US charities are repeatedly reminding me that the tax year is about to end tomorrow evening. I have received more than 50 eMail reminders in the last three days of the year alone. Of the 50, 6 charities have sent more than one reminder in the past 72 hours. 95% of the reminder eMails contain information about challenges and, particularly, matches from generous donors. Some examples, include:
- Gifts to the Clinton Foundation will be tripled by “President Clinton himself”;
- Gifts to the Alzheimer’s Association will be doubled; and,
- Gifts to Shriner’s Hospital will be be doubled.
Matching gifts seem to be abundant this year. These challenges are a nice way for charities to attract new donors, renew lapsed supporters, and get the additional gift from donors who have already given this year.
Most of these strategies are employed by Australian charities. If your non-profit organisation is not utilising one or more of the tactics, perhaps you want to test them to see if they may work for your organisation.