Nonprofit Answers: Nonprofit Fundraising, Marketing, Monthly Giving

It's the Monday before Thanksgiving, and Dana has eleven emails in her inbox with Giving Tuesday in the subject line. None of them are from donors. In episode five of Finish Strong, we take some pressure off: you don't have to win Giving Tuesday. You have to decide what it's for, and then do that one thing well. In this episode you'll learn how to: See Giving Tuesday honestly. Most of the people who give to you that day already know you. Choose one of three ways to play it: go all in with a launch, focus on one narrow goal like new monthly donors, or skip the ask and send gratitude. Run a four-touch plan if you're going all in: a preview the week before, a morning launch, an afternoon progress update, and an evening last call. Let a few board members carry part of the day with personal texts to friends who trust them. Win the day after: thank every donor within 48 hours, report the total honestly, and protect your December 31 giving. Use AI to draft board messages that sound like each board member, not like your organization. Riverbend Community Food Pantry is a fictional organization, but if you've worked at a small nonprofit, you'll recognize it. On a day full of noise, the warmest message your donors get can be yours. Resources mentioned Finish Strong Full Course Free 12 Days to Build a Great Year-End Fundraising Plan

Last year, Dana was at her kitchen table at 9:30 on the night of December 18, writing an email that had to go out at eight the next morning. This year she's writing that email in the first week of November, when she's rested and has time to think. In episode four of Finish Strong, we build your email calendar from November 1 through midnight on December 31, so your donors hear from you when they're ready to give. In this episode you'll learn how to: Get past the fear of "too much email." Most organizations email too little, and donors who are ready to give need a reminder. Plan four phases: echoing the letter in early November, the Giving Tuesday run-up, December 2 through Christmas, and the final week. Write about twenty emails in a few batches instead of one at a time in December. Mix five types of email (story, impact update, match countdown, thank-you, and last call) so twenty emails don't feel like twenty asks. Stop asking once someone gives, and move them to a thank-you track. Write versions for monthly donors and lapsed donors, and keep the real ask for top donors personal. Get the mechanics right: send from a real person, keep it plain, use one clear link, and make sure your donation page works on a phone. Use AI to draft from your letter and calendar, then edit every line by hand. Riverbend Community Food Pantry is a fictional organization, but if you've worked at a small nonprofit, you'll recognize it. Every email is a chance to show your donors what their generosity is already doing. Resources mentioned Finish Strong Full Course Free 12 Days to Build a Great Year-End Fundraising Plan

Dana's first draft of the year-end letter opened with "Riverbend Community Food Pantry is pleased to share" and a number about pounds of food. It was accurate, and it wasn't going to move anyone sitting at a kitchen table with a stack of mail. In episode three of Finish Strong, we rebuild the letter, the backbone of your whole campaign, around one simple idea: one person, one problem, one gift. In this episode you'll learn how to: Use the shape of a strong appeal: one person, the problem, the donor as the solution, the offer, the deadline, and a P.S. that restates the ask. Choose whose story to tell, get written permission, and tell it with dignity instead of pity. Write to one donor: more "you," short paragraphs, plain words, and a reply card that matches the letter. Turn one letter into four versions for top donors, lapsed donors, monthly donors, and new donors. Time it right: in mailboxes before Thanksgiving, then a shorter second letter in early December that announces the match. Use AI as your editor, not your author. Riverbend Community Food Pantry, and Tanya's story, are fictional, but if you've worked at a small nonprofit, you'll recognize them. When your letter is about one person and what your donor can do for her, the donor gets to be the hero. Resources mentioned Finish Strong Full Course Free 12 Days to Build a Great Year-End Fundraising Plan

Dana laid last year's year-end letter on Marcus's desk. Across the top it said, "Help us fight hunger in our community." She asked him one question: "If you got this in the mail, how much would you give?" He honestly didn't know. In episode two of Finish Strong, we turn a sincere slogan into a real offer, one your donors can picture, afford, and finish. In this episode you'll learn how to: Build an offer with four parts: a specific need, a price, an outcome, and a deadline. For Riverbend, that's "Keep the shelves full in January. Forty dollars gives a family a week of groceries." Create an offer ladder where every gift level is tied to its own outcome, plus a monthly option. Start each donor's ask near their last gift, even with a basic donor database. Use a simple one-to-one match. Research by Karlan and List found that announcing a match raised giving, and bigger ratios did no better than one-to-one. Find a match from your board, a top donor, or a local business, and hear what that ask meeting actually sounds like. Run your match honestly: launch it on Giving Tuesday, be clear about the terms, and never fake one. Use AI to brainstorm offer lines, then pick the one a donor could repeat to a friend. Riverbend Community Food Pantry is a fictional organization, but if you've worked at a small nonprofit, you'll recognize it. When you give donors a job they can finish, you let them be the hero of the story. Resources mentioned Finish Strong Full Course Free 12 Days to Build a Great Year-End Fundraising Plan

It's the first week of October, and Dana at Riverbend Community Food Pantry has last year's $210,000 total on one side of her screen and a blank year-end calendar on the other. In this first episode of Finish Strong, a seven-part series on your year-end campaign, we help her answer the question every executive director asks: "What's our number this year?" Your year-end goal is a math problem before it's a writing problem. In this episode you'll learn how to: Break last year's October–December giving into donor segments and find three numbers for each: how many, what share gave, and how much. Build a goal from the ground up (donors × response rate × average gift) so you can show your board where every dollar comes from. Find the money already in your file: lapsed donors who said yes once, and monthly donors who are glad to be invited into something important. Test your plan against your real capacity using three anchor dates: the letter in mailboxes by mid-November, Giving Tuesday on December 1, and the final days of December. Use AI to do the segment math and stress-test your goal, with donor contact information removed first. Riverbend is a fictional organization, but if you've worked at a small nonprofit, you'll recognize it. Your donors are ready to be generous this season. A clear plan helps you give them the chance. Resources mentioned Finish Strong Full Course Free 12 Days to Build a Great Year-End Fundraising Plan