1.
DEC 7, 2022
End of Year
Giving Strategy
Diana Otero, Product Marketing

2.
Diana Otero
Diana Otero is a Product Marketing Manager at
Bloomerang. She served on the board of the
Nantahala Hiking Club, one of the 31 trail
maintaining clubs of the Appalachian Trail
Conservancy, a nonprofit organization driven
and powered by volunteers.
Product Marketing Manager

3.
How does your organization handle year-end
appeals and giving?
● Our year-end appeal is notably different
from appeals throughout the year.
● Our year-end appeal is the same as our
appeals throughout the year.
● We don't do a year-end appeal.
● We do something else (please let us know
in the chat).
POLL

4.
DEC 7, 2022
End of Year
Giving Strategy
Diana Otero, Product Marketing

5.
Agenda
1.
2.
3.
4.
End of Year Fundraising Goals
Holiday messaging and stewardship
Year-End Appeals and Follow-ups
Matching Gift Asks
5.
Biggest Giving Days of the Year
Wrap & Resources
5.

6.
Determine
End-of-Year
Fundraising
Goals
What is left of your Annual Campaign Goal
● What you need to fundraise - what you have already
fundraised
● Campaign Progress Bar in Bloomerang
○ Raised vs Revenue
Use your Development Plan to determine how many appeals are
left that were planned for. Ensure your team is aware of:
● due dates for writing appeals
● due dates for sending to the mailhouse
● due dates for website changes
● expectations for staffing
Properly communicate to staff & board what your stewardship
plan is for end of year.
● Ensure your team is aware of time commitment
expectations
● Ensure your board is aware of and prepared to participate
in stewardship efforts
Stewardship should never be an afterthought - establish
your stewardship plan before you begin sending your EOY
appeals!

7.
Appeal
● This is your last big ask of the year -
step it up!
● Paper appeal recipients, in most
cases will meet the following criteria
and not have an email address:
○ LYBUNT Donors
○ Given in the last X years
○ Constituents who have given between X
and X amount THIS YEAR
● Include a remittance envelope
● What do you have to say that you
have not already said in past mailers
○ Try a new approach!
Follow-up
● Keep this short and simple -
consider a postcard
● Be consistent in the messaging
● Give your URL
● Handwritten or printed is fine
Year-End Appeals and Follow-ups
Mailings
Reports Needed
● Appeal: Anyone you’ve decided to
include
● Follow-up: That list, minus anyone
who gave to your EOY Appeal

8.
Appeal
● This is your last big ask of the year -
step it up!
● Your audience should have the same
parameters as your paper appeal.
Send to anyone who meets those
parameters and has no address; also
send to anyone who gave SYBUNT,
excluding LYBUNT
● Link straight to your giving page
● Message should be identical to your
paper appeals!
Follow-up
● Make this follow-up short
● Be consistent in the messaging
● Link straight to your giving page
Year-End Appeals and Follow-ups
Emails
Reports Needed
● Appeal: Anyone you’ve decided to
include
● Follow-up: That list, minus anyone
who gave to your EOY Appeal

9.
Easy Solicitation Formula
● Establish/Re-establish your donor’s relationship
with your organization through solicitation
● Remind them of your mission (tell a story -
make this personal)
● Give them gift impact statements - specifically,
what can gifts of certain amounts can do
(relate it back to the story, if possible)
● Ask them for their support

10.
● Creates a bigger impact for
individuals
● Soft Credit these gifts to the
individual
● Best Practice:
○ You can reference matching gifts
in your EOY Appeal
○ End of October/Beginning of Nov:
Send an email/snail mail
communication to everyone with
Employer Relationship or
Employer listed - include EIN
Number & Cumulative giving for
Calendar Year
● Additional money in at EOY
with minimal effort!
Matching Gifts are Organization
Gifts that add to the initial
donation that an employee makes
Matching Gifts

11.
Campaign vs Appeal
Campaigns are overarching efforts - your
EOY push is most likely going to meet
your annual goal. If so, your campaign
should be your annual campaign.
Appeals are asks, or ways the money is
coming in. Asking for a gift through a
year-end mailing is an appeal. Add
appeals for each separate effort to bring
in money through the end of the year.
Sample Appeals:
● 2022 EOY Appeal
● Giving Tuesday Appeal
● New Years Day Appeal
● Matching Gifts Appeal
EOY Database Set-up in Bloomerang

12.
Bloomerang Demo

13.
Biggest Donation Days of the Year
December 30 and 31st
● Remind people this is the last giving days of the year
● P2P or Text Challenge? Get Creative!

14.
Holiday
Messaging
Holiday Messaging Ideas
● Update your website for the season!
○ Add a holiday message to your landing page
○ Add favorite things about winter to your
employee bios
○ Add warm wishes from your board
○ Remind people of any cold weather
events/drives/programs you have
● Say Happy Holidays!
○ Send handwritten cards to your donors
○ Segment by giving level (Board for highest
levels, Employees by Seniority, Volunteers,
Consumers (if appropriate)
Diversify Your Year-End Campaigns: How To Be Mindful And
Inclusive Of Cultural Traditions

15.
Stewardship
Stewardship Ideas
● Make your EOY stewardship fun!
○ Make thank you calls
○ Send fun holiday videos
■ Carol singing
■ Playing in the snow
■ Show how you celebrate your holidays!
● Make it personal
○ Make thank you calls
○ Share your New Year's Resolutions
● Surprise & Delight
○ Random acts of kindness
○ Host a socially-distanced event

16.
Send a VERY early January
Newsletter: 2022 Year in Review
Highlight the highs
Be transparent with the lows
Share 2023 goals
Be optimistic about the future
Encourage your donors to
start the year off right by
adding to the good in the
world!
SAY THANK YOU
Send this to all of your 2021
Donors and to anyone you sent
your end of year appeals to,
even if they did not give!
Start the
New Year off Right!

17.
Last-Minute
Year-End
Fundraising
Strategies
1. Prioritize strategies based on potential
for highest yield.
2. Make the telephone your friend.
3. Segment out your best lapsed donors.
4. Segment all your mailings by areas
where improvement is needed.
5. Plan as carefully for email as for direct
mail.
6. Get your mailing list ready.
7. Build a multi-channel strategy.
Ultimate Guide To Last Minute Year-End Fundraising
Strategies

18.
Resources
● Nonprofit Success Webinar (keep an eye out for the registration
link in your inbox!)
○ Giving Tuesday Strategies
○ Giving Tuesday Matching Gifts
● New Donor Cultivation Timeline
● Diversify Your Year-End Campaigns: How To Be Mindful And
Inclusive Of Cultural Traditions
● Resource Templates
○ Appeal Letters
○ Comprehensive Guide to Year-end Drive
○ Nonprofit Annual Report Template
● eBook: The Definitive Year-End Fundraising Checklist
● eBook: Fundraising Offers (Impact Statements)
● Bloomerang Academy: Year-End Tax Letters (coming soon!)

19.
Resources on Matching Gifts
● Beginner’s Guide to Corporate Matching Gifts
● How to Use Matching Gifts to Boost Donor Retention
● Corporate Philanthropy
● DonorSearch: Matching Gifts: The Definitive Guide for Nonprofits
● Sample Matching Gift Letter Templates

20.
Resources on Donor Stewardship & Planning
● Sample Nonprofit Development Plan Template + 3 Helpful Tips
Nonprofit Strategic Planning: The Ultimate Guide + Examples
● Donor Stewardship: Expert Tips To Build Strong Relationships
● Donor Stewardship That Tells a Story
● The Essential Guide to Writing a Fundraising Plan

21.
Resources from Chat – Thank you for sharing!
● QR Code generator:
○ https://www.qr-code-generator.com/
○ $70 yearly subscription (ask for nonprofit rate!)
○ Gives analytics on whether folks are using the QR code
● Create QR codes on Canva for free
○ Canva Pro is free for nonprofits
● Free QR Code generator: https://www.qrcode-monkey.com/#url
● Make your letters look handwritten: https://www.handwrytten.com/
● Great resource for matching funds:
https://betterfundraising.com/get-matching-funds-major-donor/

22.
Would you like a follow-up to learn
more about how Bloomerang can
help you and your organization?
POLL