July 6, 2017

Winter is coming: Start preparing now for year-end fundraising

This article first appeared on Jo Miles Digital and is republished here with permission.

You probably don’t want to think about year-end fundraising right now. Here in DC, it was in the 90s this weekend, the sun is blazing, and November feels far away. But winter is coming, and now is the time to prepare.

You’re no sweet summer child. You’ve seen year-end fundraising before, and you know that, however busy you are this summer, you’ll be busier come year-end. Anything you do now to set yourself up for stronger fundraising will help you succeed when it matters.

And the good news is, like the farmers of Westeros socking away extra food, many of your fundraising preparations are things you should be doing anyway. They don’t even have to take away from your current work. Here are a few projects you could take on now to save yourself some pain when winter (and year-end) arrives:

Tend your infrastructure

Is your Google Analytics set up to track donations? Are you tracking conversions on Facebook ads? Do you have the data you’ll need in your CRM? Now is a great time (especially while your coworkers are on vacation) to make sure your systems are all talking to each other and that your data is being stored correctly.

If you have time, do an audit of your data systems, paying special attention to fundraising-related data. If you notice something broken, during an audit or your daily operations, fix it now.

Set up your pilot projects

Remember last December when you said to your teammate “I wish we could…” but it was already too late to try it during that campaign? Maybe you wanted to take donations directly over SMS or Facebook, or thought you could finally apply for that Google Grant, or had a cool interactive content idea. Dredge up those project ideas now and decide which ones you want to tackle for this year-end.

Implementations often take longer than you expect, so an early start could be the difference between having it ready for year-end, or not.

Gather your stories, photos, and videos

Great stories are often the key to great fundraising content, but finding the right stories isn’t always easy. The same goes for great visual content. Start keeping an eye out for the stories you want to re-tell during year-end, and when you find a good candidate, record it. Get in touch with the subject, do a write-up, and get photo and video if you can. That way, it’ll be easy to repurpose when you start creating fundraising content.

Grow your list

You should be growing your audiences all the time, but the second half of the year is especially important. Now is the time to step up your recruitment, and get as many new supporters as possible onto your email list so you can build a relationship with them before a big flurry of fundraising asks.

Test your forms

Testing is another task that, ideally, you should be doing regularly. If you’re not, think about your donation forms and the experience they’re providing your supporters. What questions have come up in internal discussions about your forms? Now is the ideal time to undertake some testing to prove or disprove your hypotheses about what drives donations, and it’ll boost your conversion rates down the road.

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Jo Miles
Jo Miles is an independent digital marketer and strategist (www.jomilesdigital.com) with over a decade of experience helping progressive organizations raise money and win campaigns online. Jo helps organizations build powerful online programs and create effective, cohesive, data-driven campaigns, supporting her clients from strategy all the way through execution to analyzing results. Jo previously worked at Food & Water Watch, where she wore many hats throughout the digital team. She's also an unrepentant geek (and, yes, a Game of Thrones fan) and the co-founder of FutureShift (www.futureshift.net), an organization that looks at science fiction as a lens and tool for communicating social change work.