Scrolling through my TikTok "For You" page reveals an endless stream of videos featuring newborns and toddlers. I see everything from joyous and energetic parents who are ready to share a 'day in the life' to mothers who are struggling and barely managing to get out of bed. So why does the algorithm keep showing me these baby videos, even though I’m not in the young family demographic?
Of course, it’s because I watch those videos and scroll past dancing teenagers … and it seems to have figured out that I have a soft spot (no pun intended … and this is an understatement) for babies.
Sure, there's the irresistible baby smell, but for me, there is real magic in the imagination that infants allow. What will they become? What can we show them next? When will they let loose that first contagious giggle? Babies represent hope and optimism—each new skill they learn and milestone they achieve serves as a reminder that there are always exciting adventures on the horizon.
[callout] I’m not alone in my fondness for babies! If you're involved in marketing, leveraging images of babies can be incredibly effective. They inspire hope and help potential donors envision a brighter future.
One of the beautiful things about babies is that their growth doesn’t come with a strict deadline—just general guidelines based on others’ experiences.
This open-ended optimism contrasts sharply with the world of fundraising, which often operates under tight deadlines and with a sense of urgency. As we approach the end of the year, there's a flurry of tasks to ensure we finish strong and maintain visibility with our donors and supporters.
As we enter the fourth quarter of 2024 the countdowns have begun! How many days are left until the election? the first school vacation? Halloween? Giving Tuesday? or the end of the year? And the counting is also underway … how many gifts have arrived as a result of year-end solicitations? How many of last year’s December major donors have we called throughout the year to share organizational updates?
Do we know that they will be making a gift again this year? All of these special dates and questions are important as we shape a communications plan with our donors - establishing call plans, mailing, and social media calendars that allow us to bring our messaging to the audiences we have identified.
What do you need to know before creating these plans?
DATA.
Here are some key points to pull from last year’s results. If your organization did not keep good records last year (or if fundraising is new to the organization) collect this data this year so that you can start comparing your success and growing your fundraising bottom line. If you need support in developing a plan for data collection or review, call Team Kat & Mouse to discuss how we might help.
Take some time before launching into the countdowns to set some goals for your team. Using SMART goals will ensure that you can measure and report on your success.
Who were the top donors last year? Have they made a gift yet this year? What is your plan for outreach? Did you reach out when their gift arrived to say thank you?
Who are the desired contacts for your communications? Prospects? Returning donors? Local corporate leaders? Don’t be afraid to segment your communications so that you share the right messages. A little work on the front end in drafting a second letter and segmenting your lists might be the key to a successful campaign.
What are the channels that you’ve been using?
If you can, look at last year’s results to see which resulted in the highest rate of gifts
Are you seeing increased engagement on posts? Followers?
Which emails generated responses? Gifts?
How about direct mail - is it still performing as a tool to increase your donor pool?
Look at the numbers!
How much money was generated for each of the posts/letters that you sent last year?
How many gifts was that?
What tools can you use to increase the size of your average gift? - do you have the ability to accept monthly gift commitments?
Team Kat & Mouse can help support your team through year-end deadlines and work with you to put processes in place that will allow you to approach next year’s deadlines with a renewed sense of optimism and calm.
Drop us a line for a free consultation
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