Many people make charitable gifts in the last weeks of the year, so it's worth having a plan for your rescue. You don't need an elaborate campaign. A donation page that works, a few well-timed emails, and a clear explanation of what gifts pay for will cover most of it.
This guide walks through a simple plan you can start in November.
Check your donation page first
Before you ask anyone for money, make a donation yourself using your phone. Look at how long it takes, whether the page explains your work, and whether you get a confirmation afterward.
A good donation page has:
- A few suggested amounts, plus the option to enter a different one
- Common payment methods, including cards
- An option to give monthly
- A short explanation of what gifts pay for
- A clear link from your home page and social media profiles
PawPlacer's public donation page lets you set suggested amounts and accept one-time, monthly, and yearly gifts through Stripe. PawPlacer doesn't take a percentage of donations. Your payment processor charges its usual fee, and donors can choose to cover it.
Plan three emails
A short series of messages is usually enough, and it gives supporters a few chances to act without overwhelming them.
Late November or early December: your year in review. Share how many animals you helped, tell one or two stories, and explain what supporters made possible. End with a simple request and a donation link.
Mid-December: a specific need. Choose one goal your readers can understand, such as paying for spay and neuter surgeries or a winter's worth of food. Use your own costs, and share progress if you can.
December 28–30: a short reminder. Keep it brief. Remind supporters that the year is ending, thank them, and include the link. If your organization is tax-exempt, you can mention that gifts made by December 31 generally count for this tax year. Ask your accountant if you're unsure how to word this.
Send these to past donors, adopters who've agreed to hear from you, fosters, and volunteers. Keep your list clean by removing people who've opted out.
Be specific about what gifts do
People like to know where their money goes. Instead of saying "every dollar helps," connect amounts to real costs from your own budget. For example, you could look up what you paid last year for a set of vaccines, a spay surgery, or a month of food, and use those numbers.
Only use figures you can stand behind. If you've received a gift for a specific purpose, make sure you can use it that way, or word your appeal more broadly.
Your records can help you here. PawPlacer's Financial and Medical reports show recorded revenue and medical costs, and your year-in-review email can draw on your Outcomes report.
Promote monthly giving
Monthly gifts give you steadier income through the slower months and spare you from asking supporters to give again. Offer a monthly option next to the one-time amounts, and explain in a sentence or two what steady support means for your animals.
Consider making your suggested monthly amounts small, since many people find it easier to commit to a modest gift they won't notice each month. Thank monthly donors separately, and make it easy for them to change or cancel.
Give people other ways to help
Not everyone can donate money at the end of the year, but many supporters would still like to help. Consider offering:
- A wishlist of food, blankets, and supplies. PawPlacer includes a public wishlist you can share.
- Holiday fostering, including short placements over a break.
- Volunteer shifts at an adoption event.
- Sharing your appeal on social media with a link to your page.
Ask local businesses
Local businesses may be willing to match donations for a day, hold a collection, or donate part of a day's sales. Make it simple for them. Provide a flyer with a QR code that links to your donation page, and agree on the dates and how the money will be handled. Thank them publicly afterward.
Thank donors promptly
A quick thank-you is the most important step after the gift arrives. Send a confirmation right away, then follow with a personal message for first-time and larger donors when you can.
Donors may also need a receipt for their taxes. In PawPlacer, you can issue a numbered PDF receipt for a received gift and email it to the donor. Check with your accountant about what your receipts should say.
In January, send one more update. Tell supporters what you raised and what you plan to do with it, without asking for anything. Those who see what their gift did are more likely to think of you next year.
