Explore ways to take advantage of the summer giving slump. CharityAuctionsToday offers tips on how to boost donations and use potential downtime.
The summer months can be a challenging time for nonprofits. Known as the “summer giving slump,” donations often decrease during this period.
Understanding this trend is crucial for maintaining momentum. It’s not just about weathering the slump, but turning it into an opportunity.
This article provides strategies to help nonprofits navigate this seasonal slowdown. From engaging donors to creative fundraising, we’ve got you covered.
So, let’s dive in and explore how to take advantage of the summer giving slump. Turn this challenge into a chance for growth and development.
The summer giving slump refers to a decrease in donations during summer. This trend is common among nonprofits worldwide.
Several factors contribute to this slump. People often go on vacation, shifting their focus away from regular giving.
Understanding this pattern is the first step in planning for it. It’s about recognizing the ebb and flow of donor behavior.
With this knowledge, nonprofits can strategize effectively. They can turn the summer slow down into a productive period.
Engaging donors during the summer is crucial. Use emails, mailers, and social media to keep them informed and involved.
Consider sharing impact stories. This keeps your mission in focus and shows the importance of year-round giving.
Offer exclusive content, swag, or experiences as a thank you. This can help maintain donor interest.
Finally, send out a mid-year report. This keeps supporters updated and shows them the impact of their donations.
Summer-themed fundraising events can be a hit. Consider outdoor activities that engage the community.
Co-promotions with businesses can also be beneficial. This can bring in new donors and increase visibility.
Explore our list of summer fundraising ideas to see if any suit you and your community’s needs. If a large summer fundraiser is outside your budget or resources (after all, your staff deserves time off, too), plan a simple online fundraiser like an auction. You can send out the link to your donors and reach them even if they’re on the beach.
If you don’t have items to auction off, use our auction inventory catalog to stock your auction. Entice your donor list with travel packages offering summer getaways, winter wonderlands, and entertainment experiences. These packages come at no upfront cost to you, only a portion of their final hammer price.
Social media is a powerful tool for maintaining donor engagement. Use it to share updates and stories about your work.
If you’re not confident with your video editing skills, now is a good time to learn something new and start posting short videos about who you are and what you seek to accomplish.
Storytelling can keep your mission in focus. Share impact stories from beneficiaries to inspire continued support.
“People hear facts, people hear figures, but people always remember stories. You’ll forget the facts, you’ll forget the statistics and the numbers and sometimes even the names of people who have been involved in certain things, but stories just have this way of really getting to you to where you can’t forget that really great story that you heard, even if you can’t quite tell it exactly the same way as you heard it,” says Elton Taylor Jr., Director of Major and Planning and Giving at the New Orleans Museum of Art.
The summer slump is a chance to strengthen relationships with existing donors. Use this time to show appreciation and thank them for their support.
Consider sending out a mid-year report to update supporters. This keeps them informed and involved in your mission.
“Take that opportunity…if you’ve got a compelling story to tell seize every opportunity available to tell it. If you don’t have an impact story to tell, what what’s a success or achievement that you may have experienced within the last 12 to 18 months that would get this person’s attention to say, ‘They are doing some great things over,’ and then make your call to action.
And the call to action does not have to be ‘We really would appreciate your support again, would you please consider giving to us?’ It can be as simple as, ‘I would love to have coffee with you. When is an opportunity for me to give you a phone call and share at length about this amazing project that we are working on or this great success that we’ve been able to achieve?’”
Remember, emphasizing the impact of year-round giving can encourage continued support. Start a campaign to convert sometimes donors to recurring donors, invite them to volunteer in person, or ask them to recruit others to your cause. It’s all about maintaining engagement.
The summer slow down can be a time for internal growth. Encourage staff to use this period for professional development.
Consider bringing in summer interns. They can provide fresh ideas and extra support.
Also, conduct a mini-audit of your marketing strategy. This can help you plan for future summer slumps.
Use downtime in the summer months to get a jump start on later projects and audit your fundraising tech.
The summer giving slump can be a challenge, but with strategic planning, it can become an opportunity for growth and engagement.
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