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The Summer Giving Slump: How To Beat It

Donor Blog

Ah…the lazy days of summer are almost upon us. When school’s out, vacation’s on, and collectively, we all seem to mentally kick back for three months. Beach trips, pool days, weeks at Grandma’s, and camps are all part of summer fun, but for nonprofits, it can be a challenging season.

These distractions often result in a giving slump, as supporters take off for the summer and decrease or cease their giving. All too often, for most of us, summer means we’re off our routines—and our budgets—and nonprofits suffer.

Your organization doesn’t have to face a summer drought of donations this year, though. Try these ideas for ways to fight the giving slump.

How Your Organization Can Increase Donor Giving This Summer

  • Join the summer fun! Everyone’s got summer on the brain, so go with it. Create a fundraising event that has summer fun at its core and is also tied to your mission and goals. Ice cream socials, outdoor concerts, carnivals, and picnics all provide the ideal summer fun backdrop to raise money for your organization.
  • Make giving super-easy (think mobile-friendly). Send your donors an email or text message asking for a summer gift. Make sure this message is short and to the point, has a clear call-to-action, and makes giving as easy as one click. You’ll have just a few seconds to get your readers’ attention, so make it count.
  • Stay an engaging storyteller. Your usual audiences may be off at church camp, but the work your organization does is not stopping for three months. Keep telling stories and sharing images through your various communication channels. Remind donors that the need doesn’t disappear because they’re away from home. Emphasize the urgency of their gifts during the summer months and continue to make your donors the heroes.
  • Encourage automated giving every month. Right now is a great time to make a concerted push for donors to join your monthly giving program. Use summer as your angle for reaching out; tell donors when they become supporting members of your organization, they don’t have to worry about making donations throughout the summer. Becoming a monthly giving supporter helps them stay connected with your organization and the important work you’re doing.
  • Stay focused on the positives. Don’t give in to the temptation to dread the summer or anticipate a difficult time. An optimistic outlook for the months ahead helps foster a culture of creativity and generosity, which will always benefit your organization, season in and season out.

With focus and intentionality, your organization will weather the next few months just fine. Preparing for summer and staying connected to your donors will help you beat the giving slump and move straight into fall, stronger than ever.

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