20 Ways Nonprofits Can Prepare For Increased Holiday Competition

The holiday season often brings a huge surge in charitable giving. Unfortunately, this also means increased competition for nonprofits fighting to capture donor attention.

To help your organization stand out, preparation is key—both in strategy and execution. Whether it is fine-tuning your messaging, leveraging data or creating a more personal connection with your supporters, going into the season with a game plan is essential.

To that end, 20 Forbes Nonprofit Council members share practical ways to make this giving season your most impactful.

1. Adopt The ‘Long Game’ Approach

Nonprofits can significantly boost their year-end fundraising success by adopting a “long game” approach that begins months before the holiday season. Organizations should focus on trickling out awareness messaging through various media channels and relationships, sharing their value and impact without making direct fundraising appeals. – Jennifer Gremmert, Energy Outreach Colorado

2. Remind Loyal Donors Of Their Impact

Strong nonprofits need to focus on their loyal donor base and tell them the impact they are creating with their valuable support. Make sure donors know that you appreciate what they do for your nonprofit and what your plans are for impact in the next year. Loyal donors don’t get donor fatigue if they are with you on the journey and feel their contributions are appreciated and making an impact. – Matt Nash, The Blackbaud Giving Fund

3. Craft A Personalized, Compelling Campaign

To stand out during the competitive holiday donation season, nonprofits should focus on crafting a compelling, emotionally resonant campaign that clearly connects donors to the impact of their contributions. Personalization is key, as segmenting your audience and tailoring your message to specific donor groups can make outreach feel more meaningful. – Paolo Petrocelli, Dubai Opera

4. Nurture Existing Relationships

To prepare for increased competition for donors around the holidays, nonprofits should nurture current donor relationships. Share impact stories, financial updates and gratitude while also creating personalized messages across channels. Hosting in-person or hybrid events can keep your cause top of mind and engage both existing and new supporters. – Amber Barbach, The Glioblastoma Research Organization

5. Combine Storytelling With Data

Effectively combining storytelling and data-driven insights is essential for any donor campaign, particularly during the holiday season. The emotional connection our donors feel through the real stories of individuals overcoming mental health challenges is key. Donors want to know they’re making an impact in the world with their donations, so we have to make that impact tangible and compelling. – Dena Trujillo, CRISIS TEXT LINE

6. Start Your Donor Engagement Early

Engage donors early by sending something to capture their attention and build the relationship before the season of asking. The fall is a great time for stewardship and cultivation. Send an update from the summer, a couple of things you’re excited about in the months to come and an invite to an event. – Matthew Gayer, Spur Local

7. Host A Face-To-Face Event

My organization stands out by hosting a physical event on Giving Tuesday, going beyond digital outreach. This face-to-face connection reminds our donors of the important relationship we share and the impact of their generosity. We cut through the clutter of inboxes and oversaturated social media feeds by making donors feel valued and connected to our mission. – Erin Santos-Primis, Isabella Santos Foundation

8. Build Your Relationships Year-Round

Successful year-end giving is a result of the relationships your team built and cultivated from January through October. When fundraising is approached as a year-long effort, competition doesn’t matter. – Sherry Quam Taylor, QuamTaylor

9. Uplift Work Outside Of Your Organization

Consider using your platform to elevate the messaging and impact of other, related nonprofits. Donors are bombarded during the holidays with direct asks, but in the spirit of giving, our organization likes to celebrate the work of others around us who help to benefit the community and expand our collective reach. – Randy Wong, Hawaii Youth Symphony

10. Send Holiday Cards And Make Personal Phone Calls

Our organization starts early. For example, during the month of November, we like to send hand-drawn Thanksgiving cards from our student scholarship recipients. We select the best cards and send them to our printer. We also call our Top 500 donors with Gratitude Calls during November. – Nancy Padberg, Catholic Education Arizona

11. Deliver Personalized, Segmented Communications

Nonprofits should treat every donor like a major donor by sending personalized, not generic, communications. Use modern technology to dynamically segment donors and deliver content that aligns with each person’s interests. This targeted approach helps your organization stand out and strengthens donor engagement, increasing the chances of ongoing support. – Gabe Cooper, Virtuous

12. Collaborate Instead Of Compete

Rather than viewing it as a competition, what about collaboration instead? Supporters get used to the same rhythm of campaigns and similar asks. How much more impactful would it be to demonstrate unity, team up and show that new approaches are being taken to address major challenges? – Jonathan Prosser, Compassion UK

13. Translate Impact Into A Multi-Channel Story

Fundraising isn’t about the dollars; it’s about what the dollars can do. Show donors all year long what impact their gifts have. This happens when you regularly engage donors and translate their gifts into an impact story that can be shared in newsletters, conversations or online. Donors’ pride in your work will help your organization stand out during the holidays and all year through. – Karen Cochran, Philanthropy Innovators

14. Focus Messaging On Clear Calls To Action

Start now with strong, heartfelt stories that connect with your audience. Personalize your outreach to make donors feel valued and use compelling visuals. Focus on clear calls to action and consistent messaging. For existing donors, remind them that their donations also had an impact. By launching now, you’ll be ready to stand out when the holiday giving season heats up. – Cherian Koshy, Kindsight

15. Start The Ask Before Year-End

Start the ask now before the end-of-year giving begins. Have your goals outlined for the new year. Create graphics to showcase YTD impact, how their donation assisted with this year’s impact and how giving again will impact more in the next year. Stewarding donors should be a year-round plan, not just for end-of-year giving, and remember to include additional ways to give. – Erin Davison, Big Brothers Big Sisters of Southwest Louisiana

16. Hold A Giving Day Aside From Giving Tuesday

Lay the foundation for fundraising year-round, not just in the week before Giving Tuesday. Pick a date in the spring or summer that has meaning to the organization and can be used to lead a giving push. Make clear year-round why support is needed and how dollars will be spent. Fundraising is a full-time, year-round job, so ensure it is part of your work day beyond November and December. – Patrick Riccards, Driving Force Institute

17. Use Beneficiary Testimonies

Create a compelling story told in the words of those who are the beneficiaries of your program. Develop those testimonials into content and visuals—especially videos—that can be sprinkled into every communication you release in the months leading up to the holidays. Nothing catches the attention of a donor more than a heartfelt message from someone who has benefitted from their generosity. – Victoria Burkhart, The More Than Giving Company

18. Share The Impact Of Partnerships, Not Just Donations

Most nonprofits focus on the end-of-year fundraising sprint but the long game is key. Build a giving strategy that fosters two-way relationships with donors. Show them how their support drives real change and directly impacts your mission. Share impact stories, celebrate their involvement and demonstrate that their partnership, not just their donation, is vital. – Michael Bellavia, HelpGood

19. Start Outreach Before The Holidays

Don’t wait until the holidays to make those connections. If you haven’t been reaching out via newsletters and or videos, start doing that now to let potential donors know how your organization is serving the community. Ask for feedback to see what their interests are so that you can see if your services and programs truly align with their priorities, which is a win-win for everyone. – Kimberly Lewis, Goodwill Industries of East Texas, Inc.

20. Celebrate All Forms Of Generosity

Celebrate generosity in all its forms, including time, talent, testimony and ties—not just treasure. Elevate all of the ways that supporters amplify your mission. Start the campaign with messages on Giving Tuesday and carry them through the month of December. – Laura MacDonald, Benefactor Group

Source: Forbes