appealMost NFPs recognize that the overall goodwill generated during the holiday season is a great time to seek donations for their organisation. While many certainly feel increased generosity during the holidays and donate to their favourite charities and causes, statistics show that the best time to seek donations actually is in June, when the prospect of receiving a tax break for donations is at the forefront of everyone’s mind.

According to the Australian Charities and Not-for-Profits Commission (ACNC), Australians give over $2 billion dollars annually to NFPs, with the bulk of those donations occurring in June, rather than December.

When donors make a donation to a not-for-profit group by June 30th, and that group has been endorsed as a deductible gift recipient (DGR), they get to enjoy the benefits of giving to others while also enjoying the benefits of a tax break. While only a small portion of the 600,000 NFPs in Australia have DGR status, many NFPs are still able to capitalize on the generosity of others during this time. Regardless of whether or not your organisation has DGR status, it would probably benefit your group to use the end of year to raise additional funds.

Tips of End of Year Fundraising Efforts

  • Plan ahead. While the end of the year often brings in last minute donations, make certain that you take the time to carefully plan and co-ordinate your fundraising efforts for the end of the year. Plans for efforts such as direct mailing and direct appeals by volunteers to the community still need to be made weeks in advance, but social media means that email, online events and even impromptu gatherings can be coordinated and launched just a few days before the end of the year.
  • Make it easy to donate. For a successful end of year donation drive, make certain that you’ve made it easy for individuals to donate to your organisation.  Ensure that all of your online communications make it easy to donate at the click of a button, with highly visible donation buttons, and consider allowing multiple payment providers if you do not currently do so.
  • Focus and personlise your appeal. To increase the chances of success, make certain that your end of year appeal informs the potential donor why their donation is important. Focus on how this particular donation will help your organisation be able to serve the needs of its target in the community. For online and direct mail appeals, segment your database so that you are able to customise your message based on the demographics of your list, such as age, income, market, interests and so forth. Be certain that you use the donors name in your efforts, to increase their feelings of connection and interest in your group.
  • Expand your network and increase its connections. At the end of your appeal, consider including information on how individuals can learn more about your organisation, such as a list of upcoming events, information on how they can become a board member or volunteer, and even links to find out more about how to include your organisation in their estate planning.

Following the above steps should make your end of year appeals easier to organize and more successful. By taking the time to organise an end of year appeal, you potentially increase the number and amount of donations that your NFP receives and increase the odds that your NFP will be able to obtain the funding that is necessary to achieve its short and long term goals and ensure its long-term survival.