"When is the best time to launch a fundraising campaign?"
I get asked this question a lot.
To be honest, if the message is compelling enough, there is no bad time to launch a fundraising campaign. If your message is engaging and shareable, people will always donate to your cause.
But let's take a deeper look and see what time of year people give the most.
When do people give?
The average person makes 24% of their annual donations between Thanksgiving and New Year's, according to research from the Center on Philanthropy. This is true for a lot of reasons, including tax deductions and the influences of holiday cheer or gloom. This survey confirms that charities receive 41% of their donations in the last few weeks of the year.
Two things to remember if you are wishing to capitalize on year end giving:
1. The success of a campaign is dependent on not just the message and content, but also the planning that goes into it. So if you have only two weeks left to launch a campaign for money that you need, I would not recommend spending this valuable time trying to come up with a great angle for the campaign. Rather, I would begin identifying ways to promote this campaign to ensure it gets the necessary traction. Collect email addresses of previous donors, start reaching out to people who can help you promote your campaign. Strategize.
2. Once your campaign has launched remember: keep promoting.
People are not just surfing crowdfunding platforms looking for awesome campaigns. In fact, 84% of the people who donated to a Kickstarter campaign donated to that campaign alone. This means that they did not just come across a campaign and decide to donate. It means they were referred to a specific campaign by a friend, family member, or something they read; donated to the campaign, and left the website.
So if you don't tell people about your campaign, they will not find it and donate, and you will not hit your goal (yes, that was intended to scare you into over promoting your campaign!).