The holiday giving season may still seem far away, but once it’s here, it will fly by in a flash. That is why it’s important to spend time, early on, to craft a message for your end-of-year fundraising campaign that will strike a chord with your audiences during the holidays and beyond. After all, your messaging has to be a compelling and emotive case for support to resonate with donors in a way that makes them feel emotionally connected to your cause even after the holiday season has ended.

To do so, you first want to ask yourself why donors should give to your charity. Key elements of a strong case for support include storytelling with real-life examples of impact throughout your organization, highlighting the urgency for immediate action, and using statistics to demonstrate the tangible outcomes of a donation. Consider telling stories from beneficiaries of your charity in a respectable and dignified way to explain the impact that your organization has had on your clients to provide first-hand accounts.

We’re all human and like to see the real-life impact of our good deeds. Consider how your charity can also provide examples such as, “every $50 donation helps provide meals for 10 children.” Highlighting how a gift provides support is critical for donors to understand.

Once you've connected emotionally with your audience, it's time to motivate them to act. A clear and concise call-to-action (CTA) is crucial. Crafting an effective CTA is similar to building a case for support, as it also involves being direct with your audience, encouraging immediate action, and highlighting how a donors’ contribution will make an impact.

Now, after doing all of that hard work, the key to successfully getting your message across is being consistent across all platforms. Whether it is through direct mail, email, or social media, your message should be uniform and recognizable.

You likely will have a lot of great ideas for each platform, so ensure consistency using the three following tips:

1. Identify the main points you want to communicate and ensure they are included in all materials.
2. Don’t go overboard with visuals. Incorporate the same images, colours, and fonts across platforms for a cohesive look.
3. Make sure you’re communicating your messaging in the same tone of voice across all platforms to build trust and familiarity.

Lastly, don’t forget about your values. Your fundraising message should not only be compelling, but it should align seamlessly with your charity’s overall brand and values. Ensure that they are echoing and reinforcing your charity’s organizational vision and mission.

By crafting a powerful, consistent, and aligned message, you'll inspire your donors to contribute generously and confidently to your end-of-year campaign. Remember, every touchpoint is an opportunity to reinforce your cause and rally support. At the end of the day, everyone loves a good story and feeling like they’ve contributed to something meaningful.

You can learn more about this process in CanadaHelps’ "Ultimate End-of-Year Campaign Guide" eBook, which also includes a detailed 6-month timeline for end-of-year giving.

CanadaHelps created the guide to maximizing end-of-year giving, tailored specifically for the Canadian market in the form of an eBook. It serves as a practical resource designed to help you craft effective strategies and understand donor behaviour at this pivotal time, so you can reach your goals.

Naomi Barghiel is a Communications Specialist at CanadaHelps, Canada’s largest online giving and fundraising platform in Canada. To learn more, visit www.forcharities.canadahelps.org