How to plan an end-of-financial year donations campaign

Your organisation needs to time its planning and execution to make the most of the June donations boom, which sees organisations bring in six to 10 times as many donations in June as in any other month of the year.

A well-structured timeline means that all aspects of the campaign are developed, implemented and reviewed to maximise donor engagement and contributions.

Here’s GiveNow’s suggested timeline for your campaign, based on our extensive analysis of EOFY donations data.

1. Preparation phase (March to April)

MARCH

• Campaign strategy development Define campaign goals, target audience, key messages and fundraising channels (e.g. email, social media, direct mail).
• Budget allocation Set a budget for the campaign, including costs for marketing materials, software tools, and any paid promotions.

APRIL

• Content creation and materials preparation Start creating content, including stories of impact, donor testimonials, and campaign visuals.
• Technology and tools set-up Ensure you understand how to optimise your online donation platform settings for a positive donor experience. Set up tracking and analytics. GiveNow provides users with a comprehensive guide to optimising donation process settings.

2. Pre-launch phase (May)

• Staff and volunteer training Train team members and volunteers on campaign specifics, including key messages and donor engagement strategies.
• Stakeholder engagement Inform key stakeholders (e.g. board members, major donors) about the upcoming campaign and how they can help.
• Soft launch to key supporters Introduce the campaign to major donors, volunteers and staff, and seek early contributions and feedback.
• Finalise your ask Ensure all promotional materials, email templates, and social media posts are ready and scheduled.

3. Launch phase (June)

• Public launch Officially launch the campaign through all selected channels, focusing on the urgency and importance of EOFY giving.
• Donor engagement activities To engage your supporters, offer a series of donor engagement activities, such as webinars, virtual tours, or Q&A sessions with project leaders.
• Regular updates and reminders Send weekly updates on campaign progress, highlighting donor contributions and remaining goals.
• Social media Keep social media channels active with regular posts, stories and live sessions to maintain engagement. They are not likely to be the places where you ask for donations, but this activity will reinforce your need for support.

4. The finale (last week of June)

June 30 is on a Sunday this year, so donors will really click into gear mentally in the week beginning Monday June 24.

For this week, make sure you are ready with:

• final push communications. Increase the frequency of communications, emphasising the tax-deductibility of donations (as applicable) and the impact of last-minute giving.
• thank you messages. Begin sending out personalised thank you messages as donations are received, acknowledging the importance of each contribution.

5. Post-campaign phase (July)

• Campaign analysis Compile and analyse campaign data to evaluate performance against goals, identifying strengths and areas for improvement. Prepare stakeholder reports.
• Donor appreciation This is the most important step in the whole EOFY timeline. Send out comprehensive thank you communications to all donors, including impact reports and future engagement opportunities. This step alone will make your donation strategy a success. And next EOFY’s campaign will be easier and more successful than ever.
• Plan for retention Develop a plan for ongoing engagement with new and existing donors (after saying thank you), leveraging the momentum of the campaign.

By following this timeline, your organisation can systematically plan, execute, and review an EOFY donations campaign, ensuring maximum engagement and support from your donor base. Remember to adjust the timeline based on your specific context and capacity.

Compiled by Cathy Truong, executive director, GiveNow