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As we approach the busy holiday season, the Canada Post strike which started Friday, Nov 15th is a cause for concern for many charities who rely heavily on traditional mail to meet their annual fundraising goals.
Understanding the impact
A Canada Post strike, especially just before the holidays, could delay or halt the delivery of your fundraising appeals, impact donation processing, and limit communication with your supporters. This could mean missed opportunities for engagement and, ultimately, a dip in revenue during a season that can be responsible for more than half of an organization’s annual giving.
However, all hope is not lost. Here are some alternative strategies you can implement to ensure your fundraising efforts continue to thrive, even amidst postal disruptions.
Steps you can take to ensure a successful Year End
Here are some strategies to consider to help you stay on track for your year-end fundraising goals.
1. Double Down on Email Fundraising
This is likely the first place your head goes when exploring an alternative for print fundraising, and for good reason. Adding a few additional emails doesn’t usually take a lot of resources, and the great thing about email fundraising is its ease and expediency.
Tip:
- Expand your email list by calling your print-only contacts to ask for their email information so that you can be sure to stay in touch. For example, “I usually like to send a letter at this time of year because it seems more personal, but I thought I’d call because we may not be able to reach you that way!” Donors are often more willing to part with their information when presented with a good reason. What better reason than staying informed over a fundraising crisis!
2. Leverage SMS and Broadcast Voice Messaging
Text messaging is a fast and direct way to reach your supporters, with a turnaround time as short as 72 hours for some providers. Not only would you have a reason to text donors, but you are also providing them with valuable intel about a strike that could impact their holiday mail.
Tip:
Consider launching a SMS campaign where you:
- Invite donors to opt-in over email for updates and special appeals via text.
- Explain the situation underscoring the importance of their contributions over the holiday season.
- Utilize short donation links for easy contributions right from their phones.
Not sure where to start with SMS? Reach out to Frontier Marketing today.
3. Reach Out to Major Donors Personally
During this critical time, personal outreach can go a long way. While you may not have the capacity to contact every donor directly, this is a good opportunity to prioritize calling your major donors. Not only is a phone call a way to confirm their support and/or provide excellent stewardship, they might just want to be a part of the solution!
Tip:
- Encourage a sense of partnership by discussing potential matching gifts or upgrades to their previous contributions.
4. Implement Delayed Match/Upgrade Campaigns
If it’s too late to adjust your mail date and you anticipate delays in your mail outreach, there may be an opportunity to shift your strategy. Consider match extensions, or even a follow up match or upgrade campaign, designed to make up the lost revenue over Year End.
Tip:
- Present an attainable goal by providing a real estimate of the funds that may have been lost due to the strike.
- Engage major donors and corporate partners by soliciting matching funds, social posts, or Peer to Peer fundraising events.
If you’re in a position to strategically utilize other print such as free standing inserts (in newspapers or other print media) and get those turned around quickly, this may also be an alternative. Reach out to Frontier Marketing to learn more about whether this is the right strategy for you.
5. Use Buckslips in Late Appeals
If you find yourself needing to send out late mail appeals due to the strike, consider including a buckslip—a small, low-cost insert that can usually be added later in an appeal’s production.
Use buckslips to:
- Highlight urgent needs or last-minute campaigns.
- Provide easy options for giving, whether through your website or by phone.
- Remind donors of the impact of their contributions, reinforcing the importance of their support.
Tip:
- Low design can often mean high impact. Buckslips don’t require a beautifully branded design. In fact, often the cheapest strips of off-brand yellow paper perform best. This is because simplicity illustrates just how real the urgency is.
Conclusion
While a Canada Post strike may pose challenges to your year-end fundraising efforts, it also presents a silver lining: the opportunity to connect more meaningfully with your donors.
Take this as the sign you’ve been looking for to diversify your strategies and engage with your supporters in new ways (and get a little more information into your CRM in the process).
By leveraging email, SMS, personal outreach, and creative late-stage appeals, you can maintain momentum and meet your fundraising goals. Reach out to Frontier nonprofit marketing agency today for help!
