How to Build a Philanthropy Calendar That Drives Digital DonationsEvery year in November, National Philanthropy Day would roll around and I’d sigh and say to myself: “Next year, I’m going to be ready.” I’d swear that I would plan ahead, write the emails, prep the social media graphics, and really celebrate the day with our donors. Then February would roll around and I’d see adorable Valentine’s Day posts from other schools – “We ❤️ our donors!” – and then again on St. Patrick’s Day – “We’re lucky to have you!” And I’d think: Next year. Definitely next year. Finally, last summer, I had had enough. We blocked time, pulled out the project management software, and started building a full philanthropy calendar – complete with stewardship moments, giving day content, and awareness-based messaging. And now? We don’t miss those chances to talk about philanthropy. We show up with intention. And the best part? Once this year is done, we’ll already have an entire year’s worth of content ready to refresh and reuse next time around. Honestly – it’s one of the best things we’ve done. Why every nonprofit needs a philanthropy calendar If you’re in higher ed advancement (and especially if your fiscal year starts July 1), now is the time to build your calendar for the next year – before you're juggling events, campaigns, and year-end appeals. When you plan your giving-focused content in advance, you give your team the time and space to tie fundraising to moments that matter – national observances, cause-based awareness days, and your own institutional milestones. You stop scrambling. You start seeing results. Digital fundraising isn’t just about being visible. It’s about being intentional. What kinds of dates belong on your calendar?Start with the obvious ones: your founding date, commencement, homecoming, or the birthday of a beloved former president with a named scholarship fund. Then build out from there. Here are a few ideas to get you thinking:
The more your calendar reflects your organization’s story, the more it will resonate with your community. These aren't throwaway posts – they’re meaningful messages that reinforce your mission and make giving feel timely and personal. Tools to make it happen Use scheduling tools like Buffer, Later, or Hootsuite to plan ahead. Build Canva templates you can reuse year after year. And make sure someone on your team is tracking which content types drive engagement – not just likes, but actual clicks, gifts, or email signups. Once you get into the rhythm of planning ahead, the content starts to build on itself – and pretty soon, you're not starting from scratch every year. You’re refining, reusing, and getting stronger with every cycle. You don’t need a massive team or a fancy agency. Just a plan, a few tools, and a commitment to showing up for your donors in meaningful ways. Need a head start? I’ve done the heavy lifting for you – get your free Year-Round Philanthropy Calendar with dates organized by theme and by month and ideas for implementation. This curated list of dozens of dates is tailor-made for fundraising, stewardship, and storytelling – including giving days, mission-aligned observances, and the quirky holidays that make for surprisingly great donor content. Just drop your email, and you’ll be able to download it instantly. Easy. One calendar. A year’s worth of opportunities to show up, connect with your donors, and tell the story of your mission. What dates are important for your messaging and content throughout the year? Let me know in the comments. Cheers, PS - I hope you’ll continue the conversation by subscribing to Real Deal Fundraising. When you subscribe, you’ll get my e-newsletter, which includes the best articles on fundraising, productivity, and cool stuff every week. The whole thing is curated awesomeness as well as freebies like webinars, instructional videos, and whatever else I can put together to be helpful to you! If you liked this…
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Giving donors reasons to give is an important part of case-building. Don’t underestimate the simple power of a top ten list. Here is a list of ten possible reasons to give to get you started brain-storming your own reasons to give at your institution.
You can create a dedicated webpage out of these and then promote one per week or day on social media and then repeatedly re-post the website. Make sure your text explaining each of these reasons has links to your giving page. #10: Tuition is not enough. Tuition usually only covers a portion of the cost of an education. See if you can use this reason to give to present this data. Emotional appeals are great for many donors but others want to see the numbers and facts. #9: Open doors of opportunity. Community support is critical to helping hard-working students graduate. Many of your students could not afford an education without scholarship assistance. Make that case with this reason to give. #8: Invest in today’s students, tomorrow’s leaders. A gift to your institution helps to clear a path to a degree for many students. Perhaps quickly mention a story of what one of your recent graduates is doing that is impressive and noteworthy. #7: Gifts help your institution attract major gifts and grants. Foundations and corporations often consider charitable support to be an indication of merit. For example, they may look at the percent of alumni giving, the percent of employee giving and the total dollars raised each year when evaluating a grant application. A gift sends a signal to these outside funders that your institution is worthy of their support. #6: Maintain the value of a degree from your institution. Giving, as we know, is key factor considered by accrediting agencies and ranking institutions like U.S. News and World Report. It’s important to communicate to our constituents that especially if you are a graduate, your gift will help the institution maintain accreditation and increase its reputation, thereby increasing the value of a degree from your institution. Even a small gift makes a difference. #5: It doesn’t take much! Your gift, combined with the gifts of others, can have a very powerful impact, regardless of the amount. No gift is too small to make a difference! Together we can reach our goals but we need your participation. #4: It’s a worthy tradition. Your institution has been educating people since its year of founding and it is likely that your institution has been sustained by generous gifts at every step along the way. It is vital that today your alumni and friends carry on this important tradition of generosity. #3: Amplify your values. When you give to your institution, you are giving to students who are also future leaders. What do you students do when they leave your institution that is unique and valuable? Whose lives will your students change? #2: The world needs your institution. For this reason to give you will really needs to dig into what makes your institution unique among other institutions. What do you offer the world that no one else can? #1: Now is the time… Make an investment in your institution so that it can expand its mission. Explain why your institution is unique and precious and that the time is now to make a gift which will be tangible evidence of the hope we all share for how this institution can change the world. When you are planning any event (for fundraising or otherwise), it’s so important to have a generic checklist to go through during your planning so that you don’t miss something obvious. Most checklists you find online are geared for wedding or other non-professional events. So, I created my own.
Here’s the list of things you should think about when event planning. If you have small events inside a larger series of event (like a convention) you will want to go through this checklist for all of the smaller events and the event as a whole.
Call Center is hard work. It was where I started my career in fundraising, at the tender age of 18. I think many young people enter the philanthropy industry through the phonathon and leave feeling that this career path isn't for them.
I'm committed to giving these young professionals the support and training they need to survive and thrive in call center, so that they can ultimately move on to other areas of development and contribute in big ways to the non-profit world. To that end, I'm offering some training materials. For anyone who subscribes to Real Deal Fundraising over the next month, you get two gifts from me. 1) You will get immediate access to the e-book "15 Best Call Center Games" for FREE 2) You'll be entered to win a free copy of my upcoming e-book "How to Staff Your Phonathon Super-Fast: the 7 Secrets to Fill the Seats" I hope you'll subscribe today. If you aren't a phonathon manager, please share this information with the phonathon managers and other development professionals you mentor. Thanks! Jessica |
Jessica Cloud, CFREI've been called the Tasmanian Devil of fundraising and I'm here to talk shop with you. Archives
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