Planning an end-of-financial-year campaign requires more than good timing. It can also be tempting to rely on the added incentive of ‘tax deduction’ to carry your message. At Redstone Marketing we believe these are secondary to success and here’s why…
1. Every other charity will be using the same message
At tax time, and just prior, every organisation under the sun will be highlighting the added incentive (which really is there all the time), that ‘you can make a tax-deductible gift.’
Don’t get us wrong, it’s good… it’s great – but how will you be different? At key times of the year it can be tempting to go out thinking that a generic message will work, but it doesn’t usually and so why would it now? Tax-time appeal messaging if anything needs to be even more stand out than usual because even the organisations that don’t send out campaigns regularly will be leveraging off this time of year. So, how do you rise above the noise in a sea of appeals that are all shouting, “Give before June 30?” Now is the time to pull out your best story, clearest ask and strongest offer.
2. Design a unique corporate giving campaign for tax time
Many organisations segment their audience according to giving amount, but few create targeted campaigns for groups, entities and corporates.
Rather than trying to reach individuals separately, introducing large organisations to workplace giving prior to tax time can be a great way to guide a whole community into your network. At Redstone Marketing we love helping clients create unique offers for workplace giving, and when planned in advance, the opportunity to draw upon this audience multiple times a year becomes priceless. The power of word-of-mouth and the sense of community becomes even more evident as colleagues, team members and whole divisions band together to see their group effort make tangible change.
3. Make sure your email strategy is on-point
Alongside sending out a tax-time direct mail campaign, be sure to follow up with an email to give your audience multiple opportunities and ways to give.
In 2021, with older generations now forced to become more tech-savvy than ever, it is even more important to ensure that you are taking advantage of online giving. An important tip to remember though is that the shelf-life of emails is extremely short… think 24 hours or less. So, it will be important to remove the ‘give before June 30’ messaging in the email unless it is literally the day before. Instead, opt for an email at the start of the month that urges the supporter to give their tax-deductible gift now, and then send a reminder email with a ‘give before June 30’ ask on June 29 and allude to the fact that the clock is ticking.
So there you have it, three tips on tax-time appeals that we bet you haven’t read elsewhere. Was this helpful? Do you need support with creating your tax-time appeal? Alternatively, you can book a discovery session with us to get help with your appeal.