Nonprofit organizations depend on successful fundraising to power their missions, but when it comes to launching a campaign, timing can make or break your results. Whether you’re sending your first donor appeal or gearing up for your year-end push, knowing when and how to engage your audience is key.
Here’s what to consider before launching your next campaign:
1. Pay Attention to the Calendar
Some months are better than others for fundraising. For instance:
- Year-End (October–December): Donors are in a giving mindset and looking for tax-deductible opportunities.
- Spring (April–June): This is often a productive window before summer vacations begin.
- Avoid Holidays and Busy Seasons unless your message is directly tied to them. Don’t send donation requests during major personal spending periods like Black Friday weekend unless you're doing a Giving Tuesday appeal.
2. Read the Room (and the Headlines)
We live in a 24/7 news cycle. Before you launch, ask:
- Is there a crisis dominating the news?
- Is your campaign relevant or sensitive to what’s happening in the world?
- Don’t risk seeming tone-deaf. If there’s overwhelming tragedy or economic strain, consider postponing or shifting your messaging to acknowledge what your audience might be feeling. Empathy builds connection.
3. Segment Your Audience
Not every supporter needs to receive every message.
- Create tags or lists in your email platform to segment repeat donors, first-timers, and event attendees.
- Use dynamic content to tailor appeals: repeat donors might appreciate an update before being asked again, while newcomers might need to hear your origin story.
Pro Tip: Maintain a live list of donors who have already given, so you can exclude them from future asks and instead thank them or invite them to share your campaign with others.
4. Be Strategic with Your Send Days
Email performance studies show that:
- Mid-week (Tues–Thurs) sees better engagement.
- Mid-morning or late evening works well for opens.
- Always test for your own audience—your ideal time may be unique.
5. Craft a Message That Connects
You’re not just asking for money, you’re inviting someone to be part of your mission.
- Keep it human. Share a compelling story or a real example of your impact.
- Be clear. Say how the donation will help, and give suggested amounts or impact tiers.
- Make it easy. Link directly to your donation page. No one wants to click five times to give.
Fundraising is more than logistics; it’s about intuition, timing, and empathy. A well-crafted message, sent with care at the right moment, can spark generosity and create lifelong supporters. If you need help planning your next campaign, curating messaging, or managing donor lists, I’d love to support you. This is the kind of detail-oriented work I do for my nonprofit clients every day, so you can focus on the big picture.