I am not surprising anyone in regard to the challenging times we are facing with the economy right now. Depending on where you live in the Nation, it can be harder to raise funds than in other areas.
This fall I have I have seen some stations reach their goal during their actual fundraising event, and others miss their goal. It’s seems like it’s about 50/50, at least from my perspective.
I would encourage you to really look at your fundraising calendar for the reminder of 2023. I am sure you have your fall fundraiser scheduled at this point. Some have already held their event but others are still up coming. I would not stop your fundraising efforts there, unless you have so much money that you have no clue on what to do with it. I have yet to find someone in that circumstance. I would plan a few different fundraising events for the reminder of 2023.
- Plan now on asking for money on Giving Tuesday. The whole world is giving to non-profits on that day. That will be the focus of your listeners, so why not ask them to give to your station. Giving Tuesday began in 2012 and continues to pick up steam. In 2022 3.1 billion was given on Giving Tuesday in the United States alone!
- Plan on doing a year end event. I would look at doing at least two day event to be held after Giving Tuesday. Keep in mind, people are giving away free money in December, why wouldn’t you ask them to support your station?
- Plan on doing a spots, emails, digital, and on air asks the last week of the year with it ramping up on December 31st. Remember, the two most important giving days are December 30 and 31.
Keep in mind one-quarter of annual nonprofit revenue is raised in December. It blows my mind how many radio stations refuse to do a year end fundraiser during the best time to raise funds. I guess if you have too much money, that would make sense. However, I usually hear,”we don’t want to do another fundraiser,” or “we are tired of asking for money so we are just going to skip any fundraising in the month of December. “
Nonprofits raise 17-31% of their online revenue in December.. More online donations are received in December than the rest of the year.
Your listeners are ready to give. 50% of U.S. households give annually, we just need to be prepared to receive some of those donations.
I know fundraising can be a challenge at times but the good news is, there is still plenty of time to raise money this year. Sit down, pray and set some time away this week to plan your giving calendar for the rest of the year. If you typically don’t do a year end event, can I beg you to change your mind and try one this year? You won’t be disappointed!
Bill Scott is Chief Content Officer with Vidare Creative / www.VidareCreative.com. Contact Bill at firstname.lastname@example.org