Charity Winter: 4 Tips For Successful Holiday Fundraising

For non-profits, the holiday season is Christmas in, well, December. The tidings and good cheer leads to a spike in generosity that can catapult your non-profit into the new year with financial momentum. A well-planned holiday fundraising campaign separates a non-profit from the dozens of other organizations searching for donations. Rule number one: Make your campaign unique. The Salvation Army has a tight lock on most malls and department stores. Stand outside ringing a bell for your non-profit and you'll look more like a Grinch than a good person. It's been done. A social media campaign that raises money based on the the number of posts, on the other hand, will draw fresh attention to your cause.

Keep these fundraising tips in mind as you spread the word about your non-profit during the holidays:

Raise Money Smarter

The economy may be improving, but Americans are still being more careful with their money. Giving USA Foundation reports that Americans donated $316.23 billion to charities in 2012. It's a modest increase from 2011 but still well below 2007, when American's gave nearly $345 billion. Non-profits need to consider the financial climate and make it easier for new donors to give money. Man on the street campaigns can still work, but you need the right technology. Mobile apps can turn your smartphone into a credit card reader. An Intuit credit card reader, for example, enables you to swipe credit cards on the spot for a 2.75% fee. Donors that would like to support your cause but don't have cash will appreciate the technology.

Craft a Clear Message

The world is full of charities that want money. Those that succeed have a clear and concise explanation of what they'll do with that money. Charitywater.org has raised nearly $30 million through its MyCharity program largely because it's message is clear: Raise money and people who don't have access to clean water will get it. Without a clear purpose, potential donors will only hear that you want something-- rather than what you're going to do with it. When you ask for money, lead off with the ultimate result of a donation, such as underprivileged kids getting toys, or veterans getting care.

Secure Your Website

One of the quickest ways to earn a bad reputation as a non-profit is to expose sensitive information. Online donations rose 14 percent from 2011 to 2012, according to Philanthropy.com. Because of this jump, non-profits have become the target of hackers who seek to steal credit cards numbers and other personal data. If your non-profit accepts donations online, take every measure to ensure protected donor information. That usually means using encrypted servers to stop hackers from breaking through. If in doubt, try a trusted financial platform like Paypal to process transactions.

Provide Updates

The work isn't done once you get the money. If you want donors to keep supporting your cause, provide regular progress reports demonstrating the tangible effects of donations. Invisible Children, a non-profit dedicated to ending the LRA conflict in Africa, provides insightful email updates about its latest campaigns. It keeps the cause on the mind of donors and demonstrates that you're committed to the common good. It may sound like patting yourself on the back, but don't be afraid to report back to donors.