Many charities generate the majority of their donations during the month of December. But it doesn’t just occur magically after Thanksgiving. It takes plenty of time planning on the front-end, so it’s not unusual for nonprofits to start thinking about it in the summer.
Early audience growth and cultivation are key to a successful year-end campaign, said David Onate, senior online communications and marketing manager, African Wildlife Foundation (AWF), who was among the panelists of “Christmas in August: Year-End Giving Tips You Can Use” during the DMA Nonprofit Federation’s annual New York City conference. He suggested focusing on acquisition in the summer, cultivation during the fall and finally, an appeal in the winter.
Onate suggested a few things to think about months ahead of the holiday season:
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