Most organizations experience a “summer slump.” They raise less money in the summer because — let’s face it — donors are busy doing other things.
But your organization can avoid the slump, and can even turn it into a strength! There are three main steps, and here’s how . . .
Step 1: Do A Fiscal Year End Campaign
If your fiscal year ends on June 30th, do a Fiscal Year End campaign. We just recently posted how our clients have successfully done this — read that for the full details. But in a nutshell, run a campaign with a direct mail letter and a few emails asking your donors to give a gift before June 30th to “help [your organization] end your fiscal year strong.” I’ve been doing fundraising for over 20 years and I’m always surprised these campaigns work. But they always do!
Step 2: Develop A Summer Offer
Is there a reason your organization is busy during the summer or early fall? Or a reason your beneficiaries need special help during the summer? Or a reason you need funding during the summer? If so, ask your donors specifically to help with that reason.
For example, we do this for an organization that helps homeless moms and kids. Each year we run a “Back To School” campaign during the summer that asks donors to help provide school supplies, backpacks, clothes and shoes for the children in their programs. We’ve done it for 4 years and have raised more money each successive year.
Step 3: Ask Your Major Donors
You have many major donors who give annually and have flexibility for when they give their gift. Approach them, tell them about the summer slump and how helpful it would be to get their gift in the summer. I’m sure at least one will help you. And here’s a delightful little secret; I bet that donor will give you another gift at the end of the year!
That’s how to avoid your summer slump!