OK – Why am I talking about year-end? It’s August!
Well because that’s how our weird world of fundraising works… at least for direct response.
I started presenting holiday campaign ideas to my clients back in July.
Literally Christmas in July.
That’s what makes the world of direct response marketing agencies extra weird. Because of the lead time needed to do our work, we are generally thinking about campaigns three months in advance of when they drop.
Disadvantage for you, the fundraiser? I may be talking about it to you too early. Fair enough.
Advantage for you? Since I’m already in it, I can share some tips with you on how to survive it.
Here they are:
#1 – PACE YOURSELF — Don’t look at your solicitation schedule for September to December and start pulling your hair out! Take it one campaign at a time. Lay out your critical paths. Get the important approval dates in your calendar. This time of year is a marathon, not a sprint. Don’t lose your mind in one go, and don’t forget to hydrate.
#2 – THINK ABOUT THE DONOR — Don’t lose sight of #donorlove when there are dollar signs in your eyes (because let’s face it – this is the time of year when the revenue pours in more than any other). When you’re looking at the potential creative for your holiday campaign, remind yourself “I am not my donors”. Think about what donors have responded to in the past. What’s inspired them? What’s filled them with the warm, fuzzy feelings of the giving season and moved them to impact your organization when there are so many other non-profits clamouring for their attention? Deliver that. I’m not saying don’t be innovative or try something new, but don’t do it for your sake. Do it for the donors.
#3 – SELF-CARE — I know we all give the idea of self-care lip service, but seriously. It’s August and I’m already feeling the first bit of burn-out. You need to check in with yourself and make sure you’re giving yourself what you need. Are you getting enough sleep? Are you putting good stuff into your body (and I don’t mean wine and coffee, although there’s a time and place for that, too). Are you finding time to be active? A 30-minute walk (ideally outside) would do you a lot of good. Are you taking time to do things that bring you joy? Cooking? Reading? A favourite TV show? A bath! I know we can’t spare as much time as usual for ourselves amidst all the work, but maybe carve out… an hour a day? Two hours? For you! Because if you aren’t happy and healthy, it’s going to be a much longer season.
#4 – KEEP YOUR EYE ON THE PRIZE — #DonorLove is absolutely crucial to what we do. But let’s admit it: to allow our amazing organizations to do their amazing work, we need funding. And the year-end time period brings in the majority of our funding for the year, so that’s a huge driver of why we work so hard and have so much output at this time. When you’re tearing your hair out and wondering why you do this, look at last year’s results from September-December. Calculate what percentage of the total year’s revenue it was. Write that percentage or dollar amount on a post-it and let it motivate you when the sheer love of the work doesn’t do it. That impact is worth hustling for.
Written by Maeve Strathy
Maeve is the Founder of What Gives Philanthropy and has been working in fundraising for over nine years. Click here to learn more about Maeve.