Year-End-Communications – they really do matter!
If you do just one more thing before the end of 2020, make it communications. Here’s why:
December is a huge month for giving (the biggest actually: in America one-third of all giving happens in December).
For individuals, December is the ‘season of giving,’ and it also marks the last opportunity in the fiscal year to lower their tax bills through tax deductible donations.
December is often crunch time for foundations who need to distribute all remaining funds before the end of their fiscal year.
You have great things to share...
If you’re reading this, you and your organization have likely weathered the storm of 2020, which means you already have something great to share and tell with others (more guidance on that below). Take stock of what you’ve achieved despite all the obstacles and be proud of your accomplishments and resilience and allow those who support you to feel the same way.
It’s motivational…
Taking time to reflect on the year isn’t just important for fundraising, but it’s important for motivating too. Year-end communications are good for your team, your partners, and your supporters. They get people excited, uplifted, and ready to keep going.
A guide: Below offers a simple framework that will guide you as you develop your year-end communications.
There are many ways you can do year-end communications, and this might feel overwhelming. But what matters most is not the fancy graphics or professional photographs, but instead the effort of reflecting, sharing and celebrating your year with those who are invested in your work.
1. What communications tool will you use?
Choose your communications platform. Don’t stress out about the communications tool you use. What matters most is that you’re authentic, clear and compelling and that can be done just as well in a simple email as it can on a well produced video.
2. Who is most important for you to reach?
Choose your target audience: While there may be a number of different people you want to reach, be clear on your key audiences so that your content is tailored to resonate with them. If needed, you might want to develop two sets of year-end communications tools.
3. What is essential they know about your work this past year?
Determine your main message: What is the most important thing you want people to remember about your work this year?
Example: “We adapted, we carried on”; “More communities benefiting from their land and resources”; “More grass, more resilience”...
Whatever the message, make it prominent, clear (i.e. no jargon), and repeat it so it ‘sticks.’
Note: This is a good opportunity to build brand awareness, and highlight what makes your organization distinct from others.
4. What are you the most proud of?
Share your highlights: Identify your top achievements - 5-8 is plenty - focusing on the impact of your work. Be concise, don’t over explain.
Examples: “Increased Rights: 55 woman can reap the benefits from managing their natural resources thanks to acquiring title deeds totalling 150 hectares of land;” “Community Driven Conservation: Communities are covering 50% of the costs of human wildlife conflict mitigation kits in the Wildlife Management Area, demonstrating that they increasingly value the wildlife living alongside them.”
Share your best stories: Spend time together with your field team to search for stories in your data. Tell stories that follow a simple story-arc: what was the problem, the change and the outcome?
Remember: Impact drives income, the more clearly you communicate your impact, the more funding you can attract.
5. What was hard?
Be honest and reflect: Share any challenges you faced this year as well. This shouldn’t be a long list, but people appreciate when organizations truly reflect on their work, both the good and the bad.
6. How do others feel about your work?
Bring in other voices: Don’t be the only ones tooting your horns! If possible, share 1-2 quotes that will bring meaning, and emotion to your work. Best quotes come from partners or from your constituents.
7. Who else played a critical role in your successes?
Be grateful and share the success: Donors, partners, community members, government officials, etc. all play important parts in your success. Give them credit for this and take the opportunity to truly thank them. Choose words like “you” and “we” so that people feel part of your work and achievements.
8. What’s next?
Motivate for next year: Your parting message should remind your audiences that the work doesn’t stop here. Share a short sentence about your vision for 2021.
End with a clear call to action: How would you like your audience to respond? For example - learn more (link to a web page), fund us, read our strategy plan, etc.