As October comes to a (very fast) close, AMA Lincoln members welcomed guest speaker Kelley Peterson to a roundtable to discuss nonprofit marketing strategies for ending the year with a bang…and a buck (or $100). The roundtable last week was the perfect opportunity to generate ideas on approaching the end of 2025. Q4 is the noisiest time of the year for messaging about fundraisers and year-end giving.
With notebooks and laptops in hand, Lincoln’s marketers geared up to learn tricks and treats (and a love for barnyard theming) from a marketing guru. Here are the highlights for those who couldn’t make it:
Herd Your Channels: One Theme, Many Paths
If your campaign is feeling a little “same old, same old,” it might be time to reevaluate your approach. The secret? Start with one clear, compelling theme – then let it roam across all of your outreach methods. This builds consistency for your brand awareness and offers reminders to your audience wherever they are. However, it’s crucial to note that using the exact same content everywhere can lead to content burnout. Change it up with different colors, new graphics, etc. that all revolve around the central theme.
With this cohesive approach, you can then “herd” your audience back to your website from whatever channel you use, from direct mail to social media to emails, events and more. Create a campaign-specific landing page or blog post on your website. Then, no matter whether the audience sees your mailer, email, Instagram post, etc., they’ll know exactly where to go for more information.
Social Media is Great, But Don’t Bet the Barn on It
Social media might seem flashy and wide-reaching, but don’t build your barn on someone else’s land. TikTok, Instagram, Facebook… they’re all “rented” space. Your company may have a presence there, but it’s not company-owned like your website. One shift in the algorithm and poof — your reach becomes a ghost.
Here’s the hierarchy:
- Website: Campaign-specific pages that reflect your theme
- Email: Still the strongest direct line to potential donors
- Direct Mail: Personal and tangible (especially with a handwritten touch)
- Social Media: Use it to amplify, but never rely on it as your base (Hint: your base is your website)
And don’t forget — if you’re using social, be social. You don’t have to post 24/7, but it’s important to comment, like, and engage with your community’s content. The algorithm and your supporters will thank you.
Personalize, Package, Present
Everyone and their dog wants you to support their organization for end-of-year giving, whether it’s a local “Give to Lincoln” day or Giving Tuesday. So how do you make sure your voice stands out from the herd?
Generic messaging is forgettable. Donors want to feel seen, inspired, and like they’re part of something winning.
- Make Your Donor the Hero: “You helped change a life…” not “We (insert company name here) did.”
- Lead with Impact, Not Hardship: Donors don’t care that budgets are tight. They want to know how their dollars will make a difference.
- Go Bold with the Design: A bright fuchsia envelope in October can help you stand out amid the typical seasonal colors.
And for those detail-loving donors, provide layers of content:
- Subheads help organize themes within a theme.
- Add more “meat” for your readers who want it; keep it skim-friendly for the rest.
- Even in an email, vary your message styles while keeping the core idea consistent.
Ruffle Some Feathers (In a Good Way)
Your campaign isn’t just a marketing effort — it’s a full team affair. And if you’re not getting your board of directors involved, you’re leaving a lot of potential on the table. Your words and design are only as strong as the people backing them. Equip your team to be advocates, not just observers. Here’s how you can rope in your board and community:
- Give your board a sneak peek before the campaign launches.
- Ask your board to interact with social media posts (at the top of the hour is better for the algorithm).
- Encourage them to “snowball” your contact list by sharing the campaign push with their own networks.
- Have your board or other volunteers in the community handwrite holiday cards or envelope addresses. These personal touches stand out.