How to plan an end-of-financial year donations campaign

Your organisation wants to be part of the donation boom – where organisations see an average of six to ten fold increase in donations in the month of June than other months of the year.

A well-structured timeline ensures that all aspects of the campaign are developed, implemented, and reviewed efficiently to maximise donor engagement and contributions.

Here’s a suggested timeline for your campaign:

1. Preparation phase (March to April)

MARCH

• Campaign strategy development: Define campaign goals, target audience, key messages, and fundraising channels (e.g., email, social media, direct mail).
• Budget allocation: Set a budget for the campaign, including costs for marketing materials, software tools, and any paid promotions.

APRIL

• Content creation and materials preparation: Start creating content, including stories of impact, donor testimonials, and campaign visuals.
• Technology and tools set-up: Ensure you are aware of how to optimise your online donation platform settings for a positive donor experience. Set up tracking and analytics. A great guide can be found here if you are a GiveNow user that wants to optimise your donation process settings.

2. Pre-launch phase (May)

• Staff and volunteer training: Train team members and volunteers on campaign specifics, including key messages and donor engagement strategies.
• Stakeholder engagement: Inform key stakeholders (e.g., board members, major donors) about the upcoming campaign and how they can help.
• Soft launch to key supporters: Introduce the campaign to major donors, volunteers, and staff, seeking early contributions and feedback.
• Finalise your ask: Ensure all promotional materials, email templates, and social media posts are ready and scheduled.

3. Launch phase (June)

• Public launch: Officially launch the campaign through all selected channels, focusing on the urgency and importance of EOFY giving.
• Donor engagement activities: If you are trying hard to engage your supporters, offer a series of donor engagement activities, such as webinars, virtual tours, or Q&A sessions with project leads.
• Regular updates and reminders: Send weekly updates on campaign progress, highlighting donor contributions and remaining goals.
• Social media: Keep social media channels active with regular posts, stories, and live sessions to maintain engagement. They are not likely to be the place where you ask for donations, but it will reinforce your need for support.

4. The finale (last week of June)

June 30 is on a Sunday this year, so mentally donors will really click into gear in the week starting Monday the 24th of June.

During this week, make sure that you are ready with:

• Final push communications: Increase the frequency of communications, emphasising the tax-deductibility of donations (as applicable) and the impact of last-minute giving.
• Thank-you messages: Begin sending out personalised thank you messages as donations are received, acknowledging the importance of each contribution.

5. Post-campaign phase (July)

• Campaign analysis: Compile and analyse campaign data to evaluate performance against goals, identifying strengths and areas for improvement. Prepare stakeholder reports.
• Donor appreciation: The most important step in the whole EOFY timeline. Send out comprehensive thank you communications to all donors, including impact reports and future engagement opportunities. This step alone will make your donation strategy a success. And next EOFY’s campaign will be easier and more successful than ever.
• Plan for retention: Develop a plan for ongoing engagement with new and existing donors (after saying thank you), leveraging the momentum of the campaign.

By following this timeline, your organisation can systematically plan, execute, and review an EOFY donations campaign, ensuring maximum engagement and support from your donor base. Remember to adjust the timeline based on your specific context and capacity.

Compiled by Cathy Truong, executive director, GiveNow