How to keep EOY donors engaged into 2025

Nhu Te on Dec 18, 2024 8:52:48 PM

111: How to keep EOY donors engaged into 2025

Keeping year-end donors engaged into 2025 is key to building consistent, reliable support for your mission. But knowing it and making it happen are two different things. So, how can organizations turn year-end generosity into lasting commitment?

This week, I’m sharing resources to help you turn one-time gifts into recurring supporters. These include strategies for connecting meaningfully, encouraging continued involvement, and growing donor loyalty throughout the year.

Also, we’re taking a holiday break, but the Good Marketing Brief will return in 2025 with more insights to help you make the new year your best yet!

Nhu Te headshot

The take-home template

Once recurring gifts are set up on your donation form, it’s easy to assume that donations will start rolling in on their own. However, recurring giving is a sustained effort that requires strategic planning, clear communication, and ongoing engagement to thrive.

This free workbook guides you through the steps of building a multi-million dollar recurring donor program, from setting clear goals to developing nurture strategies for long-term success.

Snackable snippets

A beginner’s guide to retargeting ads for nonprofits 📖

Have you ever searched for a pair of shoes online, only to witness that exact pair follow you around the web later? That’s retargeting in a nutshell—and it’s one of the most cost-effective, impactful ways to connect with new and old supporters alike.

Follow our step-by-step guide to learn how to get started with retargeting ads so that you can ensure your message stays front and center during the busy holiday giving season and beyond.

Designing a monthly giving program 📖

While every donation is worth celebrating, a steady income stream sets your organization up for long-term success. Monthly giving programs have become a cornerstone of sustainable revenue, representing 31% of all online donations last year.

This resource shares practical tips for launching an engaging monthly giving program and examples of helpful initiatives to fuel your inspiration.

The ultimate guide to upgrading recurring donors 📖

Upgrading your recurring donors is a low-hanging fundraising initiative that you need to put on your docket ASAP. Given that these supporters are already loyal to your cause, why not ask them to increase their monthly contribution?

This guide breaks down how to successfully upgrade your recurring donors and unlock their full potential, from crafting effective appeals to determining the right ask amount.

How to build a breakthrough recurring giving program 🎧

What if you approached your recurring giving program in two ways: as a campaign and as a product?

While gathering resources for this week’s brief, I couldn’t help but think back to a conversation from this year’s Responsive Nonprofit Summit. Nonprofit marketing leaders like Miry Whitehill from Miry’s List and Kyle Roosen from the Tim Tebow Foundation explored strategies for building and sustaining a successful recurring giving program.

What happens when you default to a recurring gift 📖

The choice to default to either one-time or recurring gifts on donation forms is a topic of lively debate in the nonprofit world.

While each organization’s needs are unique, defaulting to recurring giving can have a game-changing impact. A NextAfter study shows how Focus on the Family increased conversions and revenue simply by making recurring gifts the default option on their donation form.

In the news

From streaming services to meal kits to software, the subscription economy has reshaped our global economy, marking a departure from traditional ownership models toward a preference for access and convenience.

But as the subscription market becomes saturated, the question arises: Where is this quickly evolving business concept going? From hyper-personalization to SaaS bundlings, these are the key predictions for the future of subscriptionization.

Nostalgia has long been a powerful tool for marketers to build emotional connections with consumers, but authenticity is key—especially when targeting Gen Z.

To drive true emotional engagement with consumers, brands must use nostalgia in service of brand values and storytelling, not just as decoration. Otherwise, they risk "nostalgia-washing," which can undermine trust and harm their brand.

For your inspiration folder

The Columbus Museum of Art (CMA) outsourced its digital advertising to an agency but struggled to gain visibility into campaign performance and achieve the necessary return on investment as a growing nonprofit. Since switching to Feathr, CMA has transformed its digital footprint, attracting 13,000 new audience members, generating $22,500 in ticket sales, and achieving 718 ad clicks.

Amber Wacker, CMA's Design & Digital Communications Manager, noted: “In Feathr, I’m the one creating campaigns, so I have full control of the timeline and budget. The retargeting campaigns I ran have been the most effective digital ad campaigns in our museum’s history.”

Share this