Get ready for the burst of year-end giving

There are about 11 weeks left in 2011. These weeks are the “prime time” for fundraising. For online fundraising, prime time is concentrated onto December 31st.

Now is the time to prepare, and the Marketing for Nonprofits blog has some thoughts for online fundraisers, at Is Your Donation Page Ready for Prime Time?

We are fast approaching year-end — that time of year that all fundraisers dream about and dread!

Year-end giving is not for the faint-hearted. Use every opportunity to get it right. Specifically, spend time next month optimizing your donation form. You’ll be glad you did!

Go read the post for a lot of things you can do now to prepare for “prime time.”

And here’s maybe the best recommendation I can give you:

Make your homepage a giving page on December 31.

On that day, the main reason anyone is at your website is because they’re thinking about giving. Don’t them jump through hoops. Just let it all hang out there where they can find it.

Frankly, my even better recommendation would be to extend that time for your homepage as giving page. Make it all December. Make it all year!

But don’t ignore prime time this year.

Download The Online Giving Study for some amazing findings on year-end online giving.


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The future of fundraising is not about social media, online video, or SEM. It’s not about any technology, medium, or technique. It’s about donors. If you need to raise funds from donors, you need to study them, respect them, and build everything you do around them. And the future? It’s already here. More.

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Jeff BrooksJeff Brooks has been serving the nonprofit community for more than 35 years and blogging about it since 2005. He considers fundraising the most noble of pursuits and hopes you’ll join him in that opinion. You can reach him at jeff [at] jeff-brooks [dot] com. More.


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The future of fundraising is not about social media, online video, or SEM. It’s not about any technology, medium, or technique. It’s about donors. If you need to raise funds from donors, you need to study them, respect them, and build everything you do around them. And the future? It’s already here. More.

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About the blogger

Jeff Brooks has been serving the nonprofit community for more than 30 years and blogging about it since 2005. He considers fundraising the most noble of pursuits and hopes you’ll join him in that opinion. You can reach him at jeff [at] jeff-brooks [dot] com.

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