else. We’d suggest implementing this day into your strategic fundraising calendar if you haven’t already. In 2023, Americans donated over 3 billion dollars on Giving Tuesday. It’s a no-brainer to try to harness some of that potential for your nonprofit.
Like any fundraising strategy throughout the year, you’ll need a specific plan for your Giving Tuesday campaign. Check out our blog detailing some creative ideas for your Giving Tuesday fundraising strategy.
Strategic Fundraising in The Remaining 10 Months of the Year
So, we’ve gone over the importance of the end-of-year season for your nonprofit’s strategic fundraising calendar. Now, we want to touch on some fundraising strategies for the rest of the year. After all, you can’t rely on two months to raise the cash your nonprofit needs for 12.
- Perhaps almost as critical as end-of-year giving is utilizing corporate philanthropy. While individual and community-based donations are important, larger companies are in a better position to provide your nonprofit with substantial funds. Corporate giving (like any other kind of fundraising) is varied, so take some time to figure out how best to use it for your nonprofit.
- A great giving opportunity for many nonprofits is holding fundraising events throughout the year. Events bring your community together around your nonprofit’s cause – and provide a chance to raise some money.
- Monthly giving programs are another commonly used fundraising strategy. This involves creating a system where individuals in your community can give a small amount of money to your organization monthly. It’s smaller scale than corporate donors or Giving Tuesday, but with enough participants the money can really add up.
Remember: end-of-year giving might bring you the most funds, but it’s crucial to maintain your ENTIRE fundraising calendar.
Conclusion
The makeup of a great fundraising calendar includes timeliness, strategy, and intention. Our advice: plan to ramp up your donor outreach in the last quarter, be resourceful in your fundraising plan, and stay true to your nonprofit’s mission. With these tips in mind, you’re sure to meet your fundraising goals for 2024.
At KSR, we’re all about helping nonprofits find fundraising success. If you have questions about what we covered today, reach out! We’d love to talk with you.
For more helpful tips on fundraising success, stay up to date with our blogs and follow us on social – we’re always sharing the latest advice!
