On November 15, Canada Post workers went on strike, disrupting mail delivery nationwide. This couldn’t have come at a worse time for nonprofits, as December is the most important fundraising month, often accounting for up to 26% of annual revenue (M+R Benchmarks). With mail appeals delayed, nonprofits need to pivot quickly to digital strategies to avoid losing out on crucial donations.
Here’s how your organization can respond and provide effective alternatives to keep year-end fundraising strong:
1. Announce the Strike and Offer Alternatives
First, communicate the situation to your donors with empathy and clarity.
- Email Communication: Explain how the postal strike impacts your fundraising and emphasize that your mission still urgently needs support. Provide clear, alternative ways for donors to give, such as online or by phone.
- Social Media Announcements: Use platforms like Facebook, Instagram, and Twitter to spread the word. Pair your posts with impact-driven stories to keep donors engaged.
Example Email Message:
“The Canada Post strike may delay mailed donations, but your online gift today can ensure that no one is left without support this holiday season. Visit [link] or call us at [number] to give now.”
2. Prioritize Digital Giving Channels
With direct mail off the table, shift your focus to these powerful digital channels:
- Email Campaigns: Ramp up your year-end email appeals. Use impactful storytelling and clear calls to action. Make it easy for donors to give by including direct links to your optimized donation page.
- Social Media Fundraising: Post regularly, share success stories, and use platforms like Instagram and Facebook to drive engagement. Consider running social media ads to reach a broader audience.
- SMS Messaging: Text messages are effective, with high open rates and immediate impact. Use SMS to share urgent appeals and include links to your donation page.
- Digital Ads: Run targeted ads on Google, Facebook, and Instagram to reach potential donors. Highlight the urgency of giving before year-end and tailor your messaging to resonate with your audience.
Example SMS:
“Your support is more crucial than ever! Help us make an impact this holiday season by donating online: [link].”
3. Optimize Your Online Donation Page
Your donation page should be ready to handle an influx of traffic.
- Brand and Simplify: Use consistent branding to build trust and ensure the process is quick and simple. Eliminate unnecessary steps that might cause donors to abandon the page.
- Test for Mobile Use: With more people giving from their phones, make sure your donation page is mobile-friendly and loads quickly.
4. Encourage Phone Donations and Personal Outreach
Mail may be delayed, but personal connections can inspire generosity.
- Call Major Donors: A heartfelt phone call can go a long way. Express gratitude for past support and share how their gift can make a critical impact.
- Engage Volunteers: Volunteers are often willing to give financially as well. Reach out and ask for their continued support.
Example Talking Point for Phone Calls:
“Hi [Donor Name], I wanted to personally thank you for your past generosity. With the Canada Post strike, your support is more vital than ever. Would you consider making a gift online or by phone to help us continue our mission?”
5. Leverage GivingTuesday to Drive Urgency
GivingTuesday, which raised $3.1 billion in the U.S. in 2023 (GivingTuesday Impact Report), is the perfect opportunity to kick off your year-end campaign.
- Maximize Social Media Buzz: Use the #GivingTuesday hashtag and share impact stories to engage your audience.
- Coordinate Your Digital Campaigns: Sync your email, social media, and SMS efforts for maximum impact. Make sure all messaging emphasizes the urgency of year-end giving.
6. Use Social Media to Share Stories and Inspire Action
In addition to announcements, use social media to create an emotional connection with your audience.
- Post Impact Stories: Show how donations directly help your community. Use visuals like photos or short videos to make the message more compelling.
- Run Social Ads: Invest in social media ads to boost your reach and target new potential donors.
Example Social Post:
“The postal strike may slow down the mail, but it can’t stop the spirit of giving! Support our mission by donating online today: [link].”
7. Prepare for a Last-Minute Donation Surge
Remember, 10% of all annual giving happens in the last three days of December (Double the Donation).
- Schedule Last-Minute Reminders: Plan to send email and SMS reminders up to and including New Year’s Eve. Make sure these messages are segmented so you don’t overload donors who have already given.
- Thank Donors Quickly: As donations come in, send prompt, heartfelt thank-you messages to acknowledge and appreciate your supporters.
Building a Resilient Fundraising Strategy
This experience is a wake-up call to invest in a diversified, year-round fundraising strategy. By strengthening your digital engagement and building strong relationships with donors, you can weather disruptions like the Canada Post strike and come out stronger. To stay informed about the latest developments regarding the Canada Post strike, please visit their official website at canadapost-postescanada.ca. They provide regular updates on negotiations and service disruptions.
