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Maximize End of Year Giving While You’re Out of the Office

You worked hard all year. Then came #GivingTuesday. Now it’s end of year fundraising. You’re ready to leave the office and go spend time with family and friends. But wait. There’s one simple thing you can do to put a bow on your hard work all year, especially your year end fundraising.

Set an out of office that inspires your donors

This is a golden opportunity to put a warm glow on your organization at the end of the year when people are thinking about giving back.

We all know how exhausting #GivingTuesday and end of year are. But let’s forget about ourselves and think about our donors. Your donors are feeling excited about giving. They’re wearing a rosy glow. Think there’s a little extra in Santa’s bag for your organization this year? How would it feel if instead of getting an uninspiring one sentence autoresponder that you’re away from the office, you entertained and delighted your donors with a message that sent their goodwill over the roof?

It’s time to pour yourself a glass of eggnog and let your creative juices flow. Grab their attention with a subject line they aren’t expecting. Thank them for the miracles THEY made happen at your organization this year. Share a brief quote or story of thanks from a client you serve. Include a link to give in your closing or as a p.s.

Last year I got an email autoreponder I never forgot. It was the gold standard of event autoreponders from my friends at Greenlights, who were away from the office after their big gala. Usually when I reach out to a staff member after an event or around a holiday I get no response or a very brief one sentence autoresponder. That’s exactly why Matt’s message stood out like a rose in a bed of thistles. Granted, this was an event response, not a holiday one, but these are a few things I loved about his message:

1) I was thanked immediately for supporting the event – in the subject line and the first sentence.

2) I got important “insider” info about the events success – I was told in second sentence how much they raised that night.

3) He shared important program information – revealing the award winners were.

4) He ended with a call to action to donate.

Sit down with your holiday eggnog latte and let inspiration ring! Your thought and preparation go a long way to make your donors feel that warm fuzzy glow towards your cause this season. If you are ready to make 2015 the year overcome donor attrition and raise more than ever before I hope you will join us and our friends at Bloomerang for “The Best Year Ever: How To Improve Donor Rleationships and Increase Results in 2015 Here’s wishing you a healthy and happy holiday season!

Rachel Muir

The preceding is a guest post by Rachel Muir, CFRE & Vice President of Training at Pursuant where she transforms individuals into confident, successful fundraisers through classroom, custom and online training. When she was 26 years old, Rachel Muir launched Girlstart, a non-profit organization to empower girls in math, science, engineering and technology in the living room of her apartment with $500 and a credit card. Several years later she had raised over 10 million dollars and was featured on Oprah, CNN, and the Today show. Follow Rachel on Twitter here and Pursuant on Twitter here.

Topics: Nonprofit Leadership and Practice